Definition of “Brand Character”?
By planning how an organisation would best be perceived by it’s Customers and Potential Customers, Brand Character is developed.
Brand Character is the key meanings we want associated with the brand. It is the integration of all the key tangible, as well as the intangible aspects of the brand. It is what the organisation wants the brand to be, or to become – whether or not the marketplace currently perceives it completely and accurately.
The Brand Character is the foundation upon which creative campaigns and/or all marketing programs are built; it ensures cognitive consistency across markets.