a Brand Through
represents the complexion,
and spirit of the brand. As such,
it is a strategic element of positioning
and of the brand.
Brand character should
not be confused with "tone," which is a frequent
mistake made by client advertisers and agency people who should know bet,
ter. Tone denotes mood, style, or manner
of expression for a given execu,
tion. Tone is an executional element, not a strategic one.
Stated another way, brand character gets to the very values of the brand's
personality, whereas tone captures a particular
mood. As an example, one
may be a very serious,minded
who engages in a bit of whimsy
from time to time. The personality is serious,minded.
The specific mood at
a given point of time is one of whimsy. Brand character is part of the per,
sonality make,up of the individual, whereas tone reflects an episodic mood.
Keep in mind that if all the advertising for your product reflects the same
tonality, your current
will come to perceive that
tonality as the brand's personality. A campaign for an aTe
executed with humor may tag it with a personality customers perceive as hu,
morous and, perhaps, ineffective. So, it is very important
to define the per,
sonality you want to establish for a brand in its positioning
and to review ex,
they are in sync with
the marketer risks having execution define personality, which is
a case of the proverbial "tail wagging the dog."
Importance of Brand Character
Brand character is an important
strategic weapon. It serves to:
two soft drink giants, Coke and Pepsi, for example. During the
battled with an image (personality or brand character) it perpetuated .which
perceived as conservative,