Why Your Brand Needs to Identify a Brand Character – Adweek

By Image 4, posted on July 19, 2019

We’ve all heard trust is the foundation of any good relationship, whether in a friendship, a marriage or between coworkers. The same is true for building a company’s brand and the relationship between a company and the customer. Identifying a brand character establishes this brand trust by allowing immediate infusion of trust cues from a familiar (and trustworthy) persona into messaging.

Image 4's Insight
Choosing a character to embody your brand - either an existing, real-life character or one designed by you - not only helps your internal team create more cohesive and true messaging, it can also help customers immediately connect with your brand. Whether or not your company decides to use your character in future marketing campaigns, defining that character will be a valuable learning process and ensure company values are aligned with its actions.
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