1. Think beyond the obvious - Every category has its dominant archetype – whether that’s Nurturer in baby care, or Ruler in banking. Character offers you a way to think beyond category norms to truly differentiate. Take Oscar, the new insurance start-up that aims to simplify the entire health insurance experience. The brand is operating in a Sage-dominant category and creates disruption with its dual use of Regular Guy and Innocent. Regular Guy: it is Oscar: he has a name, he talks to customers in a down-to-earth, straightforward way. Innocent: he has a simple playfulness that makes him instantly likeable. That is character well done.
2. Live the character - When it comes to your brand, you should always be in character. It should guide the way you talk about and execute things.
Take The North Face, for example. The brand is named for the coldest, most unforgiving side of a mountain and the notion of ‘extremism’ is implicit. This idea however, could be dramatized in many different ways – all determined by character. The brand’s choice of an Explorer/Ruler duo keeps North Face’s interpretation of this idea in the realm of the radical and deliberate, and away from a more innocent expression which could lean further towards, say, wonder.
3. Dial up dial down - Just like human beings, each character is myriad. For example, there is not one way to be a Lover – just look at Axe and Tiffany. Axe has typically pivoted on the physical attraction and passion angle of the archetype (although this is definitely changing), whereas Tiffany (by virtue of its product line) leverages its romantic, commitment-orientated qualities. The lesson? Archetypes give you the ability to pull on different elements of character to create your own unique identity.
4. Appeal to attitudes - Character can help you appeal beyond demographics to the attitudes of your target. What does your audience look for in the things they interact with? Are they drawn to disruption or do they seek the secure? In what context is that true and how might it differ when it comes to your category? Take these learnings and feed directly into your character definition process. You will not regret it.
5. Another lens on the competition - Character can also serve as another lens to monitor (and keep ahead of) your competition – and indeed the most vibrant/ powerful brands in the market. How do they present themselves to customers – visually, verbally, in terms of the things they do? How can you differentiate in a positive way? You might say brand character is like a competitor radar OS.
You can also try out Character Lab – Added Value’s online tool that helps you understand the nature and strength of your brand’s character, a key measure in Snapshot, its new brand insight solution. For more information, click here or here.
