The Art of Crafting the right Brand Personality

Crafting the Right Personality for your Brand.
More and more brands are concentrating on developing a sense of personality in order to connect with their market. But many end-up with a similar, whimsical style. Creating a unique personality that is on-brand is not always easy to do.

Which is precisely why I love the new Johnnie Walker brand TV campaign so much.

Johnnie Walker have long been expert at brand storytelling, they’ve successfully leveraged their Scottish heritage, linking authenticity to their brand credentials (as we covered in this post a little while back), and now with this latest TVC. JW have created ‘The Important Man’ and a swag of memorable brand language to go with it – “Often enjoyed staring thoughtfully out of large windows contemplating words like; Leverage. Portfolio. Fiduciary”, and “poured from decanters that look like large perfume bottles made for men”. Yes the personality is still amusing, but is delivered with a real strength of personality that fits the brand to a tee.

The ad finishes with the timeless Johnnie Walker tag line; ‘Keep Walking’ which beautifully reflects the manner in which the JW brand continues to move with the times.

Love it.

Dave Ansett, Brandamentalist
Brand Personality Engineer

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