BRand personality
Brand Personality Assesment Until now, we’ve been able to understand Hunter Cattle’s
that shows a comprehensive range of personality traits
ideal brand, how it behaves, what its character is, and
and comparing it against the “desired” brand personality.
how we can describe and foster it. Now we need to examine how this ideal brand matches up to the existing brand
Hunter Cattle’s positioning was informed by the research,
through an audit. This auditing process was accomplished
observation and analysis the team had conducted on
by mapping the current brand personality into a matrix
Hunter Cattle’s business.
Personality Traits 3 ROMANTIC
pretty cute
NATURAL
generous
childlike
pleasant
cheerful happy
restful
domestic
bright
genial and elegant
merry
delicious
3
tropical
2
abundant rich
lively hot
brilliant fascinating
substantial aromatic
provocative vigorous
glossy
interesting mysterious
alluring provincial
gorgeous
decorative
complex
traditional
wild ethnic
classic
conservative
CLASSIC
ETHNIC (WILD)
old-fashioned
2
dapper
elaborate heavy and deep
DANDY
3
sublime
precious
MODERN
earnest proper
Enduring Visuals
Industry Newbie
Field Knowledge
Improvised Reactions
Structured & Organized Actions
metallic
solemn
dignified
FORMAL authoritative
serious
Source: Shigenobu Kobayashi “Color image scale” (1992) Publisher: Kodasha, USA
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Weak Visual Presentation
sharp
masculine
majestic
strong and robust sturdy
exact rational
formal
practical sound
robust untamed
placid
modern
cultivated precise
eminent
aristocratic
Consolidated Brand Speech
distinguished
diligent subtle and mysterious
bitter
3 progressive
intellectual
sober
quiet and sophisticated
Disperate Brand Speech
agile
urban composed
stylish
tasteful
mellow
luxurious
active striking
intense
rustic
extravagant
Explicit Information
speedy
2
quiet
CHIC
elegant
western sporty
chic noble and elegant Japanese
simple, quiet
1
mature
forceful bold dynamic and active
1 modest
smart
polished
subtle
0
GORGEOUS
DYNAMIC
fiery
1
simple
young
NEAT CASUAL
refined
ELEGANT
Implicit Information
clean and fresh
noble
fashionable
Informed Casual
refreshing
steady
sedate
calm
nostalgic
colorful vivid
crystalline youthful
sleek pure and elegant
graceful
amusing
Too Casual
CLEAR
fresh
simple and appealing
elegant
Tomorrow
clean
pure and simple
tranquil
delicate
1
mild
Today
pure
natural
dry
open
clear fresh and young
plain
feminine cultured
tender
emotional
neat
light dreamy
wholesome peaceful
smooth
friendly
dazzling
flamboyant
2
free sweet-sour
healthy
lighthearted
festive enjoyable
showy
romantic
amiable innocent agreeable to the touch supple sweet and dreamy sunny gentle intimate citrus
PRETTY
CASUAL
soft
charming
sweet