How consumers perceive brand personality is important.
Correctly positioned, personalities can humanise brands, enabling better connection and communication. In retail finance, personality can help move brands from perceived ‘too big to care’ corporate, formal organisations into a softer space that drives audience warmth and consideration.
The client, a major international bank, wanted to explore how personality perceptions aligned with the master brand values, purpose and experience of its brand portfolio, to support a broader engagement strategy.
Using primary research, we explored consumer response to the competitive financial provider landscape, across brands, assets and ambassadors. Given the concept of brands can be somewhat nebulous, our Verve AI tool conducted a rigorous Semiotic and emotional evaluation of thousands of unstructured and unpolished consumer stories.
These stories were read for their semiotic energies and emotional shape; overlaying Jungian archetypes provided insight into the perceived personality of brands from the consumer perspective. Overlaying this against hard funnel metrics, highlighted areas the bank could use to mitigate ‘misrepresentation’, alongside identify assets and personality traits that could be dialled-up to authentically promote consideration.