They've got personality

Sometimes we get so caught up in the functional elements of a brand and product that we forget about the role personality can play in marketing.

Brand personality has long been a key component of advertising, but it's hard to define and often misapplied. Usually just a few words on paper like "innovative, quirky, friendly," brand personality statements are so ill-defined that almost any execution can fit.

That's why it's helpful to create 3-dimensional characters to define the brand. Apple did this successfully with it's classic Mac vs. PC campaign.

Allstate is doing the same thing, with a slightly different strategy personifying the brand through the actor Dennis Haysbert in some commercials, and the brand's nemesis with the Mayhem character, portrayed by Dean Winters in others.

It's not necessary to personify your brand's personality in commercials as these marketers have, but their example demonstrates how powerful having a well-defined personality can be.

So the next time you're asked to define your brand's personality, don't just toss a few well-chosen words down on paper. Create a character based on actors or characters in film or television. It will help demonstrate a clear and common understanding for all who are responsible for creating communications around your brand.