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Business psychologist Tomas Chamorro-Premuzic looks at how brands can turn their internal identity into public reputation

The concept of brand personality refers to the human-like attributes associated with brands. For example, Apple is cool, Hermes is elegant, and the Volkswagen Golf is understated. Much like in humans, brands develop their personality with time, as they mature. In some cases, this results from deliberate attempts to translate the vision of designers and marketers into a product that can help consumers express key aspects of their identity. In others, the process is more organic and unpredictable, when unexpected brand ambassadors emerge, such as in the case of hip-hop artists’ devotion for Cristal champagne or footballers’ love for Hublot watches, which forced these brands to re-evaluate their image.

But how can brands deliberately change their personality, and should they? The second part of the question is easy to answer: there is no shortage of circumstances where brands would benefit from a personality change. For example, since the last financial crisis all banks have invested a considerable amount of time and resources to re-brand themselves as trustworthy and altruistic, albeit rather unsuccessfully.

Related: Marketers: how to get inside the minds of millennials

Much like people need to re-consider who they are as they grow up, so do corporations

Related: The distraction economy: how technology downgraded attention

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