the strong emotional bonds that brands manage to establish with their audiences sometimes make it seem that they behave as if they were people.
Illustration: luis echánove
the relationship that comes to be established with brands can go beyond the purely rational, transcending criteria such as price or functionality when it comes to tipping the balance in favor of one brand over another. we talk about the personality of the brand, its values or its mission and values, in the same way as we would do when referring to people.
there is a tendency for people to adopt behaviors and attitudes like those of brands in order to achieve the same levels of affinity and empathy as brands. this is personal branding, the adaptation of learnings from years of experience with brands to help people (politicians, independent professionals, etc.) to achieve stronger and more lasting emotional ties with their audiences.
The challenge for the branding expert when facing a personal branding project is to maintain a difficult balance so as not to end up objectifying the person and so that when he/she presents him/herself to his/her audiences, he/she is perceived as real, credible and unique and not as an imitation of life.