{"id":34747,"date":"2022-12-26T09:58:00","date_gmt":"2022-12-26T08:58:00","guid":{"rendered":"https:\/\/www.evasanagustin.com\/workaholic\/?p=34747"},"modified":"2026-03-23T10:20:04","modified_gmt":"2026-03-23T09:20:04","slug":"contenidos-personalidad-de-marca-y-si-las-marcas-fueran-personas","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2022\/12\/26\/contenidos-personalidad-de-marca-y-si-las-marcas-fueran-personas\/","title":{"rendered":"[Contenidos] Personalidad de marca: \u00bfy si las marcas fueran personas?"},"content":{"rendered":"\n<p>Como calendario de Adviento, <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2022\/11\/28\/contenidos-descubre-la-personalidad-de-tu-marca-mi-pop-up-newsletter\/\">este a\u00f1o<\/a> he estado enviando datos sobre la <strong>personalidad de marca<\/strong>, un aspecto del branding que me interesa mucho. Me lo he tomado como un entrenamiento para ordenar toda la documentaci\u00f3n que he ido acumulando sobre el tema. Aunque todav\u00eda me queda mucho por decir, ya puedes <a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/descubre-tu-personalidad-de-marca\/\">descargarte el ebook que recopila los env\u00edos<\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"350\" height=\"495\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2022\/12\/personalidad-marca.png\" alt=\"\" class=\"wp-image-34749\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2022\/12\/personalidad-marca.png 350w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2022\/12\/personalidad-marca-212x300.png 212w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><\/figure>\n\n\n\n<p>Somos sociables y nos relacionamos, con m\u00e1s o menos inter\u00e9s, con otras personas\u2026 y con marcas. Consciente o inconscientemente, <strong>se crea un v\u00ednculo entre personalidades afines<\/strong>, repito, sean de personas o de marcas porque s\u00ed, las marcas tambi\u00e9n tienen personalidad.<\/p>\n\n\n\n<p>Dos definiciones para empezar a situarnos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Personalidad<\/strong> es la diferencia individual que constituye a una persona y la distingue de otra, si hacemos caso a la RAE. En otras palabras: c\u00f3mo somos.<\/li>\n\n\n\n<li><strong>Personalidad de marca<\/strong> es el conjunto de rasgos humanos que se asocian a una marca, de acuerdo con Jennifer Aaker (all\u00e1 por 1997). En otras palabras: c\u00f3mo la describir\u00edamos si fuese una persona, es decir, c\u00f3mo es una marca.<\/li>\n<\/ul>\n\n\n\n<p>La personalidad nos define tanto como nos diferencia, as\u00ed que es l\u00f3gico que las marcas quieran tener una propia que inspire confianza. Les servir\u00e1 para conectar con su p\u00fablico (a quien le parecer\u00e1 atractiva porque tiene rasgos en com\u00fan) y eso las llevar\u00e1 a conseguir m\u00e1s clientes convencidos y fieles (ll\u00e1malo ser una love mark o encontrar a tu alma gemela).<\/p>\n\n\n\n<p>Entonces, \u00bfqu\u00e9 han de hacer las marcas para ser como una persona? Err\u00f3neamente, muchas empiezan por concretar una identidad visual. Es una manera de tomar las primeras decisiones, pero hay otras identidades (verbal, sensorial\u2026) y la personalidad se refleja en todas ellas, as\u00ed que hay muchas cuestiones a plantearse para elegir la adecuada.<\/p>\n\n\n\n<p>En esta gu\u00eda descubrir\u00e1s <strong>la personalidad de tu marca<\/strong>, lo que nos llevar\u00e1 a concretar su situaci\u00f3n respecto a la identidad, despu\u00e9s a conocer los diferentes rasgos que definen la personalidad y, por \u00faltimo, a qu\u00e9 hacer con ella cuando ya sabes cu\u00e1l es la tuya.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Acabas de leer la introducci\u00f3n. Si he despertado tu curiosidad, puedes ver c\u00f3mo es en el interior en <a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/descubre-tu-personalidad-de-marca\/\">la ficha en Gumroad<\/a>. Desde ah\u00ed podr\u00e1s descarg\u00e1rtelo a cambio de un par de euros. Te recuerdo que los suscriptores de mi newsletter tienen un 40% de descuento en todos mis recursos de pago (aunque puedes decidir pagar lo que consideres justo).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.evasanagustin.com\/redacciondecontenidos\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"405\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2026\/03\/banner-pie.png\" alt=\"\" class=\"wp-image-36133\" style=\"aspect-ratio:2.9595028946297304;width:1056px;height:auto\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2026\/03\/banner-pie.png 1200w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2026\/03\/banner-pie-300x101.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2026\/03\/banner-pie-1024x346.png 1024w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2026\/03\/banner-pie-768x259.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Como calendario de Adviento, este a\u00f1o he estado enviando datos sobre la personalidad de marca, un aspecto del branding que me interesa mucho. Me lo he tomado como un entrenamiento para ordenar toda la documentaci\u00f3n que he ido acumulando sobre el tema. Aunque todav\u00eda me queda mucho por decir, ya puedes descargarte el ebook que [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[7,465],"tags":[488,12,155,118,571],"class_list":["post-34747","post","type-post","status-publish","format-standard","hentry","category-dm","category-estrategia-de-contenidos","tag-branding","tag-dmassm","tag-marca-personal","tag-novedad-editorial","tag-personalidad-de-marca"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/34747","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=34747"}],"version-history":[{"count":5,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/34747\/revisions"}],"predecessor-version":[{"id":36140,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/34747\/revisions\/36140"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=34747"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=34747"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=34747"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}