Our technology collects and uses brand’s web content and social content, such as Facebook and Instagram, for personality mapping. You can view this content in Brand Navigator’s Content Analysis section, specifically under tabs like themes, topics, and keywords. After collecting a brand’s content, keywords are run through our proprietary personality algorithm which has been trained using over 400,000 different brand assets (print, digital, web) that has taken 15,000 human hours to date.
The text is analyzed against the Big 5 Personality Traits: extraversion, agreeableness, openness, conscientiousness, and neuroticism. Our brand personality tool does this by mapping archetypes to the Personality Trait values and using your brand’s similarity to each archetype’s trait value to score the archetype. This way, it gives scores to each brand archetype for web content and social content.
After that, you can take the average of each brand personality archetype for web and social content and begin to make changes to the archetypes you are tracking by adjusting the tone and feel of your brand’s content. A good place to start is the intentional use of adjectives and adverbs to impact the tone of voice. In 2022 we will be adding a Content Checker module, similar to Grammarly, to the brand personality section, where you can go to test your own written content and assess how it aligns with each archetype.
