According to Jennifer Aaker there are 5 core dimensions that brands fall under. Below are the dimensions, their core traits, and sample companies:

• sincerity (down to earth, cheerful, honest, wholesome) (Campbell's, Hallmark)
• excitement (daring, spirited, imaginative, up to date) (Apple, Pixar)
• competence (reliable, intelligent, successful) (Wall Street Journal, IBM)
• sophistication (upper class, charming) (Chanel, Tiffany's)
• ruggedness (outdoorsy, tough) (Levi's, Marlboro)

What does this mean for you? (personally I'm going for sincerity and competence - I can't take much more excitement) It means that when it comes to branding yourself you need to think about what category you want to fall under, and then make sure that's how you present yourself.

Take a moment to look at your branding materials and content and see if you are actually presenting your self the way you want to be seen. Differences between your perception and your customer's perception of who you are and what you do may be a result of flawed messaging - something that starts with your branding campaign.

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