Moreover, when such feelings appear, it will also be of great help to other products extended by this brand. Brands are people From the concept of "brands are people", we can find that brand identity can be richer and more interesting. Like people, brands also have different identities and "brands": tasteful, confident, impressive, trustworthy, funny, active, humorous, easy-going, restrained, youthful, full of Wisdom and so on. A brand's ability to win the favor of consumers is closely related to the information the brand conveys to consumers. A strong brand must first have distinctive personality characteristics. At the same time, when launching new products, it needs to maintain the consistency of personality characteristics and form a good personality affinity. . Through the BCSM model of brand personality characteristics in the zero-point survey, it can be seen that the influence level of the personality characteristics of bank brands is relatively high in various industries. We see that the personal images of various bank brands are highly similar. It is not easy to develop a brand personality, because it needs to be comprehensively expressed through the body language of the image spokesperson, the vivid performance of the service terminal, and the demonstration effect of the consumer group. If the image has been created for a long time and there is no personality interest in shaping the brand, it is equivalent to helping the image spokesperson to advertise instead of letting the image spokesperson help the brand to advertise. Because, first of all, consumers usually choose brands that conform to their own identity or can express their own identity; secondly, brand identity will determine the relationship between the brand and customers; thirdly, brand identity can strengthen product attributes and make product functions more powerful. . A brand is a successful symbol or logo that can integrate and strengthen a brand's identity and make consumers' identification with the brand more impressive. In the development process of the brand, if there is such a symbol or logo, it will have a decisive impact on the establishment of the brand. However, if there is no such symbol or logo, it will seriously hinder the success of the brand. Make symbols an integral part of your brand identity and you'll see its potential power. Symbols that stimulate visual impressions have great power. Nike's swoosh trademark, McDonald's M-shaped arch, Kodak's yellow, and Mercedes-Benz's steering wheel logo all strongly convey brand identity. This is because over the years, these visual impressions have developed a close relationship with certain identities of the brand. Consumers can easily think of the brands they represent by just glancing at these symbols. Symbols with "metaphorical images" are often more meaningful and can simultaneously demonstrate the function of a brand and convey the emotion of the brand. The metaphorical image of basketball star Michael Jordan leaping high represents the characteristics of Nike sneakers; the bunny carrying a drum on the ever-ready alkaline battery shows longer battery life.