Brand Personality

Brand personality refers to a set of human characteristics associated with a company's brand. Companies should develop a brand personality in order to stand out from their competitors.

Your brand personality is a unique collection of emotional triggers that consumers connect with, encouraging them to respond with feeling and emotion towards your brand.   A brand personality provides an emotional identity for your company, which in turn makes it easier to evoke an emotional response in your potential customers.  This is key to connecting with your audience and making more sales. 

Your brand personality should reflect how people feel about your brand, rather than what they think the brand is or does. It should reflect the personality of your customers.  This is important because when you come to writing and producing content, your brand personality will help determine the style and tone of voice your messages are communicated in. 

There exists a five-dimensional framework for describing and measuring the "personality" of a given brand (Aaker, 1997).  This is a great point to start defining your own company brand personality. 

Factors

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Personality Traits

Down-to-earth

Daring

Reliable

Upper-class

Outdoorsy

Honest

Spirited

Intelligent

Charming

Tough

Wholesome

Imaginative

Successful

Glamorous

Masculine

Cheerful

Up-to-date

Hard-working

Good-looking

Western

Family-oriented

Trendy

Secure

Feminine

Rugged

Small-town

Exciting

Technical

Smooth

 

Sincere

Cool

Corporate

 

 

Real

Young

Leader

 

 

Original

Unique

Confident

 

 

Sentimental

Independent

 

 

 

Friendly

Contemporary

 

 

 


Do you want more sales and new customers?