Brand personality refers to a brand’s human-like traits which makes the business seem more friendly and approachable to consumers. By acquiring a set of personal characteristics that consumers are fond of, this will make it easier for them to emotionally connect with the brand on a deeper and more personal level, and this is exactly the main purpose of developing a brand personality. 

According to psychologists, it was found that customers tend to have better likings for brands that share a similar personality to them. Therefore, to successfully appeal to them, it is important that brands carefully choose the right personality that they can see their target consumers resonating with. 

Brand personality plays a critical role in shaping the way consumers perceive a certain company, and this personality can be expressed through a number of ways. Your logo, packaging, website design, social media content, as well as your store design are all branding elements that you can use to communicate your brand personality. By humanizing your brand and giving it a unique aesthetic and tone of voice, this can help you attract the specific consumer groups your business is targeting.

The Five Universal Set of Brand Characteristics:

The list down below reveals the five universal set of brand characteristics that most companies tend to assign to their business. 

1) Sophistication: elegant, prestigious, and sometimes even pretentious personality

2) Excitement: carefree, spirited, and youthful personality

3) Ruggedness: rough, tough, outdoorsy, and athletic personality

4) Sincerity: kind, thoughtful, and family-oriented personality

5) Competence: successful, accomplished and influential personality (often highlighted by leadership)

The brand personality helps define the company’s position within the market and is a key factor in successful marketing campaigns. Companies select one of the five personality types they wish to adapt to their brand and often develop other specific characteristics throughout time to differentiate themselves from their competitors.

For example, luxury brands will opt for the ‘Sophistication’ brand characteristic while outdoor recreation retail stores will often go for the ‘Ruggedness’ characteristic to attract adventurous groups of consumers. 

Developing Your Brand Personality

When it comes to developing a brand personality for your business, it is highly essential that you accurately express this character through your brand’s content. Communication will be key, therefore, remember to use the right language and tone of voice to show who you really are as a brand, whether that would be a classy, smart, influential, or witty tone of voice.

Have another view, an anecdote that you would like to share, or just a question for the author? Feel free to comment below!

in Branding Definitions
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