What Is Brand Personality?
The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This personality is a qualitative value-add that a brand gains in addition to its functional benefits. As such, a brand personality is something to which the consumer can relate.
How Brand Personality Works
Brand personality is a framework that helps a company or organization shape the way people feel about its product, service, or mission. A company’s brand personality elicits an emotional response in a specific consumer segment, with the intention of inciting positive actions that benefit the firm.
Customers are more likely to purchase a brand if its personality is similar to their own. There are five main types of brand personalities with common traits:
- Excitement: Carefree, spirited, and youthful
- Sincerity: Kindness, thoughtfulness, and an orientation toward family values
- Ruggedness: Rough, tough, outdoorsy, and athletic
- Competence: Successful, accomplished, and influential, which is highlighted by leadership
- Sophistication: Elegant, prestigious, and sometimes even pretentious
Brand personalities are even more important, especially in the digital age where automation and artificial intelligence (AI) technology is growing. As much as consumers enjoy being able to shop online or have companies predict their preferences, studies show that people still want personal interaction and direct customer service when it comes to the way they do business with companies.