What’s My Brand Personality?

A brand personality is the set of human characteristics and traits that a company uses to communicate with its audience. Think about some of the people in your life – it won’t take long to identify a few core elements of their personality. Now consider the brands that you interact with regularly. Can you identify their brand personalities?

The traits in a brand’s personality influence how consumers perceive and relate to the brand. Think of brands like Apple, Nike, or Dove. Each has its own unique identity. Apple is sleek, Nike is bold and empowering, and Dove is compassionate and sincere. These perceptions are carefully curated and help foster relatability and emotional connections between the brand and its customers.

Why Should I Identify My Brand Personality?

Establishing a brand personality is useful for several reasons:

• Relatability: When customers can relate to your brand’s personality, they’re more likely to feel an emotional connection. If customers feel that the brand reflects their own values and identity, it can make them more loyal over a longer period. For example, audiences that value exploration and freedom might be attracted to a rugged brand like REI.
• Consistency in Messaging: A well-defined brand personality allows you to maintain consistency across all communication. Your website, social media, advertisements, and customer service should all reflect your brand framework.
• Trust Building: Consistency builds trust. When customers know what to expect from you, they find it easier to trust you with their hard-earned cash and they are more likely to recommend your company to a friend.
• Memorability: A consistent brand isn’t just recognized, it’s remembered. That makes it easier for consumers to choose you over competitors. If your brand has a distinct personality, customers are more likely to recall it when they need products or services related to that trait.

What Is a Brand Personality Framework?

Stanford Researcher, Jennifer L. Aaker, developed a widely used brand personality framework that is divided into five distinct categories. Each of these categories has specific adjectives that further describe the personality traits of a brand. By defining your brand within this framework, you give it structure, making it easier for customers to understand and resonate with your business.

Most businesses fall into two or three framework categories. But remember, don’t try to be everything for everyone. Developing a specific and authentic brand personality helps you win customers who will stick around for the long haul.

Brand frameworks:

• Competence: Reliable, efficient, and intelligent. (e.g., Microsoft, IBM)
  
• Sincerity: Honest, genuine, and caring. (e.g., Dove, TOMS)
  
• Excitement: Bold, energetic, and imaginative. (e.g., Red Bull, Tesla)
  
• Sophistication: Elegant, refined, and luxurious. (e.g., Chanel, Mercedes-Benz)
  
• Ruggedness: Tough, strong, and durable. (e.g., Jeep, The North Face)

Brand Adjectives:

How to Identify Your Brand Framework and Personality

To effectively identify your brand framework and personality, follow these steps:

• Know Your Audience: Your brand personality should align with your target audience. Are your customers young and adventurous or professional and conservative? Create a few customer personas in order to understand your audience’s values, needs, and desires. This will help you define a personality they can relate to.
• Assess Your Offerings: Your personality should reflect what you offer. If your product is a luxury item, your brand personality should be sophisticated rather than rugged. However, if you’re selling professional services such as HR, a sincere and competent brand is more in line with your offerings.
• Define Your Values: What does your business stand for? If you value honesty and transparency, a sincere brand personality will be a natural fit. If you value innovation and creativity, an exciting brand personality might be a better match.
• Develop a Voice: Once you know your brand’s personality, create a consistent tone of voice. A luxury brand might have a refined, polished voice, while a fun and energetic brand would have a more casual, playful tone.

By taking these steps, you can develop a brand personality that aligns with your offerings, speaks to your audience, and strengthens your overall brand presence. The result is a consistent, memorable brand that connects with customers on a deeper level.

Free Download – Brand Framework Worksheet

Fill out the form below to download our Brand Framework worksheet. It includes a list of handy brand adjectives to guide your marketing and communications. It’s a freebie so feel free to download and print as many as you’d like! We’ll send you monthly marketing tips too, but we promise not to use your email for spam.

First Name

Last Name

Email

Business Name

privacy policy

I agree to all terms specified in Get Online NOLA's privacy policy.

Comments

This field is for validation purposes and should be left unchanged.