What is Brand Personality?

Brand personality refers to the set of human characteristics, traits, and qualities that are attributed to a brand. It's how a brand would behave, speak, and interact if it were a person. Examples include being sophisticated, rugged, sincere, exciting, or competent.

When to define Brand Personality?

Brand personality should be defined early in brand development and used to guide tone of voice, visual style, marketing messages, and customer interactions. It's particularly important for brands targeting specific demographic or psychographic segments.

When might Brand Personality evolve?

Brand personality may need adjustment when targeting new audiences, expanding into different markets, or when research shows the current personality doesn't resonate with intended customers or align with brand goals.

What is the importance of Brand Personality in Branding?

Brand personality helps create emotional connections with customers, differentiates from competitors with similar products, guides consistent communication across touchpoints, and helps customers relate to and remember the brand more easily.