Research Topics:

Brand Identity | Brand Positioning Studies

Content Type:

Glossary

Brand Personality Definition

What people think and feel consciously and subconsciously about a company identity or product described and experienced as human personality traits.

Brand personality is the set of human-like traits and characteristics – qualities, emotions and values – that consumers consciously and subconsciously attribute to a brand. It involves businesses assigning a distinct and recognizable identity to a brand to make it more relatable and memorable in a crowded marketplace. The concept of brand personality goes beyond the functional aspects of a product or service, as it creates a specific identity designed to capture the brand’s target audience. The branding is intended to attract consumers, as they are seeking products that mirror their values and aspirations. The end result is businesses forging stronger connections and driving customer loyalty.

Who relies on brand personality?

With brand personality, marketing professionals, advertisers and businesses strive to develop consistent and compelling brand images that connect with consumers on an emotional level. Those professionals shape their messaging, design and overall brand experience to differentiate their products and services in the marketplace.

Why should I care about brand personality?

If consumers perceive a brand as having specific, desirable human-like qualities, emotions and values, they are more likely to develop a bond, trust the brand and remain loyal.