Brand Personality: Characteristics and Qualities of Top Brands

The personality of your brand tells the story of who you are and what you stand for. It tells the story of what your customers can expect to feel when they interact with you. It's the emotional connection that consumers make with your brand, based on their experiences and perceptions. For example, inspirational brands have personalities that are aspirational, positive and uplifting. They make consumers feel good about themselves and their potential. Strong brand personality traits are essential in differentiating your brand from others in the marketplace. They’re also crucial in creating a lasting impression in the minds of your target audience. A brand’s personality can be conveyed through its name, logo, slogan, colors, packaging, advertising, and overall communications. It is important for companies to ensure that all of these elements work together. Companies need to create a cohesive and consistent message about its brand personality.

What is the Definition of Brand Personality?

A brand's personality is the set of human characteristics associated with a brand name. A strong brand personality helps consumers feel like they know the brand, which can build trust and loyalty. Top brands often have very strong and well-defined personalities. These personalities are often reflected in the brand's marketing campaigns. They can help to create a strong emotional connection with consumers. Do you think you have what it takes to be a top brand personality? Great! Wizard of Ads™ wants to work with you. Schedule a chat with us today.

Why Is Brand Personality Important?

Brand personality is important because it can help a company to better connect with its target audience. A strong brand personality can make a company and its products more relatable and therefore more appealing to consumers. Additionally, a well-defined brand personality can help a company to differentiate itself from its competitors.

It Distinguishes Your Brand Against Competition

In any given market, there are usually a number of companies offering similar products or services. A company can make its brand stand out against competition by developing a strong and distinct brand personality. For example, let’s say you’re in the market for a new pair of jeans. You have many different options to choose from, including Levi’s, Wrangler, and Diesel. All three brands offer a similar product, but they each have their own unique personalities. Levi’s is often seen as classic and timeless. Wrangler is more rugged and down-to-earth. Diesel is edgy and trendy. So, even though all three brands are selling the same type of product, they each have their own distinct personalities that appeal to different types of consumers.

It Enhances “Brand Experience”

A strong brand character can also enhance the “brand experience” for consumers. This is the overall feeling that someone gets when they interact with a brand. For example, let’s say you walk into a Nike store. The music, staff, product displays and overall atmosphere create a certain feeling. The same goes for Apple stores. When you enter one, you expect to see sleek products, helpful staff and cutting-edge technology. These brands have carefully cultivated their images and personalities to create a certain type of experience for their customers. And this experience can be extremely powerful. In fact, many consumers are willing to pay more for a product or service — especially if it comes from a brand with a personality that they can identify with.

It Promotes Brand Loyalty

As we mentioned, brand personality is one of the three key aspects that make up a brand’s identity. It’s important because it humanizes your brand and makes it relatable to your target audience. When you have strong brand traits, people are more likely to connect with your brand on an emotional level. And when people have an emotional connection to your brand, they’re more likely to become loyal customers and advocates. Think about some of the brands that you’re loyal to. Chances are, you don’t just like their products or services — you also like what the brand stands for. You identify with their values and their mission. A strong brand personality can make people feel like they belong to a community or a movement. And that is why it’s so important for building brand loyalty.

Knowing the Five Dimensions of Brand Personality- (with Examples from Top Brands)

In 1997, Jennifer Aaker coined the term "brand personality,” adding five human character traits to brands. Aaker proposes that a brand can express its personality using five core dimensions: Sincerity, Excitement, Sophistication, Ruggedness, and Competence. When creating or developing your brand, consider which of these five dimensions you would like it to reflect. Understanding these five dimensions can help you create a strong, relatable brand. One that your target consumers can connect with on an emotional level. Think about what kind of personality you want your brand to have. Decide what kinds of associations you want your target consumers to make with your brand. By carefully crafting your brand's personality, you can create a strong emotional connection with your target consumers. And, in turn, that will encourage them to remain loyal to your brand.

Sincerity

The sincerity dimension of brand personality includes characteristics such as honest, trustworthy, down-to-earth, genuine, and loyal. Customers feel that sincere brands are made for them and not just to make money. This dimension encompasses traits such as cheerfulness, straightforwardness and innocence. For example, Marks and Spencer's branding personality is seen as sincere because it is a brand that is reliable and trustworthy. It has been around for over 100 years and is known for its quality products. Dove is a sincere brand because it is known for being gentle and mild on the skin. It’s also affordable. And, it has a history of being physically close to its consumers. Being sold in drugstores instead of high-end department stores makes it a more relatable and genuine brand. The Body Shop is also seen as a sincere brand because of its commitment to being environmentally and socially responsible. The brand only sells products that are not tested on animals. It also strives to use ingredients that are natural and ethically sourced.

Excitement

An exciting brand is one that is seen as adventurous, bold, daring, imaginative, spirited, thrilling, trendsetting, up-to-date and vivid. It also refers to the energy and vibrancy of the brand. Brands that score high on this dimension are typically seen as being fun and energetic. Customers who identify with this type of personality are looking for brands that add some excitement to their lives. They also want a brand to help them feel more youthful. This dimension also encompasses traits such as enthusiasm, vibrancy and risks. For example, Red Bull is an exciting brand because it is often associated with extreme sports and activities. The company also sponsors many events that are seen as being exciting, such as the Red Bull Air Race. AirBnB is an adventurous brand in and of itself due to the fact that it allows people to stay in strangers’ homes when they travel. The company also encourages customers to get out and explore new places, which aligns with the adventurous personality type. Another exciting brand includes Mountain Dew. The company has built its image around adventure, extreme sports and outdoor activities.

Sophistication

The sophistication dimension of brand personality includes characteristics such as charming, elegant, exclusive, upper-class, and fashionable. Customers who identify with this type of personality are looking for brands that they can aspire to or align with. Luxury brand characteristics are all about exclusivity and prestige. Customers who identify with this type of personality are looking for brands that offer the best of the best. They want quality craftsmanship and materials, and they’re willing to pay a premium for it. When you think of sophistication, does Versace come to mind? If not, this will explain why it should. Many people would not consider themselves to be wealthy or upper-class. However, they can still appreciate the finer things in life. And that's what Versace offers. The brand has been built on the idea of luxury and refinement, and it shows in everything from the brand's clothing to its jewelry to home decor. Even if you can't afford to buy a Versace dress, you can still enjoy looking at it in a store or online. Patek Philippe is another brand that brings about an air of sophistication. The Swiss watchmaker is known for its high-quality, handcrafted timepieces. Patek Philippe is the kind of brand that people save up to buy. And, it's not uncommon for its watches to be passed down from generation to generation. When you think of Patek Philippe, you think of quality, tradition, and elegance. These are all qualities that people aspire to have in their own lives. And that's what makes Patek Philippe such a successful brand. Prada is another brand that oozes luxury. The Italian fashion house is known for its stylish clothing, handbags and shoes. Prada is the kind of brand that people love to be seen wearing. It's the kind of brand that makes you feel good just by wearing its clothes or carrying its bags. Prada is all about style and sophistication. Its products are designed to make people look and feel their best. And that's what makes Prada such a successful brand.

Ruggedness

The rugged brand personality dimension includes brands that are adventurous, tough, outdoorsy, and masculine. This dimension encompasses traits such as roughness, strength and determination. Brand personality names to describe rugged brands include that it’s dependable and trustworthy. They are built to last, and they are designed for customers who appreciate quality craftsmanship. These brands typically have a strong visual identity that communicates their rugged personality. Customers who identify with this type of personality are looking for brands that reflect their active lifestyle. They are often used by athletes, outdoor enthusiasts and people who enjoy spending time in nature. Jeep is considered a rugged brand character because of its association with outdoor activities. It is built for rough terrain, and it has a history of being used by the military. It's also a popular choice for those who want a vehicle that can handle off-road conditions. Another example of a rugged brand personality is Land Rover. Like Jeep, Land Rover vehicles are built for tough conditions. They have a luxurious feel, but they're also capable of handling any terrain. A third example of a rugged brand personality is Harley-Davidson. This motorcycle brand is known for its rebellious image. It attracts customers who want to live on the edge and enjoy the thrill of the open road.

Competence

A competent brand is one that is seen as reliable, efficient, successful and intelligent. Customers feel that they can trust these brands to get the job done right. The brand demonstrates its ability to deliver on its promises consistently. Brands that score high on this dimension are typically seen as being genuine and authentic. Google is a competent brand personality due to its continuous improvement, efficiency, and user-friendly interface. Google goes beyond meeting customer expectations — it strives to exceed them. The brand is also seen as reliable and intelligent, always finding new ways to make things better. Another example of a competent brand includes Intel. Why? Because Intel is known for delivering quality products that meet customer needs. The brand has a reputation for being innovative and constantly improving its offerings. Apple's brand personality is also seen as competent. The company is known for making high-quality products that are easy to use. And, like Google, Apple goes above and beyond customer expectations. The brand is seen as reliable, efficient and intelligent. Brand personality is as vital to a brand as the physical appearance of the product or service and the way it is marketed. A great brand personality not only attracts customers. It also creates an emotional connection that keeps them coming back. There are a number of ways to create a strong brand personality. Some common methods include using humor, being relatable or even creating an aspirational persona that customers can strive to emulate. However, it’s important to note that no two brands are exactly alike. What works for one company may not work for another. The key is to find the right mix of characteristics and qualities that best represent your brand. And, one that resonates with your target audience. Are you ready to give your brand personality a go? Or perhaps, do you need to reshape how your brand’s character appears to your target audience? Then you’re on the right page. Wizard of Ads™ has the best branding capabilities for your business. We’re so confident in that, we only grow if you grow. In fact, if your business takes a pay cut, so do we. So, are you ready to meet your new brand personality? Then book an appointment with Wizard of Ads™ right now.