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Brand Personality: A Brief Overview

All of us are built of different characteristics. Each one of us has distinct personalities, which is what makes us stand out. Our personality tends to create a certain perception in the minds of the people that we tend to meet.  Similarly, did you know that brands also have personalities? Just like us humans, brands too have certain characteristics that make them stand out. Of course, their personalities are less complex than ours. It is also much easier to categorize. Sounds interesting right?  So let’s discuss this concept in more detail and try to understand what it means:

What is brand personality?

The concept is not much hard to understand. As the name suggests, brand personality can be defined as the set of characteristics that the brand inhibits. It can be defined as the type of person the brand tends to represent. This concept is one of the main factors in determining the relationship between the brand and their individual consumers. It also tends to give more depth and feeling to this relationship shared by these two. Brands need to keep their personality consistent so that their consumers don’t get confused. It also tends to increase their brand equity. Brand personality tends to communicate the tangible benefits of the brand in focus. It tends to form an emotional association amongst the target audience of the brand. This further helps the brand to attract more of their target audience.

There are many models and personality types given by scholars, working in the field. Brands consciously make an effort to be perceived in a certain manner by their target audiences.  Let’s further discuss one such model, which is very commonly used. After that, you can try to identify certain examples that fall under each personality type to test your knowledge!


When a brand is seen as sincere by the consumers, it tends to be cheerful, honest, wholesome, and down-to earth.  Many big brands fall under this type. Such brands also tend to have orientation towards family values.


Brands under this type tend to be categorized as daring, spirited, imaginative, and up-to-date. They are even seen as youthful and carefree. Often sports and automobile brands fall under this type.


This type is marked by a brand being reliable, intelligent, successful, and hardworking. It is marked by leadership, and is seen as influential. Some big names that fall under this trait are some big tech brands.


This type is marked by traits like charming, glamour, and often femininity. It is often associated with the upper class. It is further also seen as elegant, prestigious, and sometimes even pretentious.  Many high end fashion brands fall under this trait. Often we tend to associate some brands with eliteness and class. Those brands are marked by this type.


Brands which can be seen as outdoorsy, tough, masculine, and western tend to fall under this type. It can also be seen as rough and athletic. To identify brands that fall under this personality type, start by trying to think about brands that are catered towards men first. You are more likely to see this personality type in those brands.

Brand personality thus, is a very important concept for brands to understand. It can be defined as the set of certain human characteristics and traits that the brand is associated with. This concept tends to help the brand in attracting new and more of their target audience. It also helps the consumers to form a better relationship with the brand.  Brands make a conscious decision to be perceived in a certain way, and this is what their personality tends to be based upon. Brands need to also remember that keeping their personality consistent is very important. Otherwise, they mind end up confusing and driving away their audiences.