17 Best Brand Personality Examples & Traits
In brand strategy, “brand personality” refers to a unique blend of human characteristics associated with a brand.
These traits shape how people perceive and interact with the brand, whether seen as informal or formal, fun or serious, modern or traditional. Think of it like a personality for a person, but instead, it represents the brand’s identity and ethos.
Brands often incorporate personality traits to distinguish themselves in the market. Consumers naturally gravitate towards brands that mirror their traits.
For example, extroverted customers favour lively and active brand personas, while conscientious individuals lean towards brands showcasing responsibility.
Here’s a table laying out Jennifer Aaker’s Five Dimensions of Brand Personality, which offer a framework for evaluating and defining unique personality traits:
| Dimension | Traits |
| Sincerity | Honest, down-to-earth, wholesome |
| Excitement | Daring, spirited, imaginative, up-to-date |
| Competence | Reliable, intelligent, successful |
| Sophistication | Upper class, charming |
| Ruggedness | Outdoorsy, tough |
These dimensions help entrepreneurs and small business owners understand and categorise their …