What is brand personality?

Brand personality refers to the set of human characteristics, qualities, and traits attributed to a brand – much like a human personality. Just like individuals, brands can have distinct personalities that help establish a connection and create emotional resonance with their target audience. If the buyer and the brand’s personalities are compatible, a beautiful relationship could be on the horizon!

Marketing researcher Jennifer L. Aaker outlined five distinct dimensions of brand personality:

• Sincerity

• Excitement

• Competence

• Sophistication

• Ruggedness

These traits form the building blocks of your brand personality. For example, if you were launching a new line of eco-friendly nappies, your brand personality would be focused on sincerity and competence, rather than ruggedness or sophistication.