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.
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