What is brand personality?

Brand personality is the trait of personality that is associated with the brand.

In practice, it is a set of characteristics similar to those of human character but applied to the brand. Moreover, these tend to remain enduring over time.

Brand personality expresses how the brand presents itself to the public, through its character, style, and tone of voice. 

It is the result of all the company's communication efforts to achieve a strong positioning of the offer in consumers' minds.

How has brand personality developed?

The concept of brand personality has developed based on studies on consumer behavior, and it has been found that individuals tend to attribute traits to brands that are close to human personality, thus they are predisposed to choose the brand that most closely matches the image that represents themselves or what they would like to communicate to other consumers.

Over the years, brand personality has conveyed how a brand can be seen as "meaning" rather than just a product, in order to differentiate itself from competitors. The more a brand behaves like a person, the greater its chances of finding a flesh-and-blood consumer.

 

As we have already mentioned, brand personality stems from the various personalities of the consumer and we can divide it into 5 categories:

• Extroverted Personality: A consumer who stimulates other people and who has positive emotions;
• Kind Personality: A consumer inclined to be humane and collaborative with others; 
• Open Personality: A consumer who loves adventure, odd ideas, curiosity, and experiences;
• Diligent Personality: A consumer who exhibits self-discipline, organization, and reliability;
• Neurotic Personality: A consumer who externalizes emotions such as anger, anxiety, vulnerability.

The brand's personality offers consumers something to relate to each other with, and to increase the brand's popularity.