How to choose your brand personality

Brand personality is a set of emotional, intellectual, and behavioral characteristics associated with a brand. Like people, brands have a unique way of thinking and feeling about the world.

Developing a compelling brand personality can humanize your brand, making it instantly recognizable and relatable to your target audience. But, how to choose your brand personality?

Brand Personality is how you would describe a brand if it were a person.

I’m sure you can easily spot an Apple product in a store. Although Apple is a tech company, its brand personality is all about minimalist aesthetics, quality, and innovation.

These traits are reflected in Apple’s marketing campaigns, messaging, and packaging, and are reinforced by a successful branding strategy that brings a sense of sophistication within the brand.

As a result, Apple has built a loyal fan base that identifies with the brand values and is willing to pay a premium for its products.

But to get there, Apple needed to be consistent. The more consistent brands are about their personality, the stronger their brand perception is for the public.

Start with a Brand Personality Framework

A great way to begin thinking about your brand personality is by using Jennifer Aaker’s framework. A framework published in 1997 in the Journal of Marketing Research and still widely used by brands.

The framework consists of five distinct dimensions, each representing different personality traits. The combination of these traits will create a unique brand personality.

Take a look at the diagram below:

Now, let’s go deep into these categories and see some examples.


Brands included in this dimension are often seen as wholesome, honest, cheerful, and down-to-earth. Brands like Pampers and Oprah fit this category.


Often has traits like daring, energetic, imaginative, and cutting-edge. Nike and Red Bull are good examples.


Competent brands are reliable, intelligent, and successful. Microsoft and Volvo are included in this dimension.


This dimension is all about traits like refined, luxurious, and charming. Think of Louis Vuitton or Apple.


Rugged brands are adventurous, outdoorsy, and tough. Jeep and Patagonia are great examples.

Having a strong and distinct brand personality can help you stand out in today’s marketplace, especially if you manage to embody traits that resonate with your target audience.

The idea is for you to combine these different traits into what makes you unique. Remember Apple’s personality? Even though the brand is categorized as Sophisticated, it is also associated with the Competence and Excitement dimension, because of its reliable and high-quality products.

Whether you are launching a new product or looking to revamp your brand strategy, consider investing in your brand personality to create a lasting impression on consumers’ minds.

Need a little help figuring out where to start? Send us a message. We can help you find out your brand personality and brand strategy with a mini branding workshop.

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