What is Brand Personality?

Have you ever fallen in love with a brand? Maybe you're a die-hard Apple fan who eagerly awaits the latest iPhone release. Or perhaps you can't resist the allure of a Starbucks. Whatever your favorite brand is, there's a reason it captures your attention and inspires loyalty. It's not just about their products or services (though those are pretty important as well) — it's about brand personality. 

Brand personality is the emotional and human-like characteristics a brand embodies, and it can make all the difference in how customers perceive and connect with a company. The concept of brand personality has been around for a while but Jennifer L. Aaker, a Stanford marketing and brand expert, provided a formal framework for it in her influential 1997 article, Dimensions of Brand Personality. Aaker identified five common brand personality traits — sincerity, excitement, ruggedness, sophistication, and competence — that have since become widely accepted. 

In this article, we'll dive into the concept of brand personality, explore the key traits that successful brands embody, and show you a few of the brands that embody each trait. 

Sincerity

‍These brands are all about building authentic relationships with their customers. They focus on values like trust, honesty, and transparency, and they're not afraid to show their softer side. 

Dove, for example, is built around the idea that every woman is beautiful just the way she is. Their ads feature real women of all ages, shapes, and sizes, and their products are designed to enhance natural beauty, rather than cover it up. Hallmark is known for its heartfelt greeting cards and sentimental gifts that help people connect and show their appreciation for loved ones. The brand is built around the idea of expressing emotions and creating meaningful moments.

Excitement

‍Brands with an exciting personality are all about living life to the fullest. They're high-energy, daring, and full of positive vibes. They want to inspire customers to try new things and take risks. 

Red Bull is the perfect example of an exciting brand. Their ads feature extreme sports like skydiving and snowboarding, and their tagline is "Red Bull gives you wings." GoPro is another exciting brand that encourages customers to live life to the fullest. Their cameras are designed to capture extreme sports and outdoor adventures, inspiring viewers to get out and try something new.

Ruggedness

‍Rugged brands are about toughness, independence, and the great outdoors. They appeal to customers who value strength, durability, and a sense of self-reliance. 

Jeep is a great example of a rugged brand. Their vehicles are designed to tackle any terrain, and they're known for their off-road capabilities. The North Face is another rugged brand that's all about exploration and adventure. Their high-quality outdoor apparel and equipment is designed for extreme outdoor activities, and their "Never Stop Exploring" slogan embodies their brand personality perfectly.

Sophistication

‍Brands with a sophisticated personality focus on elegance, refinement, and luxury. They appeal to customers who value upscale experiences and exclusivity. 

Chanel is the epitome of a sophisticated brand. Their products are high-end and luxurious, and their brand is all about timeless elegance. Rolex is another sophisticated brand that's all about craftsmanship and prestige. Their watches are known for their timeless design and association with success.

Competence

‍These brands deliver high-quality products and services that are perceived as reliable, efficient, and intelligent. They focus on building trust with their customers. 

IBM is a great example of a competent brand. They're known for their innovative solutions and technical expertise, and they’re all about being a global technology leader. FedEx is another competent brand that focuses on delivering packages on time and with reliability. Their tagline "The World on Time" emphasizes their commitment to dependable shipping.

When it comes to brand personalities, there are a few things to keep in mind: 

Some brands have combined personality traits

‍Take American Express which positions itself as a reliable and intelligent financial partner (competence), while featuring luxurious experiences and exclusive benefits that align with its sophisticated brand personality. This combined trait strategy allows AmEx to target both business professionals who value reliability and efficiency and affluent customers who value luxury and exclusivity. As market conditions and consumer attitudes shift over time, brands can adjust their primary and secondary traits to remain relevant and appealing to their target audience.

Brand personality can evolve

‍Consider Abercrombie and Fitch. Founded as an adventure outfitter company in 1892, it did a complete 180° in the 1990s and transformed itself into a trendy young adult clothing brand with a strong — and eventually problematic — emphasis on exclusivity and sex appeal. However, in recent years, the brand has attempted to distance itself from negative perception by rebranding as a more inclusive and socially conscious company, emphasizing its commitment to sustainability and diverse representation. Abercrombie’s brand personality journey evolved from rugged and exciting to sophisticated and exciting, and finally to sophisticated and sincere.

When creating your brand, it's helpful to see where your competitors are aligning themselves. If there's already a competent and exciting player in the market, maybe there's room for a sophisticated brand. And remember, you don't have to be everything to everyone. Choose your direction intentionally and clearly. This will help you figure out your brand personality early on and stay on track as you develop your brand. At the end of the day, a brand has to make a choice and take a stand with a clear voice.

In our next post in this series, we'll explore the key factors that contribute to a successful brand and provide practical tips and examples to help you apply these factors to your own branding efforts. 

P.S. If you're looking to create a brand personality that helps you stand out and connect with your customers, get in touch with Sheer Havoc. Our team of branding experts can help you define and communicate your brand's unique personality, so you can build a stronger, more memorable brand.