Brand personality, and how to get one

By Anders Björklund

Brand personality, and how to get one

Have you ever considered which brand you'd fancy sharing a dinner with if given the opportunity? Quite an intriguing question. I might want a rendezvous with Amazon myself. The brand you envision at your dinner table powerfully embodies the concept of brand personality. It's a testament to how you resonate with certain brands that mirror your cherished values or aspire to connect with brands displaying traits you wish to cultivate.


For me, the brand you pick shows the power of brand personality. It helps you relate to a specific brand that mirrors the characteristics you value. And it can also inspire you to connect with certain brands that demonstrate the features you hope to develop.

Let's delve into the significance of brand personality and explore the process of shaping one.

Understanding brand personality

Brand personality is a set of human-like characteristics attributed to your brand. It's a personified description of your brand. This personality is manifested through your brand messaging, visuals, and campaigns.

Consistency in brand personality is paramount. If there are discrepancies between your brand's personality on your company website and social media touchpoints, it could obscure your brand's identity for potential and existing customers. Hence, consistency is the bedrock of successful brand communication.

The impact of brand personality dimensions

Brand personality dimensions, akin to pillars, can be classified into three categories:

  • Competence
  • Sincerity
  • Sophistication 

These dimensions serve as a useful starting point in identifying your brand's personality. Specific traits falling under each broader dimension contribute to a unique brand personality. The more precisely these characteristics are pinpointed, the more authentic and memorable your brand's personality will become.

Some notable personality traits related to these pillars are:

  • Competence: Conscientiousness, Dependability, Intelligence
  • Sincerity: Authenticity, Honesty, Trustworthiness
  • Sophistication: Composure, Confidence, Elegance

Crafting a brand personality     

The concept of brand personality and its myriad facets are now established. The task at hand is to mould your brand's personality. This should be accomplished promptly, as your brand personality guides decision-making and ensures consistency across all platforms — a crucial element for brand recognition and long-term customer loyalty.


Whether you're constructing a brand personality from scratch or renovating an existing one, the following six-step approach is recommended:

  • Identify core values: Your brand's personality is moulded by its values, just as personal values shape human behaviour. Start by defining your brand's core values, ensuring they align with what your target customers hold dear.

  • Use customer insights: Interacting with your target customers can provide valuable insights into the direction your brand personality should take. It's crucial to consider your audience's preferences, behaviours, expectations, and needs. The more intimately you understand your target customers, the easier it will be to envision your brand personality.

  • Ask personified questions: To further refine your brand's personality, pose questions as if your brand were a person. Questions like "How would your brand's entry into a room be perceived?" or "What are your brand's fears?" can help you flesh out your brand personality.

  • Formulate a brand guide: Teams change over time, and a well-defined brand guide can ensure continuity in your brand's personality. The brand guide should elaborate on the use of fonts, colours, visuals, and tones in brand communication, whilst also defining what your brand is not to ensure consistent perception across all customer interactions.

  • Iterate and evolve: As your brand grows and gains more insights, it's vital to be open to refining your brand personality. Your brand's evolution should align with your target customers' changing preferences and needs.

Following these guidelines can craft a robust and enduring brand personality. A distinctive brand personality emotionally engages your customers and influences their long-term loyalty. So, it's high time to start if your brand still needs a brand personality.

Want to know more about branding? Please review our comprehensive guide to branding your business, or download the brand loyalty guide below.  

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Anders Björklund
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about how to think about onlinification and digitalisation in B2B.
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