Just as we connect with like-minded people, your brand can form deep and lasting relationships with its audience. The secret to this lies in your brand’s personality. When your brand personality reflects the values and preferences of your audience, it paves the way for bonds akin to friendships.
But what exactly is brand personality, and why is it important for your business?
In this article, we’ll explore the concept of brand personality and explain its underlying psychology and benefits. We’ll also look at a practical guide to the steps involved in developing and applying a unique brand personality.
I’ve also included a list of 120 brand personality examples to inspire you.
What Is Brand Personality?
Brand personality refers to the unique blend of human characteristics associated with a brand.
Just as people have traits that influence how they’re perceived and how they interact with others, a well-crafted brand also has a distinct personality that shines through in every aspect—from its visual identity (think brand fonts and colours) to its voice and customer interactions.
This personality should be aligned with the brand’s industry, audience, and positioning.
In other words, your brand personality shapes how people perceive and interact with your brand. Whether it’s informal or formal, fun or serious, modern or traditional, it sets the tone for all communications and experiences. It also plays a significant role in shaping the internal brand culture.
The Psychology Behind Brand Personality
In the 1950s, sociologists coined the term ‘homophily’ (love of sameness) to describe how people are drawn to and form connections with others who have similar traits, interests, beliefs, values and backgrounds.
This concept applies not just to people, but to brands too.
Consumers naturally gravitate towards brands that reflect their own personality. They prefer to buy from companies that reflect their self-perception and values because it enables them to express their identity.
Research supports this. For example, a study published in the Journal of Targeting, Measurement and Analysis for Marketing found that extroverts favour brands with lively and active personas, while conscientious people lean towards responsible brands.
Another study highlights that brands with distinct personalities tend to inspire greater trust and—ultimately—loyalty.
How Your Business Benefits From a Strong Brand Personality
Having a strong, well-developed brand personality has many benefits for your business.
Read on to find out why a well-defined brand personality will help your brand thrive.
Differentiation
The more companies compete in a space, the more interchangeable their products, services and even visual branding start to feel. But brand personality is harder to copy.
A well-defined personality gives your business a human-like presence. It injects character into your messaging, visuals, and customer experience, making your brand recognisable and memorable.
Take Oatly, for example. They just sell oat milk—but it’s their quirky, irreverent personality that sets them apart.
Attracting the Right Audience
Your brand personality also acts as a magnet, attracting like-minded consumers who align with your values, beliefs, and aspirations.
A well-crafted brand personality can create a deep emotional connection with the right people, fostering a sense of commitment and affinity towards your brand.
Consistency
Without a clear brand personality, your tone of voice and visuals can feel disjointed. But when your personality is well-defined, it provides a strong foundation for all your brand communications.
Consistency doesn’t mean everything looks and sounds the same—it means everything feels like it comes from the same source. Whether someone is browsing your website, reading an email, or walking into your shop, they should instantly recognise your brand’s character.
Want to explore branding in more depth before defining your own brand personality? You can get a free month of Skillshare Premium—perfect if you’re keen to learn more about branding, and design.
The 12 Brand Archetypes
The 12 brand archetypes, inspired by psychologist Carl Jung’s theory, can help define your brand personality.
You might find them a bit simplistic—and I get that. I’ll admit I don’t use them myself.
Still, brand archetypes can be a good framework for understanding and defining your brand’s personality. Combining two or more archetypes opens up some interesting possibilities.
I won’t delve into details here as a wealth of information is available on this topic.
Here’s just a brief overview of the 12 brand archetypes:
| Brand Archetype | Description | Examples |
|---|---|---|
| The Innocent | Represents purity, simplicity, and goodness. | Dove, Innocent Drinks, Volvo |
| The Everyman | Emphasises being down-to-earth, genuine, and relatable. | IKEA, Budweiser, Subaru |
| The Hero | Portrays strength, bravery, and the desire to overcome challenges. | Nike, Under Armour, GoPro |
| The Outlaw | Represents rebellion, nonconformity, and breaking the rules. | Harley-Davidson, Diesel, Virgin |
| The Explorer | Emphasises discovery, adventure, and the desire to explore new territories. | The North Face, National Geographic, Jeep |
| The Creator | Focuses on innovation, creativity, and expressing individuality. | Lego, 3M, Adobe |
| The Ruler | Represents power, authority, and leadership. | Rolex, Microsoft, Mercedes-Benz |
| The Magician | Portrays transformation, enchantment, and creating extraordinary experiences. | Disney, Red Bull, Lush |
| The Lover | Emphasises intimacy and passion. | Victoria’s Secret, Henry Rose, Swarovski |
| The Caregiver | Focuses on nurturing, empathy, and providing support and care. | World Wildlife Fund, UNICEF, Pampers |
| The Jester | Portrays humour, fun, and bringing joy to people’s lives. | M&M’s, Old Spice, Fanta |
| The Sage | Represents wisdom, knowledge, and guiding others. | Google, Wikipedia, The New York Times |
Jenifer Aaker’s Five Dimensions of Brand Personality
Brand archetypes are not the only framework around.
In 1997, marketing professor and branding expert Jennifer Aaker revolutionised the understanding of brand personality by introducing her Five Dimensions.
Aakers five dimensions offer a framework for evaluating and defining the unique personality traits that make a brand distinct.
They include:
Sincerity
Sincere brands are honest, trustworthy, and committed to ethical practices.
For example, they may prioritise customer relationships, support their employees, and contribute to the community and the environment.
Example: The Body Shop
The Body Shop stands firmly against animal testing, promotes fair trade with its ingredient sourcing, and actively supports social and environmental campaigns.
Excitement
Excitement-driven brands are daring, lively, and innovative.
They strive to create a sense of thrill and adventure, appealing to customers who seek stimulation, inspiration and novelty.
Example: GoPro
GoPro’s strong association with extreme sports, outdoor activities and adrenaline-filled experiences embodies the ’Excitement‘ brand personality trait.
Competence
Competent brands are perceived as reliable, intelligent, and capable.
They prioritise quality, expertise, and efficiency to instil confidence and trust in their customers.
Example: IBM
IBM is a brand that personifies competence. With its long-standing focus on innovation and reliable software solutions, the company has earned a reputation as a leader in enterprise technology.
Sophistication
Sophisticated brands are characterised by elegance, prestige, and charm.
They align with consumers who appreciate refinement, taste, and luxury.
Example: Rolex
A good example of a sophisticated brand is Rolex. Renowned for its exquisite and prestigious watches, Rolex stands for precision, craftsmanship, and exclusivity.
Ruggedness
Brands that embody ruggedness are seen as tough, strong, and adventurous.
They target people who crave a wild, resilient, and outdoorsy lifestyle.
Example: Harley-Davidson
Harley-Davidson is the epitome of a rugged brand. The motorcycle company projects an image of toughness, freedom and rebellion. It attracts those who share its adventurous and rebellious spirit and love of the road.
Here is a quick summary of Jennifer Aaker’s 5 dimensions of brand personality:
| Brand Personality Trait | Sub-Traits | Examples |
|---|---|---|
| Sincerity | Genuine, Honest, Wholesome | The Honest Company, The Body Shop, Dove, Patagonia |
| Excitement | Daring, Spirited, Adventurous | Red Bull, GoPro, Nike, BMW |
| Competence | Reliable, Intelligent, Trustworthy | Intel, Google, Canon, American Express |
| Sophistication | Elegant, Luxurious, Prestigious | Chanel, Rolex, Ritz-Carlton, Apple |
| Ruggedness | Strong, Tough, Outdoorsy | Jeep, Caterpillar, The North Face, Fjällräven |
Brand Personality Is Not One-Dimensional
Your brand shouldn’t settle for just one personality trait. That would make your brand character quite bland. Instead, infuse it with a mix of traits to create a brand personality that’s dynamic and unforgettable.
Let’s take Patagonia as an example.
It embodies ruggedness, catering to adventurous outdoor lovers. But it also shows sincerity by being eco-friendly and fair in its business practices. Plus, it demonstrates competence with high-quality, innovative gear that’s both high-performing and low-impact.
Patagonia combines all these personality traits to create its unique identity. In the end, it’s all about making an emotional connection and getting noticed, but in an honest way!
But just as people show different sides of their personality in different situations, so can your brand.
Brands can emphasise their personality traits more or less, depending on the situation. For example, your brand might look more professional on LinkedIn than on Instagram.
Brand Personality Mapping
When you’re working on defining your brand’s personality, it can be helpful to create a personality map. This is a useful tool for visualising where your brand falls on a spectrum of traits. it’s called a brand personality slider.
You have a few options. You can use Jennifer Aaker’s five dimensions, the brand archetypes or create your own set of specific characteristics.
Then, use a slider to map them. This is an easy exercise to help you compare each feature with another.
See for yourself.
You might also find my free Brand Personality Slider Template for Google Slides helpful.
Craft Your Brand Personality Step-By-Step
Now, let’s put everything together and discuss some steps you can take to define your unique brand personality.
1. Understand What Your Brand Is About
The first step is to understand what your brand is about. Come up with a mission, vision, values and positioning for your brand. Then, build your brand’s personality on this foundation.
Here are some questions to get you thinking:
- What’s your brand’s ultimate goal beyond profit? How can your brand change the world?
- How can your brand reach this goal?
- What values does your brand live by?
- How is your brand different from other brands? What makes it so unique?
2. Identify Your Target Audience
Conduct thorough research to understand the demographics (age, gender, location, …) and psychographics (personality, values, interests, …) of your target audience.
Understand their preferences, behaviours, and desires. This knowledge will help you create a brand personality that resonates with them.
Ask yourself:
- What’s their personality?
- What’s their lifestyle?
- What are their opinions?
- What do they value, and how do your brand’s values align with theirs?
- How do they talk?
- What do they talk about?
- Who are their friends?
- Which other brands do they like to buy from?
3. Understand Your Target Market and Competition
Conduct market research to gather information about your target market and competition.
Analyse overall trends, competitor strategies, and market dynamics. This information will inform your brand personality by helping you identify gaps and opportunities to differentiate.
These questions are a good start:
- Who are your competitors?
- What do they stand for?
- Are there gaps in the market?
- What are their brand personalities like?
- How can your brand stand out? What’s its unique position in the market?
4. Choose Brand Attributes
Choose the specific personality traits and attributes that represent your brand personality based on the steps above.
Select attributes that reflect your brand essence, resonate with your audience and distinguish your brand. Remember that it’s often the unique blend of personality traits that makes a brand original.
A brand personality slider can help you with this step, as can the 12 Archetypes and Jennifer Aaker’s 5 Dimensions of Brand Personality.
But don’t be afraid to break free and develop your brand personality attributes.
- Which traits best represent your brand’s personality?
- Which characteristics resonate with your target audience?
- Do these traits align with your brand values?
- How can these traits differentiate your brand from the competition?
120 Brand Personality Attribute Examples
Developing a brand personality can be challenging.
That’s why I’ve put together a list of 120 attributes that can serve as inspiration for creating your brand personality.
Choose a balanced mix of attributes to create excitement. Too many attributes can dilute the brand, while too few can quickly become tedious. I recommend between 3 and 6.
Here is the list:
- Active
- Adventurous
- Analytical
- Appreciative
- Approachable
- Articulate
- Bizarre
- Blunt
- Calm
- Caring
- Charming
- Cheerful
- Clever
- Collaborative
- Compassionate
- Confident
- Considerate
- Cooperative
- Courageous
- Creative
- Critical
- Cunning
- Cute
- Daring
- Decadent
- Delicate
- Dignified
- Disciplined
- Discreet
- Disruptive
- Down-to-earth
- Dramatic
- Dreamy
- Driven
- Edgy
- Efficient
- Elegant
- Empathetic
- Enthusiastic
- Exciting
- Fair
- Feminine
- Friendly
- Fun
- Funny
- Futuristic
- Generous
- Gentle
- Glamorous
- Gloomy
- Heroic
- Honest
- Humble
- Idealistic
- Imaginative
- Independent
- Innovative
- Inspiring
- Intellectual
- Intuitive
- Inventive
- Joyful
- Kind
- Knowledgeable
- Loyal
- Luxurious
- Masculine
- Mature
- Mindful
- Modest
- Mothering
- Mystical
- Natural
- Nurturing
- Optimistic
- Outspoken
- Passionate
- Patriotic
- Peaceful
- Playful
- Polished
- Polite
- Pragmatic
- Protective
- Provocative
- Quirky
- Radiant
- Rampant
- Rational
- Reliable
- Respectful
- Responsible
- Romantic
- Rustic
- Sarcastic
- Selfless
- Sensual
- Sexy
- Silly
- Sincere
- Skeptical
- Sneaky
- Sophisticated
- Spiritual
- Supportive
- Sweet
- Sympathetic
- Thoughtful
- Tough
- Trendy
- Trustworthy
- Unconventional
- Vibrant
- Vintage
- Warm
- Welcoming
- Whimsical
- Wise
- Witty
- Youthful
Apply Your Brand Personality
To effectively apply and evolve your brand personality, consider the following steps:
1. Craft Your Brand Identity
Develop a brand name and voice that express your brand’s personality. Design a brand identity system—a logo, brand colours, fonts, image style. etc.—to complement it.
2. Tell Compelling Brand Stories
Use brand storytelling to express your brand’s personality and values. Stories can forge a connection with your target audience, making them feel part of something bigger.
3. Maintain Brand Consistency
Consistency is key to establishing your brand’s personality. Ensure that all customer interactions, online and offline, consistently reflect your brand’s personality traits.
Create brand guidelines that define how your brand is communicated across different channels and brand touchpoints. This will help everyone involved with the brand to communicate consistently.
4. Monitor and Refine
Keep an eye on your brand personality and refine it as needed. Gather customer feedback and refine your brand as necessary to ensure it remains relevant and resonates with the right people.
Brand Personality Examples
To wrap up, let’s look at five examples of different brand personalities to inspire you.
Oatly: Quirky, Authentic, Sustainable
Oatly, the Swedish oat milk brand, has developed a quirky, authentic, and sustainable personality. With its playful and irreverent tone, it connects with its audience in a fun and engaging way.
At the heart of Oatly’s brand values are sustainability and ethical considerations, which the company
expressed by the company in a rebellious and unconventional tone.
Its unique brand personality has helped Oatly build a strong connection with people, establishing it as a leader in the plant-based milk industry.
Even Oatly’s website is unconventional; take a look for yourself!
Allbirds: Innovative, Eco-conscious, Relatable
Allbirds has an innovative, environmentally conscious and approachable brand personality.
With a focus on sustainability, Allbirds presents itself as a brand that prioritises the environment without compromising on style or comfort.
Have you noticed that Allbirds and Oatly have quite similar values, but entirely different personalities? See for yourself.
Aesop: Sophisticated, Minimalist, Toughtful
The Australian skincare brand is built on sustainability too, but it expresses a completely different personality—calm, intellectual, and refined.
Aesop communicates with a minimalist, poetic, and deliberately understated tone. It focuses on high-quality ingredients and sensory experiences, conveying its values with elegance and subtlety rather than playfulness or friendliness.
Even its store designs reflect this personality: while no two stores look the same, all feel considered and artistically composed.
Take a look at the Aesop Website.
Lululemon: Inspirational, Motivational, Active
Lululemon has a brand personality that inspires and motivates. The brand encourages people to lead healthy, active lifestyles and inspires personal growth.
Its brand messaging emphasises mindfulness and pushing boundaries, resonating with those looking for high-performance activewear and a sense of community.
Airbnb: Welcoming, Adventurous, Connected
Airbnb has a welcoming and adventurous brand personality. It is built on the idea of belonging. Airbnb offers unique travel experiences that connect people from different cultures.
Airbnb promotes exploration, cultural immersion, and building meaningful connections through travel in a welcoming way.
Have a look at the Airbnb website. Notice how user-friendly and welcoming it is, with its colours, images, rounded shapes, and choice of words?
Conclusion
Your brand personality plays a significant role in shaping peoples perception of your brand and cultivating connections.
Developing and leveraging a distinctive brand personality allows you to communicate your values effectively, engage with customers in an authentic way and create an unforgettable brand experience.
As you can see, your brand personality is a powerful tool for driving long-term success.
If you enjoyed this article, you would also like my article on creating a distinctive brand voice—the expression of your brand personality.
Need help shaping a brand personality that truly stands out?
Let’s talk and craft something thrilling together.
Title image by Angela Roma
