Brand personality refers to the personification of any brand. It consists of emotional traits and behaviors that are embedded within a brand over time.
Brand personality is created when there are human-like traits such as caring, creative, trustworthy, unique, rebel, dishonest, form a part of the brand characteristics. It is important to remember that the brand personality and brand identity are not the same.
Where brand identity forms the core message of your brand, brand personality is the emotional way through which that message is transmitted. We buy these brands because they have meaning to us.
Brand identities and personalities aren’t always identical, but they are synergetic. A brand’s identity should be a crucial part of its personality. After all, everything must work hand in hand to create a consistent, and relatable entity.
For most businesses, the development of brand personalities will begin naturally as the business grows and learns more about its customers. In fact, your customer base will help you determine which brand you need to be in, order to have a positive impact on your target audience.
Once you know whom you’re selling to, it’s up to you to ensure that your brand personality resonates with the right groups at the right times.