Browse Definitions:
Definition

brand personality

Brand personality is the association of human characteristics with a brand name to which consumers can relate. Brand personality traits – such as uniqueness, sincerity, intellectualism, competence, excitement, ruggedness and sophistication – evoke emotion and shape how people feel about a company’s product, service or mission.

The concept of brand personality is relevant to companies of all sizes and stems from the tendency of people to personify things. Brand personality is less tangible than other matters concerning businesses – such as financial results and product features.

Understanding the human factors involved in brand personality can have an impact on a company’s success. Customers are more apt to buy a brand if its personality is similar to theirs.

While brand personality involves emotions and human traits, brand essence reflects the image a company cultivates and employs to relate to consumers – involving, for example, logos or colors. Meanwhile, brand equity refers to the perceived value of a name, logo or another identifier. The personification of a brand works hand-in-hand with building a solid brand image and brand equity.

To help companies clarify the customer experience they provide, marketing experts stress the importance of companies strategically engineering their brand personalities. Branding experts use various techniques to identify a brand’s personality. For example, they might compare an organization to a car, celebrity or animal. Another technique is choosing a spokesperson, such as a public figure or fictional character, to represent the brand.

Marketing experts recommend that companies seeking to build their brand personalities assess the audiences they address, the industries on which they focus and where they are headed for the future. This will help staff understand how to speak and act and help HR determine what to look for in prospective employees. It will also influence marketing communications and the brand’s visual style.

This was last updated in July 2017

Continue Reading About brand personality

Start the conversation

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • internal audit (IA)

    An internal audit (IA) is an organizational initiative to monitor and analyze its own business operations in order to determine ...

  • pure risk (absolute risk)

    Pure risk, also called absolute risk, is a category of threat that is beyond human control and has only one possible outcome if ...

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

SearchSecurity

  • phishing

    Phishing is a form of fraud in which an attacker masquerades as a reputable entity or person in email or other communication ...

  • vulnerability disclosure

    Vulnerability disclosure is the practice of publishing information about a computer security problem, and a type of policy that ...

  • incident response

    Incident response is an organized approach to addressing and managing the aftermath of a security breach or cyberattack, also ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity and disaster recovery (BCDR)

    Business continuity and disaster recovery (BCDR) are closely related practices that describe an organization's preparation for ...

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

SearchStorage

  • flash memory

    Flash memory, also known as flash storage, is a type of nonvolatile memory that erases data in units called blocks.

  • NAND flash memory

    NAND flash memory is a type of nonvolatile storage technology that does not require power to retain data.

  • NOR flash memory

    NOR flash memory is one of two types of nonvolatile storage technologies.

SearchSolidStateStorage

  • hybrid hard disk drive (HDD)

    A hybrid hard disk drive is an electromechanical spinning hard disk that contains some amount of NAND Flash memory.

Close