You've positioned your brand in the market. Now let's give it a personality that attracts your ideal customers like a magnet.
Brand personality is what makes people say "This brand just gets me" instead of "This is just another company." It's the human characteristics that make your brand relatable and memorable.
Engagement Message
Name one brand whose personality feels similar to your own.
Here's why personality matters: people don't just buy products, they buy relationships. When your brand personality aligns with your customer's identity, you create emotional connection beyond features and benefits.
Think about how differently you feel about Nike versus Patagonia - both sell activewear, but completely different personalities.
Engagement Message
How would you describe Nike's personality in one word?
Brand personality exists across five core dimensions that psychologists have identified. Every brand falls somewhere on each dimension, creating a unique personality fingerprint.
These dimensions aren't good or bad - they're just different. The key is choosing dimensions that resonate with your target audience.
Engagement Message
Give one reason why matching your brand’s personality to your audience matters.
The first dimension is Sincerity - brands that feel honest, genuine, and down-to-earth. Think Dove, Target, or your local family bakery.
Sincere brands use warm, friendly language and focus on real benefits for everyday people rather than flashy promises.
Engagement Message
What makes a brand feel genuine versus fake to you?
The second dimension is Excitement - brands that feel daring, spirited, and imaginative. Red Bull, Apple, and Tesla all embody excitement in different ways.
These brands use dynamic language, take creative risks, and position themselves as innovators pushing boundaries rather than following them.
Engagement Message
Which exciting brand consistently surprises you with their choices?
Competence represents reliability, intelligence, and success. IBM, Mercedes-Benz, and McKinsey & Company project competence through proven expertise and dependable results.
Competent brands emphasize credentials, track records, and systematic approaches to problem-solving.
Engagement Message
When do you most value competence over excitement in brands?
Sophistication embodies elegance, prestige, and charm. Luxury brands like Rolex, Louis Vuitton, and Four Seasons hotels master this dimension.
Sophisticated brands use refined language, premium aesthetics, and position themselves as elevated choices for discerning customers.
Engagement Message
What makes sophisticated brands feel worth their premium pricing?
Finally, Ruggedness represents strength, durability, and outdoor spirit. Harley-Davidson, Patagonia, and Jeep own this space by celebrating toughness and authenticity.
Rugged brands use direct language and emphasize real-world performance over polished appearances.
Engagement Message
Which of these five dimensions feels most natural for your brand?
Type
Swipe Left or Right
Practice Question
Let's practice identifying brand personalities. For each statement, decide if it represents a Sincere/Competent brand personality (left) or an Exciting/Sophisticated brand personality (right).
Labels
- Left Label: Sincere/Competent
- Right Label: Exciting/Sophisticated
Left Label Items
- Trusted by families for over 50 years
- Reliable solutions that simply work
- Built for everyday people like you
- Proven results you can count on
Right Label Items
- Dare to be different
- Exclusively crafted for the discerning few
- Innovation that changes everything
- Elegance redefined for modern luxury
