A brand is an organization’s promise to its marketplace. The personality of a brand makes it unique and is important for increasing the brand’s connection to its audience.

A brand’s personality is the way in which the brand aligns with its audience’s values and beliefs. For instance, banks tend to be competent, serious, and masculine; and outerwear companies tend to be young, lively, and adventurous. Brand personality:

• Gives the consumer an expectation of the brand.
• Includes human-like traits—gender, age, socio-economics, and emotional characteristics.
• Is often perceived differently by those who are engaged with the brand than those who are not.

Since a brand’s personality is projected through its users, it often provides a vehicle for a consumer to express his/her own identity. For instance, people who drink Starbucks coffee may feel they are more sophisticated and worldly while those who drink Dunkin Donuts coffee see themselves as hard-working and all American.

To help consumers identify with and become engaged with a brand, it is important to develop and maintain a personality that is appropriate and inspirational. Consider;

• Imagery. The type of images used within communications including, people’s age, race and gender; activity; and scenery. If displaying a product, is shown in context or not, are people using the product, is the product shown as a photograph or illustration?
• Sponsorships. Does the brand sponsor anything—television programs, sports teams, events, etc? A sponsorship helps relate a brand to a specific audience and can be a powerful brand building tool, such as the sponsorship of an event or sports team.
• Age. How old is the brand? Is it up and coming and new (Google), is it an old favorite (Xerox), or nostalgic (Coca Cola)?
• Geographic origin. Where does the brand live? For instance, Starbucks lives in Seattle, Twinnings lives in the United Kingdom, Country Time Lemonade lives in the southern US. Consumers can relate to specific geographic areas and thus the brands that originate there.

A strong brand helps an organization become more visible, credible, and profitable. Building and maintaining a compelling brand personality helps connect with customers and drives them to keep coming back to you.