Brand Personality: Traits of Top

Brands
Arek Dvornechuck Follow
Oct 9, 2019 · 5 min read

Brand personality plays a crucial role in developing and

maintaining strong brands — it’s a set of human
characteristics attributed to a brand.

. . .
It is intentionally determined through a process of assigning a
set of human characteristics and qualities to the brand.

Brand personality refers to the

personification of a brand.
Brands stand out not only by how they position themselves in
the marketplace, bu also by how well they connect with
customers.

According to a research institute’s two-year study of 100,000

retail customers, “emotionally connected customers have a 306
percent higher lifetime value”.

In this article, I will describe the power of brand personality on

examples of famous brands.

Because I believe that a great source of ideas comes from

looking at others.

Look at brands that are admired or relevant and ask yourself —

what’s their brand personality?
 . . .

Top Brands and Their Personalities:

1. Apple

2. Nike

3. Tesla

4. Volvo

5. Hallmark

6. Harley-Davidson

7. Amazon

8. Red Bull

9. Rolex

10. Tiffany

. . .
Certainly the brand story must be meaningful, but it’s the way in
which a brand communicates that truly:

Sets the brand apart

Makes it immediately recognizable

Creates an emotional connection

Personality is an important dimension of brand equity because,

like human personality, it is both differentiating and enduring.

Brand personality directs the voice, tone and style through

which the brand communicates.

What’s your brand personality?

Your brand is more than just your logo and slogan — brands,
like people, have personalities.

People want to see the humanity within a business.

Like people, brands without

personalities are just plain boring.
It’s better to be a jerk than have no personality — at least by
being a jerk you’d be interesting.

Having a personality is equally helpful to brands.

If your brand was a person, how would you describe him or her?
. . .
2. Nike
The personality of Nike is excitement.

A brand can serve as a person’s personal statement even if that

person were stranded on a desert island.

Nike has an active lifestyle,

inspirational, exciting, cool
personality.
Nike-as-a-person would be exciting, provocative, spirited, cool,
innovative, aggressive, and into health and fitness.

Nike Brand Personality

Since the 1980s, Nike has been endorsing the very best athletes
across a wide variety of sports.

In this way they portray Nike’s persona as exciting, provocative,

innovative and durable.
. . .
3. Tesla
The personality of Tesla is excitement & sophistication.

We use brands as self-expressive statements, particularly the

cars we drive and the clothes we wear.

Tesla has an exciting, visionary,

charismatic, courageous, spiritual
personality.
Driving a Tesla provides a self-expressive benefit — others will
observe and make judgements about you.

Tesla Brand Personality

The Tesla brand is indelibly linked with Elon Musk similarly to

Steve Jobs with Apple.

Elon has big ideas to change the world and pride himself on
questioning the status quo — he shares the Magician brand
archetype.
 Branding Strategy Brand Personality Brand Strategy Brands

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