What is Brand Personality — Amati and Associates

The brand personality construct has deep origins in consumer behavior. In particular, consumers tend to project their true or aspirational self through their brands, and likewise, they tend to humanize brands to describe their differences beyond product attributes. The most common example is the personification of brands through celebrities, which is, of course, at the same time, a way for consumers to make sense of brands, but also a way for brands to signal to consumers a certain sense of belonging. In this sense, brand personality is at the core of celebrity endorsement and influencer marketing.

Net, we could define brand personality as the “set of human characteristics associated with the brand.”

The key to understanding brand personality is understanding how it is formed in consumers’ minds. While our perception of human nature is based on behavior, the brand’s equivalent is based on contact with the brand. So brand architecture, naming, design, communication, promotional efforts, distribution channels, and type of behavior in a crisis are all factors shaping our view of brand personality. This also entails that once we define a brand’s personality strategically, the design, communication style, and the choice of distribution channels and promotional efforts need to fit the personality construct.