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Excitement: these brands are often bold, creative, and spirited, like Red Bull or Tesla. Competence: brands that fall into this personality type are intelligent and reliable. Think Volvo or Microsoft. Sophistication: these brands, like Chanel or Apple, are often upper-class, glamorous, and charming.

Simply put, a brand's personality is the set of human characteristics you attribute to that brand. Or, put another way ? it's how you'd describe a brand if it were a person. A brand's personality shines through in brand messaging, images, and overarching marketing campaigns. Additionally, consistency is key.

The Five Factor Model, also known by the acronym O.C.E.A.N., seeks to categorize people not by their demographic information or shopping habits, but by five major personality traits: openness, conscientiousness, extraversion, agreeableness, and neuroticism.

There are five main types of brand personalities with common traits. They are excitement, sincerity, ruggedness, competence, and sophistication.

Brand personality is the set of human characteristics unique to your brand. It's defined by the same types of descriptors you'd use for human personality traits?for example, friendly, nurturing, or professional?and expressed in the way your brand acts, writes, and presents itself to the world.

How to Define Your Brand Personality Understand Your Audience Archetype. ... Identify The Role Of Your Brand. ... Select The Perfect Archetype That Suits Your Brand. ... Choose An Additional Archetype. ... Create A Mood Board. ... Define Your Brand Voice.

Sincerity?down-to-earth, honest, wholesome, cheerful(Disney, Hallmark, Amazon, Cadbury) Excitement?daring, spirited, imaginative, up-to-date(Tesla, Red Bull, Coca-Cola, Nike) Competence?reliable, intelligent, successful(Volvo, Google, Intel, Microsoft) Sophistication?upper class, charming(Tiffany, Rolex, Gucci, Apple)

Follow these 6 steps to help you create your own brand personality. Step 1: Outline your core values and mission statement. ... Step 2: Research your competition. ... Step 3: Define your target audience. ... Step 4: Put brand personality traits on paper. ... Step 5: Create a brand style guide. ... Step 6: Stay consistent.