Brand personality
DefinitionBrand & Creativity
Brand personality
The set of human characteristics a brand consistently expresses - sincerity, excitement, competence, sophistication, ruggedness in the classic framework. Personality gives buyers something to relate to beyond function, and gives the brand's communications a recognisable voice.
Evidence from the library
Distinctive brand assets are Clear, Consistent and CommunicativePrincipleBrand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxingPrinciple62% / 20%Distinctiveness, experience and product factors drive 62% of what makes a brand different - communication only 20%StatDistinctive brand assets act as emotional bookmarks that help people find their way back to a feelingPrincipleDifferent researchers use different names - distinctive brand assets, fluent devices, brand codes - for what may be the same long-standing identity principles.Warning
Source
Marketing Definitions
Jennifer Aaker, Dimensions of Brand Personality (1997)
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