# Brand personality: what it is and how it works · Zorraquino
> Brand personality brings together the human traits used to describe and express a brand.
URL: https://www.zorraquino.com/en/dictionary/branding/brand-personality.html

# Brand personality

Brand personality brings together the human traits used to describe and express a brand

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can guide decisions on tone, design and behaviour, such as acting with warmth or precision. Traits need to be translated into observable examples to be useful. A list of adjectives with no practical implications does little to build a consistent experience.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand archetype](https://www.zorraquino.com/en/dictionary/brand-archetype)
- [Brand activism](https://www.zorraquino.com/en/dictionary/branding/brand-activism.html)
- [Brand community](https://www.zorraquino.com/en/dictionary/branding/brand-community.html)