What is brand personality?

It is a series of associations of an emotional nature, that confer human traits to a product, service or company. A combination of strategically selected qualities to give life to a brand identity, as part of a humanisation process that seeks to facilitate consumer relations and differentiation compared to other brands with similar offers and benefits.

Unlike a brand's identity, that must be permanent, its personality may undergo variations and adaptations to suit current reality.

In an attempt to manage the associations bestowed upon them some brands employ a spokesperson (celebrity), a mascot (animals or animated objects), or even fictitious characters especially crated for the occasion, to express their desired personality.

Download our trends reports
Consumer Trends Branding Trends See more reports

Other branding
related terms