What is Brand Personality?

Brands are like people. As people, our personalities transmit who we are to the world. The same is true for brands.

If a person is generous, he/she probably smiles, says hello and opens the door for others. Brands also smile, say hello and open the door. They just do it through the content they create, the messages they convey, how they hire, and their customer service — everything.

Here’s two “friendly brands” to illustrate how brand personality sets the stage for a brand’s verbal and visual voice.

Personality Traits:
Optimistic, charismatic, open

Verbal:
Point out the positive, crisp consonant phrases, colloquial speech

Visual:
Kinetic movement/pattern, bright color saturation with focused pop, round, curved organic shapes

Personality Traits:
Playful, Friendly, Stylish

Verbal:
Punchy wit, colloquial speech, gleeful phrasing

Visual:
Movement/pattern, round/open, bright/high saturation

If you identify your personality traits, the rest will follow.