Brand personality refers to the human characteristics attributed to a brand through marketing. It represents how the brand behaves and is meant to help consumers relate to the brand. Brand personality is shaped over time through consumer experiences and can be influenced by brand ambassadors and sponsorships. Having a strong brand personality allows brands to evoke feelings in consumers and influence how they see themselves. Consumers are drawn to brands whose personalities reflect their own identities.

1. Brand Personality & ConsumersBrand Personality & Consumers
by Pat Bolger
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2. What is Brand Personality?What is Brand Personality?
• A set of human characteristics that are
attributed to a brand name.
• Something a consumer can relate to.
• How the brand behaves.
• It’s target gender, age, socio-economic class,
psychographic, emotional characteristics.

3. MasculineMasculine
FeminineFeminine

4. Higher Socio-EconomicHigher Socio-Economic
Lower Socio-EconomicLower Socio-Economic

5. Brand Personality is…Brand Personality is…
• like human personality, both distinctive
and enduring.
• built over a period of time.
• the outcome of all the consumers
experiences with the particular brand.
V

6. Dimensions of Brand PersonalityDimensions of Brand Personality

7. Sincerity
• Huggies diapers brand personality is
happy, cheerful & genuine.

8. ExcitementExcitement
• Red Bull’s personality
is one of excitement,
adventure and thrill
seeking.

9. Competence
• RACV’s brand personality is that of a
dependable, reliable and competent
service that can always be called upon
when needed. This is outlined by their
slogan “RACV – we’re there for you”.

10. Sophistication
• Moet & Chandon Champagnes have a
sophisticated brand personality. They are
associated with fine dinning and luxurious
living.

11. Ruggedness
• Victoria Bitter has a rugged brand personality, that of a
hard working tradesman or someone who works with
their hands. Many consumers can relate to this and
would look favourably upon VB as a beer of choice.

12. ConsumersConsumers
• Consumers react to brand personalities that
reflect their own. If a person can relate to the
brand they will find it more comforting and
appealing.

13. Brand Personality can be shaped by…Brand Personality can be shaped by…
Brand Ambassadors
Sponsorship

14. Brand Personality can evoke certain feelingsBrand Personality can evoke certain feelings
There can be different feelings associated with different
brands in the same way that there is with different
people. Well formed brand personality can utilise this
and build upon it to shape consumers thoughts of the
company or brand as a whole, just as Nike has done
with its extensive advertising campaigns.

15. Brand StatementBrand Statement
• A consumer may wear a brand’s logo as a statement. A pair of
Adidas shoes may say “I’m an athlete” while Gucci bag may say “I’m
upper class.”
• A consumer will look for a brand that has created an image that they
would like for themselves.

16. The next time you see a television
commercial, see if you can pick up on the
personality that the brand is trying to convey
to it’s consumers.