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the promise behind the brand.

Brand Person alit y

Brand Personality

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The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
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Brand Person alit y

TABLE OF CONTENTS
What Is Brand Personality?..................................................................................................................................................................3
How Important Is It?...............................................................................................................................................................................4
What Affects It?.......................................................................................................................................................................................5
Categories Of Brand Personality........................................................................................................................................................6
Conclusion.................................................................................................................................................................................................7

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the promise behind the brand.

Brand Person alit y

What is
brand
personality?
Brand personality describes the human
characteristics of a brand. Its exactly what it sounds
like. If you think of any particular brand and stick a
face and behavioral expectations to it, then youve
associated it with a brand personality. Whether it
be overwhelmingly strong or covertly subtle, every
brand has a personality.
Think of the scope of brand personalities as you
would the guests at a party. You have your obnoxious
party animal, your polite conversationalist, your
host, and your quiet wallflower. The everyday
products and brands that enter your life can reflect
all of these traits.

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the promise behind the brand.

Brand Person alit y

How important
is it?
Lets put it this way: a brands personality isnt established
by the manufacturers its created by the consumer. For a
brand to be associated with having a particular personality,
it has to have a reputation. Brand personality refers to the
consumers collective experiences with the brand.
The concept of brand personality is important because
it allows the company that owns the product to gain
more valuable feedback than just asking about attribute
perceptions. Brand personality can also differentiate
products that have similar product attributes.
Finally, brand personality opens the door for a stronger
relationship with the brand. Consumers can begin to
think of the brand (or product) in terms of its personified
attributes. Brand personality is an extremely powerful
relationship device.

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the promise behind the brand.

Brand Person alit y

What
affects it?
Perception is the primary factor that affects the way
a brand builds personality. Consumers may view
an overly expensive pair of sunglasses as luxurious,
stylish, or even snobbish. They might view a brand
new type of laptop as bourgeois, cutting-edge or hip.
Its all in the way that that brand resonates.
Also, the things that are associated with the brand
itself can affect the way its personality is perceived.
If a skin care product is sponsoring the next Miss
America Pageant, then consumers may associate
the brand with absolute beauty and poise. This will
in turn give the product a personality that resonates
with feelings of class and femininity. Its all in the
presentation.

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Brand Person alit y

Categories
of brand
personality
There are many categories of personality that brands
can fall into (just like people). But here are a few that
stand out in the world of competitive brand marketing:
Sincere (Think down-to-earth, family-oriented, or
genuine) Examples include Milton Bradley, Kodak,
and Hallmark
Exciting (Think spirited, young, or outgoing)
Examples include MTV, Abercrombie & Fitch, and
Glee

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Brand Person alit y

Competent (Think accomplished, influential, or

sage-like) Examples include The New York Times,
Wells Fargo, or Microsoft
Sophisticated (Think pretentious, wealthy,
condescending) Examples include Lexus, Dolce &
Gabanna, and Zales
Most brands aim for a friendship relationship with the
consumer. They want to be thought of as trustworthy,
understanding, and dependable. They want you to
believe that they will be there for you and will be
comfortable and respectful to your needs. If you buy
into this thought process, then you have recognized
the products personified attitude.

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Conclusion
The bottom line:
Brand personality ENRICHES the brand.
It gives it texture and taste.
Its an essential part of a products survival.
Brand personality is the most enduring aspect
of the complete brand image.

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Brand Person alit y

RUSSO IS A STRATEGIC BRANDING AGENCY

AND AS A BRANDING AGENCY, WE ARE BELIEVERS.
Here, we believe in the promise behind the brand.
And here, we believe that changing the conversation motivates consumer behavior.
Through the use of consumer insight, we develop branding initiatives for our clients
that form emotional connections with their consumers.
For more information on branding, social media
or to learn more about The Russo Group, drop us a line, we would love to hear from you.

116 E. Congress St., Downtown Lafayette, LA 70501 | 337.769.1530 | F 337.769.1531

www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com

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Brand Person alit y

Brand Personality

The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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