Brand Personality is comprised of human characteristics attributed to a company and its products. Companies develop their brand personalities to match the core attributes of their perceived target market. There are five main types of brand personalities:
Excitement, which reflects traits such as carefree, spirited and youthful. A technology that targets younger generations might use these traits.
Sincerity, meaning genuine, kind, family-oriented and thoughtful. The tire company whose product makes a car safe might position themselves as sincere.
Ruggedness, as in rough, tough, outdoorsy or athletic. Many apparels and sporting-goods companies want to embody these traits.
Competence, meaning successful, accomplished, influential, leader. An insurance company may strive to establish itself as the rock consumers can count on.
Sophistication, which encompasses prestige and elegance. This is the brand identity of many luxury products, including clothing, jewelry, fine food or drinks.
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