Personality is important, right? Nobody wants to be friends with someone they don’t like or connect with. Well, personality is just as important in advertising… but we’re talking about brand personality — not the personality of an individual.
A brand claims it’s personality when a set of human characteristics are attributed to that particular brand’s name. People are more likely to purchase a brand that they share a similar personality with, so it’s extremely beneficial to determine your brand’s personality and then use it to gain the trust of those who connect with it.
The five main types of personalities are excitement, sincerity, ruggedness, competence and sophistication. These personalities are widespread across companies, but you may be wondering how a brand is able to demonstrate it’s personality through advertising. These are some brands who know who they are and aren’t afraid to show you.
Excitement – Corona
Sincerity – Cheerios
Ruggedness – The North Face
Competence – GE
Sophistication – BMW
So, what personality do you match?