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Aug 6th, 2022
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evolved to focus on creating strong brand personalities to connect with their audiences on a deeper level. In this video, Stephen Houraghan from BrandMasterAcademy.com shares 10 brand personality examples to help you understand how successful brands charm and earn the affection of their audiences. He emphasizes the importance of brand personality in today's branding landscape and provides actionable brand strategy tips for business growth. If you're looking to make meaningful connections with your audience, understanding and building a strong brand personality is key.

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The Brand Personality Framework. The Brand Personality Framework is a way to think about brand personality types in terms of five distinct dimensions: sincerity, excitement, competence, sophistication, and ruggedness.
Competence: brands that fall into this personality type are intelligent and reliable. Think Volvo or Microsoft. Sophistication: these brands, like Chanel or Apple, are often upper-class, glamorous, and charming. Ruggedness: rugged brands like Harley-Davidson and Land Rover tend to be outdoorsy and tough.
Aaker came out with five dimensions of brand personality sincerity, competence, excitement, sophistication and ruggedness.
How to Define Your Brand Personality Understand Your Audience Archetype. Identify The Role Of Your Brand. Select The Perfect Archetype That Suits Your Brand. Choose An Additional Archetype. Create A Mood Board. Define Your Brand Voice.
Communicate your purpose to your employees before you go to the outside worldthey are your core audience and advocates. Then be sure to live it and measure it. The goal of a purpose-driven company is not to tell a story, but to become the story.
Competence: brands that fall into this personality type are intelligent and reliable. Think Volvo or Microsoft. Sophistication: these brands, like Chanel or Apple, are often upper-class, glamorous, and charming. Ruggedness: rugged brands like Harley-Davidson and Land Rover tend to be outdoorsy and tough.
Coca-Cola blends its brand personality with excitement and sincerity. Its holiday packaging, brand colors, new flavors, and multiple campaigns, such as Share a Coke, evoke feelings of joy, optimism, and innovation. This seeing the good in all things exemplifies Carl Jungs freedom type, The Innocent.
By structuring this message content pattern, companies can convey what it is that the brand wants and what its core values are. Slogans are a good example. Identify your audiences. Look for references. Observe market trends. Have a value proposition. Define terms that will be used. Define your brands tone of voice.
Competence: brands that fall into this personality type are intelligent and reliable. Think Volvo or Microsoft. Sophistication: these brands, like Chanel or Apple, are often upper-class, glamorous, and charming. Ruggedness: rugged brands like Harley-Davidson and Land Rover tend to be outdoorsy and tough.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356. Similar to the Big-5 human personality scale, the findings also revealed five robust dimensions: Sincerity, excitement, competence, sophistication and ruggedness.

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