Brand personality is the human characteristics used to describe how a brand feels. It may be warm, clear, curious or precise, for example. Personality gives the organisation a language for how the brand should express itself without pretending that the organisation is a person.
What does brand personality involve in practice?
In practice, personality influences word choice, images, typography, colours, customer dialogue and how content is prioritised. A clear personality should include both the qualities the organisation wants to show and the expressions it should avoid. This creates better consistency across channels.
Brand personality is relevant when communication feels anonymous, varies between teams or resembles competitors. See Tone of voice, brand expression and brand values.
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