Identifying Brand Personality in 2021

The Importance of Brand Personality in Marketing to Achieve Success

You may already be familiar with brand personality as a means of marketing—and if you aren’t, you’re in the right place.

You can use all the marketing strategies under the sun, but it can be hard to form a genuine connection with consumers if you don’t have personality. Having a brand personality will invite your audiences to engage with your brand. It will leave a lasting impression in people’s memories.

Brand Personality Development Methods

What is brand personality?

Just like the personality a person can take on, brand personality is the characteristics displayed by a brand. A brand can take on emotional, intellectual, and behavioral patterns to humanize itself in a way that feels relatable to consumers. Using a brand personality can help create a personalized and relatable experience that makes marketing feel less like marketing and more like a casual interaction.

Social media, commercial advertising, blogging, and printed advertising are all potential ways a brand can develop its personality. Moreover, establishing a specific tone of voice, methodical visuals, and ethical company policies can personify your brand. If this is done with consistency and authenticity, then developing a brand personality can positively affect consumers.

Why is it important?

It’s not uncommon to see brands using Twitter to display personality and engage with audiences directly. Some people refer to this as “the Wendy’s Effect.” The fast-food giant Wendy’s using a snarky and sarcastic brand personality on Twitter to gain millions of new followers. Accordingly, people appear to feel more drawn to brands that behave in this way. One study found that 57.5% of customers say they are more likely to buy from a company that displays a strong personality. Therefore, when adding personality to your brand, it adds an impression of reliability and trustworthiness. This creates a stronger and more sustainable bond with consumers.

Customer response 

Nowadays, consumers prefer to interact with brands that align with their beliefs and values. While a brand’s beliefs and values don’t often play a role in the quality of the services or goods they provide, a study has found that 71% of consumers prefer to buy from a company that aligns with their beliefs and values. That is a significant amount of people! If your brand doesn’t involve personality into their marketing already, then you could potentially be missing out on organic engagement with your target audiences.

Target audience

Having a genuine and consistent brand personality can help differentiate your brand from the competition. If you want to stand apart, it’s essential to appeal to your target audiences memorably. Adding personality to your brand is critical too engaging with your audience in a way that’s both personable and compelling.

How can I develop my brand personality?

When developing a brand personality, it’s essential to pay attention to the voice and visuals you use in all advertising, blogs, and social media. To figure out what voice you want to embody, you need to understand your target audiences. If engaging in B2B marketing, you would like to add an air of professionalism to the voice you use. If you are marketing towards a more general population, using a casual or friendly voice will help make the experience more personable.

Concept of brand personality

The concept of brand personality was first defined and analyzed by marketing expert Jennifer Aaker in 1997. She pinpointed the five distinct dimensions of brand personality:

  • Sincerity traits include genuine, honest, wholesome, warm
  • Excitement traits include intriguing, daring, adventurous, bold
  • Competence traits include straightforward, intelligent, successful, reliable
  • Sophistication traits include high-class, charming, stylish, refined
  • Ruggedness traits include outdoorsy, tough, resilient, sturdy

Each of these dimensions encompasses its series of personality traits and behaviors. After all, most brands seem to fall under one or two of these categories. By understanding your brand’s target audience, you can figure out which of these dimensions your brand classifies as.

Find the adjective you want to use to describe your brand, then use the voice and visuals of your brand to embody those adjectives. It will take some creativity, but if you are authentic and consistent with incorporating your personality into your marketing, you will develop a deeper connection with your audiences successfully.

3 ways to connect with audiences in 2021

social media marketing platformsTikTok

As of 2021, TikTok has over 1 billion users. In addition, this means your brand has a chance to attain a massive audience! Every day, brands are using TikTok to reach new consumers. If you haven’t hopped onto this platform yet, you’re missing out. Audiences are loving bite-size bits of information these days. Consequently, TikTok feeds that demand. It can take some getting used to trying to grasp the audience’s attention within the first few seconds. Still, once you understand how to appeal to your target audience, you have the chance to reach a much larger audience while simultaneously revealing your brand personality.


For several years now, brands have been taking to Twitter to share their thoughts and updates with the world. The 280-character tweets may be small, but they have the opportunity to be packed with personality. As mentioned earlier in this article, the fast-food restaurant Wendy’s used this platform to engage audiences worldwide by creating a snarky and sarcastic personality. With casual brands, such as a fast-food restaurant, using comedy is a way to make your brand come off as relatable and amicable. Twitter can facilitate your brand personality expression by allowing you to market directly to target audiences who are on this platform. When doing this, it’s vital to incorporate a voice that aligns with the personality dimension you seek to associate with.


With over 1 billion monthly active users, Instagram is another valuable platform for brands to articulate their brand personality. This platform offers a chance for you to share photos, videos, “reels” (short, TikTok-esque video clips), and live streams. Using these avenues within your marketing strategy can help you humanize your brand in a memorable way to audiences. If you can manage to incorporate your values and message into the visuals you share on Instagram, you have a higher chance of leaving a lasting impression on consumers.

In conclusion

Using these strategies can help you develop and strengthen a brand personality that resonates with your target audiences. It’s vital to understand the importance of brand personality if you wish to achieve successful marketing in 2021. Developing a consistent and compelling personality will allow your business to thrive while having meaningful engagements with consumers. 

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