By Caroline Forsey

If I could go out to dinner with any brand, I think I’d have to choose Trader Joe’s.

Now, I know that may sound weird, but stay with me. Nike, as you know, would be too energetic, which would embarrass me — let’s play it cool here, okay, Nike?

Apple, on the other hand, would be both sophisticated and a little pretentious, which would make me nervous.

And Timberland is just too outdoorsy and gritty. We wouldn’t have much in common.

By comparison, Trader Joe’s is unique, earthy, and a little playful. We could discuss its fantastic seasonal selections, like its Pumpkin Alfredo Sauce or Butternut Mac & Cheese Bites, and I would thank TJ (because we’re at the nickname level by now) for its generous cheese prices.

While we all know I can’t actually go out to dinner with Trader Joe’s (or any brand, for that matter), I’m willing to bet you’re able to picture what it would be like to hang out with your own favorite brand — or how a dinner with Peloton might differ from a dinner with Netflix.

That’s the power of brand personality. It helps you relate to certain brands that mirror the characteristics you value most. And it also inspires you to connect with certain brands that demonstrate characteristics you hope to develop.

Here, let’s explore why brand personality matters. Plus, how to create your own brand personality, examples of powerful brand personalities, and tricks of the trade from HubSpot’s Brand Strategy team.

What is brand personality?

Simply put, a brand’s personality is the set of human characteristics you attribute to that brand. Or, put another way — it’s how you’d describe a brand if it were a person.

A brand’s personality shines through in brand messaging, images, and overarching marketing campaigns.

Additionally, consistency is key. If your brand’s personality differs on your company website compared to your social channels, it will be more difficult for consumers to learn who your brand is, and what it stands for.

As Ben Harmanus, EMEA’s Head of Brand Marketing, puts it, “A brand’s personality is a set of human traits that define a brand. These traits set one brand apart from others, and make it unique.”

Harmanus adds, “These characteristics should be chosen wisely, since they help build an emotional connection to a specific target group.”

Harmanus told me, “Brand personality is the essential foundation for brand identity and brand marketing — and has a huge impact on the sales process.”

To understand how brand personality infiltrates a brand’s marketing materials, let’s take a look at a few examples.

Brand Personality Examples

1. Nike

Nike’s marketing materials – from its slogan “Just Do It”, to its mission statement “To bring inspiration and innovation to every athlete in the world — embody excitement, passion, and energy.

You know who Nike as-a-person would be: A passionate sports fan, an avid athlete, and someone …read more

Source:: HubSpot Blog

Author: Aaron