What is brand personality?

Brand personality describes the human traits attributed to a brand – such as trustworthy, creative or down-to-earth. It arises from language, design, behaviour and brand messages and has a major influence on how a brand is perceived and remembered. A clear, consistent brand personality strengthens emotional attachment, recognition and differentiation. It is a strategic component of brand identity and is often made tangible through archetypes or tone-of-voice guidelines.