What Is Brand Personality?
The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This personality is a qualitative value-add that a brand gains in addition to its functional benefits. As such, a brand personality is something to which the consumer can relate.

KEY TAKEAWAYS
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Brand personality is a set of human characteristics that are attributed to a brand name.
Companies should accurately define their brand personalities so they resonate with the right consumers.
A company's brand should aim to elicit a positive emotional response from a targeted consumer segment.
The personal side of brand personality is so important especially in the digital age of artificial intelligence and automation.
Don't confuse brand personality with imagery, which consists of a company's creative assets.


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