do all companies create a brand personality 
in many cases they don t or their executives don t realize the significance of developing one that properly espouses their mission vision and or beliefs for employees as well as consumers 2the bottom linebrand personality is represented by a set of characteristics that is attributed to a brand name common characteristics are excitement sincerity ruggedness competence and sophistication brand personality and brand imagery are different though brand imagery should reflect a company s brand personality a company s brand should appeal to its target customers when a company defines and displays its brand personality customers who identify with that personality can develop a strong relationship with and loyalty to the brand and company 