how a business communicates its personality through events product releases or charitable partnerships can reflect its relationship with its community or industry 
consumers want meaningful relationships with brands but many in top management fail to define appropriate brand personalities that could meet that demand 2brand personality vs imagerya company s brand personality should not be confused with its imagery a company s imagery is a series of creative assets that communicates the personality and tangible benefits of its brand conversely a firm s brand personality directly creates an emotional association in the mind of an ideal consumer group brand personality should influence the imagery and other marketing materials that a company creates and uses the two go hand in hand it is important for a company to accurately define its brand personality so that it resonates with the appropriate consumer by doing so it can establish the brand s footing and power in the marketplace and increase the company s brand equity brand personality is also the key factor of any successful marketing campaign in order to choose a brand s personality companies consider the five personality types and select the one the company wishes to convey the company then develops brand imagery to express that personality if for example a new outdoor apparel company wants to resonate with consumers the natural inclination is to create a brand personality that is rugged but it s possible that a competitor may have already positioned itself as the rugged outdoor apparel brand to set itself apart the new company can position itself uniquely in the mind of the customer with a brand personality of sophistication this can differentiate the brand as an upscale high end option for outdoor apparel that can attract a specific type of consumer once that personality decision is made the brand imagery that conveys that personality will be created examples of brand personalitythere are many examples in the corporate world of brand personality at work here are some well known ones dove chose sincerity as its brand personality in doing so the company hopes to attract feminine consumers who don t like the superficial image associated with many personal care and beauty brands one of dove s major marketing pushes is the real beauty campaign which features videos that explore how brand images are retouched and photoshopped it also uses models with differently sized bodies in its advertisements and features interviews with celebrity activists on its websites all this creates a brand personality that feels thoughtful and genuine which appeals to customers who don t want to be associated with traditional beauty standards nike has an exciting brand personality that motivated athletes identify with the company s motto just do it evokes a driven athletic person who is always willing to pursue new goals nike s products and marketing tend to feature bold colors such as neon accents that feel energetic and modern its commercials show people overcoming obstacles or achieving goals while wearing nike apparel its brand personality feels active ambitious and inspirational which are all personality traits that athletes tend to associate with luxury brands such as michael kors and chanel aim to create a sophisticated glamorous brand personality which attracts a high spending consumer base these brands use brand imagery that evokes elitism and luxury with elegant settings and glamorous clothes michael kors calls its rewards programs vip while chanel has a section on its website devoted to haute couture their goods are priced above what many shoppers can easily afford and since they have highly recognizable logos customers who buy them can flaunt their ability to make those purchases without having to say anything directly all this creates a brand personality that showcases the upper class trendy lifestyle that their ideal customers want to be associated with rei is an outdoor recreation retail store it has a rugged brand personality that outdoorsy adventurous customers can identify with the rei website uses phrases like gear up for adventure in its copy and bold unfussy colors that are associated with the outdoors and action such as pine green and dark orange event the website is organized not by type of item but by type of activity camp hike cycle snow water et cetera rei s brand personality feels strong resilient and exploratory which is how its ideal customers want to see themselves starbucks has positioned itself as having a brand personality with multiple components including sophistication sincerity and excitement it uses different aspects of its business to express each of these by creating a brand personality with so many different but complementary aspects starbucks is able to appeal to a wide variety of customers who associate themselves with different priorities and traits for example customers who define themselves as socially conscious might generally avoid buying from large corporations but they can still feel good about associating with starbucks because the brand supports esg goals and expresses how starbucks treats its workers 