how brand personality works
brand personality is a framework that helps a company or organization shape the way people feel about its product service or mission a company s brand personality elicits an emotional response from a specific consumer segment the purpose of building a brand personality is to drive positive consumer actions that benefit the business customers are more likely to spend money on products from a company with a brand personality that s similar to their own there are five main types of brand personalities with common traits the development of brand personalities is nothing new but they are even more important in the digital age where the use of automation and artificial intelligence ai technology is increasing at a dramatic pace as much as consumers enjoy being able to shop online or have companies predict their preferences studies show that people still want personal interaction and direct customer service when doing business with companies 1companies share their brand personality in a variety of ways marketing materials both written and visual emphasize and communicate brand qualities and values if a brand partners with celebrities or influencers they should be people already known for those qualities 