5 Brand Personality Questions for Defining Your Business

Defining your brand personality is essential if you want your business to remain competitive and attractive to a targeted consumer base. 

Consider this: 80% of consumers forget most of the information they consume from branded content after three days, and 50% don’t recall a single detail they read or watched from branded content.

Asking and answering key brand personality questions can pinpoint relevant messaging so that your company remains top of mind for your ideal customer.

But what kind of brand personality questions should you ask to understand your brand’s value? In this guide, we’ll look at how you can rise above a crowded marketplace by defining your brand personality.

What Is Brand Personality?

“Brand personality” is a term marketers use when attributing human personality traits or emotions to a business. Marketers and advertisers use brand personality to shape how the public views a company and its services or products.  

A well-defined brand personality is one a person can connect with emotionally; people are more likely to purchase from companies they relate to.

The 5 Brand Personality Traits

Ask yourself: How is your favorite brand perceived by existing and new consumers? Does it have specific brand personality traits that make it memorable and human-like?

According to a behavioral scientist, Jennifer Aaker, there are five dimensions of brand personality:

1. Excitement

Companies that embrace “excitement” as their brand personality exemplify creativity and boldness. 

Examples include:

2. Ruggedness

Brands with “ruggedness” as a core part of their brand personality reflect strength, power, and adventure. 

Examples include:

3. Competence

A brand that values “competence” will present as reliable and influential.

Examples include:

4. Sincerity

Brands that appear “sincere” are ones with strong ethical and family values. 

Examples include:

5. Sophistication

Brands that value “sophistication” as their personality exude prestige. 

Examples include:

5 Questions to Ask to Define Your Brand Personality

Defining a strong brand personality can sharpen your marketing strategies and ensure the right consumers connect with your business. To get started, here are five brand personality questions to consider:

1. What Are My Company’s Values?

Customers want clear values from an organization. Ask yourself what your business stands for. What matters most to you? What fundamental principles reflect your company’s image and its overall objective in a competitive marketplace? Establishing clear values can lay the groundwork for creating an authentic brand image with a strong brand perception

2. Who Is My Target Audience?

To establish a fitting brand personality, research what traits and behaviors best reflect your target market. Perhaps your audience is outdoorsy types who value adventure. In this case, “ruggedness” may describe your company’s image. 

Always consider your buyer persona when creating your brand image. Remember, no one knows your brand better than your loyal customers.

3. What Adjectives Describe My Brand?

Once you have a defined target audience in mind, brainstorm adjectives that exemplify your company’s image. The key is to select adjectives that perfectly express what your organization represents. This will help you solidify your brand identity in a competitive landscape.

For example:

Some adjectives for a baby product company could be:

  • Down-to-earth
  • Wholesome
  • Cheerful

Whereas a jewelry company may want to go with:

  • Upper class
  • Glamorous
  • Feminine

Adjectives a car company might use include:

  • Reliable
  • Intelligent
  • Hardworking

4. What Kind of Person Does My Brand Represent?

Visualizing your brand as a human being may make it easier to develop a unique persona. Consider the following questions:

  • What motivates your target demographic?
  • What do they like to discuss?
  • How do they behave around others?

5. Can I Remain Consistent with My Brand Personality?

Maintaining consistency with your values, logo, mission statement, and company voice is a critical to maintaining a brand persona your audience will trust. Brand consistency fosters truth and makes it easier to nurture leads through the sales process. 

Build Your Brand Personality with Channel Factory

A well-defined brand personality is crucial for cultivating long-term customer relationships and surviving in a competitive landscape. Channel Factory can help you maximize sales by connecting with the right audience. So whether you want to establish your presence on YouTube or improve your messaging tactics, we have the solutions you need. 

Contact us to get started.