personalityThis aspect of the Brand Identity Prism addresses the question, “How do we deliver?” It describes: 

  • The way the brand delivers its capabilities
  • Often expressed as human traits

Personality describes how a brand behaves, in the same way that capabilities describe what it does. 

Personality can often be an important differentiator, especially when capabilities are similar to those of competitors.  In thinking about brand personality, it is helpful to refer to Jennifer Aaker’s work. It is not an exhaustive list, it is a helpful starting point.   


Source: Jennifer Aaker, Dimensions of Brand Personality, Journal of Marketing Research, August 1997