Brand Personality: What Actually Works
The human characteristics a brand expresses, such as warm, precise or playful, which shape its voice, visual style and behavior.
Priya Raghunathan
At a glance
- Expression voice, visuals, imagery, motion and service behavior
- Definition method a few traits, each with what it is and is not
- Consistency personality should hold across channels
- Research traits should resonate with the target audience
Why it matters
Why it matters: A defined personality helps many people create consistent work, and it makes a brand recognizable beyond its logo.
Best practice
- Define three to five personality traits
- Explain each trait with dos and don'ts
- Show examples across channels
- Test how the audience perceives the brand
- Use traits to guide design reviews
Common pitfalls
Watch out for:
- Traits every competitor also claims
- Personality that changes by channel
- Traits with no practical guidance
- Copying another brand's personality
When to call in a specialist
Bottom line Bring in help when a brand feels generic, or when multiple agencies produce inconsistent work.
Where this comes from
- Nielsen Norman Group — The four dimensions of tone of voice
- Material Design — Style
The figures and practices above come from the sources listed.
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