The internet rewards brands with personalities because they humanise the business. Consumers develop an emotional connection and more often than not make purchasing decisions based on feelings rather than logic.
A personality allows users to ‘befriend’ or relate to a brand on a deeper level. Online audiences scroll fast, so brands need to feel human and memorable. People tend to trust other humans more than corporations. By ‘humanising’ a brand, companies can cut through digital noise, turn transactions into relationships and build customer loyalty.
Human traits like warmth, grit and humour drive deeper emotional connection than logos alone.
There are five dimensions which help define a brand’s character.
- Competence: character, intelligent, successful and reliable ( e.g., Apple).
- Sincerity: genuine, honest, and wholesome ( e.g., Dove).
- Excitement: energetic, imaginative and reliable (e.g., Red Bull).
- Sophistication: refined, elegant and charming (e.g., Rolex).
- Ruggedness: tough, outdoorsy and resilient (e.g., Jeep).
In a crowded market, a significant personality acts as a key differentiator, helping customers feel understood. This fosters a sense of belonging or shared values. If your brand feels generic online, it becomes forgettable. Personality is often what makes people stop, notice, remember and trust you.
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