The 5 Dimensions of Brand Personality

If I gave you $50,000 to briefly describe your brand personality, would you be able to do it?

I’m willing to bet against that because…

1) I don’t want to give you $50,000. Who do you think I am? Oprah? 

2) It’s not something everyone’s got down.

But that doesn’t mean that you’ll never be able to understand and develop a brand personality of your own. 

There’s a brand-defining model by social psychologist and marketing professor, Jennifer Aaker, that is one of my absolute faves! 

It’s called the 5 Dimensions of Brand Personality and it breaks everything down for you.

Every brand lies somewhere on the spectrum for each one of these five attributes. 

The most prominent of brands emphasize just one primary dimension and sometimes have a secondary trait. ⁠

⁠It’s important for you to know because, just like the saying, “If you’re speaking to everyone, you’re speaking to no one” —trying to have every personality is having no personality at all. ⁠

If you’re just starting your brand, pivoting or looking for more clarity, choose your direction clearly and intentionally. 

Consider the following 5 brand personalities when deciding (paired with gifs to give you more context)!

Sincerity

The sincerity dimension of brand personality instantly makes me think of things that give you the warm-fuzzies.

This includes brands that are honest and genuine. You 100% trust them.

They can also be very cheerful, wholesome and down-to-earth.

This is the perfect personality for any brands that are all about making you feel good!

Excitement

This sounds exactly like what it is. This includes brands that are daring, spirited and unique! 

They can also be quite imaginative, cool, contemporary, and anti-establishment.⁠

Think of a rebel or a disruptor of the industry. Someone that is always doing something outside of the box.

Competence

Brands whose ideology is centered around reliability, responsibility and trustworthiness are all about portraying competence.

They want you to know that they are intelligent, confident and can assist you in your success.

Perfect examples of this are banks, insurance companies, and medical brands.

Sophistication

This is one of my favorite dimensions of brand personality.

These sorts of brands give you ALL the luxury, glamour and charm. 

They give you the rich auntie vibes and make you feel like you’re going to receive the most high-touch, deluxe client experience.

Ruggedness

Think… macho (wo)man.

This personality type fits brands that are hard-working, authentic, strong, muscular, and high-quality.⁠

So this can include the brand of a personal trainer… someone that is going to push you to be your strongest, best self.

Choosing and consistently sticking to a brand personality doesn’t have to be so hard.

First analyze the personality that your brand currently gives off. Is it in alignment with who you are and the experience you want to provide?

Are you trying to give off a feeling of excitement and fun? Or are you all about luxury and glamour?

Your brand is truly an extension of you, so if you know the kind of person YOU are, it won’t be hard to determine the kind of brand personality that fits your business the best.

After going through the 5 dimensions of brand personality, tell me, where does yours fit in this model?⁠