The 5 Key Dimensions of Brand Personality (2024)

There are countless variables at play determining why one consumer chooses to purchase one brand over another. Some consumers are highly influenced by social media branding which reflects the brand personality that is consistent with their own self-concept, which in some cases, the bond between consumer and brand is sometimes based on their DESIRED self-concept rather than their actual image.

Five key dimensions of brand personality include Brand Competence, Brand Sincerity, Brand Excitement, Brand Sophistication, and Brand Toughness. Many brands choose to use a brand character as a vehicle to express their brand personality and facilitate their brand storytelling process. The following are examples of five such brands which have created successful brand characters that are used extensively in their marketing communications, especially when it comes to social media for business where the interaction between a brand and their consumer is always an ongoing conversation.

Does everyone remember actorDennis Haysbertplaying U.S. President, David Palmer in the hit TV series,24? Never has an actor in recent memory been as convincing as the most powerful man in the world. If Dennis Haysbert had run for office shortly after his run on the show 24, I may have trusted him enough to vote this actor into office.

Apparently, the folks over atAllStateInsurance felt the same way about the perceived competence of President David Palmer, ahem, actor Dennis Haysbert. After a few seasons playing the President of the United States on TV, All-State placed their brand in the good hands (and voice) of Dennis Haysbert. Could you think of a stronger brand character to represent expertise and reliability? As a result, AllState has been extremely successful with Dennis Haysbert as their brand character in not only their social media campaigns but also in their traditional ad campaigns on television, radio and print media.

With so many advertising outlets currently available to a brand from traditional print to marketing through social media, today’s public is more skeptical than ever when it comes to a brand’s true level of sincerity. Day in, day out, consumers are inundated with brand messaging throughout the day, social media activity streams flooded with special events promotions, discounts, and contests to win free products or services. Unfortunately, too many of these brand messages provide very little value to consumers, thereby tainting public perception on whether brand sincerity is closer to being an oxymoron than an attainable personality trait for a brand.

Enter Bibendum, otherwise known as theMichelin Man. This happy-go-lucky brand character is just as cheerful and wholesome as it is disarming. How can anyone not like this roly-poly, sporty figure who exudes the wholesomeness of Dorothy from The Wizard of Oz combined with the unpretentiousness of a Forrest Gump?

Can your brand be identified by one of these brand personalities? If not, you must ask whether you are providing enough for your current customers and prospective customers to recall and identify your brand at those very important moments when they’re faced with making a purchasing decision. Brand personality is industry and size agnostic. It doesn’t matter whether you’re a high-fashion brand or a small, mom n’ pop restaurant, having a focused brand personality is what separates you from the crowded pool of competitors in your own backyard.

If you are interested in learning more aboutbrand storytelling, we encourage you to reach out to oursocial media agency, ImagiBrand. We offer a full suite ofsocial media management servicesto make sure brand stories are heard and seen every day on social media.