Looking for business inspiration? Checkout these examples of brand personality which helps you build a successful brand business.
Understanding brand personality goes far beyond mere brand identity. It delves into the texture, style, and human characteristics that a brand embodies. These elements are what make us connect with a brand and opt to purchase their products over those of their competitors.
Related: Profitable product ideas for business
However, for many businesses, establishing a brand personality is challenging. As highlighted by Jennifer Aaker in her article published in the Journal of Marketing Research, brand personality comprises five essential factors: ruggedness, sophistication, competence, excitement, and sincerity.
While some companies struggle to define their brand persona, others have successfully developed strong marketing and advertising strategies around these fundamental dimensions.
We’ve compiled a list of the 20 most inspiring brand personalities to provide you with some brand business ideas.
20 Best Examples of Brand Personality Companies
Brand identity is something that helps you grow your business in no time effectively. These examples of brand personality companies allow you to understand how to build a brand personality company.
Here are 20 examples of brand personality in business who has built a successful company with brand personality:
- Nike
- Coca-Cola
- Dove
- Harley-Davidson
- McDonald’s
- Victoria’s Secret
- Disney
- Tiffany & Co.
- Betty Crocker
- Apple
- Starbucks
- Red Bull
- Amazon
- LEGO
- FedEx
- Good American
- Diesel
- Toms
- Fenty Beauty
Best examples of brand personality:
1. Nike
Since the 1980s, Nike has been endorsing top athletes in various sports, projecting an image that is exciting, provocative, cool, rugged, innovative, and durable. The marketing slogan “Just Do It” resonates with a broad audience, instilling confidence whenever anyone wears their clothing.
This bold personality has cultivated strong brand loyalty, leading many consumers to choose Nike for their footwear, accessories, and clothing over rival brands.
2. Coca-Cola
With a bold and lively logo, catchy slogans like ‘Delicious and Refreshing,’ ‘Always Coca-Cola,’ and ‘Taste the Feeling’ (the list goes on!), along with several successful campaigns, Coca-Cola stands as a prime example of brand personality.
Right from the start, Coca-Cola has been linked to happiness and excitement. Many choose to consume its products not just for the taste but for the overall experience.
People buy Coke bottles with their name on it, even without consuming the product. TV viewers eagerly anticipate the bright Christmas advert to dive into the festive spirit, and celebrity endorsements further strengthen the bond with the general public.
3. Dove
On the flip side, Dove connects with women of all ages, shapes, and sizes worldwide. Sporting a relatable, simple, and elegant brand personality, Dove embodies the essence of genuine inner beauty. Through effective marketing strategies, the skincare company has emerged as an industry trailblazer, boasting a brand persona that resonates uniquely with everyone.
4. Harley-Davidson
Harley-Davidson is a brand that resonates with its rebellious customers. When you buy their motorcycles, you experience a sense of freedom, independence, and a luxurious riding experience that is unparalleled.
Despite the higher cost of Harley-Davidson bikes, they are crafted to fulfill dreams and enable people to explore destinations worldwide.
5. McDonald’s
When it comes to fast-food chains, building a strong brand personality is often challenging, but one restaurant that truly stands out is McDonald’s. Having positioned itself as a family-friendly destination, the fast-food chain has acquired distinct traits, being known for being convenient, quick, clean, and simple.
The partnership with Disney further enhances McDonald’s appeal, making it even more relatable to young children and families. This solidifies its position as the go-to choice for a hassle-free breakfast, lunch, or dinner.
6. Victoria’s Secret
The lingerie leader known for its highly anticipated fashion shows has crafted a brand personality that truly stands out. The dream for models to grace the Victoria’s Secret runway has become a significant selling point for their everyday garments.
With a personality that exudes power, sexiness, boldness, daring, and empowerment, Victoria’s Secret has successfully captured the attention of the younger market. However, with several attractive competitors gaining prominence (such as Rihanna’s Savage X Fenty lingerie line), Victoria’s Secret will have to put in some extra effort to maintain its leading position.
7. Disney
Disney, often hailed as ‘the most magical place on earth,’ boasts one of the most expansive brand personas to date. For nearly 100 years, Disney has been spreading joy through unforgettable experiences. Their secret lies in consistently prioritizing their customers and shaping new experiences based on their feedback.
As a family-friendly enterprise, Disney has triumphed in securing a special place in everyone’s heart. It evokes nostalgia in adults for childhood favorites while enchanting children and fostering love for Disney characters. In essence, they’ve created a creative and positive persona that resonates with people of all ages.
8. Tiffany & Co.
Earning the status of one of the most prestigious jewelry brands isn’t a simple feat, but Tiffany & Co. has successfully achieved it over the years. With a sophisticated, elegant, charming, and timeless persona, this jewelry company has created a universal longing among women for one of their iconic little blue boxes.
The movie “Breakfast at Tiffany’s,” featuring the legendary Audrey Hepburn, added to the sentiment that a piece of jewelry from Tiffany is the ‘only one true love.’
9. Betty Crocker
Betty Crocker made her debut in 1921 when Samuel Gale, the marketing manager of Washburn-Crosby Company, started answering cooking inquiries using the persona of Betty Crocker.
He believed that women might not respond as well to advice from a man. This personalized response from a fictional motherly figure established a strong connection with consumers, a connection that continues to thrive today.
The warm and nurturing spirit was so influential that in 1945, Betty Crocker was named the second most popular woman in America, second only to then-First Lady Eleanor Roosevelt.
10. Apple
Whether you’re a die-hard fan or not a big fan at all, if you fall into the “love them” category, you’re a devoted buyer who wouldn’t even think about switching from your Apple products. It’s precisely this reason that Apple has perfected its brand personality.
Apple appeals to the cool, innovative, and creative tech enthusiasts who appreciate a straightforward and excellent interface. The introduction of new products and release dates piques the curiosity of their followers, turning Apple into more than just a preferred brand—it becomes a way of life.
11. Starbucks
The innovative coffee chain Starbucks has evolved beyond the typical coffee shop; it’s become a community. The brand’s personality and the staff they hire establish genuine connections with consumers, making Starbucks the top choice among all coffee brands.
It’s not necessarily that their products are superior to their competitors, but more so that choosing Starbucks reflects a certain social status.
With a fun, outgoing, and personable brand strategy, everyone desires to have a Starbucks cup personalized with their name. It’s the meticulous attention to the smallest details that sets Starbucks apart from the crowd.
12. Red Bull
Red Bull is a company renowned for its customer experience. With a bold, outgoing, and hyper-energetic brand personality, Red Bull stands out as an inspiring brand that connects with two distinct types of customers.
One group includes professional athletes striving to overcome challenging obstacles, while the other comprises fun-loving individuals seeking a bit of energy to power through the day and enjoy life.
Certainly, Red Bull is recognized for ‘giving wings,’ but their recent marketing initiatives concentrate more on the brand itself rather than the products. They engage in extreme sports, concerts, and music, generating heightened excitement around the urban brand.
13. Amazon
Amazon has gradually earned its place as one of the world’s most trusted brands, establishing a personal connection with all its products. The sincerity and customer-focused approach are the foundations of the Amazon empire.
Rather than fixating on the actions of their competitors, Amazon has ventured beyond conventional boundaries with innovative ideas and a commitment to honesty. Having CEO and founder Jeff Bezos as the face of the company adds an extra layer of relatability and personality to the Amazon brand.
14. LEGO
LEGO has crafted a brand personality that appeals to both the young and the old. The fun and approachable nature of LEGO attracts young children, while adult enthusiasts, true fans of the brand, invest in collecting LEGO items. Despite their higher price compared to competitors, LEGO distinguishes itself through quality, reliability, and familiarity.
15. FedEx
Branding plays a significant role in FedEx’s success. With an efficient, reliable, and trustworthy service, the courier company has established itself as a staple in its field.
They’ve enhanced the brand by creating successful marketing campaigns that aim to connect with their clients. Alongside personal reward programs and excellent customer service, FedEx consistently expands its marketing strategies to reach new audiences.
16. Good American
The Good American brand, co-owned by reality TV star Khloe Kardashian, stands out as one of the pioneering all-inclusive brands, offering clothes in sizes 0–24.
They position themselves not just as a brand but as a movement, aiming to make women of all sizes feel comfortable and included. Their dedication to this movement is so strong that they insist on not allowing their brand to be sold in a store unless all sizes are included in the display range.
17. Diesel
When you think of Diesel, you immediately envision the rugged brand that doesn’t follow specific trends. It’s a brand for rebels and timeless items that you’ll keep for a while, rather than something that’s used for a few months until it goes out of fashion. Since 1978, Diesel has maintained the same vibrant image through strategic branding.
18. Toms
The shoe company Toms provides comfortable and supportive footwear, but it has a distinct brand purpose. As a company, their primary goal is to give back by aiding those in need.
Their brand purpose is to unite people from around the world and provide support in more ways than just through footwear.
19. Google
Google serves as the interface from which we gather a majority of our information and knowledge. As a brand, Google positions itself as trustworthy and honest, diligently eliminating misinformation or unreliable sites from its rankings.
This forward-thinking brand strives to bring ease and efficiency to users’ everyday lives through intelligent algorithms and the power of its search engine.
20. Fenty Beauty
The beauty brand founded by singer Rihanna stands out as one of the first to cater to women of all skin tones and types. Launched in 2017 with 40 shade options, it has expanded to offer over 50 shades in its range.
Fenty Beauty not only embraces all skin tones but also avoids gender references. The branding is inclusive of everyone, disregarding racial or gender preferences, and this is why it now stands in a league of its own.
Final Thoughts
Having a brand personality is crucial because it helps people connect with your product or service more easily and serves as a form of effective advertising if executed well. If people resonate with what your brand represents, there’s a higher likelihood they’ll appreciate your products.
So, invest the time to craft the right personality and persona for your brand; it forms the foundation upon which your brand’s success will be built.
Which brand do you feel the strongest connection to? Who, in your opinion, does it best? Share your thoughts in the comments section below.
Hey, I am Sachin Ramdurg. I run and manage futuredecider.com website that helps students, graduates, and professionals, to find and decide on their future career with ultimate future career advices and future career guides. I have an overall 12+ years of career guidance experience in multiple domains which has helped multiple students, graduates, and professionals to find the best career path for their future.