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Brand personality


“A brand isn’t a person, how can it have a personality?”

A brand needs to have a defined way of acting, carrying itself, looking, feeling, and being. All the characteristics that would go into a human’s personality can also be represented in a brand.

Brand personality in branding

According to a study of “The Influence of the Brand Personality Concept on Consumer Satisfaction and Loyalty”, when a brand is perceived as having human characteristics, it fulfils consumer expectations, leading to satisfaction. Brand personification significantly contributes to building loyalty, with consumers more likely to recommend, repurchase, and resist switching to other brands.

Making sure a brand’s personality is aligned with the overall brand is where an agency like Dawn comes in. We’ll help you understand the type of personality that matches the overall brand, based on things like the audience, brand positioning, and more.

What is brand personality?

In psychology, Aaker (1997) created “The Big 5”, a personality scale. The scale includes five key brand personality dimensions: sincerity, excitement, competency, sophistication, and ruggedness (source).

Whilst we don’t usually go into this much detail, we determine a brand’s personality by asking questions such as “if the brand was a celebrity, which would it be?”

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Brand personality archetypes

Brand archetypes are a way of thinking about brands as personality types or roles. They are similar to personality type assessments for people such as the Myers Briggs personality tests or the enneagram, but are applied to particular brands. They are a universally recognisable, innately understood character type or role that a brand can embody.

Brand archetypes can be extremely useful in helping to define a brand’s identity and how it should present itself to its target audience. By understanding their own archetype (or multiple archetypes), a brand can better understand who they are, what their story is, and the values that drive them. They were introduced to the branding world by Margaret Mark and Carol S. Pearson in their book; The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. The 12 types are: Creator, Ruler, Caregiver, Everyman, Jester, Lover, Hero, Magician, Outlaw, Explorer, Sage and Innocent.

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Joanna Pawlowicz

Marketing Manager Softbank
Dawn Creative team is a dream to work with! We partnered up on a rebranding project for our [DMFA] website, and could not be happier with the end results. The support we've received was truly exceptional - from the initial branding workshops, development phase, all the way through to the launch. It is great to see how our vision came to life, and how the team managed to take a very simple concept, transforming it into a whole brand identity that aligns with our vision & mission.

Caroline Hazard

Marketing Manager Adidas
We really thank you for everything. Everyone loved the content you produced for our global event - it's also being used as a sell-in tool internally so it will be really helpful to the sales team. Our VP of Marketing was really impressed so let’s keep up the great work.

Emma Casson

Head of Product Marketing Apadmi
I just wanted to drop you all a note to say how delighted I am with the showreel!! It's absolutely brilliant! Thank you so much for all of your hard work and for pulling it all together so quickly. The pitch also went really well and I'm sure the video will have played a part in that.

Jennifer Bailey

CEO Calla Shoes
The feedback we've had [on the rebrand] has been incredible - the new look and feel together with the launch of our new improved range has dramatically increased revenue this year already!

Sonya Carassik Ratty

Strategy & Partnerships Manager Disabled Living
The Dawn team really took the time to understand the organisation during our rebrand process, and brought imagination and real creativity to it. Communication was clear throughout. We're absolutely delighted with the result.

Neil Richardson

Head of Business Development and Strategy Rick Shiels Media
Dawn Creative surpassed our expectations with their creativity and originality. They took the time to understand our company values, mission, and target audience, and developed a brand identity that truly resonates with our core beliefs. The innovative concepts, thoughtful designs, and attention to detail were evident in every aspect of the brand development process.

Emma Parven

Senior Digital Marketing Manager Zen Internet
We wanted a complete web refresh with additional functionality with a planned live date within 6 weeks. I had just started working with Dawn (have worked with multiple agencies) and was sceptical at to whether they'd hit the deadline but they absolutely did. Was very impressed with the service, speed and delivery. Great job!

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Who we work with

Brand, Digital
& Motion

We believe every brand is a sleeping giant just waiting to be awoken. To rise up and show the world what it's made of. It's our job to chip away at the stone and realise its potential.

You need a website that does it all. That inspires and informs, builds confidence and trust. That enhances experiences and turns casual browsers into lifetime customers.

How your brand moves says things words can’t. Every movement either raises hairs or raises eyebrows. Delights or deters. It's important to make every movement count.

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