10 Brand Personality Examples To Inspire Your Brand Strategy
Brand Personality – The Key to Captivating Modern Audiences
Ever walked into a clothing store and felt an instant connection to the brand? Perhaps you sensed the style and personality oozing from the walls, floors, fixtures and clothing racks. This feeling is no accident. In today’s highly competitive and noisy marketplace, brand personality has become a critical differentiator.
According to a recent survey, 73% of millennials say they are more likely to engage with brands that have a distinct personality. And those with a clear identity grow revenues 4X faster than competitors.
So what exactly is brand personality and why has it become so vital? This comprehensive guide will explore ten brilliant examples from beloved brands like Apple, Nike and Coca-Cola. You’ll discover how they tap into human emotions and values to build fierce loyalty and affection with target audiences.
By the end, you’ll have fresh inspiration and ideas to inject more charm and magnetism into your own brand storytelling. Let’s dive in!
Old-School Charm: How LEGO Reclaimed Cultural Relevance
LEGO stands out among brand personality examples as an old-school, traditionalist brand born in 1932 that encourages imagination and creativity. But by the late 1990s, The LEGO Group lost its connection to contemporary culture and relevance. Despite not having posted a financial loss in over 60 years, the company was in serious trouble.
LEGO then embarked on a journey to rejuvenate itself by tapping into culturally resonant themes. It injected partnerships and playsets from beloved entertainment franchises like Star Wars, Harry Potter, and Super Heroes into its portfolio. The infusion of these contemporary, popular worlds helped drive renewed interest and sales growth.
In addition, LEGO adopted a more youthful, fun-loving tone of voice across communications. It leaned into light-hearted humor that appealed to kids while maintaining accessibility for parents. Taglines like “Just Imagine” capture a sense of wonder and possibility.
This successful brand personality overhaul demonstrates how even heritage brands need to periodically reinvent themselves to stay atop the cultural zeitgeist. By aligning with fresh, of-the-moment entertainment properties, LEGO made its way back into the hearts and hands of children and adults alike.
Sensual Sophistication: How Alfa Romeo Appeals to the Senses
With its Italian heritage and emotive spirit, Alfa Romeo stands out among automotive brands for its sensual brand personality. Its “La meccanica delle emozioni” tagline, translating to “the mechanics of emotion,” sums up the feeling it aims to evoke.
Unlike German, British, American, or Japanese car brands focused on precision engineering, Alfa Romeo speaks in a passionate, sensory tongue throughout communications. Sleek yet curvaceous lines in vehicle design appeal to visual senses. Elegant interiors caressed by hand-crafted leather and wood trims beckon tactile exploration. And driving an Alfa elicits auditory joy from burbling exhaust notes and visceral thrills from nimble handling.
This multi-sensory brand experience is amplified through advertising emphasizing emotive and sensual verbal and visual language. Ads highlight style, sophistication, and sex appeal with imagery of sleek vehicles set against romantic landscapes and bold colors.
With such sensory emphasis on aesthetic beauty and emotional connection, Alfa Romeo has carved out a unique brand personality in the automotive category. No other luxury performance car brand looks, sounds, or feels similar. Alfa Romeo stands confidently as the sensually sexy Italian alternative to German and British luxury rivals. Its essence echoes la dolce vita – the sweet life.
An Innocent Purveyor Encouraging Inner Beauty
Dove stands out for its innocent, purposeful brand personality promoting self-esteem for women and girls. The Unilever-owned brand embraces purity and beauty in femininity, encouraging all women to appreciate their own beauty inside and out.
With a positive, encouraging tone, Dove communicates honesty and optimism. Its “Real Beauty” campaign uses real women of all ages, shapes and sizes, not professional models. By showing women as they are, Dove aims to help women see and appreciate the beauty in themselves.
Messaging and visuals display simplicity and elegance. Creamy white packaging evokes purity, as does the Dove name and iconic white bird logo. Language is straightforward rather than flowery. Scenes depict women confidently enjoying simple pleasures – a peaceful nature walk, laughing with friends.
This innocent, supportive brand personality has struck a chord. Dove is now one of the world’s leading beauty brands. Its market success proves consumers crave a brand reinforcing inner beauty and self-esteem. For women seeking confidence along with skincare results, Dove provides reassuring affirmation.
Nike: The Motivational Coach Pushing You to “Just Do It”
Nike represents the ultimate coach personality in branding – tough yet encouraging, pushing you to excel. This brand acts as a mentor holding its audience responsible to put in the work needed to achieve their goals.
With its track and field heritage tracing back to founders Phil Knight and Bill Bowerman, Nike is ingrained with a competitive spirit and winning mentality. This surfaces through messaging like “Just Do It” and imagery of top athletes striving for the next personal best.
Nike embodies the voice of an inspiring coach. Tone is direct, no-nonsense, yet uplifting. The brand speaks to its audience as comrades-in-arms, acknowledging the struggles yet motivating them to power through. Through star athlete endorsements, Nike spotlights role models to emulate.
Visual identity also conveys efficiency and precision similar to athletic gear. Bold slogans and confident commands like “Just Do It” motivate customers to strive harder and unlock their potential. This coach brand personality has strong appeal.
By representing supreme athletic achievement, Nike fuels audience aspirations of greatness. Those sharing its competitive spirit are drawn to the brand for gear to help them elevate their performance. For goal-driven athletes or fitness enthusiasts, Nike ably plays the role of personal trainer pushing them to new heights.
Lynx/Axe: The Confident Big Brother Giving Guys a Helping Hand
While some brand personalities aim for laughs, Lynx/Axe takes a more earnest route – tapping into guys’ innermost insecurities and desire to fit in. This deodorant brand positions itself as an older brother figure for its audience, building confidence through humor and encouragement.
Messaging acknowledges teenage guys are entering an awkward life stage, unsure how to navigate growing up or talk to girls. Lynx/Axe steps in as a mentor – “we get it, we’ve been there.” Tone is casual, even a bit silly at times, but always reassuring.
Imagery and ads often depict groups of male friends bonding or attracting female attention after using Axe. This associates the brand with gaining social confidence and success. Taglines like “Spray More, Get More” promise guys the product can help them achieve what they truly crave – a sense of belonging.
While playful, Lynx/Axe does not talk down to customers or trivialize their problems. Their reliable presence during turbulent coming-of-age years breeds loyalty. Guys turn to this brand through high school, college, first jobs – reassured by its familiar voice of encouragement.
In an uncertain world, Lynx/Axe offers steady guidance. Messaging gives guys “permission” to be themselves – quirks and all. Those struggling to break out of their shell find confidence from this brand’s energetic, humorous personality.
Tom’s: More Than Just Shoes, A Caring Brand on a Mission
From their founding, Tom’s centered its brand persona around a sense of compassion. This company originated to fulfill a purpose beyond profits – for every pair of shoes sold, Tom’s donates a pair to someone in need.
Messaging highlights this giving model front and center. Visual assets emphasize global communities aided by the brand, rather than flashy products. Even the logo simply states “Tom’s – Shoes for Tomorrow.” This focuses attention on the company’s mission, not just stylish kicks.
Language reinforces Tom’s as warm, helpful, and “in this together” with humanity. Copy draws attention to real people behind the numbers, noting the brand has “impacted over 100 million lives.” There’s no boastful or self-congratulatory tone here. Tom’s comes across humble about its role facilitating donations most companies would trumpet as major achievements.
This brand personality succeeds as it’s authentic. Founders genuinely sought to build an organization that tangibly assists less fortunate families. Now with millions of pairs given away, messaging reminds that while Tom’s sells desirable products, they ultimately see themselves as helpers first.
From nonprofit collaborations to fair trade commitments, Tom’s infuses its business with intentional acts of goodwill. Its brand essence radiates positivity not because it’s clever marketing, but an ingrained ethos rooted in improving lives across the globe.
Prestigious Club Welcomes Only the Successful Few
Mercedes-Benz radiates an elite aura, positioning itself as a prestigious brand for those at the pinnacle of career and societal achievements. Its marketing glorifies what you’ve earned, not just what you can buy.
Messaging reminds that climbing to upper crust status takes ambition, talent, and persistence over time. Essence suggests that laziness or mediocrity bars one from entering this club of Mercedes owners and their superior existence.
Copy and imagery further separate this exclusive crowd from the masses. Sleek cars cruise past peasants trudging through menial jobs on foot. Well-dressed owners sip champagne at soirees while others toil. Mercedes fosters class division, welcoming only those who prove themselves worthy of such refinements.
Tone of voice heightens the sense of authority and importance. Language comes across erudite and articulate, implying owners possess ample intelligence and sophistication. Branding asserts that if you haven’t yet gained admission to the Mercedes family, you simply haven’t reached the necessary level of excellence.
Yet it concurrently dangles access as a carrot for aspiring climbers. Work hard enough, earn that executive title or entrepreneurial fortune, and you may someday drive the cars of victors. Mercedes reminds that the good life awaits…for those exceptional few.
Coca-Cola: A Carefree Oasis from Life’s Stresses
Coca-Cola embodies a perpetually cheerful and upbeat essence, encouraging consumers to take a happy break from the worries of daily life. Its fun-loving personality conveys that having a Coke brings a dose of enjoyment and refreshment whenever you need it.
Marketing consistently links the brand to feelings of joy, wonder, celebration, and good times. Holiday campaigns fuse Coca-Cola with the magical moments of Christmas, while summer ads feature blissful people relaxing poolside with icy bottles in hand. Even without seasonal tie-ins, messaging reminds that cracking open a Coke makes any ordinary moment more special.
Tone comes across bubbly and enthusiastic, using words like “happiness,” “delight,” and “smiles” to underscore the uplifting experience. Coca-Cola wants consumers to temporarily forget their problems, fears, stresses and indulge in small delights.
The brand promises that while you can’t escape life’s pressures forever, you can always enjoy a refreshing break — one sip at a time. Its fun-loving, optimistic personality encourages appreciating and living in the moment, rather than getting bogged down by what came before or lies ahead. Coca-Cola sells the feeling of a carefree oasis from the grind.
Apple: An Innovative Visionary Inspiring Self-Expression
Apple exudes a rebellious yet innovative essence, encouraging customers to push boundaries and express individuality. Its brand personality blends creative rebellion with forward-thinking vision.
Rather than conforming to industry standards, Apple thinks differently. By boldly reinventing the wheel and breaking through the limits of technology, they envision what’s possible. The brand inspires audiences to unleash imagination to find personal vision and originality.
Messaging like “Think Different” inspires embracing uniqueness. Sleek, minimalist aesthetic matches the simple but game-changing ethos. Apple empowers people to go change the world themselves through self-expression.
As a result, Apple earns vast adoption across creative industries and with progressive, early tech adopters. The brand offers its audience the chance to join the cultural cutting-edge.
Owning the latest iPhone or Mac isn’t just about acquiring a device; it’s an opportunity to harness groundbreaking technology shaping the future. Apple customers become part of the journey into the exciting unknown.
The brand personality blends the wonder of forward momentum with the spark of ingenuity. Apple motivates its audience to color outside the lines and define visionary new frontiers. Its essence captures that innovation lies where rebellion and progress collide.
The Power of Brand Personality Now and Beyond
The most beloved, successful brands understand connecting through personality creates an emotional bond with consumers unlike anything advertising alone can achieve. Today’s buyers don’t just want function or features from the brands they support. They want to feel understood, included, inspired. Brand personality delivers that.
Looking across the brand examples discussed here, consistent themes emerge:
Personality encourages self-expression and embraces individuality
It conveys empathy, nurturing supportive relationships
Brand essence motivates and lifts audiences to achieve more
Character displays greater purpose beyond profits
Brands must keep maturing their personality as culture evolves if they want to sustain relevancy and loyalty.
What does the future hold for brand personality? As AI and other technologies continue disrupting industries, the brands that will thrive are those that hold onto their human essence.
Brand personality, conveyed through messaging, visual identity and actions, is the crucial element that keeps a brand relatable even as technologies advance. It’s the lynchpin ensuring brands don’t lose touch with human wants and needs.
If you want enduring, profitable growth, brand personality must be integral to strategy. Take cues from brands getting it right today, like Apple, but shape your own distinctive essence. Give people compelling reasons to connect and keep coming back.
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!