Wednesday, September 5, 2018

Most Desirable Brand Personality Traits



When considering brands, customers value some personality traits more than others. Below is a rank ordered list of desired personality traits. I have derived this list from numerous sources over the past thirty years.

Tier 1

  1. Trustworthy
  2. Warm/Friendly
  3. Responsive
  4. Intelligent/Smart
  5. Reliable/Dependable
Tier 2
  1. Honest/Possesses integrity
  2. Authentic/Real
  3. Knowledgeable
  4. Customer-service oriented
  5. Easy to work with
  6. Creative/Innovative
  7. Resourceful
  8. Agile/Flexible
  9. Compassionate/Kind
  10. Takes responsibility
  11. Hard working
  12. Has a sense of humor/Funny
Tier 3
  1. Professional
  2. Well-organized
  3. Attention to detail
  4. Strategic/Big picture thinking
  5. Good listener
  6. Learns from mistakes
You should consider which of these personality attributes would work best for your brand. And it is not a bad list to consider for yourself. 

This is an earlier blog post on the brand personality attributes most often chosen by my clients for their brands. And this is a blog post on using brand personality as a point of difference. And just for fun, here is a brand that has a very strong personality.