The Definitive Branding Framework

How could brands persuade us that they are more than simply that? They are a part of our everyday existence.

They succeeded in having us exhibit loyalty to them. By making us feel linked to them and embedding them in our daily lives, even though we know they are simply brands!

It is all about “Brand personality”!

In this article, we will break down how to define your brand personality.

Each brand you feel an emotional bond with is built with visual identity and a consistent tone of voice in their messages that align with their personality. But what exactly are the brand personality frameworks?

We should mention this in terms of frameworks.


Aaker’s Brand Personality Dimension Framework

The most widely-used brand personality dimensions used in marketing, similar to the Big-5 human personality scale, were first defined by branding and marketing expert Jennifer Aaker.


Each dimension defines Brand personality traits significantly, and it is the mix of these traits that distinguishes and identifies a brand. Many of the world’s most well-known brands exhibit the many types of brand personalities listed below.



  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness

Okay, after appreciating the lovely figure, shall we go over each of the model’s dimensions in detail?


  • Sincerity
    Brands that are perceived as down-to-earth, honest, trustworthy, and cheerful, for example, fall into this category. Sincere brands are frequently viewed in this light because they adhere to and communicate ethical practices, a commitment to the community, or consumer concerns.
    Of course, every brand strives for sincerity, but sincerity as a dimension of brand identity is reserved for brands that are wholesome, honest, happy, and down-to-earth.
    Sincere brands also frequently use clear consumer policies to avoid ambiguity, build strong customer relationships, and support employees as well as the social and natural environment.
    Genuine brands are rarely associated with scandals or controversies. The opposite is true. They see themselves as members of a wider societal group and act accordingly. Consumers (or society as a whole) consider these practices as authentic because of some or all of them.
  • Excitement
    Brands in the excitement dimension are often marketed towards younger audiences and feature characteristics such as bold, energetic, imaginative, and innovative, innovative, current, inspiring, edgy, and spirited. As a result, these firms frequently employ bright logos, unusual fonts, and portray themselves in unusual and interesting locations and scenarios.
    They’re also regularly seen competing in sports and performing at large-scale music events. Their marketing team works hard to position them as companies who “think beyond the box” to inspire and excite customers.
  • Competence
    A competent brand is trustworthy, wise, and successful. This personality dimension’s brands are self-assured thinking leaders and trustworthy stalwarts. Consumer views are frequently dependent on how well a product or service performs, as well as how the company acts in society and the marketplace.
    As a result, branding is frequently shown with bold and thick fonts, colors that express trust (blue and white, for example), and brand ambassadors who are knowledgeable about the product or seem to be trustworthy. Other prevalent habits include, for example, a tendency to emphasize supplier quality and efficient production processes.
  • Sophistication
    The sophisticated dimension is characterized by complex, rich, and appealing brands. These are high-end brands marketed towards an affluent, status-conscious audience.
    Consumers see sophisticated brands as upper-class, romantic, charming, arrogant, and glamorous. As a result, it is not surprising to find sophisticated brands in the luxury sectors and high-priced brands (for their product categories) in other industries.
    Sophisticated branding can be found in a variety of industries, including fashion and accessories (watches and clothing), automobiles, medical equipment, and food and dining. It is also highly frequent with feminine companies or brands that cater to women. Brands typically use delicate and thin fonts, simple designs, light colors, and are connected with appealing and premium locations to show refinement. They are also frequently seen in posh settings (Luxury hotels, European cities, and modern companies).
  • Ruggedness
    Finally, brands that are perceived as outdoorsy, rough, macho, or western, for example, fall into this category. As a result, rugged companies tend to be more male-oriented, with dark hues (typically black, grey, navy blue, green), strong and thick fonts, and fewer small details, and they depict their products outdoor (mountains, rivers, fields, oceans, cliffs) and extreme circumstances (heavy rain, foggy weather, snow).
    The overall goal is to convey the concept that the product is resistant, long-lasting, and designed for people who are daring, willing to take chances, have a low fear threshold, and do not want to live a routine existence.
    Because personality attributes are fundamentally human traits, thinking of your brand as a person is the best method to identify their personality.
    Modern brands are starting to recognize the critical importance of a human brand personality.
    We no longer accept brands dictating terms to us as a corporate entity.
    We demand more, and if we don’t feel heard, we use our purchasing power to go elsewhere.


How to find your brand personality

You can work through these tips once you’ve figured out why you’re here and what you’re attempting to accomplish.


1) Begin with a list of 3-5 adjectives.

These may be all you need to express your brand’s personality, but they can also serve as a starting point for brainstorming with your team.


2) Bring to mind the image of your ideal spokesman.

Who would be the ideal brand ambassador? Whose essence best describes what you’re up to? What qualities do they possess that you wish to emulate?

You can also use various methods to personify your brand. If you were a car, a band, or an animal, what would you be?


3) Set a mood board.

It can be helpful to “see” yourself if you’re having trouble describing yourself. Create a mental image of the person or people you want to be. Are you the carefree surfer taking in the last rays of the summer sun? Is there such a thing as a gamer with the perfect retort? Note: This isn’t meant to be a representation of your visual identity; rather, it’s meant to assist you in identifying your personality.


4) Identify who you want to be in the eyes of your customers.

Keep in mind who you’re working for. Who would your ideal consumer seek assistance from? Is there a dependable older brother? A jovial best friend?

What characteristics would cause them to pick you over a competitor’s product? What do you want them to see you as to when they think of you? These may be able to point you in the right way.

5) For your team, create a brand style guide.

Your team will evolve. Others will depart, and new people will join. You risk diluting the brand personality over time if you don’t have clear guardrails that define who your brand is… and who it isn’t.

To avoid this,

create a brand style guide that explains how the brand personality will be expressed in your marketing materials.

What font, for example, best expresses the personality of your company? What about the hues? What about the language, voice, and tone? Visuals?

Need an agency to take care of all of it? Contact us. Also, here are some more tips from our friends at HubSpot