Brand Personality

Brands are the personifications of organizations and their products and services. Selecting a brand personality is one of the tasks necessary to create that personification. Over the past fifteen years, I have helped well over one hundred brands from almost every product and service category select a brand personality. Last week, for a presentation, I counted the number of times each adjective was chosen to represent a brand for all of our past clients. 

For the first time, here is the list of the thirty most selected brand personality attributes in decreasing order of selection, with #1 being the most selected:

1. Innovative
2. Trustworthy
3. Reliable
4. Responsive
5. Professional
6. Easy to work with
7. Service oriented
8. High quality
9. Friendly
10. Customer-focused
11. Competent
12. Approachable
13. Visionary
14. Honest 
15. Effective
16. Committed
17. Welcoming
18. Respected
19. Leader
20. Knowledgeable
21. Inspiring
22. Fun
23. Experienced
24. Driven
25. Dedicated
26. Collaborative
27. Smart
28. Resourceful
29. Helpful
30. Entrepreneurial

Our clients also selected 143 other adjectives to describe themselves. Here are some of the more unusual adjectives selected:

• Enlightened
• Gentle
• Green
• Heroic
• Iconic
• Lighthearted
• Nurturing
• Passionate
• Perceptive
• Resilient
• Rugged