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.