- Ray Bueno
- Sep 30, 2025
- 2 min read
Ever wonder why some brands instantly feel relatable while others just fade into the background? It’s not about features or price. It’s about personality — how your brand shows up as a person in people’s minds. When that personality aligns with what your customers believe about themselves, you stop being one option and become the option.
Why Personality Matters More Than Features
Features sell benefits. But personality builds connection. When someone sees a brand as trustworthy, fun, bold, or graceful, it influences their feelings—and ultimately, their choice. As Forbes explains in Why You Need A Brand Personality, a compelling brand identity makes you more memorable and helps attract customers who might’ve otherwise skipped you.
Aaker’s Five Dimensions, Made Simple
To structure personality, marketers often turn to Aaker’s five dimensions. According to LiveInnovation, these are sincerity, excitement, competence, sophistication, and ruggedness — traits brands adopt to make meaning in their customers’ minds.
Dove leans into sincerity. Its “Real Beauty” campaign showcases real women, authenticity, vulnerability.
Jeep embodies ruggedness. Their imagery of rough terrain, hardship, and resilience speaks to adventure seekers.
These aren’t vague tropes — they inform tone, visuals, messaging, and customer experience so people feel your brand “fits” them.
How This Links to Motivation & Identity
Your purchase decisions reflect your internal drivers. Some are driven by achievement (tools, results, progress), others by affiliation (community, belonging), others by status/power (prestige, distinction).
When your brand personality reflects one or more of Aaker’s dimensions that align with those internal drives, customers feel like buying from you helps them become who they want to be. That’s where brand loyalty comes from — not just satisfaction, but identity reinforcement.
Action Steps for Entrepreneurs
Select 2–3 dimensions from Aaker’s model that resonate with your target audience.
Audit your touchpoints — website, tone, visuals — do they reflect those personality dimensions?
Express personality in content — stories, visuals, the voice you use in messaging.
Ask your customers — “What three words would you use to describe this brand?” Compare to your intended personality.
Consistency wins — across every channel, stay true to those dimensions.
Final Word
Features win sales. Personality wins hearts. When your brand’s personality lines up with customer identity and motivation, you stop competing for attention—you begin commanding loyalty.
If you missed last week’s post on perception and brand loyalty, check it out here.
