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If your brand were a person, what kind of person would it be? Sexy and sophisticated? Young, hip, and sassy? Rugged and outdoorsy? Successful and charming? Bold and creative? Brand personality is the set of human traits attributed to a brand. You want your brand to have a readily identifiable personality that appeals to your target market. Here are a few brands that have strong personalities:

Brand	Personality
Amazon	Reliable, trustworthy, responsive
Apple	Cool, creative, sleek
Coca-Cola	Enthusiastic, fun-loving, social, approachable
Harley-Davidson	Rugged, rebellious

One way to identify your brand’s personality is to look at brand archetypes (common personality types), such as the following:

 Artist/inventor

 Caregiver

 Explorer

 Friend

 Smart

 Hero(ine)

 Innocent

 Magician

 Minimalistic person

 Confident

 Leader