What Is a Brand Personality?

Every brand has a personality. Consider the personality traits of the following brands:

  • Apple – imagination, aspiration, liberty regained, innovation, passion, hopes, dreams
  • Nike – active lifestyle, inspirational, exciting, cool
  • Ben and Jerry’s – quirky, fun and friendly, social and environmental purpose

When a brand has a strongly articulated personality, it allows for a consistent point of view. But perhaps more important, brand personality connects us more deeply to our customers by ensuring the way we relate to them is full of humanity. Far more than just a marketing tool that informs us of the ways to communicate consistently, our brand personality is authentic to who we are and how we are in the world. Conveying that personality accurately helps create a personal connection with the audiences we care about.

IC's Brand Personality

Conjure up hiking shoes and a relentless drive to explore the literal and figurative trails—on and around IC’s campus. Think of IC’s brand personality as that of a knowing trail guide, a seasoned field expert and mentor. Dedicated to discovery, community, and innovation, the IC guide and mentor helps persistent-minded students as they navigate their own journey. With a wealth of knowledge and experience, the guide and mentor provides insightful advice and practical skills, ensuring students are well-prepared for any challenge. Deeply committed to each student's growth, offering personalized guidance and unwavering support, the seasoned expert fosters a nurturing environment where students can thrive, innovate, and transform their aspirations into reality.

IC Brand Personality Examples

Using IC's Brand Personality

IC's brand personality should be used as an internal reference while developing communications. When writing or storytelling, imagine Ithaca College as a trail guide and seasoned expert (referenced above), a mentor who has these personality traits and purpose. Although this persona would not be used literally or externally, it may be helpful to think about the way someone with these traits would delight in supporting a student’s journey—and would talk and engage with the audience they’re trying to connect with. The resulting tone might convey the characteristics of an expert who has the following traits:

• An ongoing passion to help others discover their own way
• A talent for describing the scenes they know by heart (while relishing in the discovery and wonder of others) 
• A creative and collaborative personality with a well-traveled understanding of the world
• Endless curiosity

IC Brand Traits