What brand personalities are — and why they matter
The five core dimensions: Sincerity, Excitement, Competence, Sophistication, Ruggedness
Real-world examples of brands that master emotional connection
Steps to define your own authentic brand personality and express it consistently
To read it as a 5-min blog
To watch it as a 8-min video
Subscribe to our Newsletter
Just like people, brands have personalities. They can be exciting, sincere, rugged, sophisticated, or competent — and when your brand expresses the right mix, it attracts the audience who feels, “This brand gets me.”
Drawing from experts Jean-Noel Kapferer and Jennifer Aaker, Joanne explains how authentic brand personalities drive trust and loyalty. You’ll see how brands like Apple, Nike, and Starbucks embody their personalities through design, messaging, and experience — and how you can, too.
Your brand isn’t just a business — it’s a living presence with its own tone, style, and character. Define your brand personality clearly, and you’ll connect with your audience on a deeper human level.
In addition to being a poet, writer, photographic artist, Joanne Z. Tan is the Founder & CEO of 10 Plus Brand, Inc., a brand strategist, thought leadership coach, and speaker. She helps executives, board members, entrepreneurs, and organizations decode their Brand DNA, build trust in the AI age, and lead with authenticity. A former journalist, award-winning photographic artist, Joanne was trained in law and business in the US, and had a liberal arts education from Brandeis University before earning a law degree. Her coaching emphasizes comprehensive strategies, business modeling, thought leadership and high authority content creation, brand building, culture, teamwork, resilience. She guides leaders to stand out with integrity, vision, and purpose.
©Joanne Z. Tan all rights reserved.
Please don’t forget to like it, comment, or better, SHARE IT WITH OTHERS!
– To stay in the loop, subscribe to our Newsletter
Brand: In addition to the “whole 10 yards” of brand building, digital marketing, and content creation for business and personal brands. To contact us: 1-888-288-4533.)
– Visit our Websites:
Phone: 888-288-4533
– Find us online by clicking or follow these hashtags:
DownloadTo get email notice for our podcast, please enter your email below. We will never sell your email address!
