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
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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.
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, create authentic brand identity and content to build brand equity and lead their industries in the AI age. Trained in law and business, Joanne was a former journalist, and an award-winning photographic artist. She had a liberal arts education from Brandeis University before earning a law degree. Joanne’s passion is to build brands for leaders and their organizations with her analytical, holistic, and strategic design thinking, as well as her artistic creativity. Her coaching emphasizes comprehensive strategies, business modeling, thought leadership and high authority content creation, brand building, culture, teamwork, leadership mindset and resilience. She guides leaders to stand out with vision, multi-disciplinary approaches, and strategies in leading themselves and their organizations. Additionally, Joanne is a poet, writer, and artist.
©Joanne Z. Tan all rights reserved.
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