Analyzing the Big Five Traits Your Brand Personality Needs to Be Reputable

MARTECH SERIES
martech series

Brand Personality has evolved into an interesting entity where companies communicate with their customers. Nowadays, we see brands embracing their personalities and even using them for promotional opportunities. But have you ever thought about what your brand personality means and how it impacts your company’s relationship with customers?

In the 1980s, researchers determined that the human personality can be defined by the “Big Five” traits: Openness, Conscientiousness, Extraversion, Agreeableness, and Emotional range. As it turns out, your brand personality can have these traits as well, and Trustpilot conducted a report that found brand personality is a big deal in being considered a reputable company. To find out about these key traits Trustpilot used IBM’s Watson Personality to analyze press release strategies for Reputation Institute’s top 50 most reputable U.S., U.K., and global brands of 2018. First, the Big Five traits can be defined below...

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