How Brand Personality Affects Your Clothing Brand

Because people tend to attribute human qualities to the brands they interact with, your brand’s personality will determine how you will relate to and connect with consumers. Before you make any marketing decisions about your new clothing brand, you should first understand the type of personality you want to project. With this knowledge, you can utilize tools and resources that help you shape your marketing decisions to fit that persona. For example, you can use a resource like Namify to find clothing brand names that are tailored to your brand’s personality. Understanding your brand’s personality will make this process much more manageable.

There are many methods used to understand and evaluate brand personality. A popular way is through the Five Dimensions of Brand Personality developed by Jennifer Aaker. Here are those five dimensions:


Brands that align with excitement can be described as innovative, trendy, daring, fun, and outgoing. These brands often target a younger audience. Apple is an example of a brand that has long fit this dimension with its image of being on the cutting edge. Other examples include social media companies like TikTok and Snapchat.


Brands that exude sincerity are considered honest, authentic, and comforting. Consumers trust these companies and feel comfortable with them. They often have long histories with these brands, and their opinions are deeply ingrained.

Examples of brands that fall under this dimension are Coca-Cola and Campbell’s. These brands appeal to family-centric consumers. They have a history of feel-good relationships with their consumers.


Competence describes companies that are very effective at accomplishing their missions. They are efficient, reliable, intelligent, and responsible. This may not be the most exciting dimension, but it is one that resonates with consumers who are looking for the most capable brand. Competent brands include Volvo and UPS, which have reputations for their reliability and consistency.


The sophistication dimension refers to companies that embody luxury and glamour. They may be seen as charming and refined. High fashion brands, such as Tiffany and Chanel, often best fit within this dimension. Other companies that fit well here are Mercedes and American Express. These brands often appeal to their target audience with promises of exclusivity and style.


Ruggedness is the final dimension of brand personality. Brands with this personality are known for being tough, outdoorsy, and strong. Many automotive brands favor this personality, such as Jeep, Ford, and Harley-Davidson, as do outdoor brands like REI and LL Bean. This dimension is often associated with a down-to-earth authenticity.

Many brand personalities do not easily fit into just one of these classifications. Instead, they may be better described as a combination of two or more. However, as you evaluate your own brand’s personality, you may want to focus on just one or two dimensions to avoid diluting your image.

Once you determine your brand’s personality, you’re ready to take the next step and find your name. The right clothing brand names will incorporate the qualities you want to embody and allow you to appeal to your target consumers.