 Brand personality is what people feel about a brand whenever they interact with products, social media content, and customer service.  This brand personality can be a person, character, mascot, or idea.
The Brand Persona Dimension
  In The Journal of Marketing Research, Jennifer Aaker outlines five dimensions of brand persona, namely: sincerity, fun, competence, sophistication, and toughness.  These five dimensions or pillars can be a starting point when you identify brand personality for your business.
  Let's explore some of the specific personality traits included in each dimension.  Watch below!
  Sincerity: This persona is associated with empathy and good nurturing.
  Competence: This persona is an influential leader who can assist users or influence them to act.
  Passionate: This passionate persona is happy to do anything and starts adventures with ease.
  Rugged: This more muscular personality is athletic and tough.
  Sophisticated: This persona exudes elegance, style and prestige.
