Personality

A brand personality is a set of human characteristics that are attributed to a brand name. These characteristics help users relate to the business or organization and increases brand equity as the personality traits resonate with users.

Brand personality traits are used as a guide to help the entire organization filter their work through a lens that keeps the brand true to who we are and what we represent.

The University of Texas at Arlington Libraries brand personality traits are listed below. The five core traits that build our foundation are highlighted, followed by the appropriate synonyms that build upon those core traits.