The master of success, Napoleon Hill, said: What kind of behavior determines what kind of behavior; what kind of behavior determines what kind of habit, what kind of habit determines what kind of personality, and what kind of character determines what kind of fate. What kind of personality determines the fate for people, and so is the brand. Determining personality is behavior and habits, so companies must pay attention to their behaviors and habits when branding their personality. 1, brand personality can not be reluctant Brand personality is not subjectively imposed on the brand by the enterprise. It is the temperament characteristic exhibited by the brand itself from the inside out. The enterprise cannot blindly pursue the brand's individuality and subjective creation. To create a brand personality requires innovation, but can not blindly pursue strange, different, special, and ignore the environment in which the brand is located. When I was working with some companies, I found that some bosses deliberately imposed their own personality on the brand while branding, while ignoring market research and consumer perceptions. Therefore, in the branding, the company should conduct in-depth investigation and research to truly understand the psychology and needs of consumers, so that the brand must be connected with the personality of the consumer. Only then will the consumer agree, only the consumer agrees. The brand can win people's hearts. 2, brand personality can not be eager for quick success The shaping of brand personality is a systematic project, and it can't be quick and quick. Just like the growth of a child, his personality is shaped by the influence of parents, the environment, education and other factors. The formation of brand personality is not formed by one aspect alone. In the process of brand formation, its information will be transmitted to consumers through various channels, such as brand name, brand positioning, image identification, packaging design, advertising performance, communication methods and the experience and effect of consumers using products. Everything that consumers can feel from brand awareness to familiarity, to the whole process of buying and using products, including hearing, sight, touch, taste and smell, is an experience of brand personality. Therefore, the shaping of brand personality is a process that accumulates over time. It needs to cooperate effectively with product development, marketing and promotion, image design, media communication, public relations and other aspects of work, and can not be quick success. 3, the brand personality should be simple but not simple Brand personality should be simple. Personality can't be too complicated, complicated consumers are elusive, then consumers will abandon you, because consumers don't have time to figure out what you are. Brand personality is simple and not simple, and it is difficult to say it simply. In order to show the richness of their own brands, many companies often give more personality characteristics when branding, and think that this will allow more consumers to choose. In fact, this practice has made a fatal mistake. The brand personality is the result of the consumer's experience of the brand. It is the temperament of the brand from the inside out. It is not what you say it is what it is, it is not going to be enterprise. The will of the transfer. Then someone would ask how many personality characteristics a brand should have? Of course, there is no standard answer. Many experts usually think that the brand personality should be around seven or eight. However, the author believes that the brand personality is not easy to be molded too much. Three to four sexual characteristics are better. Too many words will make consumers confused. Conducive to the shaping of brand personality.