On this thread, I would say this is the best description of a brand's personality for me. It's a concept rather than a concrete reality. An abstract noun like love, you know it but can't adequately put it into a box by describing it.Sean Lee-Amies said:A brands "personality" is pretty much the same as referencing a persons personality. It's an in-depth look at how a brand represents itself through colour, symbols, style, context and what, if any, meanings, associations or connotations you can draw from the overall design.
You might describe yourself as a bit of a joker, someone that kids around a lot, is light hearted and funny - well a brand could have the same personality if designed appropriately.