But if you want to be desired, you must convey something that is in keeping with the customer's aspirations. Awareness is obviously not the only criterion to successful branding. To Personality Identity is recognition. Identity is descriptive. It is recognition.
Personality is about character and charisma.
But this is only the first step. Brand personalities, on the other hand, are special. They have a charismatic character that provokes an emotional response. American Airlines has a strong identity, but Virgin Airlines has personality. The functionality of a product is about practical or superficial qualities only.