She is fun to be with and you are strongly attracted to her values and concerns. These are emotions similar to the associations which people develop with brand personalities. People, generally, like people. So, if a personality can be created for a brand, it will be easier to attract consumers to the brand. As brands grow, as do human relationships, it is the emotional dimension that tends to become dominant in loyalty.
Personality grows brands by providing the emotional difference and experience.
An example of a value or belief is honesty. Many people believe in being honest in everything they do and say. An example of a characteristic is confidence. This is not a belief, but more of a behaviour. It is to these likeable values and characteristics that people are inevitably attracted.