From $2.99 to $15 and sold out—the secret behind the global craze for Trader Joe's canvas tote: it has become a symbol of shopper identity.

Go viral: go beyond what you do—express what you represent.

Like people, brands have personalities. These traits resonate with customers, forming a human connection that goes deeper than product features.

Customers choose brands that reflect who they are or who they aspire to be.

A brand becomes a signal.

Explore the five overarching brand personalities and identify yours.