This paper goes into the role of branding in today’s consumer behaviour and how it’s essential for product differentiation and decision making for consumers to choose. In today’s society branding is a valuable asset, it’s a multi-faceted process. The study highlights the importance of “brand personality” in consumer interaction. Using examples like Cartier and Rolex the research shows how consumers align themselves with brands that have a distinct and compelling personality. Recent research also shows that online consumers are preferring brands with a captivating and resonant brand personality that influences their buying behaviour. This article breaks down the impact of brand personality on consumer decision making especially in the fast paced and ever changing digital landscape, a must read for marketers and businesses wanting to navigate and leverage this shift in consumer behaviour.