1. Sincerity: Here the brand portrays themselves out to be family-oriented and kind. One example for a product that could be branded in such a manner would be a band-aid.
2. Excitement: In this form of persona, the company portrays themselves as a youthful and energetic one that is full of a sense of adventure. One example for this from the industry would be the RedBull brand.
3. Ruggedness: Here the brand portrays themselves to be tough as well as rough-around-the-edges. One example from the industry for such branding would be Woodland.
These are just some of the few principles that come into play when psychology is brought into the field of branding. They could be a great starting point for your company if you wish to be a successful one.