Today are various markets usually consisted of many competitors, which all compete for the same customers and requiring more of them to stand out from the crowd and make themselves more competitive. A deep relationship with the customer is therefore of great importance that among other things can be achieved by the brand.

A brand has certain personal characteristics that give consumers an underlying meaning. These properties sit as subconscious images of the consumers and mirrors in accordance with the company's operations. This personality that’s created is one of the important elements in the relationship between the company and the consum- er. But consumers have different personality traits that are attracted to specific personalities of the brand. The brand's distinctive personality is an important key to the brand's success

Previous studies have shown a significant relationship between brand personality and brand loyalty in different sectors. Something that hasn’t yet been proved is if there’s a significant relationship between consumers’ personality and brand personality in the banking sector. The purpose of this paper is therefore to investigate if there’s a relationship between a bank's brand and the consumer's personality.

The study is based on primary data, which has been gathered through the quantita- tive method using surveys. The quantitative method is the best choice for this sort of studies, since it allows a fair comparison with the results of earlier studies. The in- formation was gathered in collaboration with Sparbanken 1826, by limiting the target group to customers at that bank. This study could provide an indication regard- ing how successful the bank has been able to provide customers with the right idea of its brand.