Brand Personality as a Strategic Component for Business Growth in Southern La Guajira. The general objective is to understand Brand Personality as a strategic component for Business Growth in Southern La Guajira. The specific objective is to analyze the corporate brand model in international, national, and local contexts. The theoretical basis for the research is provided by the following authors: Aaaker (1997), Aaaker and Álvarez (2014), Escobar and Monteluna (2016), Mark and Person (2001) for the case of business growth Blázquez, F. Dorta, J. and Verona, V. (2006). Methodology: Hermeneutics, it offers an alternative for research focused on interpretation, in this sense, its approach is qualitative, it does not resort to statistics to account for a reality. Regarding the technique used, it is a semi-structured interview and its instrument, an interview script and recordings of 4 analysis units in the fast food sector. Results. Strengthen the Marketing research line, through the theoretical foundation provided by the study and the brand personality model as a strategic component for business growth in the south of the department of La Guajira, in this way advancing in academic relevance, responding to the context to achieve networking, strengthen institutions, and join efforts within the framework of the correspondence between education,  young entrepreneurs as projected by the national strategic plan, and regional development in the sector.