Background: Nowadays, the importance of the concept of personality is undeniable retailer. Scientists and researchers believe that retailers, both individuals and brands have different characters that may make them distinct in the minds of buyers.
Method: The method of the study is descriptive-correlation. Population of the study includes all sellers in shops of Hamedan. Among all, 250 sellers were selected by in access as sample group. Four consumer confidence indexes, consumer attitudes toward private brands, consumer perceptions of the characters retailer and consumer loyalty to the retailer were used for gathering data. Data were analyzed by SPSS22 software.
Results: The results show that there is a significant relationship between consumer trusts on brand loyalty. Trust factor has the lowest correlation (0/907) and in the assessment of sellers by customer, adjustment has the highest correlation (0/971). 
Conclusion: The trust of customers to private brand and brand tendency towards private has the key role in the formation and management of customer loyalty to the retailer. According to the retailer's branding, private brands are a vital element that retailers must pay attention to it and use it to create, develop and maintain a relationship with your customers and increase their loyalty.