A brand’s personality shapes everything from employees and internal communications to messaging and content. Powerful and consistent brands influence a consumer’s purchasing preferences, but so will inconsistencies and gaps.
Brand personality is essential for building a strong brand, creating loyal customers and diversifying from the competition. Think about car brands and the consumer audiences they capture. Ford has built itself on the idea of being a reliable, reputable, American tradition. While Kia and its hip-hop hamsters have positioned themselves as a fun-loving, cool, creative brand.
Capturing your audience’s attention will be the only way to successfully sell your product. Even if you have the best product on the market, you still need something more.