Personality is Power

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.

Holly Vianco

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3 Responses to Personality is Power

  1. student says:

    Brand personality has been around for a long time. Mr. Peanut, the Pringles man, snap, crackle, and pop, etc…the list goes on and on. These brands created not only personalities but personality traits many of the loyal followers embody. Great topic Holly.

  2. Rachel says:

    Soo, so true. And doesn’t personality also play a huge part in positioning as well? I would consider it almost foundational to a brand’s positioning. If your customers can’t describe the “persona” of your brand, similar to the way you as a marketer try to define the persona of your customer, how successful will you actually be at building brand loyalty?

  3. student says:

    Well said Holly!

    Brands are a living, breathing thing that companies often neglect. It’s hard to really build a strong brand but the companies that do are often the most successful.