In today’s economy, people are flooded with choices of products and services offered by several businesses. Among the rapid growth of brands out there, what are factors that drive consumers to choose one brand over another?
There are actually various factors that affect decision-making among consumers. Because humans are emotional beings, emotional impulses are variables that often determine how we make decisions. Therefore, businesses need to consider how emotions can affect people and adjust this concept within their branding strategy. Consumers unconsciously tend to interact with a brand that reflects their own self-concept or a brand that has the kind of personality that is ideal to them. According to studies, consumers perceive brands as personifications of businesses and eventually determine how they make decisions to purchase a product.
Businesses need to take note that branding is more than merely a well-designed logo, a good name, or a captivating tagline. Branding includes the unique characteristics within your brand and emotional feeling that people get when they interact with you. Brand personality is defined as the association of human traits and characteristics that are set to a brand that the customers can connect to – simply put, a brand personification. Brand personality is a trait that humanizes your brand in front of your audience which consists of all aspects that make your brand different from the crowd and ultimately build an identity. Both brand personality and brand identity are two interrelated aspects that help a business to reinforce the brand image in the market. A strong brand personality plays an important role in establishing consumer relationships and helps to maximize brand appeal among the competition.
Below are Important reasons why brand personality matters for your business:
Consistency plays an important role in every aspect of the business. When it comes to maintaining the personality of a brand, consistency is an essential part of the process. It is important for businesses to be consistent in communicating. For instance, being all lively and fun on one day and then being boring on the next day. Inconsistency will make the audience confused as they will have a blurry idea of where a brand stand. A strong brand personality helps to create consistency all over platforms, whether it is your website or your posts on social media channels. It will make the customers feel sure and secure about your brand and eventually boosts your revenue. Therefore, once you have developed the “feel” and stay on a certain style guide, it will promote consistency across your channels.
Grow an Emotional Connection with Customers
Unique traits of a brand attract people who can relate to those characteristics and draw them to know further of what your brand has to offer. Brand personality can help you to build up emotional connections with the like-minded people who seek more than just products or services offered by your brand. People who look forward to know your brand stories and values will be drawn to you. The emotional connection that has developed ultimately helps the brand to establish more significant brand interactions. This, in turn, will lead to a lasting customer relationship. In addition, when you have established a personality, it will make it easier for your brand to have an effective communication with the customers. The reason is simply because the customers can relate with the personality traits that your brand has.
Helps Your Brand to Stand Out Above the Competition
The main advantage of developing a brand personality is being able to differentiate your brand in the rapid growth of a market. There are countless options and people compare one brand over another before making a purchase decision. Therefore, a brand needs to build a social media marketing strategy in order to allow the customers to differentiate the brand and win the competition. Every day people are exposed to thousands of brand offerings and also need to deal with their hectic schedule – too many things to pay attention to. To break through the noise, a brand needs to make a clear personality trait and steal the customers’ attention. Humanizing your brand is a good differentiation strategy as you show the customers something more special compared to the other competitors. Defining your brand’s personality means you make it easier for customers to recognize you because you have a consistent and clear style. As a result, your brand will ultimately stand out from the crowd.
Communicates Your Qualities or Values
When your brand’s qualities or values are reflected through a brand personality, it strengthens the fundamental of your brand story which are the reasons why your customers should care about you. When you are able to effectively communicate your good traits or what do you stand for, it can help to develop customer confidence. Showing the customers how you do business differently than your competitors can attract and even retain consumers. Brand personality can help you to reinforce the way you communicate your story along with your messages. Moreover, when you showcase your good traits, it can help your brand to be seen as trustworthy in the eyes of customers and attract them to commit to your brand.
In the journey to develop a brand personality, a better understanding of the customers, and the ability to assess characteristics that will build trust are required. Yet, above all, what matters the most to have a winning brand personality is to be who you really are.