How To Create A Strong Brand Personality (And Why It’s Important) Part One

How people perceive your brand personality is subjective but extremely important. Dairy Queen seems nice, doesn't it? We wouldn’t mind having them over for dinner.

We could probably sit them at the same end of the table as those other beloved brands Dove Soap and Cheerios. They're not like that boorish Uber we wouldn’t want to associate with uncouth brand personality types like that. 

As consumers, we often have very strong and very personal gut reactions to brands, the same way we do to certain people. We see ads, social media posts, printed flyer advertisement and news articles and think, “I have a good feeling about them,” or “there’s something about them that I just don’t like.”

These emotional connections have a direct impact on sales and business. According to Harvard Business School, 95% of purchasing decisions are based on feelings instead of logic.

People tend to choose the brands that appeal to their subconscious, or “gut,” so brands that present themselves in a human and personal way do better than brands that rely on statistics or rationality. In other words, having a great product or service isn’t enough, you need a great brand personality to match. 

But what does that mean? What is brand personality and how can it improve business? In this guide, we’ll run through the basics of shaping your brand personality, so you know how to put your best foot forward and raise an army of loyal customers. Think of it like a charm school for your business optics.