Brand Personality Importance | How Does It Impact Sales?
Have you come up with an exceptional product that’s competitively priced but still waiting for the desired foot traffic and customer attention? It’s probably because you lack a strong brand personality or identity. An established brand image makes you stand out in the competition, drawing in more customers. If you want to know more about brand personality importance, keep reading!
What is Brand Personality?
Typically, brand personality is how your company expresses itself through its tone of voice, core values, and visual identity. It covers the emotional, psychological, and behavioural patterns of your business.
Brand personality isn’t just a term; it’s a unique experience that makes customers feel different when interacting with your business. Here are some key elements of brand personality:
- Tagline: Tagline is a catchphrase or slogan immediately conveying your business value to end customers. They are consistent, short, and memorable. Nike’s “Just Do It” is a good example.
- Visual Assets: Logos, fonts, and brand colors are visual assets that are part of your brand’s personality and help you stay in the consumer’s mind for a long time. They reinforce brand recognition, as 75% of consumers recognize a brand by its logo.
- Tone of Voice: A business’s tone of voice is how it communicates with its audience. It usually uses consistent words, style, and emotional tone to convey the right message to the audience at the right time. It also aids in building lasting relationships with customers.
Even the founder’s identity and behavior also impact the whole brand personality as well as sales. For instance, when Elon Musk becomes involved in controversies, it hits his brand, Tesla, lowering sales. Recently, the company’s sales also dropped to 1.79m, the biggest decline the company has seen since 2011.
What is Brand Personality Importance?
Maintaining a good brand personality is a must, especially in this quickly growing business era. Here are a few points that highlight brand personality importance:
Increased Sales
It may come as a surprise, but a strong brand identity directly impacts your sales and overall revenue. When you maintain consistent communication and visual appeal, it evokes trust in end consumers.
They find your brand reliable and credible, prioritizing it over other competitors. This leads to a massive boost in sales.
Statistics show that 57.5% of customers buy from brands with strong personalities. On top of this, a study by Millward Brown says that strong brands outperform weak ones by 20 percent when it comes to total shareholder return.
Better Brand Recognition
Better brand recognition is another point that highlights brand personality importance. Know that your brand identity or personality is the first point of contact between your business and customers.
It typically includes color, typography, color scheme, and other visual factors. When you have a strong brand personality, which means all your visual elements are consistent on all channels, your business becomes memorable.
This means whenever your potential customers come across your logo or tagline, they’ll immediately say, “Oh, I know this brand.” Hence, you may see increased sales and better results in your marketing campaigns.
Builds Customer Loyalty
If a brand always delivers exceptional and consistent experience to end customers, they are likely to make repeat purchases.
They look forward to your new product releases and often make the most of your ongoing sales. According to Accenture, 57% of global consumers spend more money on brands to which they are loyal.
Not only this but a satisfied customer shares about your business with other people, leading to positive word-of-mouth marketing.
Conclusion
Brand personality is crucial as it directly impacts business growth. To have a strong brand identity, you should conduct market research, have consistent communication and visual assets, and provide what your competitors lack.
