Brand personality is a crucial aspect of marketing strategy. It is defined as a set of unique characteristics that communicates what a brand represents and distinguishes it from its competitors. It plays a pivotal role in making a brand relatable to customers, which greatly impacts sales. According to Harvard Business School, 95% of buying decisions are made subconsciously, emphasizing the importance of a clear and consistent brand personality.
It’s crucial not to confuse brand personality with brand identity. Although they sound similar, they are different. Brand identity refers to the tangible aspects of your brand personality, like your logo, color scheme, and tone of voice. It’s the way your brand personality manifests itself. However, a strong and memorable brand identity depends on a well-defined personality.
Developing a brand personality for small businesses starts with a significant goal, often referred to as a mission. The mission should reflect what motivates the business and how it aims to assist its consumers. The mission should cater to the ideal customer’s needs and goals, fostering a successful, lasting relationship between them and the brand.
Identifying and describing the ideal customer might seem challenging. While big businesses have access to market research budgets, small businesses often have direct customer relations. This can be leveraged