Brand Personality: Be More Than a Pretty Face

by Fast Company

brand personalityCompanies with a strong and memorable brand personality retain customers and are easier for consumers to relate to.

Although companies “often make very sensible choices of features and functions,” writes Ayca Cakmakli of Smart Design, “they can fail to create products and services that have a real personality.” If your brand personality is lacking, you’re missing the factor that “makes the first connection with customers and ultimately long-lasting relationships with brands.” Cakmakli compares finding a mate to people’s experiences with brands to identify what companies need to do to build an attractive personality. While she notes that “we are drawn to potential partners we consider to be beautiful,” beauty is more than skin deep, and there are six other elements to consider. As Cakmakli puts it: “Customers expect more than just a hot product.”