Brand Personality and the Psychology of Consumers

Consumers buy products and services they see themselves in. They want products that complement who they are… as people. Consumers want to patronize a brand personality they relate to. But how do consumers decide on one brand over another and how can you get the edge? Here is a look at how you can build emotional relationships with consumers and convert those relationships into sales.

The Research Age

Today’s consumers are all about research. Before purchases are made, most consumers research the competing brands thoroughly. They read product reviews, customer reviews, and even ask friends and family. How do you stand out in this digital age? First, understand that the buying process is a long one and many brands are considered before the purchase is made. Give yourself the best chance at a sale by familiarizing your customer demographic with your logo, product perks, and brand personality. This could be through print ads in local papers or on social media where your business can actively engage with consumers. Most consumers still aren’t sure which brand they will pick, even once they’re in the store, but when they do decide, it’s often the one they’re most familiar with.

Your Brand Personality

Social media can feel like a chore or even impossible to navigate. However, with the right information you’ll find that platforms like Facebook and Twitter are no different than most communities in real life. The people within them don’t want a blitz of advertisements. They want genuine responses and interaction. In this way, establish yourself as a company that isn’t just full of promotions and self interest, but a business that actively seeks to make customers’ lives better. A great example of this is LifeLock’s Facebook page, which not only provides identity theft prevention services but also offers important advice and tips on how potential customers can protect themselves on their own.

Uncovering Brand Personality

So, how do you uncover the personality of your brand? First, what is a brand? It’s not just a logo, but the experience you give consumers. It’s the promises you make and keep to your customers, and how you follow up, even after the transaction is over. This could be as simple as a regram on Instagram of them using your product, or a tweet thanking the customer for their patience or business. Your voice also defines your brand. This includes the posts you make on social media, the way you answer the phone and any newsletters you write. Be clear and concise in your language. eliminate typos and use language your target audience will relate with.

After all this, create a logo that encompasses these traits. Take graphic style, typeface, and the colors of your company into consideration. For instance, Apple is clean, organized, and simple, just like the operating system their computers use.

If you still struggle to define your brand’s personality use a quick exercise that sets up questions for you, the answers of which will guide you to the personality of your brand.


This is a guest post to The Guinn Consultancy Group, Inc.  Guest posts may use hyperlinks as a courtesy to allow you to visit sites mentioned to review products or services.   The Guinn Consultancy Group, Inc. does not receive any compensation from these links.

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