Use Personality to Delight Your Customers

Is your business playful or serious? Cutting-edge or traditional? If you've not considered its personality, then you could be sending out mixed-messages!

Personality makes a company feel more human. By personifying your business, decision-making becomes natural. You know in your heart what will be "on-brand". 

Branding is a collection of devices you use together to set an expectation for customers. The right branding can push customers to pick you over your competitors, so it's important to give it careful consideration. 

As researched by social psychologist, J. Aaker (1997), there are 5 different dimensions to ponder in order to develop an authentic brand personality. These are: sincerity, excitement, competence, sophistication and ruggedness. How does your brand rate in each of these?

 Buttercrumble's brand is highly authentic and positive.

Buttercrumble's brand is highly authentic and positive.

If you're anything like us, you'll love a diagram! This is why we created a Brand Personality Radar Chart for you to utilise. Print it out and mark each dimension's scale depending on its relevance.


Download Your Brand Personality Radar Chart

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Source: J. Aaker (1997), Dimensions of Brand PersonalityJournal of Marketing Research, 34(August), 347-56, published by the American Marketing Association.