Think about how you interact with people of differing personality types. An outspoken, gregarious person can easily work the room and quickly engage you. Think about that ray of sunshine in your life, bubbling over with energy and dynamism. He or she may invigorate you and inspire you to look at things differently — at least for the moment. Consider the quiet ones; they can be mysteriously intriguing.

You act differently to every person you encounter. You do this because you are reacting to his or her personality.

News flash. The interactions and reactions we experience with one another parallel those we have with businesses and products. Brand personalities attract customers with like values, attitudes and qualities. Furthermore, strong brand personalities attract loyal customers because they have a clear understanding of who they are as a business personality. Because of this, they are able to strategically align their business to reach the right customer mix — a loyal customer mix that keeps coming back for more. To put it simply, a brand personality is the psychological or human aspect of a company that can have a profound sociological impact on customers’ buying behavior. (more…)