How we interact in real life with different people is true of our reaction to buying decisions. Research by Harvard professor Gerald Zaltman showed that 95% of purchasing decisions are made on feelings instead of logical reasons.

What is your Personality
Before starting the creative process that provides your company with a standout visual identity, you must first decide on your company and your customer’s personality.

You are the selling point if you offer a service based on your skills. Therefore, it needs to be unique and authentic. An unmistakable personality can attract the customers you want; only some people will buy from you. But on the other hand, an original and exciting presence in the marketplace will attract people who want to buy from you and filter out time wasters.

Alternatively, you can detach yourself as a person and think instead about your ideal customer and their personality. For example, suppose you had a great idea to sell a fun, innovative product into a young, vibrant market. You need to align the personality of the company with your audience. As a person, you may enjoy a BBC4 documentary on the royal dynasty of the Plantagenets and listen to Wagner’s Ring Cycle, which is excellent. Still, for your new product and audience, you will need to think more; about TikTok and Katy Perry. It’s about something other than your preferences but appealing to the right customer.

Think of your brand as a person. Are they cool, reserved and sophisticated? Or do they walk into a room, hug everyone, and chat unreservedly? Are they conservative in their opinions, or are they risque and push people outside their comfort zone?

Understanding your audience, connecting with them, and letting them know who you are is essential — a great product or service deserves a brand personality to match. Be authentic and reflect the core values, goals and culture. The audience is sophisticated and knows when something doesn’t ring true.

The Process
If you have never thought about what personality your company conveys, you can first sit down and write down words that will help you understand who you are and, more importantly, how you can solve the customer’s problem. Suppose you know your culture, values, mission, services, and products more clearly. In that case, it will be easier to form a clear brand identity that conveys what you do, your professionalism, and your personality.

There are many ways to bridge the gap between the words on paper and an exciting visual representation. An excellent place to start is to produce a mood board, which can make a strong starting point in the process. And can lead to how discovering the best essential components of a visual brand, such as colour, style of images, typography and logo. Together, these elements will let your company’s personality speak out in a crowded marketplace if designed well.

Conclusion
A compelling brand identity will position any company, whatever its size. It will help set the product or service in the marketplace and be distinct and professional. And what sits at the heart of it all is personality and how good design can reflect this. It means steering away from impersonal stock images and lookalike templates. It means giving the graphic designer some free rein to do what they do best and give you and your business the personality that will help drive your sales.