Why personality matters

and why it could make or break your business.

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

Be yourself; everyone else is already taken.
Oscar Wilde

What is your Personality

Before starting the creative process that provides your company with a standout visual identity, you first need to understand the essential visual elements that define what you have to offer your clients and the personal elements that say more about you and your firm’s personality.

Your unique brand will then attract the customers you want; not every person will buy from you. The original and exciting presence in the marketplace will attract the people you want as customers and filter out the rest.

The purpose of standing out in the market is not just to be different as a gimmick but to place your company at the top of buyers’ minds when they come to the time when they need your service or product you provide. So the bottom line is that the brand needs to speak directly to their needs.

It’s not about you; it’s about your customers.

For example, suppose you had a great idea to sell a fun, innovative product into a young, vibrant market. 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 be thinking more; TikTok and Katy Perry. A great example of this is the clothing brand Superdry, which based its entire image around a retro Japanese identity. The company is based in Cheltenham and doesn’t even have a store in Japan!

If your brand was a person

Are they cool, reserved, and sophisticated? Or do they walk into a room and give everyone a warm hug and chat unreservedly. Are they conservative in their opinions, or are they risque and push people outside their comfort zone.

It is essential to understand your audience, connect with them, and let them know who you are —a great product or service deserves a brand personality to match. Be authentic and reflect the core values, goals, and culture.

The Process

If you have never thought about what personality your company conveys, the first thing you can do is 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, how professional you are and your values.

There are many ways to bridge the gap between the words on paper and an exciting visual representation. I find a good place to start is to produce a mood board, which can make a strong starting point in the process. And can lead to how to discover the best essential components of a visual brand such as colour, style of images, typography, and logo.


A compelling brand identity will position any company, whatever the 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 and giving the graphic designer some free rein to do what they do best. And what the designer does best is to create a memorable visual identity that delivers a brand that communicates what you do and the quality of your business to your customer.