When every option looks, sounds and acts the same, how do customers choose?

All products, in every industry, risk becoming a commodity. Technologies can be copied so quickly that new features and functions – even product quality – aren’t sufficient to grow your business. The same information, suppliers and skills are available to all companies. Competition becomes a race to cut costs and lower prices.

Unless…

You find a different way to influence buying decisions.

Companies that express a powerful brand personality are able to turn customers into fans and advocates. Unlike changing tech or shifting markets, an authentic, well-communicated brand personality has staying power.

When you put forth a distinctive brand personality, customers begin to self-select. They’ll say, “This is a company I want to spend time with,” and they’ll come to you. By making emotional connections and earning trust, companies with strong brand personalities forge lasting customer relationships. …