Sabine Leveiller of VistaPrint emphasizes the importance of brand personality in marketing, which consists of distinct traits that resonate with customers and set a brand apart. Successful brands like Nike, Chanel, and Apple exemplify clear personalities that customers can easily connect with, leading to enhanced sales. To develop a memorable brand identity, businesses must define their mission and identify their ideal customer, ensuring their objectives align with customer needs. This alignment helps in forging strong, lasting relationships and influences purchasing decisions on a subconscious level.
"Once your brand finds this unique expression, it's easy for customers to relate to it. This is a key way for brands to generate sales."
"Brand identity is the more tangible manifestation of your brand personality: your logo, color scheme, tone of voice. It's how your brand personality takes shape."
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