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Is Personality Necessary for Brand Development?

Today, branding is more important than ever. Whether it's an individual or corporation, every person and brand needs to stand out in a world of millions—if not billions—of competitors. Founded on the notion that the emotional connection between customer and company must be one of the chief priorities when branding, authenticity and transparency is vital to building and inspiring long-lasting relationships.

When it comes to branding, businesses often overlook the importance of having a charismatic leader at the helm. A strong and magnetic personality can be a powerful tool for attracting attention to your brand and helping it to stand out in a crowded marketplace. Charismatic leaders can inspire others and capture their imagination. They are natural communicators and storytellers, which can be invaluable when it comes to promoting your brand and getting people on board with your vision. Their personal values become exemplified for the brand.

There are few companies with more personality than the Virgin Group. Virgin Group is known for its quirky sense of humor, which is reflected in everything from the company's branding to its customer service interactions. Founder Richard Branson is the epitome of brand development by leadership, always embracing new challenges and taking risks. His entrepreneurial books, adventurous hot air balloon exploits, and pioneering commercial space flights all significantly contribute to the customer vision of the Virgin Group. This leading global brand, with over 50,000 employees, is one that many customers would aspire to being part of.

There's no denying that Apple has a unique persona. Their products are sleek and modern, with a minimalistic design that is both eye-catching and functional. But it's not just the products themselves that have style; the company has a unique aesthetic that is immediately recognizable. From the clean lines of the Apple store to the iconic advertising campaigns, everything about Apple exudes an unmistakable identity that could only be the Apple brand.

Harley-Davidson motorcycles are rugged and tough, with a rough-and-tumble image that appeals to those who want to feel like they're part of a particular social group. The company itself embraces this image, with a rebellious attitude that is reflected in everything from the way they market their products to the way they interact with their customers. Harley Davidson symbolizes freedom, courage and strength, and successfully portrays these relatable values to its customer base. A true iconic American brand, Harley Davidson cultivates a proud following directly through its corporate branding.

By aligning their company with a certain image, lifestyle or personality, companies can make themselves more attractive to potential customers, partners and investors. If done correctly, promoting a corporate persona can help an organization to distinguish itself from competitors, build trust with its audience, and attract new business much like the Virgin Group has successfully done during its lifetime. Ultimately, investing in brand identity has been shown by many of the most profitable corporate giants to be a highly effective driver for growth, investment and profit.

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