Insights:Marketing Insights: Personality grows brands.
Who is your company? This may sound like a strange question, but defining and sharing this information can dramatically improve your bottom line.
People assign human qualities to virtually everything as a way to relate to things. This explains why boats are referred to as “she” and our pets get names and are so often treated as children. This personification also holds true for companies. It allows people to accept or reject a company not necessarily on what they do or sell, but on whom they perceive them to be.
Simply put, a brand personality is a set of human characteristics that are associated with a brand name. The goal is to present a brand personality that reflects your company and that your primary consumer will relate to.
When defining your brand personality, it’s important to be truthful. Pretending to be something you’re not is easy for the consumer to see through and will lead to negative perceptions. If you realize your present brand personality doesn’t align with your key consumers, then you need to examine the way you do business.
Once you have defined your brand personality it should be apparent at every touchpoint. From your brand’s messaging and marketing materials to interior design and the way your staff interacts with customers.
Consistency is also key. Personality goes a long way in this world, but nobody likes someone who is two-faced.
Next week’s topic – Your marketing should make you nervous.