Brand Personalities Sell; They’re Sticky

Jun 3, 2010 | Brand Differentiation

Have you ever described someone as “lacking a personality?” As if to say, they were so bland and boring they didn’t even have a personality.

Personality is an important aspect of attraction and engagement. We choose to associate with people that have “interesting personalities.” This could be people who are funny and gregarious, interesting and intellectual, or calm and peaceful. These are traits that make one person distinct from another, and these points of distinction are what make them interesting.

The same logic applies to companies. Companies with defined personalities are more distinctive and interesting. This distinction can be a competitive advantage, because it makes it easier to recall their products and services. Their personality creates top of mind awareness.

Let me pose a quick example. Which brand do you find more interesting: Lenovo or Apple? Why?

Your customers want to know who you are

Don’t just be another faceless company – reveal your personality. Help your customers understand your company’s values, what you stand for and why you do what you do.

Finding and developing your company’s personality is an important aspect of your brand. It takes your customers beyond the logo and the value proposition, and helps them understand what makes you tick. The Web has empowered your customers with information, and that’s made them curious. They want to know more than product specs and service offerings. They want to know what your company is all about.

Do a deep dive, and ask yourself those introspective questions:

  1. Why does your company exist?
  2. What do you value?
  3. Why do people (employees and customers) choose to work with your firm?
  4. What do you want to be known for in 50 years?

Developing your brand personality requires self-awareness. The more you dig into what your firm values and what makes you tick, the more effectively you can express yourself.

Reveal your brand personality

Developing a brand personality is not a hollow marketing exercise. Customers will see right through any attempt to pander to them. They expect transparency.

Help your customers identify with your firm by showing them what it’s like to work with you. Try to bring out your firm’s personality, values and interests through your website, your marketing collateral and your operating style. Examine your products and services. Do they truly reflect your brand personality? If not, what would you have to do to get them there? Every touch point is an opportunity to express your brand personality.

It may feel risky to reveal the quirks and interests of your firm, but those quirks are what you make you unique, memorable and interesting. Use them to your advantage.

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Jeremy Miller

Top 30 Brand Guru

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