Personality is Everything!

by Dec 31, 2014Branding

Personality is Everything!

by | Dec 31, 2014

Imagine your best friend. Think about some of their qualities and what attracts you to that person. It wouldn’t really be a shot in the dark to assume that you and that person share some of those same qualities. It’s what forms the friendship; it’s the glue that holds you together. Now imagine someone that doesn’t have any personality at all. How boring is that? The first thought that comes to my mind would be a robot. And I’m not talking about the cool, funny robots like JARVIS from Ironman or TARS from Interstellar. I’m talking about the boring robots that you mimic every time you impersonate a robot. I wouldn’t want to hang around that at all!

So why would you want that in a company?

The Problem

This is what a lot of new startup companies are doing today. They want to skip straight to the visual side of their brand. But if you gloss over the human side of your brand, sure, you might have a fancy logo, nice colors, and even a nice website, but how are people going to feel when they interact with your brand? If you’re not thinking that through, you’re going to be bland and boring. There’s nothing that will set you apart from your competitors. You need to allow your customers to feel like they are doing more than just interacting with pixels on a screen.

The days of constantly pushing, and shouting your flashy logo from the rooftops are dying because consumers now have power that they didn’t use to have. It’s almost remarkable how many businesses don’t understand this yet. You can’t push your brand onto people anymore. You have to draw people in and nurture them. In the 1980’s and early 90’s, before the web, it was essentially just a race to see who could get their ad in front of the most eyeballs. Today, most people have DVR’s where they can just skip right over the ads, or they don’t even watch TV at all.

So what are some of the effects of adding this human element to your brand?

 

The Solution

Short term, it’s going to be a bit longer of a ramp-up time, and it’ll be a little more costly for your company to get going. But this step is so vital in the startup process because quite frankly, consumers no longer solely buy services, they buy movements or experiences. Long term effects depends on if you took the time or not. If your customers think they are just looking at a computer screen, eventually they will wither away and forget about you.

The most important part of any personality is reflecting that image or persona through every aspect of your brand. Think back to the friend that you thought of at the beginning of this post. If you described that person to me as “nice, genuine, and funny,” I’d have no reason not to believe you. However, if I met this person, and they were rude, bland, and disrespectful, I’d be really confused, and not entirely interested in becoming friends with them. Nor am I going to want to bring them around my friends or introduce them. Same goes for your company’s brand.

The Result

You can’t just target a niche group of consumers and market to them because they fit your personality. If they come to your website, and your brand doesn’t reflect that personality, then there is some disconnect again.

There isn’t one aspect of a brand that is more important than the other. You have to tackle both. Once you do, you will gain loyal customers who will even begin to do your marketing for you. If you take the time, tell your story, and make the customer believe that they are a unique part of your company’s journey, you will gain a customer for life, and that word of mouth will spread like a wild fire.

Resound Newsletter

Get more industry-leading branding and marketing insights like this delivered to you monthly.

Our Book Is Here!

Unlock the power of authentic branding to become a better marketer and business owner.

Latest Posts

Why Your Brand’s Location Still Matters

More than ever, everyone works, meets, and shops online.  It’s no surprise that companies which previously insisted on a brick and mortar location for their workers are now almost completely remote.  But regardless of that steadily encroaching fact, your brand’s...

How to Revive Your Company’s Strategy Culture

Most companies start with goals and a dream of success. But over time, and for multiple reasons, we end up losing our grip on strategy. Let’s talk about how to get back on the path of success by reviving your culture of strategy. Keeping to a strategy takes nerve. It...

Ins and Outs of Branding Your Organization

Here’s a riddle…although if you’ve been reading or listening recently, it’s more of a review question.  What do slick, wildly successful brands like Salesforce, Nike, and Apple have in common with England’s historic royal families? Aside from hype, hefty name...

Product Branding Versus Organization Branding

Which came first? The product or the organization?  While in many cases, the product stands tall—the splash it made, the awareness it sparked, and the customer loyalty it built. But even in those instances, you can make a good case for the organization. If we extend...

Omissions in Your Writing Process that Cripple Your Leadership

Thought leadership motivates your readers to see you as an expert. It can even give you monopoly power in your area of expertise. But building that leadership through great copy requires a process; a good one at that. Finding good writers is hard enough, but a process...

Brand Foundations Course

How to Unlock Your Remarkable Brand

Discover Your Brand Values, Brand Personality and Brand Story to get you and your team thinking about what your authentic brand is and how to manifest it.

Brand Webinars

Learn how to develop your brand’s foundation to get a competitive edge.

Unlock Your Remarkable Brand

Want to build unlock your remarkable brand and lasting relationships, but aren’t sure where to start? Set up a call and talk about it with Mike.

Your organization is remarkable – now start acting like it.

Our new book, You Are Remarkable, helps businesses and organizations unlock their authentic, genuine, real brand identities and express them effectively to their customers.