Personality has been used in marketing for a long time- what would Frosted Flakes be without “Tony the tiger” or Michelin would just be another tire company without Bibendum- or Nike without it’s celebrity athlete endorsers. Apple owns cool design, as do Oxo, Good Grips, Alessi, etc. The brand Craftsman stands for lifetime warranty and strength. We’ve infused brands with personality for years- but, the company- the people, from the way your employees answer the phone- to what they wear- to your packaging- what does it say about your company.
For a long time- we were afraid to show emotion- to have a face- being faceless was synonymous with being big- and everyone wanted to be big. Oh, we’d always be careful to be multi-cultural and politically correct- to the point of boredom, but- finally, companies like Virgin, Google, Zappos, Southwest all broke the mold and let people be people again.
I highly recommend the book “Personality not included” by Rohit Bhargava from Ogilvy. The Cliff’s note version:
Chapter 1 – Faceless used to work because big meant credible. This is no longer true
Chapter 2 – Accidental spokespeople are speaking for your brand – Embrace them
Chapter 3 – Uniqueness plus Authenticity plus Talkability equals personality. Use the UAT Filter
Chapter 4 – Backstories establish a foundation of credibility. You need one.
Chapter 5 – Fear of change leads to barriers. Finding your authority overcomes them
Chapter 6 – Personality moments are everywhere and unexpected, but you must spot them
The more we learn about building brands at The Next Wave- the more we’re convinced of two things, that this book keeps hammering home- the old adage that “People do business with people they like” is foremost- and, brand loyalty has to be earned everyday- and that the costs of acquiring new customers is so much greater than keeping existing ones- that doing things that create the love (talkability) should be a key part of every companies brand strategy.
What kind of tools do you have to keep close to your customers? What do you do to “Create Lust • Evoke Trust” in your company? Are your ads just beating your chest- or are they sharing your secrets sauce? What makes your company interesting?
If you are struggling with these questions, read Rohit’s book- and then give us a call. We’d love to discuss it with you.