The other day in my ‘Do One Thing,’ membership, we were exploring the idea of Brand Personality.
Brand Personality is probably the hardest brand idea for most business owners to get their heads around. Used properly, it can be one of the most powerful and influential brand tools your business has. It will help you find and attract the right customers for your business and stand out from the crowd. It will show the uniqueness of your business – which is especially important if you operate in a field of many.
WILL BRAND PERSONALITY MAKE US LOOK ‘SILLY?’
Maybe you’re thinking…’won’t it make my business look a bit silly?’ or ‘It will take time and effort to get my head around this, is it really worth it?’ Or…’Won’t it put some people off?’ Or ‘Nobody else in my sector does this so maybe it will make my business look unprofessional?’ OR ‘I don’t think I’ll be able to write in a ‘tone of voice’ consistently.’
These are some of the worries that clients have brought up with me in the past. Do you share any of them? I mean how can a business act like a person? Shouldn’t a business be, well…’business-like?’
PEOPLE BUY FROM PEOPLE
Well it could, of course. However, in most types of business, people buy from people. Okay okay, there are some businesses where purchasing is automated and it’s all robots and algorithms. But if that doesn’t happen in your industry, then it’s likely some humans are involved in making the buying decision.
So don’t you think you should connect with them on a human level?
Yes of course, they need to know the features and benefits of your product or service in order to understand whether it’s right for their needs. They ABSOLUTELY need to know what problem you’re going to solve for them and how that’s going to make their life better. But they also want to know what it’s going to be like to do business with YOU.
To help you win their custom, why don’t you help them get to know you at the moment just before they’ve decided to get in touch with you?
BUSINESSES WITH PERSONALITY CAN DIFFERENTIATE
The other week in my ‘Do One Thing’ membership’s Monthly Meet Up, I set them a big challenge. I asked each of the groups to set up a ‘Knitting Club.’ They only had 15 minutes to complete the exercise and they were tasked with:
- Coming up with a name for the club
- Deciding what the club’s values would be
- Deciding who the club’s target audience would be
- Making decisions about how and where the club would operate
- Creating an outline marketing plan for the club.
ALL IN JUST 15 MINUTES! Do you think that’s even possible? The only thing they had to start them off was a label for the club’s ‘brand personality.’
Well let me tell you this friends, they absolutely SMASHED this challenge.
THE POWER OF BRAND PERSONALITY
After just fifteen minutes (some took less and were chatting about completely different things when the task ended), Each group could talk AT LENGTH about who the customers were, where and how the group met, what kind of activities they did, what kind of knitting they did, what channels they used to reach their market and what the vibe of the knitting club was like.
Not one group struggled.
I’ll say it again. They only had 15 minutes. They designed a whole concept for a business, including what it was called, who it targeted, what it offered, how it operated and how it marketed itself!
That, my friends, is an example of the power of Brand Personality.
Not only does it help you to differentiate your business but it makes you an effective decision maker. With a Brand Personality to aid you, you instinctively know which decisions are right and wrong for your business.
Now doesn’t that sound like a tool you should be looking in to?
If you want to find out more about how to create a brand personality for your business, why not book a FREE 30 minute 1-1 with me?
BOOK A FREE 1-1
DROP ME AN EMAIL AND BOOK A FREE 30 MIN 1-1
