“What” you are is one thing. “Who” you are is a whole ‘nother thing.
What you are is functional, it can be bought. But who you are, now there’s something that can’t quite be quantified and priced. It is that which makes you unique, different. It is that which sets you apart from the competition. It is, to borrow a phrase, ‘priceless’ because it gives your customers a reason to be loyal to you, even in today’s commodity-driven market.
What people mean to each other is what makes a romance last.
What a business means to its customers is what makes it thrive.
There has been a lot of talk lately of the deterioration of brand value. The numbers don’t lie, consumers are now moving in unprecedented numbers to ‘generic’ products and services that cost less than ‘premium’ brands. But, what happens when two similar products are similarly priced? In that case, the difference is distinguished only by personality. So,…
Let’s think about your personality.
What is your brand personality? Describe it – in terms that are important to customers. Now, ask yourself, how well does it scale, how easy would it be to double your business and keep your same personality? Finally, ask yourself, “How good a job am I doing letting the world know about my brand personality? The lesson: be interesting enough, passionate enough and smart enough that people want to buy what YOU have to sell because you add some very desirable “something” to the process.
Why is your personality important?
Who you are should drive your product development and your delivery. Otherwise, your personality has no focus, and your product and/or service has no value beyond its how your prices rank against your competitors.
Decide “who” you are. Decide why that’s important to your customers. Figure out how to translate your personality into meaningful, relevant marketing messages. By the way, this is not as easy as it sounds. Take a look around and see if you can think of more than 5 local companies in your market who have a precise fix on their brand personality and who are effectively communicating it effectively.
You may need professional help to ensure marketing communication relevance. It’s OK, you have other skills needed to make money. However, don’t be content to think that your brand personality will simply evolve to an adequate object. Consult with a professional marketing/advertising company. Help them get close to you, to spend the time necessary to get to know you well and create some powerful, motivating marketing messages that will move you to the top of the market. Challenge them to be inspiring. Then, stand back, and cut ’em loose.
What do you think?
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