You might not know this, but when a customer meets a salesperson for the first time, having a brand personality will increase the likelihood that they will complete the purchase offered to them.
This simple idea has to do with developing your unique value proposition (UVP; read up on this topic by clicking here if you haven’t already) by using brand personality to carry your business’ message.
A lot of people do not understand why a Brand Personality is so important and most importantly that it relates to your UVP which flows to the type of staff you hire, the way you communicate in word form and the products you offer.
What Is Brand Personality?
A brand personality allows your customers to feel and even touch your brand. It is the ‘who’ and ‘what’ you are as a business and how you present yourself to your customers. A good example of brand personality is Richard Branson’s Virgin empire which evokes an image of energy and initiative. People associate the Virgin brand with the word “fun”. Together with his own personality, charisma and vision, Richard Branson achieved in creating one of the best brands in the world full of personality, which is why the brand has a loyal customer base.
Various Components of Brand Personality:
There are various components that make up a brand personality that are listed below:
Hiring the right staff to drive your brand’s personality
The way you communicate in word form in all your marketing materials e.g. flyers, brochures, websites, letter heads, offers, emails, business cards, articles, blog entries etc
The types of products you sell
Brand names on your business and your various products
A logo for the business or product/service
Now that you understand a little bit more about unique value propositions, you need to use the information you collected from your lists to communicate your business brand and what it says about you to determine your complete Brand Identity.
Some questions you need to ask yourself when drafting this includes:
Brand Purpose: a snapshot of what you provide to your target market
Brand Differentiation: what makes you unique in your marketplace that your competitors cannot easily replicate?
The top benefit/promise your product or service provides to your target market
Is my brand easy to understand? Remember that complexity confuses people and the last thing you want is your customers not understanding your key message. People will buy from you if they clearly understand what it is that you are offering them without ambiguities
Will my brand personality work across all my communication materials? You need to ensure that your brand’s personality can be easily applied to all your marketing materials e.g. flyers, brochures, websites, letter heads, offers, emails, business cards, articles, blog etc.
This is to ensure that your brand is reinforced at every point of contact with your customers
Do I have the right people to carry my brand’s personality? Markets change, and you have to easily adapt to their changes. Ensuring you have the right people will ensure you have a creative outlet for your business to generate new ideas.
In our previous article we used eBay as an example of a UVP: eBay’s UVP is its low price and its wide selection of products with added convenience of anytime and anywhere.
eBay created a service around a UVP not the other way around. They discovered a wide gap in their market and capitalised with a business which presented a clear value and solved a real problem.
To drive this UVP, eBay created a brand personality which reinforces this UVP by the way they communicate to their members, the way they advertise, how the auction site is presented visually and so forth.
When you create a powerful brand identity using a UVP that has synergy with your brand personality, you will build mind share and significantly improve the likelihood that a customer will follow through with a sale. It is not only the best competitive advantage that you might have, but it is also the most powerful business edge that your competitors can NEVER replicate from you which in turn will bring in more customers and sponsors to your business immediately!
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