The Brand Personality Test
Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Bob Bare – Enjoy!
Does Your Brand Pass The Personality Test?
Consumers often seek out brands they like, know, and most importantly, trust. A brand’s functionality is crucial, but the emotional benefit attached is equally important. Marketers help cultivate this consumer-brand relationship by aligning their brand’s identity with what consumers aspire to be. This job is not always easy and must be nurtured over time.
What is brand identity and how do you create one?
The best way to distinguish your brand’s identity is to fully understand what the term really means. Your brand is what your company stands for and what it is known for. Think of it as a lifestyle, embodying the characteristics of a particular person, group or culture. Luxury-based brands such as Louis Vuitton and Chanel are often associated with a lavish lifestyle, so consumers who purchase these high-end products might like to feel sophisticated or elite, whereas a brand like Campbell’s is often associated with family and comfort.
Creating a solid personality for your brand is something that takes a lot of consideration, time, and commitment. Marketing experts use a number of tools, tricks, and techniques to define a brand, but it is not always easy to keep the consumer-brand love affair alive. They can expect that today’s price conscious consumer will shift between brands to find the best deal of the day.
So as a marketer, how do you keep the flame alive and stop consumers from finding someone new? It’s simple. Offer them just what they want, when they want it, in a manner that appeals to them, and you can be sure that they will stay.
Brands with Benefits:
Start by defining your brand’s strengths and unique benefits. Is your brand fast-paced and energetic? Stylish or practical? Casual or professional? Marketers sometimes use the car analogy to get the descriptive words flowing. If your brand were a car, would it be a minivan or Maserati?
Keep them coming back:
Next, determine what makes consumers return to your brand versus going somewhere else. What added value do you offer, or could you offer, that would attract new customers and keep the current ones interested? It is crucial to stand behind your brand and deliver on what you promise.
Experience is Everything:
Also remember that your brand is the experience customers take away when doing business with your company. Was their experience easy and gratifying? Did they feel well educated with their purchase? Was the checkout process safe and secure?
Make Messaging Memorable:
“Just do it” is a slogan that resonates with consumers beyond the sports enthusiast. Memorable messaging will help you create a feeling just as Nike did with this powerful message. Equally important is an impactful logo and great graphics. Remember a picture is worth a thousand words.
Consistency is Key:
Once you determine the look and feel of your brand, keep it consistent across all channels. Every detail matters, from your packaging and website to your press material and social media initiatives. Remember that continuity is key and repeating those elements throughout your entire marketing campaign will help garner a greater impact with your audience.
Repetition is a Must:
Experts talk about “The Rule of Seven,” the number of times a prospect needs to see or hear your message before they take action. It’s time to put your message out there and take the noise level up a notch. Remember that you need to shout it loud and clear for potential consumers to take an interest, remember who you are, and buy your brand!
It’s time to take the personality test:
- Do you have a powerful and unique reason why your potential clients should invest with you instead of one of your top three competitors?
- Can you articulate your brand clearly and concisely without hesitation when asked?
- Can your employees and/or friends correctly describe to you what your branding strategy is?
- Does the message your brand expresses inspire loyalty and trust among your current customers?
- Does the message your brand expresses attract and comfort new clients?
If you answered yes to these 5 questions, your brand has passed the personality test!
Image Credit: Flickr Creative Commons aditza121
About Bob Bare
Bob Bare is an author, speaker and founder of More Power University, an online business school and community for entrepreneurs looking to start, build, and grow their companies to the elusive seven figure sales mark. A 40-year serial entrepreneur, Bob is known for his ability to create, grow, and turn around a successful multi-million dollar business while keeping his vision and values in sight.