Feeds:
Posts
Comments

Posts Tagged ‘brand personality’

I was just checking my email at the GoDaddy.com site and came across Bob Parson’s “16 rules for success in business and life in general” (Bob is CEO and Founder of GoDaddy.com, and has also founded many successful software companies).  Check it out…I think it’s a good reminder, plus I always like being encouraged by other entrepreneurs.

Here are the 2 things that resonated with me during my 5 minutes on the site:

1) Rule #8 Be Quick to Decide — “A good plan violently executed today is far and away better than a perfect plan tomorrow” (General George S. Patton). 

Do you agree?

2) The GoDaddy.com site brings to life the company’s brand personality;  I recall when I set up my account with them, the customer service representative and tech support folks, also had the same sense of entrepreneurial spirit, urgency, and fun, all without taking themselves too seriously. It’s a good example of a company embracing their brand. (per our last blog post)

Have a great day. Happy Selling!

Advertisements

Read Full Post »

Last night, I saw the movie, “The Joneses”, and it reminded me how powerful a strong brand can be and how persuasive the users of products/brands are. (and if you see the movie, it will also make you think about the positives and negatives of commercialism in our society, but that’s another topic for another day…)

There are 3 marketing components to a brand:

1)      Brand Strategy: The definition of the brand’s audience and the objectives that the brand needs to achieve (I came upon a good article on brand strategy by Laura Lake at about.com )

2)      Brand Positioning: The identification of what the brand does and where it competes

3)      Brand Personality: The impression and value customers have of the brand

Did you know that your brand personality is ultimately determined by your CUSTOMERS, not by you?  For example, you can claim to be the “healthiest Mexican food in town,” but do your customers believe it? When your customers want healthy food, do they think of you?  Are they even willing to pay a little extra for your food because they know it is healthy? Ultimately a strong, well-defined brand adds value to your company by building awareness and recognition, securing new and repeat business, and potentially even enabling you to charge a premium for your products and services.

Let’s get back to the healthy Mexican restaurant example…you can say “healthy” on all your promotional and communication materials, like store signage, radio ads, coupons, in interviews and articles, but there is far more to demonstrating the brand personality than TELLING customers (although you do need to do that consistently)…your customers have to experience and believe your brand personality. Everything your company says and does needs to reflect it.

There are some simply ways to ensure your customers experience and believe your brand:

  • Educate your employees and make sure they understand and believe in the brand– educate them on why healthy food matters, why the company thinks healthy food is important, how your company makes the food healthy (local growers, healthy oils, healthy preparation), and how the customer benefits from the healthy food and why they do or should care. Can the person who answers the phone, clearly articulate to a customer why the food is healthy? Does the person responsible for developing new menu items believe in the importance of healthy food? Can your wait staff answer questions?
  • Integrate your brand personality in all areas of your business. For example, do you sponsor the local beer fest or the 10K run? One of these is more consistent with a “healthy” brand personality than the other. However, if your restaurant was “the most fun Mexican restaurant in town”, your sponsorship choice might be entirely different!
  • Communicate the brand and its importance to all your partners: your suppliers, your partners, your marketing firm, even your accountant!
  •  And, as discussed in the last post, provide your customers with ways to share their experience…you can do this through customer testimonials, a Facebook page for your company, a blog on your website, even a “word-of-mouth” promotion. One of my favorite restaurants is Flying Pie Pizza  in Boise, Idaho. They have customer comment cards on every table. Flying Pie Pizza makes it fun and easy for customers to say great things about them—and they promote the heck out of it. (and if you click on their website you’ll notice it is a little eclectic, just like their company and their delicious pizza)
  •   Above all else, remain consistent in everything you do!

10 minute action:

  1. Identify if you have a brand personality (if not, please let me know and we will discuss branding in more detail on this blog)
  2. List the ways your brand personality is demonstrated
  3. Write down 3 additional ways to demonstrate  your brand

 

Read Full Post »