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While it may not have been popular marketing theory at the time, the most successful brands figured out decades ago that it takes character to turn a product into a brand. When a brand has character, it takes on an identity of its own. Its every word, gesture, action, became natural expressions which make the brand instantly recognizable.
What is the character or persona of your brand? The company Added Value has a tool called CharacterLab that helps you figure this out.
There is a free demo to try at this site. The demo will give you a series of photos and characteristics to rank. At the end it will give you the character/persona of your business -- if you are a sole proprietor.
Give yourself some time to work through the demo -- it will get you thinking and the sorting isn't easy. But I was very pleased with my results!
Turns out my business is characterized as the Creator/Sage. Just make sure you take notes at the end. I tried to bookmark my results, but when I tried to view that page again, it led me back to the original demo page. Bummer! But understandable.
Once you have your results then the real work begins -- crafting your brand to be in alignment with your character/persona. That includes aligning the language you use, your colors and graphics, web design, and marketing materials to your character/persona.
Knowing your character/persona really takes a lot of the mystery out of creating your brand and telling your stories.
So go have fun!
Via Karen Dietz
We use web browsers every day and don’t really think about them until something goes wrong. Google Chrome crashed on me the other day and I got the iconic “Aw, Snap!” page with the unhappy folder icon. Instead of being cross at the error, it made me smile, and I was more forgiving of the browser for crashing. This is an example of how personality can engage customers’ emotions and help them build a stronger relationship with your brand.
What a great article! It is all about the risks and rewards of developing your brand with personality.
Why should you bother? Because once again, it is all about emotionally connecting with your customers/prospects. It is giving them an experience. It is using the 'character' story element for creating effective biz stories to the max.
The authors give terrific examples and lay out for us step-by-step the reasons and actions to take for developing a brand personality.
Oh, and BTW -- it is not about creating a veneer or fake personality just to make sales. It truly is all about the authentic YOU.
Enjoy reading this post. I think you will find it enormously helpful as you continue to craft the personality of your business.
Review written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;
Via Karen Dietz