In the last article, we continued the discussion of formulating your Brand Strategy with a discussion of your core values. Companies like Sears and Toys R Us are no longer in business because their core values did not resonate with their customers.
If you are an off-premise retailer, you sell brands. If you an on-premise retailer you sell brands and you are your own brand. Either way, you need to understand how YOUR brand personality is perceived by you customers.
What is brand personality?
It is the tone and attitude that begins to immediately separate your company from the competition.
Think of Chili’s. From the 1980’s through about 2010 they were consistently ranked in the top chain restaurants/bars. Over the past 15 years they were in decline as their core values and personality were not connecting with their core customer. Over the past year they have improved food quality, revised the menu, improved operational efficiency, and most importantly improved the customer experience. They have also leveraged data to identify problems and opportunities. And finally, they have leveraged their brand personality in their social media communications.
Some common traits to help identify your brand personality might be:
Confident, Creative, Trustworthy, Dynamic, Humble, Intelligent, Idealistic, Rational, Community oriented, Tenacious, Optimistic, Direct, Street-smart, Passionate, Warm, Friendly, Demanding, Aggressive, Competitive, Compassionate, Witty, Honest, Reliable, Hardworking, Empathetic, Thoughtful, Funny, Level-headed, Demanding, Nurturing, Provocative, Skeptical, Opinionated, Loud, Soft Spoke, and Confrontational.
Do these traits realistically portray your company? For example, do they represent the traits of the key people in your company? Do they represent the kind of employees who succeed in your company? Are they part of your interview process when evaluating potential hires?
Will these traits work across all your marketing communications both inside and externally?
Will these traits appeal to your current heavy users?
Will these traits differentiate you and help attract new customers?
You can’t be all things to all people. You have to stand for something with someone. When people hear your name you want them to feel something. You may offend some people and that is OK! Just like with people, those personalities that rise above the rest may be viewed unfavorably by others. This is natural and is a sign that you have struck pay dirt with someone.
Look no further than your favorite female singer who can be identified by one name. Cher, Adele, Sia, Halsey, Rihanna, Taylor, Brittany, Madonna, Gaga, Miley, Alicia, Beyonce, Pink, and Carrie. All are all very successful yet resonate with different groups because of their personality and how they present themselves.
Your brand personality must not only engage people, but inspire commitment! That will be the basis for a relationship that will build upon the value your brand offers. Mainstream is not your sweet spot.
There are no longer markets for products that everyone likes a little…..but there will always be markets for products that someone likes a lot!
In the next issue, we will continue this discussion and dive deeper into your brand icons.
Marketing is a race with no finish line!
George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing which is the largest major at Saint Joseph’s University recently celebrated its 57th anniversary. George is also a partner in Beacon Marketing group which provides Marketing planning, research, and e-commerce/direct marketing communications for food and beverage companies. George can be reached at glatella@sju.edu or 610-660-2254.