Personality is one of the 3 core components of your brand. It’s the style in which you convey the soul of your company.
On the highway today my husband excitedly pointed out a truck with decals proclaiming: "KICK ASS Rock & Roll – the city’s best wedding DJ". A divisive statement, sure to shock some and excite others. Another example is Redhead Ranting, a blogger who regularly swears, is controversial and whose site is peppered with funny (if you enjoy her humor). Her blog acts as a filter – people who don’t get her or her style go away and those who do become avid fans. My friend Ken Kristoffersen of POP, a corporate planning agency, recently underwent a re-branding. His site feels different. It sounds different.
Are you playing it safe? When you created your website, wrote a blog post or launched an ad, did you write copy that could appeal to anyone? If you removed your logo, could your copy be mistaken as your competitor’s?
Creating personality is not simply about being controversial or different. It’s about being authentically you. Is your voice authoritative, is it funny, is it brash or maybe quirky? Define who you are and find ways to thread your personality through everything you do.
We do business with people we like and we do our best work with people we enjoy. You can’t do business with everyone, so why try?
