Does your brand have it or not? How the public perceives your brand is a driving force that will lead to strong sales numbers or the path to bankruptcy. Often times entrepreneurs are caught up in the competition and will only send messages that their product or service is superior to the competition. While that kind of marketing is necessary at times the main focus of your brand should be to cultivate a unique personality that customers can relate too.
The market is volatile, unpredictable, competitive, and ruthless. Brands are constantly under the microscope of consumer perception and the pressure of managing expectations is relentless. When adding the stresses of fending off competitors in your industry many lose site of the forest because of the trees. I encourage entrepreneurs to keep an eye on their competition but refrain from attempting to identify their brand in comparison to others. This kind of branding is very dangerous because your messages rely on someone else’s business and that is not a smart risk to take. Instead, focus on giving your specific brand a personality that consumers and identify with on a personal and more importantly emotional level.
Human beings are emotional creatures and will make purchases and brand choices based on how they “feel.” Establishing a personality within your branding will appeal to the “feelings” of your customers and help to drive sales and brand loyalty. Take a look at Apple for example, they have done a wonderful job with attaching a personality to their products. Customers know they will get an intuitive, design minded user friendly device that is supported by self-proclaim geniuses. What a great personality to attach to a brand. Even though the competition might have more features, better prices or increased variety Apple will retain its customer base because of how their customers feel when using Apple brand products.
To develop your brand’s personality try to define the experience you want your customers to have. Think about the feelings and emotions you would like to instill in your customers and start there. Focusing on a few key elements to define your personality works best, think simple and efficient. Once you start adding a personality to your brand it’s important to remain consistent and give your customers time to adjust.
Let me know how your personalities are shaping up and good luck from the wazala team. Happy Selling.
