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IF YOUR BRAND WERE A PERSON, how would you describe it?
Is it confident? Colourful? A high-flying risk-taker? Or sturdy and traditional? Does it have a sense of humour or does it take itself seriously?
TAKE THIS SIMPLE TEST: write down six adjectives that define your brand personality. Then ask your key staff to do the same thing. Talk to sales, marketing, public relations, customer service... all of the people who act as representatives of your brand to your customers.
Ask some of your customers and prospects the same question.
How do their answers compare? More often than not, opinions will vary or your staff and customers won’t be able to articulate your brand personality at all.
If your own front line staff can’t reach consensus and are unclear about your brand personality, they can’t represent it consistently. Without consistent reinforcement, your customers will feel indifferent about your brand.
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