Personality is what differentiates one company from another but so many brands look and act like their competitors.
We remember brands with personality in the same way we remember people with charisma.
Having a point of view and something to say can make a world of difference to the commercial performance of a brand.
But how do you establish a brand personality if you look and sound like your rivals?
Start by thinking of your brand as a person and ask yourself seven questions.
1. What is it I do and what am I great at?
2. What makes me different from my competitors?
3. What stakeholders am I serving?
4. What am I like as a person?
5. What do I stand up for?
6. What do I fight against?
7. What are my values?
Carry out this exercise with your leadership team and you’ll transform the dullest brand into a movie star!