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Tuesday, February 11, 2014

The Defining Role of Personality in Brand Communications

Written by  Duane Bailey

How would your customers characterize your brand’s personality? Is it corporate, formal, standoffish and perhaps a little too impersonal? Or is it casual, friendly, engaging and human?  If you were to ask your customers to use pictures to describe your brand’s personality, which images would come to mind?

Your brand communications – direct mail, email, website, blog and social media posts, advertising, sales pitches, job ads, etc. – are all windows into your brand’s personality. Your personality is what sets your brand apart from others in your market or industry. It’s why people choose and remain with your brand.  It plays a role in how people perceive your brand and its reputation. And it’s a foundational element in building trust and a community of passionate brand advocates.

Perhaps it’s time to take a closer look at your brand communications. Is the content original, relevant, engaging and friendly? Is it from a recognizable person within your organization or a generic title or department? Do your blogs and social media posts include an image of a person’s face (with a smile, hopefully) or corporate logo? Are your communications one-way or interactive? Are your customers telling others about your brand and, if so, what are they saying?

For more on brand communications and personality, please see:
• Great Brands Really Are…Different
• Just Having Fun In My Lifetime
• How Human Is Your Brand?
• Your Customers Are Talking. Are You Listening?
• Your Tone and Voice Are Your Brand

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

Website: www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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