When was the last time you said, “Ooops,” or “Oh, sh&*!” after hitting send? The last time you sent out a letter with a glaring error? Spelled someone’s name wrong? Made a promise you didn’t properly research? Ticked someone off with the way you worded something? Sent something to the wrong person?
If you wear a marketing hat long enough, you’re bound to make some marketing blunders. It happens to the best of us. The real question is: How did you handle it?
Think about your favorite three brands. Just close your eyes, and allow your top three brands to pop into your head.
There are, undoubtedly, a host of reasons you’re attracted to these brands. But whether you realize it or not, one of the things you’re likely most attracted to are their personalities.
I meet a lot of small business owners who believe that logos, colors and fonts drive brands.
When we first begin to “brand,” these are the things we focus on. I hear entrepreneurs say, “I just hired a designer to do my brand,” or “I just branded my website.”
This approach leaves a tremendous amount of unfinished business on the table. And one of the juiciest pieces it overlooks is brand personality.
I challenge my clients to answer this question: If your brand was a person, who would it be?
Tell me if you’ve ever felt like this: you begin a new project and it’s an absolute rush. You see it unfold before your eyes and each day you awake, powered by possibility and anticipation. You are rocking it.
And then, the beginning becomes the middle, and your daily activities turn from novel to commonplace. Your rush has become a push. And it’s tough to hang. The thrill has gone, my friend, and you’re left cleaning up the party residue.
It’s the day after the big launch. The week after the trade show. The month after the honeymoon. The year after you opened the new business…
