By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-975320.mp3
Your Brand Needs Personality, by John Malmo
Memphis, TN – Everyone knows brand awareness is critical in every business. People can't do business with you if they don't know you exist. What's not so obvious is the importance of brand personality.
Brand A may have lower awareness than Brand B. But if A has a favorable personality, and B has no personality, A will out-perform B every time. People have to link something positive with your brand. People link the Crest brand with competence. Levis with ruggedness. Hallmark with sincerity.
Recent research measured three factors linked to brand personality: favorability, originality, and clarity. While each is important, the study determined that favorability is most important. In other words, positioning a brand with clarity and originality is not enough. The personality your brand projects must be favorable to people. They need to like your brand's personality. People do business with people whose personalities they like. This study proves people also buy brands, select vendors, suppliers, whose brand personalities they like.
Forget that old adage about not caring what people say about you as long as they spell your name right. Brand awareness alone is never enough. A favorable brand personality is critical. You gotta give em a reason to like you.
John Malmo is a marketing consultant who concentrates on helping business owners grow their businesses with effective marketing. To reach Mr. Malmo, hear and read more of his commentaries, or ask him a direct question, go to AskMalmo.com.
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