There is not much left in business that is truly unique. Whatever you do, there are other people doing it too. Other businesses like yours. Lots of them!
They may even have a similar look and feel to your brand. Messaging along the same lines. Packages and products that offer the same result.
As David Ogilvy, founder of Ogilvy & Mather advertising agency says, “There isn’t any significant difference between the various brands of whiskey or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents. And the margarines …”
So how do you stand out in the crowded marketplace? How do you show that you are different? How do you get people to notice you?
Ogilvy suggests, “it is the manufacturer who builds the most sharply defined personality for his brand that will get the largest share of the market, at the highest profit”.
So, what is the personality of your brand? What is the look and tone you want to project to the world? What characteristics and qualities are important to your target market?
Landrover are pioneers, seeking fun, adventure and discovery. Harley Davidson are rebels, proud to be bold, independent and non-conformist. Jo Malone is quintessentially British, timeless and elegant, but infused with a charming dash of wit and whimsy.
If you’re not sure what your brand personality is, start with why it exists. And how it helps your customers be who they want to be.
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