It may seem strange to believe that businesses possess distinct personalities, but if you think about it, it makes perfect sense. We regularly attribute human traits to non-human entities. Who hasn’t owned a “temperamental” computer or a “moody” air conditioner?
Good, bad or indifferent, businesses do have personalities and express traits that are usually associated with individuals. “Aggressive” may be a desirable personality trait for a lawyer, but not for a dental practice. Likewise, few people are looking to hire a “gentle” lawyer.
Whether or not personality traits are explicitly stated, they are interpreted. Ask the pizza delivery guy about local businesses, you’ll hear words like nice, mean, picky, cheap and generous. Interestingly enough, you would get similar descriptions from people who have never serviced these companies, but are familiar with the reputation of each. Perhaps this is not surprising (or even interesting), but what is certainly worth considering is:
- Do you know your business’ personality?
- Are you satisfied with your business’ personality?
- Is your business capable of altering its personality?
- What personality traits would benefit you business?
Okay, once again, we’ve set ourselves up for the spike! This is what we do. It’s the brand that is essentially the business’ personality. What does the brand stand for and what does it say? How does it look and how is it perceived? Why am I asking you? Can I stop asking questions? I don’t think I can? Of course I can. My brand is silly, but I’m in control.
Brands are very much like the people for whom they are created and frequently mimic their personalities. If you ignore your brand, your business’ personality will be seen as lacking in consideration. Side note (venting opportunity): Spirit Airlines might as well not waste time contemplating personality, because they consistently deliver rude and cheap. If Spirit were a person, they’d invite you over for a dinner party and serve stale bread with watery ketchup (and they’d open your bottle of wine and drink it themselves). Back to our topic.
What’s sad to see is a business that’s fueled by intelligent, passionate, considerate people - and it’s not properly conveyed throughout the brand. The personality is not properly communicated or interpreted. With a well designed marketing strategy, this wouldn’t be the case. If your business needs personality enhancement, give us a buzz. We’ll make time for you. Attentiveness is one of our strongest traits!
