This article has been contributed by Chris Garrett*.
Branding has become a pivotal aspect of marketing, especially given the focus on personality that the digital age has heralded. Search engines prefer recognizable brands, consumers identify with corporations as if they’re people, and it can help your company focus its goals and values.
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Successful branding relies on the construction of a company identity and the promotion of that identity using personable marketing. A brand personality is essentially the part of a brand identity that is relatable to consumers. One of the most reliable ways to establish a recognizable brand personality is to publicize your company’s ethical tenets. A great example would be Walmart’s hybrid trucks which very clearly show their stance towards trucking efficiency.
If you don’t share your ethical practices, who will?
Why Is Brand Personality Important?
People are more likely to want to buy your product if you’re expressing genuine innovation and personality. Brand Development Companies Chennai
Letting consumers get to know your brand should always be a positive experience on both ends.
Elements of Brand Personality
But what makes a brand personality? I assert that getting to know a company should be parallel to getting to know a person. A strong brand should have a name (and logo), a type of sense of humor, and a personal sense of style or aesthetics.
The goal is to stress that your company is made up of like-minded individual people rather than drones.
Brand Personality Example: A U.S. firm, “Ms & Mrs” had wasted a large amount of advertising dollars on promotions and spotlights where their brand repeated kept getting misnamed as “Mr. & Mrs.” The only personality that provided was confusion. So they renamed themselves to “pinch provisions” (they provide emergency personal care kits for events such as weddings). Not only did they change their name, but they released a humorous self-deprecating video explaining their decision. By embracing the change so fully, and marketing this new personality, they saved their business.
Learn from the Best
How can you make sure your ethical agenda is out there?
Paying attention to the tactics that marketing powerhouses employ is a great place to start. Some of the most successful brands on the planet have achieved their success by stating and sticking by their company ethos. Brands can become famous for their ethical practices.
For example, Costco has made a good name for itself for its fair treatment of employees. Google has long touted its unofficial motto of “don’t be evil” as proof of its commitment to freedom of information. Yet neither of these companies made it onto the World’s Most Ethical list of 2013, which weights ethical behavior among corporations.
Meanwhile, some companies that are on the list might surprise you.
Marketing Your Ethical Accomplishments
To make the best of your good behavior, follow the examples of companies like Starbucks, which has gone out of its way to be known for its fair trade practices. Display your mission statement, the heart of your company ethos, in all office locations to maximize visibility.
Look into becoming a certified B corporation.
If you’ve chosen to go green, package your product in and conduct all of your paperwork on recycled materials. Brand Development Companies Chennai
In-House Benefits of Brand Development
Developing a strong brand personality doesn’t just benefit your marketing efforts. You’ll find that your company culture is more engaging and pleasant when employees know what the company strives for and can identify themselves with those goals. You’ll also be more inclined to stick to the goals you’ve set for yourself if your brand identity depends on it. The increased transparency can be stressful, but the rewards are many. If a consumer can trust you to keep your word, they’ll be willing to forgive any mistakes you might make in marketing or even products.
A cultivated brand personality can push a business to the forefront of its industry. Meditate on what makes your company special and ethical, present your ideas with creative marketing, and learn from the branding geniuses who have been successful before you. These steps can help foster a brand known for its admirable ethics – exactly what you want to be known for as a person.
—Article Source : JustCreative