When you think Virgin, you think Richard Branson. McDonalds – Ronald McDonald. Victoria Bitter – a tradie in a singlet and stubbies. Have you ever thought what your business would be if it came to life in human form?
What are the values and impressions you’d like to project?
Would you be a cool Gen Y with a couple of tasteful tatts and slightly out there dress sense? Or possibly a well groomed corporate type in a pinstripe suit? Or maybe a grey haired lady with a nana trolley? Would you be old or young, conservative or cutting edge, middle income or poor, an innovator or a follower? If your business is an expression of who you are, and you think that’s important, it’s a very worthwhile exercise to think about this.
Is your brand personality someone your customers would buy from?
It’s particularly pertinent when you’re growing from a one woman band to an enterprise with multiple staff, some or all of whom have contact with your customers. Imagine if your “business personality” is a smartly dressed forty something with a quirky sense of humour , but your front-line staff are all Gen Y’s with little training and no spark or interest in conversation. Perhaps your customers might be a bit confused. Don’t assume everyone will understand your approach by osmosis. It needs to be explained as well as modelled. Role plays are a great tool. Of course, you don’t want the “business personality” to be a straight jacket – but your core values, approach to solving problems and conversational tone should all be clear, consistent and reflected by everyone in the business.
