You Are Your Business
Looking at some of my business clients and their marketing messages, I realise that many of them are unaware of the personalities their businesses convey. Even fewer incorporate this more touchy-feely aspect of communication into their marketing decision making.
Those that do, really stand out. People like a web designer who revels in his geeky reputation, a graphic designer with a quirky sense of humour, and an environmental consultant who’s passionate about surfing.
It makes good business sense that all three have deliberately decided to highlight these aspects of their own personalities in their marketing. I’d also be willing to bet that the decision has paid off for them in spades.
On the other side of the coin I’ve encountered umpteen people who’ve introduced me to their businesses without mentioning a single thing about themselves. I can’t tell you how that decision worked out for them because, frankly, I can’t remember a single thing about them.
As a business owner, you are your business.
Good business skills are just an extension of good life skills, the secret to adding a bit of brand personality to your marketing is to be both genuine and selective. As a business owner, if the personality traits of your business don’t align with your own, you won’t be able to carry it off, and you’ll come across as awkward at best or untrustworthy at worst.
You don’t need to tell people everything about yourself, that’s overkill. It’s a bit like speed dating for your business, identify aspects of your brand personality that make your business a logical choice for your prospects and shine the spotlight on that.
If you need some clues, ask your satisfied clients what makes them feel good about doing business with you. You might assume it’s because of your technical skills and knowledge, which is what your marketing material focuses on; but it’s more likely that they love doing business with you because you’re the bookkeeper who takes the stress out of BAS time, the business coach whose calmness is contagious, or the IT-guru who cures computers while putting clients at ease by cracking dad jokes. That’s your brand personality right there. Milk it!
So challenge yourself: try to condense your brand personality into a single sentence and use that in your marketing.
Make Them Happy
7 Sins of Marketing
Sins of Marketing part 2
Promote Your Company Well
Get Into E-tail
Are You Loyal to Your Customers?
You Are Your Business
Social Media - Making it Work for Your Business
Peter Fowler Collins Hume
Collins Hume has over 12 years experience in finance and is a specialist in driving business forward while working smarter not harder. Awarded CPA Australia’s Top 40 Young Business Leaders 2012 he helps make things happen.
Here are Peter Fowler's Expert articles:
- Some Business Owners Get it. How Can You?Mar 22, 2013
Leo Senese RBS morgans
Leo Senese, RBS Morgans, with 17 years of experience in the financial markets with Westpac, Goldman Sachs JB and RBS Morgans he is a specialist in income investments. His primary focus is to generate tax effective enhanced income solutions.
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Clayton Oates QA Business
Clayton Oates, QA Business, our Channel 7 business efficiency guru cuts through the red tape and helps you streamline your business to make things happen.
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- Moments of TruthNov 16, 2010
- Is your Accountant Necessary?May 09, 2011
- Where Has Our “Disposable Time” Gone?Jun 07, 2011
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- Is your head in the Cloud?Nov 30, 2011
- Do Apps – Add Up?Mar 13, 2012
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Meg Nichols EnviTE Inc
General Manager EnviTE Inc, providing advice on the Northern Rivers employment market, recruitment, industry trends and best practice.
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Moyra Burke-Smith AM Marketing
Moyra Burke-Smith, AM Marketing – with over 20 years of marketing experience for both small and large companies in Europe and Australia she is our expert at making your marketing work for your business. In her spare time she makes a mean mojito.
Here are Moyra Burke-Smith's Expert articles:
- Make Them HappyAug 12, 2010
- 7 Sins of MarketingNov 17, 2010
- Sins of Marketing part 2May 09, 2011
- Get HelpJun 07, 2011
- Promote Your Company WellAug 30, 2011
- Get Into E-tailNov 30, 2011
- Are You Loyal to Your Customers?Mar 13, 2012
- You Are Your BusinessJun 14, 2012
- Social Media - Making it Work for Your BusinessMar 22, 2013
Roly Barrett Green Up
Roly Barrett is a Sustainability Assessor & Solar Energy Advisor and Sales Manager of Greenup Australia, a Ballina solar and energy efficiency company. Roly spends a lot of time on roofs across the Northern Rivers assessing solar potential and in restaurants
Here are Roly Barrett's Expert articles:
Scott Hales Barefoot Telecom
Barefoot Telecom has been in the telecommunications industry for 14 years, working in many different roles for a number of providers. He is passionate about providing exceptional customer service and building long standing relationships with his clientele.
Here are Scott Hales's Expert articles:
- Communicate The Way YOU Want ToMar 22, 2013
The Small Print:
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