Business Personality
Greetings. Last month I talked about branding. I left you with the definition that was “engrained in my brain” throughout my 30+ years in advertising-design. It simply comes down to the personality of your business, and the impression it leaves on your customer after an interaction. David Ogilvy, the Father of Advertising put it this way:
“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… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.”
Decade after decade, this statement holds true in all categories from products, to services, to destinations. Even though there have been many changes to how we market, such as in the use of analytics/data collection, research, the various social media platforms, or those interruptive digital pop-up ads, getting your customers’ attention is the goal. And to make the sale. Your brand is your business’ personality.
Let’s consider what you have to offer. Ask yourself if your brand is as “sharply defined” as David Ogilvy suggests amongst your competitors. How does your product stand out? Is your service unique? Does your destination offer a more memorable experience? Did you leave your last customer with an experience worth mentioning to others?
Let’s look at two examples in Bragg Creek, the Powderhorn Saloon and Rockies Tavern & Grill. Two places where I can get a meal and a drink, be entertained, and socialize. This can be said of other food businesses in our area as well, which offer international cuisine or coffee & muffins, but for now, I’ll use these two for this example. What are some of the attributes that set each eatery apart?
In my personal experience, there is one specific reason why I would venture in one place over the other. If I wanted an authentic western, Bragg Creek experience, say to impress visitors or out-of-town clients, I’d go visit the Powderhorn Saloon. If I wanted a more family or business-oriented dining experience, I’d hit Rockies Tavern.
For myself, the main difference as to which establishment I choose is the fact that one allows minors, and one doesn’t – the Powderhorn Saloon has video lottery terminals and therefore minors are not allowed (I don’t hate kids). For others, it may come down to the fries, entertainment, décor, the size of the patio or pool table, etc. Again, it’s from unique personal experiences.
Should a visitor approach you while you’re hiking on a trail or fishing in the river and ask you where to go for a meal, your brand perception of each establishment will dictate your response to them. A bad experience in either will not work in your favour and given we have several other places to choose from, it’s your loss and your competition’s opportunity to gain a customer. Remember, this holds true whether it comes to selecting power tools, booze, landscaping, internet service or even a doctor. It comes down to your personality.
That’s enough for now. Next month we’ll discuss target audiences. Or in laypersons terms, your ideal customer.
Until then, stay safe.
Cheers, mark.
