Personality Not Included summary

Companies tend to have spokespeople, but have you ever wondered why?

Well, employing a spokesperson is a fantastic way to put a human face on your brand and prove that you don’t just exist to make money. To accomplish this, a spokesperson talks about their brand in public. As the founder of a company, you can be your own spokesperson.

So, grabbing the attention of customers and personalizing your brand is key, but how do you go about it?

Well, many companies create a lot of noise around their brand through sensational marketing ideas. But this focus on stunts won’t build a lasting personality for your firm.

Everybody loves a good story, which makes credible narratives an awesome tool for building authenticity for your brand. After all, a solid backstory will create an emotional connection between your customers and your product.

Just take Dole. Each Dole banana comes labeled with a three-digit farm code that customers can look up online to learn how that banana was grown, complete with personal reports from actual farmers. Through this tactic, Dole has built a meaty backstory with which customers can interact.

Have you ever stayed at a job you hated just because you were scared of change? Fear like this can block you from making progress – and it has the same effect on businesses.

Most companies are scared of lateral thinkers who come up with ideas that challenge or change their current practices. So, instead of encouraging their employees to think outside the box, they urge them to follow instructions and fall in line.

Fostering a truly special experience with your customers requires proper attention to detail but it also means jumping at every chance you get to meaningfully connect with them. Such opportunities are called personality moments, and they allow you to convey your brand’s image, making your customer love your product and come back for more.

These moments are driven by small things – minute gestures that are easy to write off as insignificant or to miss altogether. The oil change shop, Oil Can Henry’s, created a personality moment by giving customers the opportunity to watch mechanics service their cars.

In any workplace, respect is the cornerstone on which you build support for what you believe in. But respect isn’t just essential between coworkers; it’s also important to show respect to your customers.

It’s critical when developing the personality of your business. To get others to show you respect, you’ve first got to show it to them.