Does your business have its own unique personality?  As we’ve noted previously, the reason for establishing a brand for a business is to create an image in the mind of a potential consumer when they think of the business.   The goal is to have your brand elicit a positive response in the mind of potential consumers.     The way to do this is by creating a marketing image and then following that image by interacting on a personal basis with your potential customers in a manner which is consistent with that image.

But what image should you be looking for?   This article takes the approach that the brand should be designed to have potential customers think of certain adjectives when thinking of and/or describing the brand.  Here’s a list of the adjectives that the article proposes:

•    Trustworthy
•    Authentic
•    Reliable (“I can always count on [brand]!”)
•    Admirable
•    Appealing
•    Honest
•    Stands for something (specifically, something important to the customer)
•    Likable
•    Popular
•    Unique
•    Believable
•    Relevant
•    Delivers high quality, well performing products and services
•    Service-oriented
•    Innovative

Looking at that list, how many of those adjectives would your customers associate with your brand?  The answer to that question goes a long way towards determining what your brand’s personality is.  The combination of the percerption of the company by your customers and your actions in dealing with your customers are the cornerstones of your brand.