Just like people, brands can change over time…
And with so much change over the last 12 months, your company’s brand personality might not meet your customers’ of right now.
A brand’s purpose can represent the reason why a company sells its products and services and the promises it makes, or it can be the platform that articulates why the organisation exists in the world.
Those companies that have clear understanding of why they exist and who they are built to serve are uniquely positioned to navigate unprecedented change of late. For example, Timberland vows to plant 50 million trees as part of its climate change initiative, while eBay’s charity programme allows consumers to make donations to over 83,000 charities as they shop online.
Apple succeeds because of their clarity and consistency with its mission to ‘bring the best user experience to its customers through its innovative hardware, software and service’. Dove has completely changed the way it communicates with customers – they don’t even talk about soap in their marketing and instead convey their purpose first – while many airlines have committed to offsetting their carbon emissions way ahead of the UK Government’s net zero target.
Promisingly, people are taking note of these brands that want to make a difference. In Deloitte’s survey of global consumers, 79% of respondents recalled instances of brands positively responding to help customers, workforces and communities in times of change.
For businesses to remain successful, reframing what success truly means for your company now and in the future could be a good idea. When an organisation’s response is driven by a holistic purpose there is a clear alignment between its brand identity and a sustained commitment to customers, employees, suppliers and communities.
In fact, studies show that 7 in 10 people form relationships with brands who values they align with. When customers are increasingly becoming politically and socially conscious, the importance of brand alignment and marketing company values and ethos to the right audiences shouldn’t be overlooked. Strong clear brand personalities are a sure-fire way to stand out.
Some companies avoid personality to the extent they become emotionless robots. Come over too strong, however, you could then risk losing your customers altogether. For example, if you are a brand that is over the top in a social space by posting memes to connect with Generation Z, then it’s unlikely to be hitting the right mark. A survey by digital marketing platform Adzooma reveals than more half (56%) of people have unfollowed a brand because of the way they speak online and consumers are willing to boycott companies due to their stance on a specific issue. Findings show this may be the reason why more than a third of people prefer brands to speak in friendly and conversational ways.
Further research on global marketing trends reveals that more than 70% agreed they valued digital solutions that added more depth to their connection with other people, and 63% believe they will rely on digital technologies more than they did prior to the pandemic even well after it subsides. More than half (58%) could recall at least one brand that quickly pivoted to better respond to their needs, and a staggering 82% said this led to them doing more business with the brand.
Evidently, when a company clearly puts its ‘why’ at the centre of its business, its purpose is amplified and extended. By owning and articulating it, you could present a brand personality that’s crucial to the success of your business.
2021 Global Marketing Trends deloitte
Study reveals that customer’s buy from a brand with a strong personality startupsmagazine.co.uk
16 BRAND PERSONALITY EXAMPLES Brand Master Academy
71% of Consumers Prefer Buying from Companies Aligned with Their Values Small Business Trends