Brand Insights: The Personality of the Company
Every company has human-like characteristics. An athletic wear store might come off as bold, energetic, and daring through its social media, employees, and marketing. On the other hand, a maternity clothing store will probably seem a bit more calm, inspirational, and caring. Both businesses are clothing stores, yet have completely different personalities. They’re able to achieve this through their brand.
Brand insights encompass the values and attitudes at a company’s core. It’s not just the professional front that a business puts on — it’s the attitude of its staff, the tone of voice it uses, the level of energy, and ultimately the traits you’d consider personality characteristics.
Since brand insights really depend on how the world sees the company, it makes it difficult to control. In some cases, brand insights can even affect a business negatively. You’ve probably at some point in your life thought of a company as selfish, inauthentic, etc. Just like a person with a memorable face, a wonderful style, and a crabby personality; the ultimate judgment will be informed mostly by the less than desirable personality. The way that the company manages itself can raise a red flag in your mind, resulting in a negative brand. Fortunately, there are ways of preventing this.