< back Advantage by Design – Creating a personality - South East Business may 2010

As a creative agency we fi nd more and more that design is going beyond marketing and into the entire business plan. Good design is as much about conception and planning as it is about copywriting and art direction.

Over the last two months I’ve discussed how important the proposition and positioning of your business is. They’re two of the three factors we believe every company needs to identify to be successful and build a successful brand.

The third, and my favourite, is personality. Every great brand and company has it, or spends a lot of energy trying to obtain it.

Personality separates you from immediate competition and endears you to your market.

As we tend to make friendships with similar personalities to our own it should come as no great surprise that we do the same with brands, products and services.

One of the many benefi ts to your business will be in customer loyalty. We all have our favourite brands and are fi ercely loyal to them even when things go wrong. But we give them another chance because we identify with them. They have to really let us down before we abandon them. This is a huge advantage in client retention.

Take one hour out this month. Write down some of the things that you feel gives your company personality. Try to identify things that would make a customer want to get to know you better.

Next I’ll be talking about translating your proposition, position and personality into a brand that will build your company’s success.

Tune in then or alternatively email me to discuss how your business can gain advantage by design.