The People Behind Your Brand
Personality. Some companies have it, others don’t, but it’s just not the sort of thing you can fake.
Smart businesses develop a personality early on. They find a balance between how their organizations operate and how the people who work there act, then use their personalities to brand themselves.
It’s easy to decide how you want your brand to be viewed. It’s much harder to project your vision and have your personality stick with your audience.
By giving subscribers a behind-the-scenes look at who makes up your company, you can build trust and encourage spending at the same time. Here’s a look at 4 groups of people that can impact a company’s personality.
Employees are the lifeblood of a successful business. They keep things running smoothly and are constantly thinking of new, innovative ways to do things.
If you let them, your employees individual personalities can really shine through in their work.
Take this email from Ann Taylor for example:
Ann Taylor ads don’t normally feature staff members, but for this email, they selected real-life workers to be their brand advocates.
These are the people who live and breathe Ann every day. They know their product, because they create it, sell it and wear it, so who better to feature in a campaign? Plus, it shows that Ann Taylor appreciates their staff, which is always compelling to prospective customers.
Some industries require higher education or formal training. Others become experts based on years and years of experience. If your business has any of these individuals in the ranks, show them off!
MAC Cosmetics regularly features their experts faves in their newsletters:
Including this testimonial gives readers a sense of exclusivity because they are hearing from a senior artist who they would never be able to talk with at their local MAC store.
It also suggests that they use multiple products that they may not have considered purchasing before reading this message.
On the whole, consumers feel comforted by professional opinions. It’s not uncommon for businesses to team up to gain exposure and reach new audiences.
Newport News recently featured Marie Claire Fashion Director, Nina Garcia, in their campaign:
Now you might not be on a first name basis with celebs like Nina Garcia, but there’s no doubt that you have relationships with knowledgeable people in your industry. Use your email newsletter to highlight their accomplishments and give some advice to your readers.
Last, but most importantly not least, are customers. Customers are everything to your business.
They define you because they only buy the things that they want. By knowing what they want, you can mold your brand.
Magazine retailer Spiegel acknowledges their customers in their email campaign:
By including photos of these women in their Spiegel outfits, the brand is showing prospects that their customers are real people. They want women who read this email to think, “if they can wear that outfit, I can too.”
Letting subscribers know who you find to be interesting and influential gives them an idea of who you are as a company.
We would love to hear who you rely on to make your business successful. Share your responses below!