by Karen D. Swim
What is personality? The dictionary defines it as "the visible aspect of one's character as it impresses others." Your business personality is an intricate part of your company brand. Small businesses are often infused with the personality of the founders. It can be difficult to maintain "small company personality" as a company grows. As you add employees and layers of bureaucracy, the personality can get diluted, but it doesn't have to be that way.
Google is a great example. Google has maintained a distinctive personality as they have grown from a company of two to a multi-national conglomerate.
In the crowded beverage field, Jones Soda Company has a personality that stands out from their competitors. They're not just selling soda but doing it with a style that's all their own.
Personality gives your business a "face" that enables customers to separate you from all the other faces in the crowd. Many business owners are afraid to give their business a touch of humanity for fear that it will detract from their professionalism. No matter what business you are in, people like to buy from people. Infusing your business with humanity enables you to create deeper connections with your customers.
Adding personality is as simple as being true to the character of your business. Be bold and different by being unique. Everyone may be selling widgets but no one will sell them exactly like you.
What are your thoughts? Is your business personality visible to your customers? Have you used personality as a marketing advantage? Are you afraid that personality will hinder your business growth?
Photo Credit: juliaf, Flickr