The Pit - IMI Trust

Corporations spend billions a year promoting themselves. Advertising on billboards, TV, radio, online banner ads, nearly everywhere you look. On your television, on buses, painted on football fields and even on the skin of boxers, there is brand placement everywhere.

Companies focus on the promotion of their brand as a means of communicating with their clients. They do this through their logo, their slogan, their colours and the types of people that appear in their advertisements.  On the other hand, some companies use the ‘Celebrity CEO’ to push the brand through.  Richard Branson and Donald Trump are known for their amazing abilities for self-promotion.

Web 2.0 has capitalised on this theme. The principles of Web 2.0 are that there are open channels of communication.  Consumers can connect with the company. On the flip side, a CEO can present themselves to be human. This allows consumers to move beyond the brand and create a connection with another human.

This connection creates loyalty.

A good example of this is Jonathan Schwarz. A recent blog post headlined 5 things highlights 5 things you may not know about him.Why does he do this?

The answer is simple.  To break down barriers and create trust and loyalty. It breaks down the myth of the superhuman or the egotist at the head of the company. It allows him to connect.

Branding is an important aspect to the growth of any company. Introducing your clients to a personality within your business builds loyalty.

Steve Jobs at Apple has done an amazing job in pushing forward Apple’s growth. The personality has become an integral part of the Apple Brand where he garners unwavering loyalty from users of his products.  The downside to this is that there is concern about the future of company when Jobs steps down.  It is clear there are benefits to showing personality but there are issues too.  These themes are relevant to your business too.

• How do you build loyalty with your client?
• What personality shines through your business?
• Does that personality appeal to your target audience? 
• What is the impact on your company if that personality disappears?

The answers are different to different companies and their particular situation.  What is crucial is that you should explore these themes and how they can impact your business.  Don’t be scared to try something new.