Marketing Minute
With Brent Closs, AVP Marketing, CAA Club Group
When we work with companies on their brand proposition, we always start by defining their personality. Why? Because people speak about companies in the same way they describe people… using personality traits. So if you can describe a person, you can describe your brand from the customer’s point–of–view. Pick 3–4 traits that differentiate you. Do you want to be regarded as serious or fun, buttoned–down or casual, imaginative or practical? Defining your brand personality should be the foundation of your marketing efforts. It’s a simple way to guide how you communicate—from your web and social properties to your sales material and how you answer the phone and write emails. Unsurprisingly, describing your brand in human terms will make your organization more human, more authentic—a critical need in a service–based business.
SHAREemail sharing iconLinkedin sharing iconFacebook sharing iconTwitter sharing icon
Menu icon
VOLUME 20 | ISSUE 1
SUBSCRIBE
VOLUME 20 | ISSUE 1
ADVERTISING & SUBSCRIPTION INQUIRIES
Insurance Brokers Association of Ontario
1 Eglinton Avenue East, Suite 700
Toronto, ON M4P 3A1
416.488.7422 | 800.268.8845
Follow Us
Copyright © 2020 by Insurance Brokers Association of Ontario. All rights reserved. The contents of this publication may not be reproduced in whole or in part without prior written permission.
Back to top arrowNext article arrowPrevious article arrow