Most folks in marketing have heard of the concept of a brand identity – the colours, fonts, logos and other visible stuff associated with a brand. Slightly newer is the concept of a brand personality – the characteristics that you want people to associate with your brand. For instance, are you pioneering, or placating? Premium, or mass-market? Are you a bit of a nutty professor? A trusted adviser? Or more of an executor who does precisely what the customer wants, even when it might not be in their best interests?
I take these things very seriously – I recently gave a presentation to an army of salespeople in which I began by reviewing the importance of brand personality, saying that, “Every interaction is an opportunity to reinforce your brand personality and to stand apart from the crowd…starting from the moment you introduce yourself.” – and evidently so do other companies.
…and while I take these things very seriously, I haven’t taken them to nearly the degree that some companies have. Case in point: my friend Double-Beef Deeth passed along this fantastically outrageous example of brand identity gone a little bit too far.
Do yourself a favour: clear the next seven minutes of your schedule and watch this video right now.