Adding and showing off personality is an excellent way for a brand to create a healthy following of fans, customers, and brand advocates. 

But that’s only if you do it right. 

There are thousands of brands that won’t do the work necessary for personalization to shine. 

You see, the more defined a brand’s personality is, the more important it matches its target customers.

The work starts by defining four key factors: Brand Voice, B.O.B., Economic Driver, and Unique Marketable Position. 

Brand Voice

Every single brand has a voice. This voice either attracts or repels prospective customers, so a brand must cultivate its voice intentionally. 

Your brand voice is who you are and represents what you stand for. 

Pretend your brand is transformed into a person. Who is that person? 

Odds are you won’t find a single person to represent your brand’s voice, so pick and choose qualities from well-known figures. 

Refine your voice, and find which qualities stick and which need to be corrected. Everyone who has a hand in writing content, making calls, or interacting with customers should know this brand voice and always keep it in mind. 


More often than not, when someone buys a good or service, what they’re really buying is the benefit that comes from that purchase. Not so much the purchase itself. 

If someone wanted their floors clean, they might buy a broom. What they’re truly buying is the ability to have clean floors. That’s their want. A broom is simply the avenue for them to achieve their wants. 

Let’s take it a step further. 

The benefit of a broom is a clean floor. But what’s the benefit of that benefit? 

It might be having a home that feels comfortable and clean. 

If a brand selling a broom wrote content, emails, ads, and messages with that voice, whenever a customer with that want sees that content, their chances for acting go way up. 

Economic Driver

Every business is different. No two are the same. 

It’s imperative to figure out which measurable metrics are necessary for your brand to get sales. 

Maybe it’s for every X emails sent, you get one sale. Maybe it’s visitors to your site or foot traffic by your store. 

If you can understand what metric, when hit, has the results you want, you have a target on which to aim. 

Teams stay on track and get results when they know which actions will help them achieve their goals.

Unique Marketable Position

Two brands that sell the same physical good aren’t necessarily identical to each other. 

Even two brands that sell the same physical goods are still unique to each other. 

For example, two brands that sell sports equipment. 

One brand might have a relaxed, casual tone and feel. Welcoming to everyone. Probably more comfortable for customers that are new to sports and fitness. 

Another brand might be more serious for people that are either training for professional or collegiate sports or a big event like a marathon. 

If someone new to fitness and sports went to the second, more serious brand, they would probably feel like it’s not for them and are unlikely to buy (and very unlikely to become a customer for life, which may have happened had they found the more casual, friendly store). 

This is a long-winded way of saying that every brand has something unique to offer, even with the same type of goods. 

When you figure out what makes your brand unique (casual sports fun), you know the tone and feel your content, marketing, and customer service should have (relaxed, welcoming, focusing more on fun than performance). 

With these four aspects understood and the work done, personalization can shine. 

The better you represent yourself, the more you’ll attract the customers you want to attract. 
This is a great step for brands that want a customer-centric, value-focused marketing strategy. The next step is to check out our free Customer Journey Approach masterclass by clicking here!

Check out our flagship workshop here! - The Customer Journey Approach Masterclass

Related Articles