Could it be the boring one? You know, the one that makes your heart sink when you see them walking towards you. Before they’ve opened their mouth you are already stifling a yawn and looking over their shoulder, as they incessantly repeat stories they’ve heard from others, without ever adding any interesting opinions of their own.
Or perhaps your brand shows a greater likeness to the pushy personality (some may even say letchy): no sooner have they said hello (on a good day), then they are trying to force you to take whatever they have on offer. It’s the sort of connection where the recipient leaves feeling slightly soiled and awkward, whilst they stand there wondering what they have done wrong.
Going from one extreme to another, your brand may be the type that’s mainly found in the kitchen at parties. If so, I don’t doubt a nice time will be had by all, chatting away about everything and anything….with the exception of course of ever mentioning anything to do with who they are, why they are there, and how you and the others that they have met could work together in the future. Hmmmmm.
But there is one personality type that I believe is worse than all of the above combined. In fact, I’m blushing on their behalf as I write this….whatever happens, don’t ever, and I mean never, become the brand equivalent of the DAD DANCER. We’ve all seen this in the real world as well as the digital one, someone somewhere does something cool, sometimes planned, sometimes just because, and it resonates and becomes a thing everybody knows about.
Then the big daddy brand wades in. He’s seen something cool, whether its some impressive shapeshifting by his teenage son, or an intelligent, well-timed, well-executed digital idea that has gone viral, and he thinks “I can do that”.
The truth is he probably can’t. More importantly, he shouldn’t, because it’s not being true to what his brand stands for, and everyone can see through this in a nanosecond. Not only that, the social crowd love nothing more than to point and mock anybody or anything that makes a thinly veiled attempt to get in with them.
This social suicide is often the demise of bigger brands (or politicians), desperately hanging onto the shirt tails of a trend after its been and gone. So be warned, and never leave your brand open to looking like the digital equivalent of a dad dancer.
So what personality traits should your brand be bringing to the party? It’s quite simple really, all you need to do is think about who you would like to hang out with in the real world. The life and soul of the party will more often than not:
- …be genuinely interested in other people, recalling past conversations, asking thoughtful questions, and listening to what they have to say.
- …be popular and likeable – the type of person people seek out and want to spend time with.
- …stand for something or have an edge. They will stand out rather than be instantly forgettable, and people will know what they want out of life.
- …be aspirational. People will admire them and may even want to be like them.
- …be real and true to who they are and what they stand for.
- And finally…be fun. After all, it’s not going to be much of a party unless there is someone there to put a smile on your face.