Have a consistent Brand Personality. Don’t be SCHIZOPHRENIC BRANDS
You cannot try to project more than one personality. Some companies are so greedy or clueless that they try to be a brand that is warm, serious, cool and caring. They want to be everything for everyone – by projecting all the personalities that they think will matter to their customers. What they do not realize is that when they are projecting multiple personalities, people see them as schizophrenic brands.
People are generally not very comfortable hanging out with people with multiple personalities or schizophrenia. I can understand why. For the same reason, people also do not like to buy from brands that are schizophrenic. People what to buy from brands that have consistent personality.
In a now-famous quote. President Abraham Lincoln was said to have commented to a visitor at the white house in 1865: “If you once forfeit the esteem. It is true that you may fool all of the people some of the times; you can even fool some of the people all the time; but you can’t fool ”fool all of the people all of the time. Unfortunately, Linclon’s sage advice is too often ignored by politicians and business executives alike.
It is the same with your brand’s personality. You cannot be all things to all people. To build a strong brand, you must sacrifice everything to be one thing. You have to pick the kind of personality ( personality, not personalities ) you want to project and stick to it. You cannot change your personality as and when you feel like it. One personality for one brand- all the time. That is what you have to keep in mind.