Associated Press (AP) is a not-for-profit national news source cooperative in business for over 160 years. They have received 49 Pulitzer prizes and are recognized as the definitive source for news.
A few years ago the AP developed a masterbrand strategy. The purpose of the strategy was to define what makes them different from other news organizations, guide them in their business decisions, and clarify the values and traits all AP staff should embody.
First they asked, how do we best describe ourselves? The answer: gutsy, resourceful, and connected. Then they asked, what do we value? The answer: integrity, action, and independence.
What is your brand value proposition? Some have suggested that you think of your value proposition as a “castle in the mind” of your customers and clients. If you need to develop a brand value proposition or want to reaffirm your proposition to make sure you are on the right track, review all your positive feedback. Facebook can be a great help for that. Define what it is you offer in the way of values.
What are your brand personality traits? This is important to the brand overall, but even more important since social media has a personality. It is crucial that your social media strategy and tone are consistent with your overall brand personality. Not sure what your brand personality is? Take 10 minutes to complete a brand personality worksheet
Why should you care about your brand personality? First off, copy what successful people do. If AP, in business for over 160 years, felt it important to confirm their brand personality, shouldn’t you? Secondly, personality wins business. We buy or work with people we like and people we trust. Your brand personality should make it clear what you stand for. You will win business from those who respect your brand personality, and these will be the customers you want.
When Oprah turned 50, she commented that all those years, she felt like she was growing into herself. At 50, she feels grown and everything she is meant to be. That is part of her success. By making sure you know your brand values and personality, you will grow your brand, and your brand’s success.