Proctor and Gamble (P&G) is widely recognized as the "master" of consumer branding. They've been at it for more than 100 years. In fact, the term "soap opera" came from the fact that P&G (which sold laundry soap) was the driving force behind all the afternoon TV dramas - both as a sponsor and creative direction.
My friend Bernie is a brand manager at P&G. He reminded me the other day about Brand Character. At P&G, brand managers are required to write a white paper on their particular brand's character and personality. What's that? Here's how he explains it:
When two people meet each other and become romantically involved the first attraction is usually physical. It's a visual cue. (In a business sense, you could think of that first attraction as your logo or brand emblem). But as you get to know each other several other attributes come into play. And they are important.
For example, is the person trustworthy? Does he or she have a high sense of integrity? Hard worker or "quick-buck" artist? Does he or she listen or totally dominate the conversation? What about compassion and sensitivity to others? As the relationship deepens hundreds, if not thousands, of character attributes come into play. Ultimately, it gets down to this: If your brand was a person, how does he or she behave?
Think about the brands to which you are loyal: Your bank. Your car. Branded foods you consume. Think about the character of those brands. What are they communicating to you?
Think about the fitness industry. What is the brand character of Gold's Gym, World Gym or Powerhouse Gym. What is the brand character of 24-Hour Fitness or Bally's. How about Curve's and other branded franchises?
Now, think about YOUR BRAND CHARACTER. Do you have one? What is the character and personality of your brand?
To your continued Success!
Art Rothafel
art@privatelabelfitness.com
tollfree: 800-340-7011
www.privatelabelfitness.com
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