How much value the company’s personalitycan add to a brand?
Organizations today face a lot of competition, and to gain customer fidelity and attention they have to know how to be distinctive and direct its brand/product to the right audience. Social media together with other advertisement mediums, play a great role in the decision the customers will make when choosing a product or a service. Its important the company to show the right type of personality to the right type of customers. It has to be exciting in order to make a statement or else its advertisement won’t stick for long in costumers minds.
A great example I have of a company selling serious service while being funny is the Capital One Bank‘s commercials! I enjoy their commercials because they leave no room for boring financial messages plus they use a lot of its company’s personality. Thus, the bank distinctive, outgoing personality reflects also this blog’s personality. I am sure you’ve laughed with the Capital One Vikings’ commercials at least once! In the “Capital One Knows It’s Not Funny Ads, But Serious Value That Wins And Keeps Customers” by Allen Addamson wh
o is a writer contributor to the Forbes blog section, says that Capital One is confident enough to create a funny TV commercial without losing the credibility of its customers, and I couldn’t agree more! Addamson interviews Jackie Pyke, Senior Director, Brand Marketing at Capital One. In this interview, Addamson focused more around Capital One’s branding initiatives and the challenge of using humor to build a brand (who said that humor isn’t a hard work?) When asked about Capital One’s personality and why they’ve chosen to focus on to “who” they are instead of “what” Pyke says:
“Having a distinctive personality is an asset for us, not just because it helps us break through the “sea of sameness,” in financial services advertising but, to your point, because it helps us convey something about who we are as a company, and as a brand. While we want consumers to think of us as forward-thinking, as accessible and innovative, we also want to make sure we communicate that we’re serious about the right stuff”.
Pyke makes it clear that while they are playing funny ads, there is serious and a lot of planning behind the scenes: “ One thing that many peoplemay not know about us: As much as our funny commercials stand out from most advertising in our category, we are, paradoxically, a culture of pretty nerdy, analytical types. We test everything and put a great emphasis on metrics — advertising is no exception — we test all of our ads to make sure we are resonating with consumers.”
Not only Capital One’s TV commercials are entertaining, distinctive, and forward thinking; but also they use the power of social media websites like Facebook and Twitter fan pages towards spreading the message in its favor. For example, Capital One’s is doing an amazing job in engaging with its customers via Twitter. The bank’s customers can tweet questions or express concerns and the company representative will reply addressing the issue as best as possible (even if it’s a complaint!) Impressive! Don’t believe me check it out its twitter page here.
The bottom line is: How much value the company personality can add to a brand? Umm, if you use Capital One Bank as an example we can say, a lot! Just like its Senior Directors said, when it comes to try to reach potential costumers in a “sea of sameness” a financial institution that sells serious services (while in great competition) it doesn’t have to be boring. Personality adds value to a brand.
Don’t mute the TV and stay tuned for the next week’s post!