Introduction
In today's competitive business landscape, having a great product or service is no longer enough. To truly stand out and connect with customers, companies need something more - they need personality. In "Personality Not Included," marketing expert Rohit Bhargava makes a compelling case for why authentic brand personality is crucial for business success and provides practical strategies for companies to develop and showcase their unique identities.
The book argues that in an era of increasing consumer skepticism and information overload, faceless corporations struggle to build lasting customer relationships. By infusing their brands with authentic personality, companies can forge emotional connections with customers, differentiate themselves from competitors, and ultimately drive long-term loyalty and growth.
Through engaging stories, case studies, and actionable advice, Bhargava demonstrates how businesses of all sizes can move beyond bland corporate-speak to develop genuine, relatable brand personalities that resonate with their target audiences. He outlines key principles and techniques for uncovering, cultivating, and expressing a company's unique character across all touchpoints.
Whether you're an entrepreneur, marketer, or business leader, this book provides valuable insights on how to breathe life into your brand and create meaningful customer experiences. Let's explore the key ideas and takeaways from "Personality Not Included."
The Shift from Faceless to Authentic
Bhargava begins by highlighting how the business landscape has evolved. In the past, many companies aimed for a faceless, corporate image to convey professionalism and reliability. The more successful a company became, the more layers were built between the corporation and its customers. There was little expectation of direct interaction between customers and decision-makers.
However, this approach no longer works in today's world. Modern consumers crave authentic connections and are skeptical of overly polished corporate facades. Success now depends on forging genuine bonds with customers.
Unfortunately, many companies remain stuck in the old mindset, focusing excessively on rigid policies and procedures at the expense of human connection. Bhargava shares an anecdote of being bumped from a flight due to an inflexible airline policy, even though empty seats were available. Such faceless treatment frustrates customers and erodes loyalty.
To thrive in the current environment, companies must give their brands a voice and personality. Bhargava cites the example of BzzAgent, a word-of-mouth marketing company that started a blog featuring personal stories from employees about their office move. This simple initiative helped customers get to know the people behind the company, building affinity and interest.
The key takeaway is that authentic personality is now a crucial differentiator. Companies that remain faceless and disconnected will struggle, while those that showcase their human side will forge stronger customer relationships.
The Power of Spokespeople
One effective way to put a human face on a brand is through spokespeople. Bhargava discusses two main types:
Official spokespeople: Often founders or executives who can articulate the company's vision and passion. Their deep understanding of the business lends credibility.
Accidental spokespeople: Individuals who organically become associated with the brand, often providing a more relatable voice.
The author highlights Jared Fogle as a prime example of an accidental spokesperson. After losing significant weight eating Subway sandwiches, Fogle became the face of highly successful ad campaigns for the company. His authentic story resonated far more than a polished corporate message could have.
However, Bhargava cautions that spokespeople can also damage a brand's image if not chosen carefully. Celebrity endorsements, while popular, carry high risks of appearing inauthentic. He cites the example of chef Jamie Oliver's ill-fated partnership with Sainsbury's supermarkets, which backfired when Oliver admitted he preferred shopping at local markets.
The key is ensuring genuine alignment between the spokesperson and the brand. When done right, spokespeople can powerfully convey a company's personality and values.
Moving Beyond Marketing Stunts
While grabbing customer attention is important, Bhargava warns against relying on flashy marketing stunts to build brand personality. He uses the example of Taco Bell's 1996 April Fool's prank, where they claimed to have bought the Liberty Bell. While memorable, such isolated stunts do little to create lasting brand associations.
Instead, Bhargava introduces a simple but powerful tool called the UAT Filter for developing authentic brand personality:
- Unique: Find ways to genuinely stand out from competitors
- Authentic: Align with your company's core values beyond profit
- Talkable: Create memorable hooks that get people sharing
He cites the small Romanian town of Sighișoara as an example of effective use of the UAT Filter. By promoting itself as the birthplace of Vlad Țepeș (inspiration for Dracula), the town created a unique identity that attracted millions of tourists.
The key message is that sustainable brand personality comes from consistently showcasing your authentic qualities, not one-off publicity stunts.
The Power of Backstory
Bhargava emphasizes how a compelling brand backstory can create emotional connections with customers. He uses the example of Dole bananas, which feature a three-digit farm code that customers can look up online to learn about how their specific banana was grown. This brings the product to life and builds a sense of connection.
The author outlines five effective backstory models that companies can draw from:
The Passionate Enthusiast: A founder who turned their passion into a business (e.g. Storyville Coffee)
The Smart Listener: An entrepreneur who identified and met customer needs (e.g. Stacy's Pita Chips)
The Inspired Inventor: A visionary who created a game-changing product (e.g. Steve Jobs and the iPhone)
The Likable Hero: An underdog who overcame the odds (e.g. Elon Musk and Tesla)
Little Guy vs. Big Guy: A small company taking on industry giants (e.g. Snapchat refusing Facebook's buyout offer)
By crafting an authentic narrative around your brand's origins and journey, you can foster deeper customer engagement and loyalty.
Overcoming Barriers to Personality
Bhargava identifies four key barriers that often prevent companies from developing authentic personalities:
The Danger of Success: Complacency and arrogance that can set in after achieving initial success
The Uncertainty Factor: Fear of trying new things due to not fully understanding potential impacts
The Tradition Barrier: Clinging to outdated practices and resisting adaptation
The Precedent Trap: Blindly copying other companies' strategies instead of forging your own path
He emphasizes that overcoming these barriers requires encouraging lateral thinking and creativity among employees. Companies that stifle innovation and force strict adherence to rules will struggle to develop engaging personalities.
The author urges businesses to create environments where employees feel empowered to think outside the box and bring their authentic selves to work. This internal culture will naturally reflect in the company's external brand personality.
Identifying and Leveraging Personality Moments
A crucial concept Bhargava introduces is the idea of "personality moments" - key opportunities to meaningfully connect with customers and convey your brand's unique character. These moments often arise from small, easily overlooked details in the customer experience.
He cites the example of Oil Can Henry's, an oil change shop that allows customers to watch mechanics service their cars. This simple offering creates a personality moment by demonstrating transparency and building trust.
Bhargava notes that personality moments can occur at various stages:
- Before direct contact (e.g. product packaging, marketing materials)
- During interactions with the company
- After purchase (e.g. follow-up communications, customer support)
To effectively leverage these moments, companies must first capture customer attention. The author outlines three main categories for attention-grabbing ideas:
- Shock
- Sex appeal
- Relevance
He uses the example of Volkswagen's safety-focused ads showing near-accidents to illustrate how shock can be used effectively to highlight product benefits.
Bhargava also shares the story of rock band Sister Hazel connecting with fans waiting in line by ordering them pizza and playing an impromptu set. This showcases how identifying the right moment to provide something relevant can create a powerful brand experience.
The key is to be attuned to opportunities for meaningful connection throughout the customer journey and to infuse those moments with your brand's unique personality.
The Importance of Listening and Respect
Bhargava emphasizes that building an authentic brand personality requires genuinely listening to and respecting customers. He outlines two key principles:
Show respect to earn respect: Sincerely value others' opinions to gain their trust and attention in return.
Listen first, talk second: Take time to understand others' perspectives before responding.
The author encourages companies to pay attention not just to what customers are saying directly, but also to unspoken sentiments. He suggests tactics like:
- Having employees compile rumors they hear about the company
- Monitoring online conversations about the brand
- Engaging in dialogue through blog comments and forums
- Participating in relevant industry events
By truly listening to customers and demonstrating respect for their views, companies can gain valuable insights while simultaneously building stronger relationships.
Putting It All Together: Creating Your Brand's Personality
In the final sections, Bhargava provides practical advice for developing and expressing your company's unique personality:
Identify your core values and what makes your brand truly unique.
Craft an authentic backstory that resonates with your target audience.
Use the UAT Filter to ensure your personality is unique, authentic, and talkable.
Empower employees to bring creativity and their authentic selves to their roles.
Map out key touchpoints in the customer journey and infuse them with personality moments.
Choose spokespeople (official or accidental) who genuinely align with your brand values.
Actively listen to customers and demonstrate respect for their perspectives.
Continuously refine and evolve your personality based on feedback and changing market dynamics.
The author emphasizes that developing a strong brand personality is an ongoing process that requires consistent effort and attention. However, the payoff in terms of customer loyalty and business growth makes it well worth the investment.
Final Thoughts
"Personality Not Included" makes a compelling case for why authentic brand personality matters more than ever in today's business landscape. As consumers become increasingly skeptical of corporate messaging and crave genuine connections, companies that can showcase their human side will have a significant advantage.
Bhargava provides a wealth of practical strategies and real-world examples to help businesses of all sizes develop and express their unique personalities. Key takeaways include:
- Move beyond a faceless corporate image to forge emotional connections with customers.
- Craft an authentic backstory that brings your brand to life.
- Identify and leverage "personality moments" throughout the customer journey.
- Empower employees to bring creativity and their true selves to their roles.
- Actively listen to customers and demonstrate genuine respect.
- Use tools like the UAT Filter to ensure your personality is unique, authentic, and shareable.
While building a strong brand personality requires ongoing effort, the potential rewards in terms of customer loyalty, word-of-mouth marketing, and sustainable growth are immense. In an era of increasing commoditization, personality may be the most powerful differentiator a company can cultivate.
Ultimately, "Personality Not Included" is a call for businesses to embrace their humanity and create more meaningful connections with the people they serve. By infusing authentic personality into every aspect of their operations, companies can build the kind of lasting relationships that drive long-term success.
Whether you're an entrepreneur just starting out, a marketer looking to breathe new life into an established brand, or a business leader seeking to transform your company culture, this book offers valuable insights and actionable strategies. In a world where consumers are bombarded with countless marketing messages every day, developing a genuine, relatable personality may be the key to cutting through the noise and truly resonating with your audience.
As you apply the principles from "Personality Not Included" to your own business, remember that authenticity is key. Don't try to force a personality that doesn't align with your true values and culture. Instead, dig deep to uncover what makes your company special, and find creative ways to showcase those qualities to the world. With persistence and sincerity, you can develop a brand personality that not only attracts customers but also inspires loyalty and advocacy.
In conclusion, Rohit Bhargava's "Personality Not Included" serves as both a wake-up call and a roadmap for companies seeking to thrive in the modern business landscape. By embracing authenticity, creativity, and genuine human connection, businesses can transform themselves from faceless entities into beloved brands with loyal followings. In a world where consumers have endless choices, personality may just be the most powerful competitive advantage of all.