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Maintaining Brand Personality

Maintaining Brand Personality

Brand Personality is perhaps the most important part of marketing your business. It dictates what position you have in the market and has a lot of effect on who will buy your product. Without a consistent and strong brand personality, your business will have a very difficult time keeping up with its niche audience. Below are two well-known companies, Apple and Microsoft, that have a great brand personality and fit their audiences perfectly.

Apple: Artistic, creative, stylish. What your graphic designer uses.
Microsoft: Business oriented, versatile, high performance. What your accountant uses and what you use to play World of Warcraft.

Since the days of watching a commercial of dancing silhouettes with iPods on TV and then playing RuneScape on your family’s Dell PC, you’ve noticed the difference in brand personality between Apple and Microsoft. Today, with your graphic designer glued to his iMac and your accountant typing away in his PC laptop, you can see the personality of each brand is exactly the same as it was 15 years ago. You can absolutely do graphic design on a PC, and you can use spreadsheets on a Mac, but that’s not the reason people choose them. Your graphic designer is likely drawn to Apple’s creative personality, and your accountant is likely drawn to Microsoft’s business oriented personality.

Translating this to small business
Like large corporations, your small business has to maintain its position in the market through its brand personality. For example, let’s say you own a pizza shop. You make really great artisan, brick oven-style pizza. One of your competitors owns a corporate pizza place. It’s very important that you don’t try to lower the quality of your product to make pizzas as fast as the chain store because that will change your brand personality. If you decide to start working as a corporate chain pizza place, you are opening up the market for another artisan pizza shop to take away your business. It’s important you understand that you should focus on the strengths and opportunities for your business, so you can continue to be known as the place where you can go to get a great pizza made with extra care and a unique recipe. When McDonalds, for example, starts selling pizza, people see it as very out of place and you should avoid making the same mistake.

What this means to your marketing plan
Being consistent in using marketing to help cement your brand personality is just as important as keeping your product consistent. When all of your print advertisements tell a story of your unique pizza recipe, it’s definitely good to be diverse and sell salad and breadsticks well, but for the reasons stated above it may be a bad idea to start advertising yourself as a place where you can get amazing fried rice or 100 pizzas in an hour as well.

NMCO Studio member, Kahlo

Kahlo

Door Greeter & Cookie Eater

Kahlo is our gentle, friendly, office pup! He loves his belly rubbed, sniffing absolutely everything, and hasn’t found a treat he wouldn’t eat! Be sure to say hi, he loves the attention!

NMCO Studio member, Annakat

Anna Kat Hollis

Senior Web Developer

Anna Kat is the driving force behind NMCO’s web development endeavors. With a sharp intellect, unwavering efficiency, and a keen eye for goals, she is the go-to expert for crafting everything from sleek landing pages to nationally acclaimed e-commerce sites. Anna Kat not only serves as your trusted web developer guide but also, if you look closely, you’ll notice she’s always impeccably color-coordinated with NMCO’s brand – a true testament to her attention to detail and commitment to the company’s image.

NMCO Studio member, Arron

Aaron Walterscheid

Video Specialist & Cinematographer

Meet Aaron, NMCO’s “Silent Assassin.” Despite his quiet demeanor, Aaron is an absolute powerhouse when it comes to videography, editing, color grading, drone operation, lighting, and crafting unforgettable cinematic experiences. His remarkable talent and expertise shine brightly, leaving an indelible mark on every project he touches.

NMCO Studio member, Dana

Dana Apodaca

Senior Graphic Designer & Art Director

Dana’s journey with NMCO has been nothing short of impressive, starting as a design intern and progressing to become a designer who now plays a pivotal role in assisting with art direction. Her dedication keeps our graphics department on track and ensures our processes are efficient and business-ready. Dana’s knack for creating identity systems has resulted in some of our most recognized work. And, if you’re fortunate enough to listen in, she’s consistently voted the best playlist in the studio.

NMCO Studio Co founder, Lucky

Lucky Gonzalez

Founder & Chief Executive Officer

When you have a wealth of creative content, you need someone like Lucky with 18 years of business experience to guide you on where to put it. He’s our media placement guru, with the expertise and know-how to maximize your impact. Whether it’s digital banner ads or broadcast TV, Lucky can take any budget and transform it into impressions and conversions. He’s dedicated to finding solutions for your unique challenges, making him an invaluable asset to our team.

NMCO Studio member, Tina

Christina Ballew

Founder & Chief Creative Officer

Tina, as a co-founder of NMCO, has been on a relentless mission to redefine creative services in the southwest. Building a creative studio from the ground up was a formidable challenge, but her vision and determination have transformed NMCO into a beacon of professionalism and innovation, known for its people-centric approach and out-of-the-box thinking. While she’s taken on nearly every role in the studio, Tina’s next ambition is nothing short of global. She’s poised to take on the world with her creative endeavors.