The founder of Amazon.com, Jeff Bezos famously said: “A brand for a company is like a reputation for a person”. All businesses need a personality, from small start-ups to large corporations. However, having a personality is especially important for those fast growth companies looking to make a name for themselves.

So, what is the personality of your company? Is it entrepreneurial? Is it safe and sure? Is it creative? Is it dynamic? How do you find out? And, more importantly, how do you convey this to the outside world?

One of the best ways to do this is to ask your management team to each write down the one brand in the world they admire the most. Next to that, get them to write down the one word that sums that brand up. Now delete the names of the chosen brands and see what you’re left with. The chances are that your list will fit perfectly with your company’s personality.

The reason for this is that people shape the personality of their business. Once a business realises this, it can start to convey its personality to its target audience. Marketing collateral, PR activity and advertising must all reflect the personality of your brand, and show your potential customers who you are.

If your business has character it is easier for customers to relate to you. This in turn makes it much easier for your potential customers to remember who your company is, what it does and what makes it worth considering. People buy from other people, not faceless companies, and a business that has a real personality will have a better chance of attracting customers.