Brand personality begins and ends with the people in the brand who create the culture (or buck against it) and move toward the mission through their action every day (or not).

At some point in time, we’ve all been part of (maybe even the cause of) a break in the personality of the brand. Taking something personally about what’s ‘wrong’ or ‘needs improvement’ and not listening. And,  online and offline continue to get closer to a single experience, brand personality (and the personalities of people within a brand) are changing. Jess Dewell and Dr. Richard Schuster discuss problems that can crop and indicate there are personality flaws in a brand.

Watch The recording:


Program 88 - LIVE 9-19 - Personality Flaws of a BrandStarting The Conversation

  • As online and offline continue to get closer to a single experience (interaction)…the role of a brand is changing.
  • What can we do when we find ourselves or others mixing up the distinction of us vs brand vs perception?
  • What is shared meaning mean to you?

Host: Jess Dewell
Guest: Dr. Richard Shuster

What You Will Hear:

What’s happening with the technology path of our podcasts: #VBBRadio + The Daily Helping.

How we look at ‘brand.’

There is only marketing: no more online or offline marketing.

Perspectives, what shapes our world, generational differences.

Our inner beliefs are changing – how our values are integrated into our lives.

It’s easy to mess up distinctions of what is part of us and what’s separate from us. What are we emphasizing,

Not every customer is right (and how do we talk about it).

Interpersonal relationships and misunderstandings.

Create shared meaning.

We have skin in the game for the place we work, the values we choose, and the actions we take.

Notable and Quotable:

Dr. Richard Shuster: We just roll with it.

Dr. Richard Shuster: I made a decision that everything I would do would line up with my mission: to help people become the best version of themselves.

Jess Dewell: I build companies where people bring their values and ideas to the mission of the business.

Jess Dewell: What are the drivers of the decisions we make?

Dr. Richard Shuster: Millennials want to believe that the work they are involved in is purpose driven.

Jess Dewell: The personality flaws of a brand are the choices of the people behind the brand.

Dr. Richard Shuster: Consumers are going to let you know by telling you exactly how they feel.

Dr. Richard Shuster: The culture of the organization helps promote the business.

Jess Dewell: Brand-culture changes the way we identify and approach problems.

Dr. Richard Shuster: The way we view the world is there [even when we don’t see it], and we must take a step back and look at that lens.

Jess Dewell: As leaders we use judgement to make decisions.

Dr. Richard Shuster: In every action I’m taking, I want people to learn and grow from the people on my show.


Tags: communication, business, brand, #mydailyhelping, marketing, generations, millennials, confirmation bias, perspective, judgement, mission driven, top-down leadership, culture, perspective, shared meaning