Sometimes They Have Their Place But Here Is Why You Want To Avoid Building A Boring Brand!

If you are building a brand in a space where high levels of trust are required you might need to build a boring brand, on that is steady and reliable and doesn’t offend anyone.

This probably applies to banks, healthcare providers (although maybe that could do with a bit more personality) or utilities.

In these spaces customers likely want the confidence that the institutions providing these services will remain there for years to come and will be trusted to deliver on their promises.

Beyond those companies and intuitions there aren’t many businesses that benefit from being boring.

With businesses as with people the best way to avoid being boring is to have personality.

This presents a bit of a challenge on both fronts; boring & personality are both subjective measures.

What is boring to one customer is fascinating to another.

Thats where having a superb understanding of your target customers comes is as you can use that information to develop a personality for your brand that resonates with them and keeps them from being boring.

“There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines. The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.”

David Ogilvy

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