If Harley-Davidson got into a fistfight with Apple, who would win?
That’s too easy.
Harley-Davidson would beat Apple to a core.
How about if Apple got into a fistfight with Starbucks, then who would win?
That’s a tougher call, because neither seem the fighting type. You do get the sense, though, that Starbucks has more of a wild side, and that it’s prone to having one drink too many which unleashes that wild side. I’d go with Starbucks in this fight.
Okay, how about if Harley-Davidson and John Deere got into a fistfight?
“sleep with” I’m being euphemistic, when what I really mean is who would you rather have sex with – BMW or Volvo?
Most women would likely answer BMW, and answer it quickly, because while Volvo certainly seems reliable and upstanding, it doesn’t exactly conjure up feelings of passion in the bedroom.
Meanwhile, many men -- perhaps aside from those who are gay -- probably had an aversion at the idea of sleeping with either BMW or Volvo when I asked that question.
Because despite the fact that neither actually have a penis (unless you count the muffler), both BMW and Volvo seem more like dudes. Two very different types of dudes, but still both dudes.
So okay men, who would you rather sleep with, Volkswagen Beetle or Dodge Caravan? Your answer there probably matches the porn you search for most, the teens or MILFs.
And back to BMW versus Volvo – which would be more likely to cheat in a relationship?
Yeah, BMW, hands down.
Here’s another to ponder, while you’re at it:
Who would you rather hang out with at a party, Home Depot or Walgreens?
I say Home Depot, because while it may not exactly be raging fun, it’s definitely a whole lot more fun than Walgreens.
And here’s one more:
Who would you rather have as a neighbor, Wal-Mart or The Dollar Store?
Now that’s a really tough one.
It’d be a whole lot easier if I asked, “Nordstrom or Wal-Mart?” or even “JC Penney or The Dollar Store?”
But I didn’t.
If I was forced to choose one of these two as a neighbor – Wal-Mart or The Dollar Store – I’m just not sure which one I’d choose just yet. I’m going to have to sleep on that.
But here’s where I’m going with all this:
Brand matters. In a really, really big way.
If you own a business, or you are part of the marketing team that runs a business, you’ve likely heard that before, probably so much that you nod as if you know it already, and it goes in one ear and out the other.
But stop! Stop, drop and roll! No, don’t drop and roll. But stop.
And ask yourself, honestly now: Does my company have a strong brand?
Does it really have an identity?
An immediately identifiable brand personality?
Most businesses, especially small businesses, do not. Many think they do, but they do not.
And that’s a huge mistake. A deadly mistake, really, because the lack of an instantly identifiable personality is a key reason most businesses FAIL.
Please listen, and all ye who enter this paragraph here abandon all ego: there are at least several, and likely many, other businesses out there that offer what you offer, that sell what you sell.
Even if you’ve got what you believe is some mind-blowingly unique and useful new spin on toilet paper, it’s still friggin’ toilet paper.
The only thing that can really separate you from the others is your company’s identity. Your brand personality.
Because customers are people, people personify everything, and we’re drawn to personality.
We’re drawn to different personalities for different reasons, but the one thing we’re all universally not drawn to is no personality.
Companies – and artists, politicians, religions and more, for that matter -- succeed in large part because they’ve formed very identifiable personalities.
So ask yourself, honestly, can people instantly personify your company?
(Better yet, ask other people if they can.)
Is your brand personality a conscious part of every decision you make – in the tone of your content, the design of your logo, the pictures you choose and don’t choose in your marketing?
Would people immediately know who they think would win in a fight between your company and, say, McDonald’s? Your company versus Chanel?