Creating brand personalities is hard. In fact, I rarely create one from scratch because of it.
Why? Because it's easier and more effective to look at authentic personalities that already exist, win people over, and copy them.
You can do this by thinking of movie characters, authors, influential thinkers, musicians, etc. Point is, your brand's soul is out there, you just have to find it and steal it.
A friend of mine and I met up yesterday. She's a talented artist and creative thinker, but she's struggling with getting her work out there and attracting commissions/clients. It's a common issue for creative types to stall the display of any kind of work to the public unless they deem it perfect. The truth... it's never going to be perfect. You have a better chance at winning the lottery than you do creating the perfect piece to show, especially if you have particular expectations.
She had asked, "what do I need to do to get out there?"
"You need to make something everyday, for fun, for yourself, and show it to the world."
Lo and behold, within the span of 45 minutes today, she had an awesome collage piece completed and ready to go. I'd call that a win.
Here's the thing:
You will always be nervous taking the first steps into a new venture. Be it founding a startup, putting yourself out there as an artist, starting a band, you name it. If you want to get to the top of the mountain, you have to take the first step. It's gonna suck at first, you're going to suck at first. But you will get better and it will get easier if you dedicate yourself to small habits that will make up your success.
Go for it, I believe in you.
Your customers are the hero and they aren't looking for you to join them in the winner's circle, they are looking for someone to help them find the path there. Someone who has been in the winner's circle before, but is not seeking to stand within it this time around. A guide who can confidently help them get on track and succeed.
What qualities would make for someone to fit this role?
Two things: competence and empathy.
Competence, meaning the ability to go forth and complete a goal thoroughly, honestly, and ethically. Why? Because no one is going to want a guide with zero experience or one who cheats. They want someone who has been there already and succeeded honorably.
Empathy, because having been there already, the guide will know how difficult the challenges ahead are and knows what it feels like to be in their shoes.
Want to build an irreplaceable brand? Become a guide for your hero – err customer.