**SPECIAL NOTICE** – READ ON TO THE BOTTOM OF THIS POST TO SEE HOW YOU CAN GET A COPY OF ‘PERSONALITY NOT INCLUDED’ FREE
One of the books I am looking forward to reading in the next couple of months is Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back by Rohit Bhargava who writes the terrific ‘Influential Marketing Blog’.
‘Personality Not Included’ was launched this week in the US (we have to wait a month or so for the European release date) and to accompany this, Rohit has used a couple of interesting social media communicaitons strategies.
Firstly check out the Facebook page for ‘Personality Not Included‘ where he shows the community the history of the book cover and shares information such as how to access to the introduction of ‘Personality Not Included’.
The second thing of note he has done to support his book launch is connect to his community who read his blog. He gave people the opportunity to ask five questions about personality or ‘Personality Not Included’ which they could then share with their own communities on their blogs.
He has responded to 57 bloggers who took him up on his offer - yes that’s no less than 285 questions he has answered to provide more insights into ‘Personality not included’. Take a look at the questions people have asked and Rohit’s responses here.
I am one of the lucky people who Rohit has responded to – read on to see the questions asked about ‘Personality Not Included’ – and don’t forget to read to the bottom to see how you can get your own copy of ‘Personality Not Included’ FREE.
Krishna: How do you define an organisations personality?
Rohit: I define personality as the “unique, authentic and talkable soul of your brand that people can get passionate about.
Krishna: How is personality different to defining the brand essence of your organisation?
Rohit: This is a great question. Defining your brand essence is essentially about your key messages and what your brand will stand for. There is also a creative element of this, but it is largely strategic.
Your personality, in contrast, are the values that your brand lives every day. It is the voices of the individuals within your company. It is what your office space and your product design say about your brand. It is a much bigger idea that encompasses not just materials, but also conversations and real people.
Krishna: What are the tangible business benefits for an organistion in expressing a distinct personality?
Rohit: The most tangible business benefit is customer loyalty. The other benefit is the powerful effect of the word of mouth that comes out of customer loyalty, which any MBA finance professor will admit has a direct tie to increased sales.
Krishna: How can we assess the personality of our business not in relation to how others perceive it?
Rohit: In effect, I spend the first chapter of the book talking about how to do that. It involves conducting self assessments (including the “Are you Faceless” Personality Test and several other associated guides). The main idea is that you need to look into your business from the outside and assess it.
Krishna: What are the three 3 ways that you recommend that business leaders/marketers can engage with social media communications to express their companies authentic personality?
Rohit: I knew you’d have a great social media question for me! I think the biggest three things they can do are:
1. Have a platform for your voice – rather than just launching lots of things, you need to have a good single platform to aggregate voices
2. Remove the “employee silencing policy” – a made up term, this defines the very real issue of keeping employees silent even when they are in the best position to be vocal enthusiasts about what you do
3. Listen actively – to me, this means paying attention to what people are saying about you and then engaging in the discussion.
Rohit will be joining me for a podcast interview in a month or so’s time so if you’ve questions about ‘Personality Not Included’ be sure to post them here and I’ll ask Rohit your question.
WIN A FREE COPY OF PERSONALITY NOT INCLUDED
On Monday 31 March, Rohit is running a competition on his blog to let readers vote on the Best Interview. The winner will get a signed copy of my book and a gift certificate for $100 from Amazon.
If you vote for my interview here’s what I am going to do:
- Let me know if you voted for my interview by writing about the ’Personality Not Included’ interview series and do a track back to this article. If I win, I’ll put all your names into a draw to receive the free copy of the book. If you do not have a blog, then you can leave a comment here to let me know you voted for the interview here
- If I win and therefore have the opportunity to receive a $100 gift certificate for Amazon, I’ll ask Rohit to replace that gift certificate with a $100 donation to DonorsChoose.org, a charity dedicated to helping teachers do the most for their kids and one that Rohit supports with his Ultimate Marketing Bookstore – so that he gets someting back for a cause he is passionate about as he gifted his time and expertise in answering our questions about ‘Personality Not Included’.
So be sure to vote for this interview on Monday 31 March by visiting Rohit’s Influential Marketing Blog – you never know you could win yourself a FREE copy of ‘Personality Not Included’ which I am sure will be a great read.