Small Brands, Big Personality.
We regularly bang-on about the advantage that small brands have over big brands when it comes to personality. Small businesses often come with a natural sense of personality driven by the founder and their personal style. As businesses get larger and layers of management and staff are required, often brand personality is the first casualty. The problem is that for many brands, personality is what makes them so attractive to customers, it provides an immediate emotional connection, which can be enough to over-ride event the strongest of functional messages. Recently I came across this solid-gold example of a small business leveraging it’s authentic personality to stand-out from the pack.
Cullman Liquidation is a small business that buys, sells and moves mobile homes in Cullman, Alabama, US of A. In their market, for their product, Cullman Liquidation‘s raw, honest, warts and all approach hits it out of the ballpark with the right messages delivered in the right tone. The brand personality has a brutal honesty that is strangely charismatic and builds a huge sense of trust – ‘This is what we sell, here they are, buy one, or don’t – we don’t care’.
The ads have been such a hit that they have built a brand reputation well beyond their customer-base in Cullman Alabama, and well beyond the return on marketing investment of their bigger, more sophisticated marketing competitors. Here’s a video of the making of the ad.
And yes, they even have Cullman Liquidation Tees for sale now. As the Cullman Liquidation guys say; ‘Wear one… or don’t. We don’t care.’
If you’d like to find-out how to build the right personality into your brand, why not give us a call.