What's Your Brand Personality? A Distributor Channel Marketing Moment 🕒 3 min read By Desiree Grace You know that person; they are the life of the party. Your partner in business has a never-ending supply of stories and tall tales. A colleague is super-smart, knows numbers, and is a financial whiz. These are all recognizable personalities. Brands have personalities, too. Like people, some are better than others. Why should you care about your brand personality? Brand personality is how you humanize your brand, stand out from your competition, strike an authentic chord with your target market, and, really, provide a quick, short take on who you are, what you stand for, and what customers can expect. It's also a good standard to measure your decisions against. Perhaps your brand is all about environmental responsibility. Do you rely on a third party for recycling without verifying their bona fides? No, not consistent with your brand personality. How do you express brand personal...

For those of you who don’t know, Santa Claus and I have a special relationship. It began way back when I was still knee high to a short elf. It seems my grandfather, who was a jolly sort of guy himself, was somehow connected with Mr. Claus. Imagine being 3 or 4 years old and learning Grandpa and Santa were buddies. Special feeling? You bet. I knew it was real when Santa greeted my Grandpa with, “Hey Red (my Grandpa’s nickname,) how late did you stay down at the Eagles’ Club last night? If they weren’t pals, how in the world could this jolly red suited man know these details? Santa knew me by name, too. Really! And since that day back in the early 60s, Old Santa and I have enjoyed a close and special friendship. According to Santa, yours truly has managed to make the “nice” list for 5 of my 62 years, but this story is not about me. It’s about distributors. During a slow point down at the local mall, I managed to grab a few minutes of the jolly old elf’s time. After our...