Marketing to Your Customer Avatars: 3. Understanding Your Brand Personality

In this edition of our Broker Success Series, Broker Success Advisor Brandon Jolley talks about marketing to different customer types


Hello, Lee Arnold System and Cogo Capital. My name is Brandon Jolley. I am the Broker Success Sdvisor for Cogo Capital and the Lee Arnold System.

Common Phrases About Branding

Today we are going to be talking about your avatars. Tell me what you think when you hear these phrases:

  • People buy from people
  • You attract what you put out there
  • Do you even brand, bro?

I’ve heard that last phrase multiple times from our Chief Marketing Officer, Mr. Greg Garrick.

Greg has been responsible for taking the Lee Arnold system and Cogo brands to new heights over the few years that I’ve been working here.

I want you to understand what has taken us a lot of time and effort so that you can emulate it in your business today.

We’re talking about the brand personality.

As you work with clients, they need to know who you are.

What is Brand Personality

Brand personality is a set of human characteristics that are attributed to your company and the brand name.

Companies should accurately define their brand personalities so that they resonate with the right consumers.

Elicit a Positive Response

For those four avatars that we talked about earlier, a company’s brand should aim to elicit a positive emotional response from the targeted consumer audience.

Each one of those four avatars we talked about earlier, have a certain way that you need to communicate with them. That will get a positive, emotional response.

Once you’ve got that positive, emotional response, they’re going to like you and they’re going to like your brand.

On our next video, we’re going to be talking about impressions and why it’s so important that you have the right ones from your targeted audience.

<< Marketing to Customer Avatars #2