S5 – EP10 – Perfect Personality

By richardmiller richardmiller - 09/06/2021
By richardmiller richardmiller - 09/06/2021

S5 – EP10 – Perfect Personality

Who are you as a business? Are you fun or serious? Pragmatic or dogmatic? Excitable or chilled? Whatever your businesses personality is, be it; otherwise, you could be seen as untrustworthy.

Show Notes


Episode 10. Perfect personality


Show Objectives – The Why


In this season, we are building your Brand Pyramid.


A brand pyramid is a framework that answers most of the fundamental questions in a diagram that can be easily shared and communicated across an organisation.


Far from a trivial exercise, developing a brand pyramid forces consensus among senior management with regards to what the company wants to be, who it serves, why, how it should make customers feel and what the company’s core values are.


It also clarifies brand fundamentals and sets the strategic foundation.


In short, a brand pyramid keeps everyone rowing in the same direction.


Each week, we discuss the layers of the pyramid, what its objective is and give helpful tips on how to develop it.


The What…

The brand pyramid consists of:


  1. Mission
  2. Vision
  3. Target
  4. Insight
  5. Barriers
  6. Pillars
  7. Proof points
  8. Brand promise
  9. Personality
  10. Engagement
  11. Strapline


This week, we discuss the next step… Personality


When putting this show together, I blended my 17 years’ experience with that of others I admire to give you the best advice possible.

Why does a business need its own personality?


People buy from people. Therefore, people are more likely to engage with a brand and buy from a company that reflects or understands their own personality.

What is the difference between the company personality and the owner’s personality?

Your company has to have its own personality as part of its brand architecture. The company owner may not be its ideal customer and therefore the owner’s personality wouldn’t resonate with its target market.


For example, Nike has an active lifestyle, inspirational, exciting, cool personality.
Nike-as-a-person would be exciting, provocative, spirited, cool, innovative, aggressive, and into health and fitness.


That doesn’t mean to say all the Nike Executives are fitness fanatics, does it?


The How…

  • Understand your target market
  • Think about the type of person you want to buy your product
  • Emulate that set of characteristics
  • Be relatable
  • Stick to your personality
  • Be something to a group of people
  • Understand and be understood
  • Don’t compromise and try to be all things to all people – that makes you schizophrenic!


Written by – Richard Miller – Brand Director, Crisp & Co.

Innovation, creative content and strategic communication specialist.

Richard started his first business at the age of 14 and has thrived on creating and building entrepreneurial opportunities ever since.

He began his advertising career as Agency Sales Executive for TV network Channel 10 in 2006.

Experienced in both media sales and buying, Richard was responsible for multi-million-dollar media accounts as National Media Manager for Iceberg Media before co-founding Crisp & Co. in 2009 (formally Crisp Advertising).

Taking a pragmatic and results focused return on investment approach has established Crisp & Co. as the go to creative and communications agency for local and national businesses seeking expertise in business insight, creative content and strategic communication.

With a lifetime of experience operating small to medium businesses and working closely with both local and national brands, Richard is well positioned to take a holistic view of a full marketing and sales plan with a keenly trained eye on creative concepts and communication strategy.

Along with wife and work colleague Siobhan Miller, Richard also co-hosts the podcast series Mad Man & The Hospitalian; interviewing highly successful professionals from business, marketing and hospitality backgrounds around Australia, discussing the highs and lows of their careers and asking the ultimate question; ‘what is your definition of a fruitful life?’.

Find out more about Crisp & Co. here www.crispand.co and listen to Mad Man & The Hospitalian wherever you get your podcasts. Connect with Richard on LinkedIn