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Business Personality Disorder

Learn how disconnected messaging can harm customer relationships. Integrated messaging creates a unified brand experience.

Roy Williams
Roy Williams
October 8, 2024
Business Personality Disorder

Business Personality Disorder (BPD) is characterized by at least two distinct identities or dissociated personality states that show up in a company’s behavior.

BPD emerges when unrelated teams work independently in the areas of (1.) Advertising (2.) Web Presence (3.) Sales Training.

If a person encounters your ads, then visits your website, then comes to your place of business, will they feel they have encountered a single personality three times, or three personalities once?

Advertising rarely makes the sale. It merely engages the customer in the early stages of a conversation. If the reader/listener/viewer of your ad has purchased from you in the past and had a good experience, it’s possible the ad will cause him or her to make immediate contact with your business.

But customers who are less familiar with you will hope to extend the conversation and learn more about you by visiting your website. And they will expect to encounter the same personality they met in your ads.

Will that happen?

Or will they encounter an entirely different personality crafted by your website team?

Does your website continue the conversation begun by your advertising, or does it stand alone, as though that conversation never took place?

To what degree is your website disconnected from your advertising? That will be the degree of disconnection experienced by your customer.

If by some miracle, the personality, tone and style of your website agrees with the personality, tone and style of your advertising, your biggest problem remains. Will your people continue the conversation that was begun in your ads and continued on your website? Or will they introduce an entirely different company than the one your customer was hoping to meet?

Relational Marketing depends on Integrated Messaging.

Integrated Messaging begins with

We Believe

(Statements that capture the Personality and Promises, Processes and Benefits of your company.)
Personality makes the customer feel they know you.
Promises make the customer feel secure.
Processes give credibility to your Promises.
Benefits are what the customer is hoping to experience.

Brandable Chunks

(memorable identifiers and phrases extracted from your We Believe statements.)

Deliverables

(Advertising, web copy, content marketing, and signature phrases used by your people, all built from the same list of Brandable Chunks) These deliverables include 5, 10, 15, 30 and 60-second radio ads, billboard copy, email subject lines and body copy, digital marketing text, memorable identifiers for truck and van wraps, store signage, etc.)

Book a call with Ryan Chute of Wizard of Ads®, and let's create those mind-blowing ads.  

(Brand Story)
(Brand Identity)
(Brand Guide)
(Channel Alignment)
(Brand Alignment)
(Brand Personality)
Roy Williams
Roy Williams

Roy H. Williams is the OG Marketing Strategist and Master Copywriter. He IS The Wizard of Ads™, and it is his proven methodology, principles, and framework that are used daily at the Wizard of Ads™.

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Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.

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We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.

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