Have you ever had a fair-weather girlfriend? Someone who's there for the limo ride and jewelry but nowhere to be found when you're broken down on the side of the road in a ditch? This happens in dating, and it happens in your business relationships with your customers. Conflict and failure and tension are inevitable: it's how you handle these -- and come out stronger if you do it well. I take every marketing client through an important exercise of plotting their brand on the personality spectrum. It's one page with five lines. On the far left you have traits like elite, serious, and conventional. On the far right you have traits like mass appeal, playful, and rebel. There are more. Your brand personality falls somewhere along these lines. Your own personality does too. That's why it works. Plus: how to handle a business crisis of any size by using the right tone of voice for your brand's personality (and a true story from my own website issue that happened this morning along with the tweet language we used to handle it). Book a 30-minute coaching session to plot your brand on the personality spectrum. It will make the rest of your marketing work better: emilybinder.com/call Buy a personalized video greeting for your team or a Zoom drop-in or keynote on ThinkersOne: https://thinkersone.com/collections/featured-though-leaders/products/emily-binder?variant=41990647480488 Rate / review / subscribe to this show as a podcast or Alexa Flash Briefing: emilybinder.com/podcast Follow me/connect: My website | LinkedIn | Twitter | Instagram | TikTok | YouTube | Get email updates Hosted on Acast. See acast.com/privacy for more information.