BY Stuart Muir

The word “character” has many uses.  We may refer to someone as a  “real character”.  Perhaps we question someone’s “character”. We may readily relate to a particular “character” in a book, play or movie. 

This blog topic came to mind when I was privileged to participate in a Microbusiness Alumni networking event where we watched an 8 minute video by Let It Ripple on  The Science of Character

The video explores the neuroscience and social science that proves we can shape who we are, and who we want to be in the world. Click the link.  It is worth watching.

Are you back from watching the video? Great!

As small business owners, the character of our businesses are likely reflective of our personal character.  How that character is perceived may be impacted by a number of factors and will negatively or positively reflect on you brand (both company and personal).  Each touch point you and your business has with a customer, prospect or partner is a moment of truth that will contribute to perceptions of your company’s character strengths and weaknesses. “We judge ourselves by our intentions and others by their Behaviours.” – Steven MR Covey

What character traits do you want your company to have and be known for?  How are those traits different from your competitors? How does you visual image (logo, clothing, pictures, website, storefront, personal and employee attire) communicate your character? How do you know? How do you describe the character of your ideal clients? What character strengths do they admire / aspire to? How can you help them in that journey?  Remember, the story of your brand should not be about you, it is about your ideal client and how you can help them solve their problems and achieve their goals.

Focusing on the strengths we want for our business to be known and understanding the character strengths our ideal clients value are powerful actions for growing your business.  It will help guide your hiring and retention strategies.  It will hone you marketing message and channels.

How do you know how your team, clients and prospects perceive your company’s character? Well you can ask. We can help you create an effective employee and customer listening approach which will help you fine tune your many moments of truth so your company’s true and enticing character shines through to your ideal clients.