Businesses building 'brand personality' with 'lolly pink hair and tattoos'

Melbourne, May 29 (ANI): A branding expert from Australia has shed light on how unique brand energy sets some businesses apart from others.

He gave the example of Bean Bar Barista's Ashleigh Humphrey, whose lolly pink hair, multiple piercing and a sleeve of tattoos, impressed recruiters enough to hire her.

Her eccentricity is exactly what makes her so appealing to her coffee customers and this is actually what some companies are looking for.

According to branding expert Cath Sutherland, It's all part of a business's brand personality.

"It's understanding what your unique brand personality is as a business and expressing that in everything that you do," the News.com.au quoted her as saying.

Sutherland has recently worked with a range of businesses, including popular juice company Boost Juice, on how their unique brand energy set them apart from other businesses.

"Anyone can make a juice ... it's a competitive market on the product side of things. It's the brand energy in how you deliver your product that's how you get your point of difference," she said.

Sutherland claimed that more and more people wanted to connect with brands through their personal experience rather than just buying a flat product on the shelf.

JB Hi-Fi CEO Terry Smart revealed that the business, which is known for its relaxed style, doesn't discriminate when hiring people.

"We're looking for people with passion and the right attitude. If that comes with someone with pink hair and tattoos, then so be it. You've got to expect that the people who are passionate to music can relate to that demographic," he said.

University of Adelaide marketing expert Cullen Habel claimed that brand personalities had evolved over the past few years.

"When people are wearing tattoos and hoop earrings it's reflecting the population now and the brands that this population are buying," he said.

Bean Bar barista Ashleigh Humphreys asserted that her individual look has hindered job-hunting in the past.

But her boss, Natalie Mattner, said that customers often remember Ashleigh because of her look.

"She does pretty awesome coffee. That's why she was hired," she added. (ANI)