When you think of the brands Virgin or Southwest; you immediately think of qualities like creative - innovative - daring - outrageous - yet this did not happen by chance the fact that these brands are associated with specific qualities is as planned as how many Airbuses they will buy.

Every company should similarly aspire to create a corporate personality that stands out in the minds of their customers, as well as their employees. It should be marketed strategically and create top of mind awarness with all stakeholders.

Find your difference

To begin conceptualising a corporate personality, start first by brainstorming what unique qualities separate your company from other businesses in your field.

Are you a travel agent that pioneered tours to farflung and off-the-beaten track destinations? Find adjectives that may describe your company – adventurous? Courageous? Risk takers? Then think of ways to display those qualities and wrap everything around it – management style, the type of people you hire, even the interior decoration of the retail front. Help your customers see these qualities in the company.

Focus on people

If you have decided on those qualities that describe your company, make sure your employees embrace and are those qualities. Start hiring people with those qualities. They must be able to live and breathe it in order to translate them to your clients.

Send those who are on the borderline to courses that will help them become more adventurous or innovative. Allow them to be risk takers. Managers are important gatekeepers, and are critical in transferring these qualities to the staff.

Find your public space

Once you have nailed down your corporate personality internally, you then start to look for ways to market it externally and in the public arena. Associate your agency with events, or products and services that carry the same personality. Perhaps you want to sponsor an adventure race television show, or tie up promotions with adventure gear companies.

When you plan your advertising campaigns, think outside the box. Don't go with the usual travel ads that your competitors put out. Be adventurous and think of campaigns that will showcase those qualities.

You may think your agency is "run-of-the-mill", but every company – with different types of people working in it – is unique. You just have to think a little harder, be resourceful and spend time working out this process.

You will find that with a strong corporate personality and culture, you'll also create a more cohesive team because there is a sense of belonging that comes with it.

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