Introducing seasonal brand theory and why it’s such an important approach to help you establish your authentic brand personality.
I’m excited to share with you an example of an influential, awe-inspiring person that I feel had strong core summer brand personality traits.
How a summer brand personality does quiet considered leadership
Summer is one of the rarer brand personality types to shine through for leadership. More often than not, leaders tend to come from winters or autumns because of their natural dominant presence. However, each seasonal personality type will lead, interact, communicate, express joy in their own individual way.
As a leader this summer brand personality inspired affection, admiration and respect.
“…she wielded her power with silk gloves.” (Forbes)
“Always putting the people’s needs above her own, including her own family. (She) was a trusted leader – she made decisions even when it was difficult, she had no personal agenda other than to serve her country and she was consistent in her approach. She played her role out beautifully right to the end.” (CEO magazine)
Have you guessed who it is?
It is of course our late Majesty Queen Elizabeth II. A remarkable role model for consistency and authenticity of brand personality, as well as a ‘quiet leader’. She gently influenced change, often from behind the scenes, ‘steering the institution into the modern world’. Her majesty conducted this calmly, diplomatically and assuredly through dramatic and challenging times, as well as being a young female leader in a male-dominated world.
Summer brand personality traits
Words that have been used to describe her majesty include:
devoted, serving, self-effacing, dutiful, quietly dignified, graceful, calm, composed, diplomatic, with a steadfast presence, modest, gracious, private, faithful. ‘World leaders say there is something about her, a calm authority, a kind of peace perhaps that marks her out’*
Her majesty always showed concern for the lonely, poor, meek and mild, armed forces, peace and community. She often incorporated within her Christmas Day speeches the themes of forgiveness and loving your neighbour, both strong qualities which lie at the very heart of her Christian faith, inspiration and strength.
Authentic life and brand values
Her majesty’s steadfast faith and devotion was integral to her roles as Queen, daughter, sister, wife and mother, grandmother and great-grandmother: ‘Throughout my life,’ she said, ‘the message and teachings of Christ have been my guide.’
In the book, ‘The Servant Queen and the King she serves’* published as a tribute for her 90th birthday, it beautifully captures her majesty’s comments regarding her faith: “(Jesus’) simple message of love has been turning our world upside down ever since. He showed that what people are and what they do, does matter and does make all the difference”. She lived and worked in alignment to these values till the end.
Hope holds everything together and makes a better future.
“We are all different, but each of us has (our) own best to offer. The responsibility for the way we live life with all its challenges, sadness and joys is ours alone. If we do this well it will also be good for our neighbours. If you throw a stone into a pool, the ripples go on spreading outwards…”
…our daily actions are like those ripples, each one makes a difference, even the smallest.” Her Majesty Queen Elizabeth II
As a brand her majesty represented national identity, unity and pride. Providing a sense of stability, harmony and continuity over many generations. Her majesty’s voice will forever be recognised; eloquent, pronounced, refined, steady and calm, graceful, clear and emotive. Her messages full of meaning and warmth.
Rest and recreation
Her majesty will also be remembered for her film debut in the Bond themed cameo for the opening of the London 2012 Olympics, and of course afternoon tea with Paddington at Buckingham Palace video in celebration of her Jubilee in 2022. She was delighted to have taken part and managed to keep it as a surprise!
She was fond of traditional outdoor pursuits and solitary time. Spending time with her beloved dogs, horses, walks in the countryside, stamp collecting, gardening and Scottish country dancing.
Our late Majesty Queen Elizabeth II appreciated the restorative qualities of nature. In fact, it’s a big part of her living legacy ‘The Queens Canopy’ – which ‘aims to create a global network of protected forests in all 53 Commonwealth countries’. Over a million trees were planted in her name across the nation during the first planting season October 2021- March 2022, creating green spaces for communities to enjoy and to bring people together.
She’ll be greatly missed; however her legacy and all that she stood for, lives on.
If you’d love to gain clarity on your authentic seasonal brand personality type, aligned with you and those you serve, let’s book a call to embark on your brand adventure.
*Published by the Bible Society, HOPE and the London Institute for Contemporary Christianity
Corgi illustration by Becks Neale