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THE UAT FILTER

“Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.”

The UAT Filter was a model originally introduced in Personality Not Included (published in 2008). Since original publication, the framework has been used by hundreds of organizations and brands as a way to ensure they are using the power of personality to help their communications resonate and be more trustworthy in the marketplace.

ABOUT THE FRAMEWORK (FROM THE BOOK)

A FILTER, NOT A FORMULA.

The three elements of personality are chosen very deliberately: personality requires all three, and the way to look at them is operating together as a filter. Personality does not have to be a subjective idea left up to each person's sensibilities to define. Before you can help your organization get more personality, there needs to be a common framework for describing it. That's the goal of the UAT Filter.

At first glance, this may seem a bit formulaic as a framework for something as creative and different as a personality. The thing to remember about this particular simplification is that it is not a scientific model; it is a creative one. That's why the word formula doesn't really work. "Filter" is much better. A filter is a sequential way of getting to an end result that fits certain criteria. A filter usually also indicates quality. The best water is pure filtered. Vodka is too. Even air quality is controlled by filters.

In terms of defining your brand personality, the best way to think about uniqueness, authenticity, and talkability is to regard them as filters that build upon one another.

The reason why this filter should be the place where you start is that personality can be easily confused with other things, including marketing campaigns or product design. If you look at the three core elements of personality, all are themes in marketing that you will find lots of resources and advice devoted to. The problem is, most businesses and businesspeople are taught to focus on these elements separately.

3 ELEMENTS OF THE UAT FILTER (FROM THE BOOK)

UNIQUE. AUTHENTIC. TALKABLE.

Each element is a filter in its own right, and they build upon one another.

ELEMENT 1

UNIQUE

Different from anything or anyone else

Being unique is all about doing something no one else does.

How to Be Unique - Beyond signatures or stunts, there are four true methods for creating something unique.

  • Find the Uncontested SpaceThis is the most reliable, but most difficult, method. It involves finding a business that no one else is in, and then defining it through your company. It is also the hardest to rely on, because as soon as you create a new industry there will be other challengers entering and ready to take you on.
  • Position YourselfPositioning is the art of defining how you want to be perceived without necessarily changing the product you have. Ultimately, this is closely linked to storytelling.
  • Create a TwistMany times, you will be in a business where finding that completely different position seems impossible. In these businesses, you need to find an element that is unique and ownable that sets you apart. This is the twist. Finding this twist can be tricky because it should be about more than just finding your "signature service." It needs to be more significant.
  • Think Outside Your RegionThis is not about changing your business, but about changing where you do it. If you have a regional business that is the same as that of several competitors, consider uprooting and establishing it elsewhere. This is not possible for everyone, but for those who have the option, it can offer a strong way to stand out.

ELEMENT 2

AUTHENTIC

Real, believable, and not fake

Authentic brands know how to keep their real voices and use them to build credibility and trust with their customers. They have values that their customers share and are honest in their interactions.

How to Be Authentic - Authenticity must be built from several key components.

  • Define a Credible HeritageWhere a company comes from is a great place to start to build the authentic story behind the brand. Having a real heritage that customers can identify with brings a brand to life and demonstrates that there was a real struggle by real people to start and build the company.
  • Demonstrate Passion and BeliefThe real passion behind a company is something that cannot be faked or manipulated, and people easily recognize it when this is being done. Authentic companies have people working there who are passionate about the mission of the organization. When this passion comes through in its interactions with customers, the brand is perceived as far more real and powerful.
  • Foster Individuals Instead of PeopleIt is of the utmost importance to have your employees act as individuals rather than as parts of one monolithic and impersonal group. Authentic brands have individuals working for them who are the ones that demonstrate the passion and belief behind the brand.
  • Have Motives Beyond ProfitCompanies that have an authenticity are also the ones that focus on goals beyond short-term profit. This criterion includes the idea of good and bad profits, as well as of authentic and inauthentic motives. If a customer feels like every interaction with you is nothing more than a chance for you to sell something, trust erodes. If, on the other hand, the interactions are about something more than profit, you can build trust.

ELEMENT 3

TALKABLE

Interesting, simple, and viral

Talkability is the hook that makes someone want to share your message with her or his friends and family. Creating something talkable is all about finding the right hook and helping your customers pass it on.

How to Be Talkable - the core lessons:

  • Offer something of value and that is limitedLetting these recordings travel offered fans some ownership of discovering the band. It also provided the incentive to share - which is the most important benefit of offering something of value.
  • Have a hook that is shareableThe hook is the factor that gets people talking. It is the thing that makes your brand or product interesting and worthy of discussion.
  • Get out of the wayThis may seem like the strangest strategy of all, but sometimes it is the best one. Consumers want to share their opinions and discuss things they are passionate about. If there is a vibrant discussion happening already and it is on your message, the best thing you can do is step back and let it happen.

BRING THE FRAMEWORK TO YOUR STAGE

PUT MORE PERSONALITY INTO YOUR BRAND.

Rohit teaches the UAT Filter in keynotes and workshops on marketing, storytelling and building brands people actually trust.

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