DEFINE YOUR BRAND PERSONA

Transcription

1 DEFINE YOUR BRAND PERSONA BlueSteeleSolutions.com

2 TABLE OF CONTENTS Company Overview 3 If Your Brand was a Person 4 Brand Personality and Beliefs 5 Key Affiliations and Causes 7 This, but Not That 9 Your Brand Voice 10 Phrases You Would Use 12 Key Statements 14 Benefits Statement 15 Color and Typography 17 2

3 COMPANY OVERVIEW Write a brief overview of what you do and who your ideal customer is. (If you re not sure who your ideal customer is, download our Customer Persona Template at bluesteelesolutions.com/resources/customer-persona-template. 3

4 IF YOUR BRAND WAS A PERSON Imagine your brand as if it were a person. If you can think of someone famous who embodies your brand, that s even better! Now, think about their personality their attitudes, opinions, beliefs, and activities. Then, write several statements and adjectives that describe your brand as if it were that person. You can include a photo of that person in the placeholder to the right. If you can t think of a person, no worries just describe your brand as though it were a person. Use as many adjectives as possible, descriptive words that help you visualize your brand. 4

5 BRAND PERSONALITY AND BELIEFS Each graph displays two opposing traits and a spectrum of importance. Place a dot on each graph to represent where your brand falls on the spectrum and how important each trait is to your brand. Avoid the temptation to be completely neutral in your answers to these questions. Be uniquely you; your best customers will love you for it. In the example below, the brand owners feel strongly that being personable and friendly (while not being overly outgoing) is critical to the brand. Personable & Friendly Example Corporate & Professional Traditional Modern Personable & Friendly Corporate & Professional Fun Serious 5

6 Feminine Masculine Young Old No tech, conservative Cutting edge, Innovative Accessible to all Upscale Add Your Own Personality Traits Below Personable & Friendly Corporate & Professional Fun Serious 6

7 KEY AFFILIATIONS AND CAUSES What religious, political, or social affiliations are important to your brand or business? What about organizations and causes? Describe all affiliations and causes. What is your brand s standing on each affiliation or cause? 7

8 Do your beliefs align with your ideal customer? Should your beliefs be conveyed through your brand strategy? Are these beliefs and affiliations relevant and important to your brand in the public eye? 8

9 THIS, BUT NOT THAT Use opposing adjectives to define what your brand is and isn t. Example: Financially prudent, but not cheap. Example: Tech forward, but not tech dependent. Example: Conservative, but not uptight. but not but not but not but not but not but not but not 9

10 YOUR BRAND VOICE Do you refer to your brand in first person (we, us) or third person (they, them, the name of your brand)? Do you refer to your customer in second person (you, your) or third person (they, them, the customer, our customer)? Do you use slang or jargon? 10

11 Are contractions okay? Is your voice conversational or technically correct? Which aspects of your brand s voice should appear on documents or marketing materials available publicly? What about internal documents? 11

12 PHRASES YOU WOULD USE How would you answer the phone? How would you address and close an ? An error altert on your website might look like: 12

13 A success message on your website might look like: A tweet from your company would say: A block of marketing content would look like: 13

14 KEY STATEMENTS Battle Cry Think about it this way. You created your business for a reason. Something inspired you, and whatever that was your clients can probably relate to it. Try this exercise before you start writing about your company. For example: I started Blue Steele Solutions, a full service marketing firm that helps small businesses to grow, be more efficient, and perform like the big guys, because I was sick and tired of seeing good ideas fail, and good people feel like failures. I started a a that helps to because I was sick and tired of 14

15 BENEFITS STATEMENT Features are great, but the don t sell much. Focus on benefits to convey the true value of your products and services. To find your benefits statements complete the following Copyblogger exercise: List all of your product s features, what your product, service or brand has. Narrow it down to the features that are most likely to hook your prospect: Examine what each feature does, or why you ve included it: Take your list of what your features do and ask yourself how they connect with your prospect s true desires: 15

16 To get to the bottom of each feature s true benefit, keep asking the question What does this mean for your prospect on an emotional level? : 16

17 COLOR AND TYPOGRAPHY If you already have an established color palette and typography set, list it below. If you ve yet to complete this step of the process take the first 12 pages of this activity to the nearest branding specialist and put them to work. Hint: We can help with that; just give us a shout at bluesteelesolutions.com or