DEFINE YOUR BRAND PERSONA

Transcription

1 DEFINE YOUR BRAND PERSONA 1 DISCOVER YOUR BRAND PERSONALITY Page 1 BlueSteeleSolutions.com

2 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) DISCOVER YOUR BRAND PERSONALITY Page 2

3 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 here. 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. PHOTO REPRESENTING YOUR BRAND DISCOVER YOUR BRAND PERSONALITY Page 3

4 BRAND PERSONALITY & 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 Not Not Personable & Friendly Corporate & Professional Fun Serious Not Not DISCOVER YOUR BRAND PERSONALITY Page 4

5 Feminine Masculine Young Old Not Not No Tech, Conservative Cutting Edge, Innovative Accessible to All Upscale Not Not ADD YOUR OWN PERSONALITY TRAITS BELOW Not Not DISCOVER YOUR BRAND PERSONALITY Page 5

6 KEY AFFILIATIONS & 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? 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? DISCOVER YOUR BRAND PERSONALITY Page 6

7 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 DISCOVER YOUR BRAND PERSONALITY Page 7

8 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? 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? DISCOVER YOUR BRAND PERSONALITY Page 8

9 PHRASES YOU WOULD USE How would you answer the phone? How would you address and close an ? An error alert on your website might look like: A success message on your website might look like: A tweet from your company would say: A marketing message would say: DISCOVER YOUR BRAND PERSONALITY Page 9

10 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 creating marketing materials of any sort. Here s our 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 that helps to because I was sick and tired of DISCOVER YOUR BRAND PERSONALITY Page 10

11 BENEFITS STATEMENT Features are great, but they don t sell much. Focus on benefits to convey the true value of your products and services. A benefit is how the product or service improves someone s life, whereas a feature is just what your product or service does. For example, storing 128 GB worth of songs is a feature of a smart phone, but it means nothing on its own. However, being able to listen to any song you want, anywhere you want, any time you want that s a benefit. Your product is making your customer awesome the product itself isn t what s awesome. To find your benefits statements, complete the following Copyblogger exercise. List all the features of your product or service. Then, 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, then ask yourself this: How do they help my customer become awesome? To get to the bottom of each feature s true benefit, keep asking the question What does this mean for my customer? How does it change or improve them? Now, write the benefit of the product or service. You should never have more than 2 benefits listed for your product or service on any marketing materials. DISCOVER YOUR BRAND PERSONALITY Page 11

12 COLOR & TYPOGRAPHY If you already have an established color palette and typography set, list it below. If you haven t completed this step of the process, take this worksheet to the nearest branding specialist and put them to work. Or, you can just give it to us. Give us a shout at bluesteelesolutions.com or TYPOGRAPHY Fonts Used for Web: Fonts Used for Print: COLOR PALETTE CMYK Colors: RGB Colors: Color HEX Codes: DISCOVER YOUR BRAND PERSONALITY Page 12