Brand personality is a set of human characteristics associated with a brand.
From the consumer’s point of view brand personality offer them a touch point that gives them the opportunity to connect with the brand on an emotional level. From a company’s point of view brand personality offers a host of benefits: it differentiates the brand, makes it more memorable, creates message consistency across all channels and it offers a vehicle for creating engaging brand messages.
In this presentation we explore some of the reasons why brand personality is so important in today's competitive environment, what brand personality is and some of the many ways to capture that personality visually.
2. The hardest thing about selling today is that
customers don’t need you the way they used to.
3. They can find anything they want with a few clicks
and have endless choice at their fingertips.
4. They are also highly sceptical of any claim you make
and for the most only act on trusted
recommendations.
5. According to Brian Carroll, CEO of InTouch and
author of Lead Generation for the
Complex Sale, up to 95 percent of qualified
prospects on your Web site are there to research
and are not yet ready to talk with a sales rep
6. but as many as 70 percent of them will eventually
buy a product from you
13. You need to create: “Wow! That’s impressive.”
You need to capture attention.
If they don’t know about you, they can’t buy from
you.
14. You need to create “Aha! I get it!”
Explain it so they ‘get’ it.
If people don’t ‘get’ why they should buy from you
rather than the competition they won’t buy from you.
15. You need to create “Yes, I want it!”
Convert excitement into action.
You have to persuade people to take action.
16. But to make all this really effective you
need to wrap it all in a strong Brand
Personality
26. Brand personality reflects how people feel about your
brand, rather than what they think the brand is or
does.
27. It is a unique collection of emotional triggers people
can connect with.
28. You can usually describe a brand personality as a
collection of adjectives commonly used to describe
people’s personalities
Conservative or progressive?
Formal or Casual?
Serious or playful?
Leading or supportive?
Stylish or plain?
Reserved or outspoken?
Stable or dynamic?
Predictable or surprising?
30. Get a unique voice – find an interesting, unique,
desirable and engaging way of sharing things with
people.
31. Use emotion – people connect with emotions so
ooze emotions: be fun, funny, happy, serious,
surprising, bouncy, silly, formal, romantic, scary,
clever, strong, mysterious …
32. Be very visual – 83% of human learning occurs
visually so it only makes sense to give your brand
personality a distinctive, instantly recognizable look.
33. Create stories – The human brain is wired for
storytelling – it is one of the most effective
techniques for capturing the hearts and minds of
people.
49. The advantages of BRAND
PERSONALITY
• Differentiate your Brand
• Makes it Memorable
• Makes it Likable
• Create Message Consistency
• Offer Vehicle for creating engaging
messages
50. WAKSTER - giving people a reason to love your
brand.
If you want to add personality to your brand, get in
touch with us today!
WAKSTER.com