1. Brand essence and personality
Bringing your brand to life
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2. Brand = +
{ a collection of thoughts + feelings about experiences the consumer has with the brand }
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3. Complex / Variable
Brand Personality
How your brand behaves in
a given situations
Unique / Constant
Brand Essence
What makes your brand unique
in the eyes of the consumer
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4. Much like you
BEACH BUSINESS FORMAL CASUAL SPORT
{ you are always you. however you adapt your personality according to new situations }
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5. Example
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6. Brand Essence
“Delicious & Refreshing”
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7. Brand Personality
[ Sport ] [ Art ] [ Christmas ] [ Youth ] [ Night life ]
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8. Practical applications
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9. Product line extension
Apple: Every product from apple is “friendly and approachable innovation”
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10. Marketing
Nike: Everything Nike does feels cool, defiant and new
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11. We use brand personality to bring brand strategy to life.
Don’t forget, consumers demand a brand of flesh and blood.
The consumer will treat your brand like you treat the consumer.
If your brand has no personality and no warmth, the consumer
will treat it likewise: zero loyalty, high price sensitivity.
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12. Now try it with your brand
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13. Our Brand Essence is
_________________________
Your brand’s fundamental nature or quality stated in two to three words.The one constant across product categories and throughout the world.
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14. and our personality...
Our brand is Our brand is NOT
ex. trustworthy ex. arrogant
ex. energetic ex. sophisticated
ex. assertive ex. complicated
Note: The decisons about brand personality should come from consumer insights
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15. Would you like to know more?
Or simply want a second opinion
Contact us.
Cris Anthony Hödar
CEO and Partner
email:
cah@plenus.dk
Mobile
(+45) 28 262 851
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