What really is character branding and how does it make a difference in the success of your business' story? This presentation dives right into the magic behind character branding and how this technique can create lasting relational customers, who will continue to buy from your business based on trust! Stories are a powerful branding tool, especially when aiming to attract a specific type of customer.

1. cranberry.com/5minutes #5minutes
This 5 Minute Webinar™ Sponsored By
How character branding can strengthen your business’ marketing efforts.
Presented by Sarah Klenke of Wizard of Ads
Character Branding
& Your Business’ Story

2. cranberry.com/5minutes #5minutes
WHAT IS
THE BIG IDEA?
Character branding
is telling a business’
story to attract
relational customers
who purchase based
on trust!
Goal of a Character Branding Campaign!
• Be the company people like, know, trust & feel best
about when they need your product or service!
• Develop the character and personality of the company.
• Be a household name (first brand to come to mind).
• Be who you say that you are.
@sarahklenke

3. 5 MINUTE FACT #1
Character diamonds like this are even used in Hollywood
to create the basis for all of their movie characters!
NUTS &
BOLTS
Character Diamond
B. How does the character act?
C. How do they see the world?
“Your brand is what other people say about you when you aren’t in the room.”
- Jeff Bezos
A. How does the character think?

4. 5 MINUTE FACT #2
Many household names use character branding such as Mr.
Clean, M&M’s, Michelin, Disney and countless others.
NUTS &
BOLTS
Core values are your business’ uncompromised set of beliefs, what you
stand for and what you stand against.
Core Values Of The Character
Honesty
Generosity
Fairness
Stubborn
Anxious
Gullible
Happy
Witty
Dangerous
Jovial
Frank
Giddy

5. 5 MINUTE FACT #3
Customers come into contact with over 5,000 advertisements a
day! How does your brand stand out?
NUTS &
BOLTS
What would you do that your competitors couldn’t or wouldn’t do…or don’t
have the guts to?
Core Values of The Character
1. Strong Traits (amped up) get
remembered
2. Must have at least 3
defining characteristics
3. Duality/Skewed Opposites
(conflict raises interest)
4. Is it relatable, who will you
attract to your tribe?

6. WHY IT
MATTERS
Character branding is a
way to attract potential
customers to your
business. It does this
through connecting with
customers in ways that
lead to trust and
ultimately a longterm
relational customer.
Attract the Customer
Character branding is a
great way to become a
household name
among your customers
through experience,
trust and even word-of-
mouth marketing
through customers.
Household Name Be Who You Say You Are
1 2 3
5 MINUTE FACT #4
It is important that your
business truly accepts
and embodies its
character brand. It is
vital that the brand is
consistent and grows
over time in order to
truly solidify the identity.
Relational customers are the type that continue buying over
time based on trust. They are the focus of Character Branding!

7. Thank
You!
Thank
You!
JOIN US
You can visit my website at SarahKlenke.com or follow me on Twitter @sarahklenke for
more online marketing tips and tricks! Or email me at: sarahklenke@wizardofads.com
Visit sarahklenke.com
Go to the “Contact”
page
Talk to me about your business!
Next Steps
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