BRAND BUILDING 101 - After Classafterclass.classpass.com/wp...BrandBuilding101...classpass webinar...
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CLASSPASS WEBINAR 10.14.2015 PAGE 1 BRAND BUILDING 101 10.14.2015 CLASSPASS WEBINAR
Transcript of BRAND BUILDING 101 - After Classafterclass.classpass.com/wp...BrandBuilding101...classpass webinar...
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BRAND BUILDING 10110.14.2015
CLASSPASS WEBINAR
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WHAT IS A BRAND?
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brand – def. 1
An identifying mark burned on livestock with a branding iron.
brand – def. 2
A type of product manufactured by a particular company under a
particular name.
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Your brand is what they say it is.
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brand – def. 3
A person’s perception of a product, service, experience, or organization.
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BRANDS ARE HUMAN
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PAGE TITLE
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PAGE TITLE
IMAGINATIVECOMMANDING
TENACIOUS
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PAGE TITLE
IMAGINATIVECOMMANDING
TENACIOUS
EMPATHETICCOURAGEOUSEMPOWERING
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PAGE TITLE
IMAGINATIVECOMMANDING
TENACIOUS
EMPATHETICCOURAGEOUSEMPOWERING
CLEVERCHARISMATIC
TRUSTWORTHY
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WHO ARE YOU?
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[YOUR COMPANY] IS NOT:
[YOUR COMPANY] IS:
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Sincere
Clever
Opinionated
Subtle
Reserved
Vibrant
Dependable
Futuristic
Curious
Adventurous
Imaginative
Strong
Experimental
Formal
Casual
Relatable
Sophisticated
Raw
Dynamic
Surprising
Technical
Playful
Daring
Respectful
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[YOUR COMPANY] IS NOT:
[YOUR COMPANY] IS:
CuriousVibrant
Dependable
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FILTER YOUR VOICE
Vibrant
Curious
Dependable
Target Audience
In-StudioClass NamesWebsiteMessagingEditorialDesign
PhotographyVideoSocialCampaigns
MerchandiseEvents
BRAND PERSONALITY FILTER
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FEARLESS COMPETITIVE INSPIRING
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WHY IT’S GOOD FOR BIZ
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Product.65¢
Brand$2.65
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THANK YOU.
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RESOURCESComplete list of personality traits
Brand deck
The Brand Gap
The Hero and the Outlaw
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Q & A
