Brand personality

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Knowledge shared by Brand essence and personality Bringing your brand to life

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Transcript of Brand personality

Page 1: Brand personality

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Brand essence and personality

Bringing your brand to life

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+=Brand{ a collection of thoughts + feelings about experiences the consumer has with the brand }

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Brand Personality

Brand Essence

How your brand behaves in a given situations

What makes your brand unique in the eyes of the consumer

Unique / Constant

Complex / Variable

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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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Example

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“Delicious & Refreshing”

Brand Essence

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Brand Personality

[ Sport ] [ Art ] [ Christmas ] [ Youth ] [ Night life ]

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Practical applications

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Product line extensionApple: Every product from apple is “friendly and approachable innovation”

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MarketingNike: Everything Nike does feels cool, defiant and new

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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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Now try it with your brand

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_________________________

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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Our brand is

and our personality...

Our brand is NOT

ex. trustworthy

ex. energetic

ex. assertive

ex. arrogant

ex. sophisticated

ex. complicated

Note: The decisons about brand personality should come from consumer insights

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Would you like to know more?

Or simply want a second opinionContact us.

Cris Anthony HödarCEO and Partner

email:[email protected]

Mobile(+45) 28 262 851

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