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Business Branding with Personality

95% of our purchasing decisions are made in the subconscious mind- Gerald
Zalman ( Harvard Business Professor)

!. Brand-Customer Relation
Brand Personality:
– two way dialogue
– face to face like interaction
– too many companies in the market
– audience seems to select the businesses that have a personality and connect
on a human level and have human engagement
– the brand of a company is it reputation
– two way dialog is again important for the customer connection and technology
can enable that
– personality= group of characteristics/ trades that describes a person/
company
– the personality of a brand can create the instant connection (love at fist
sight)= having common characteristics
– the way people connect to other people is the same with the way people
connect with a company
– human connection= connection between a human and another human/
company/object/anything
Identify Audience Emotions
– humans are emotional being
– in reality 95% of buying decisions are made in the subconscious
– each time brand the brand engages with one person there is an opportunity
to make a connection (touchpoint)
– brands are not selling products but emotional outcomes
– consider the emotions of the audience when trying to connect with them
Heart branding
– brand connection does not relate to the company size
– a brand is at good as its appeal people
– customer generated content has a higher personal touch
– customer specific emotions have a higher impact on the actual customer
– emotional connection in combination with a subtle product placement is better
then a commercial focused on the product (Jonny Walker / Budweiser )
– give a heart to the brand, give it emotion
Different Level Emotions
– there are two states of emotions: before and after
– making sure that the after state is reducing the negative emotions that are

involved in the before state
– audience characteristics, give personality to the target group
– authentic (brands that feel like actual persons)
– brand voice
– brand face (person/mascot)
– mutual understanding between the brand and the person (example
dolarshaveclub.com)

M. Discover the Human brand and Identity


Relationship
– before globalization brand and consumer had a much closer connection
– mass advertising can reduce the voice of the customer
– give consumer a voice, mainly for millennials
– millennials what personalization and they are the now generation
– millennials have very high expectations (nestle and palm oil- consumer has a
voice now)
– consumers have a voice even though they are not given one
Development of Human Brands
– customer have needs and requirements beyond the products offered
– companies need to learn how to speak again
– value page
– strategy around brand purpose
– purpose/ mission /visions (human trades adapted by brands)
– consumers are very good nowadays at spotting authenticity
– brand intimacy (CocaCola- happiness- ingrained in the culture)
Align Audience and Personality
– the more a brand relates to a customer the more likely it is that they will build
a relationship
– get information about who your target audience persona is
– what do they do at a specific time of a day
Identify your brand role
– the role the brand plays in the in the life of the audience
– aspirations are the key to reach to the person though their dreams and goals
– help their dream come true
– where you fit in the aspirations of the customer
– is not about making their vision come true but brining them one step closer to
it
– resonate
Build the Personality Framework
– is an ideea
– the more layers it has the most tangible it is
– paint the most realistic picture, the most refine it is
T. Scientific Framework(Archetypes)

archetype= a primitive mental image inherited from the earliest human ancestors,
and supposed to be present in the collective unconscious (a very typical example
of a certain person or thing.)
Analyze business- customer relationship
– customer has problem and business has a solution
– develop affection from the customer
– when people buy stickers/ outfits/ tattoos with the logos you are being one
with the customers
– some brands are commodities and others have a personal relation with you
and keep going back to them and display loyalty
– the brands that we are loyal to we purchase with our conscious mind
Why Archetypes are so effective
– primitive basic human desires (no control over them)
– innate desire/ innate understanding of the desires of the others
Science vs Marketing Hacks
– forms of intuition = unconscious understanding= archetypes = heartbeat of a
brand
– make the brand seem alive
– having a character (Yoda ) that appear not only in movies but also in
commercials and all types of advertising
– subconsciously store the brand decision and effect the subconsciously buying
decision
Keep personality defined and familiar
– you need a framework for the personality of the brand
– confused personalities are worse than no personalities
Uncover your customer
– the archetype is both the brand and the customer since both have a
personality
– different circumstances ask for different types of relationships in your life

Y. The archetype framework & personalities that resonate


Discovering the Archetype Framework
– 12 core desirers of a human:
– OUTLAW, MAGICIAN, HERO - want to be remembered
– EVERYMAN, JESTER, LOVER - want to make connections, meaningful
relationship, people wanna be around them
– CRETOR, RULER, CAREGIVER - want to make structure , wanna build
something that was not there before
– INNOCENT, SAGE , EXPLOR - are o a quest to know themselves and others
The Outlaw - rebel and nonconformist
– revolution to change the world for the better
– destiny for rules that remove freed of choice
– good at chore, but a lot of under
– revolution
– “rules are made to be broken”
– formal communication should be removed and language and those should be
filled with attitude
– Harley Davison( whatever is in you, is out there)
The Magician - strive to make dreams come true
– take people into a journey
– believe people are made of imagination
– thrust for knowledge
– desire for power
– believe they have the ability to make things happen
– “all your dreams may come thorough if you believe”
– Gandalf-Lord of the Rings ( CocaCola, Disney, Dyson)
– transformation industries
The Hero - highly represented for branding
– carry defeats and failures as motivations
– save the day
– prove to themselves but also to everyone else
– work harder than everyone else
– “if there is a will, there is a way”
– positive impact
– fear of incompetence and incapability
– make them feel empowered
– Maximus- Gladiator (Adidas, Nike, FedEx)- donʼt ask if your dreams are
crazy, ask if they are crazy enough
– inspire though the achievements of the brand ambassadors
The Lover - pursue connection
– desires to be desired
– become more physically and emotionally appearing
– fear to be unloved and unwanted and rejection
– desire for intimacy
– “i only have eyes for you”
– reaffirm their beauty and make them feel one of the kind
– Her (the movie) - Victoriaʼs Secrets, Chanel,
– tone of voice is important
The Jester - see the good in every situation
– seem to never grow at
– is all about fun
– “if i canʼt dance, I am not doing it”
– not taking it very serious
– fear of boredom and negativity
– Jim Carry ( m&ms, old spice)
– connect though happiness and laughter
The Everyman - wants to belong
– want to blend in and not stand up
– try to fit in the group
– easily forgotten
– “youʼre just like me, and iʼm just like you”
– fear of standing out but also isolation
– Pursuit of Happiness - Will Smith ( Ikea , Target, Gap)
– sense of belonging and community
– down to earth communication
The Caregiver - selfless personality
– desire to care for and help others
– effort to be recognized
– “love your neighbor as you love yourself”
– drive to support and help
– fear to fear ingratitude and helpless
– warm and thoughtful
– soft touch
– Unicef, WWF, Tomes shoes
– Tomes give a pair of shoes for every pair they sell
The Ruler - dominant personality
– ask for control
– confident and responsible
– burning desire for power
– “power isnʼt everything, itʼs the only think”
– status, success and wealth
– fear of failure and weakness
– The Godfather ( Luis Vuitton, Mercedes, Rolex)
– make them feel superior and respected
The Creator - desire to create something new and exceptional
– express though individual talent
– create and believe and inspire and vision
– innovation in heart
– “if it can be imagined it can be created”
– fear of stagnation, duplication and familiarity
– Back to the future ( Lego, Apple (art gallery commercial), Adobe)
– make emotional connections
The Innocent - positive personality
– they want people to be happy
– they are honest and pure
– they see inner beauty
– “life is simple and simplicity is elegant”
– they are pure and see everyone as pure
– and they have a connection to nature and want brands to be good
– fear of complexity and negativity
– Forest Gamp ( Dove( real beauty scathces) , Innocent, Aveeno)
– breaming with morality, simplicty, positivity
The Sage - desire to understand the world
– life long lean
– like phicological conversation
– like to pass on the knowledge
– “the truth is the key”
– desire of wisdom, intelligence and answers
– fear of ignorance, insanity and misinformation
– provides a sense of security
– Yoda (has all the answers)- Google, BBC, Oxford University
– provide answers or guide to the answers
– assure a sense of reliability
The Explorer - inner drive to push themselves outside of comfort zone
– need to be outside
– they wanna make the life cont and take risks
– “dontʼt fence me in”
– exciting, fearless, daring person
– appetite fo adventure, exploring the unknown and self discovery
– fear of immobility, entrapment and caqtioness
– Indiana Jones (new adventures)- The north Face, Jeep, Patagonia
– to appeal to an explorer you need to challenge him/her

c. Develop and Express your Brand Personalities


Uncover the Human Side of your Adventure
– emotional insides are good to uncover the human side of your target
– facebook groups can help you see the opinion of your target
– comments full of emotions give a window to see the audience
– classify the people in your target group by archetype core/mix personality
– get inside from feedback and review
– which archetype are they more aligned with
Archetype Mix: A formula for expression
– expression of personality
– most of brands do not only display the characteristics of an archetype but
they still retain a core archetype
– core archetype: min 70% of core personality
– influencer archetype: max 30% of core personality
– “What is our role of a brand?”
Build a personality framework
– if the desire of your audience that is distinct from the 12 given one
– associate the desire with the closest one from the 12 examples given
– match desire with an archetype
– identify the value you want your brand to evoke
– emotional branding is the key
Common ways to resonate:
– we are the same
– you can be me
– I can guide you
– you can be great
Define your personality visually
– how your brand may appear as a person
– how the brand looks, sounds, feels
– what does it visually stands out about them
– Apple Mac Campaigns also Apple Think Different and the change in
personality from Outlaw to Creator
Bring personality to live
– role
– meaning
– desires
Steps:
– define your brand opinions
– identify its attitude towards life
– adopt a tone of voice + writing style
– identify the vocabulary your brand will use
– expand that vocabulary with synonnimes
– apply your vocabulary too all the brand communication
Apply your Attitudes and Opinions
– leverage your brand persona
Touchpoints
– website
– social media
– email marketing
– advertising
– packing
Build a story around new character
– is time to tell a story
– human beings are hardware of story
– take them on a journey
– the story is better than the caracter

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