2 exercises that will bring your brand persona to life – TechCrunch

It’s not enough to identify your philosophy, target the customer profile and position your brand. You also need to consider how your brand comes to life.

Is it loud, energetic and the life of the party? Is it stable, reliable and trustworthy? Like people, each brand appears in the world in a unique way. Your brand’s personality is what makes it come alive for your potential customers, not to mention your current and potential investors, partners, and employees. While your core values ​​articulate the underlying beliefs that drive your brand’s behavior, your personality is how your brand actually behaves. This is how your brand thinks, feels, speaks and manifests itself in the world.

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The process of establishing your brand personality requires careful thought and reflection. It’s a level of self-reflection that actually feels a bit like therapy, and it’s worth working on. Once you’ve articulated the attributes that contribute to your brand personality and the key elements of your brand voice, you’ll have a blueprint for every copywriter, marketer, product team, and designer who touches your brand now.

The Persona section of your brand book is the guide that keeps your whole team constantly “on brand”. This consistency is what ultimately builds brand loyalty and, ultimately, brand equity.

How to approach the persona section of your brand book

Before attempting to piece together your brand’s personality and voice, you must first have a good understanding of your company’s ethics, your target customers, and how your brand is positioned. Once these fundamental elements of your brand are in place, it’s a good time to bring your brand building team together to go through the personality exercises below.

The fastest way to immediately put your brand personality and voice into action is to perform a comprehensive content audit of all your channels and assets.

For start-ups, a brand’s personality is often a direct reflection of the founder or founding team. For this reason, make sure the founding team participates in this exercise. You may also find it useful to involve the people who create content (like the people who manage your social networks) or who interact most directly with your customers (like your customer service manager). Once this group is assembled, distribute a stack of approximately 100 blank index cards and a black Sharpie to each participant and work through the following exercise.

Exercise: Let your participants know that you will be asking a series of questions, and after each question you will give them a minute to write down the attributes that come to mind. Explain that attributes are very short words or phrases that describe a characteristic – good or bad (like “trustworthy” or “brave” or “cares a lot”). They must write only one attribute per card.

Step 1: Ask each question below, pausing after each for a few minutes so participants can imagine three to five attributes for each.

  • How would you like your target customers to describe your brand?

  • If you accepted a major award or honor, how would you like the person presenting your brand to describe you to the public?
  • If your brand had an online dating profile, what attributes should it highlight?
  • Think about the person you most admire: how would you like them to describe your brand?
  • If your brand was someone you met at a party, how would you describe them?
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