creating a brand persona

MARKETING YOURSELF AS A B!ND &DISCOVERING YOUR B!ND PERSONA

Jason LevineExecutive Director

David O’HigginsExecutive Creative Director

MEET HUNTER(MY FORMER BOSS IN 1999)

WHAT MADE HUNTER, HUNTER?

HUNTER’S B!ND PERSONA

• GERMAN TECHNO!TI

• HIP TREND SE"ER

• SMART WITH PRECISION

1 + 1 + 1 = 0

MEET SAM(MY FORMER BOSS IN 1992)

WHAT MADE SAM, SAM?

SAM’S B!ND PERSONA

• COMPUTER FLUENT

• LAID BACK

• KIND

0 + 0 + 0 = 0

WHERE DID THEY GO WRONG?

O N E M U S T D I S C O V E RT H E I R B R A N D P E R S O N A

A brand persona lies at the heart of one’s business.

A BR AND PER SONA CREATES DIFFERENTIATION

• Peet’s Coffee• Tully’s• Seattle’s Best• Starbucks• Bean & Tea Leaf• Dunkin Donuts• Coffee Beanery• Dunn Bros.• Caribou Coffee• Tim Horton’s

• McDonald’s• Dairy Queen• Sonic Burger• In-n-Out• Burger King• Jack in the Box• Hardy’s• Carl’s Jr.• White Castle• Arby’s

• Anheuser-Busch• Budweiser• Miller• Heinekin• Stella Artois• Corona• Red Hook• Red Stripe• Pabst• Sierra Nevada

A BR AND PER SONA CREATES DIFFERENTIATION

“I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. I’m convinced that it is feelings, and feelings alone, that account for the success of the Virgin brand and all its myriad forms.”

-Richard Branson

A BR AND PER SONA CONNECTS WITH OTHERS

B!ND IS NOT A LOGO

B!ND IS NOT A TAGLINE

B!ND IS NOT A PRODUCT

BRAND IS A RELATIONSHIP

Brand Experience Creates A Positive Emotional Connectivity Between Business And Customer

http://www.dukenews.duke.edu/2008/03/apple_ibm.html

“Whether you are a Mac person or a PC

person, even the briefest exposure to the

Apple logo may make you behave more

creatively, according to recent research

from Duke University”

B!ND IS A PERCEPTION IN THE MIND OF YOUR CUSTOMER THAT IS RELEVANT WITH WHO YOU ARE AND WHAT YOU DO

B!ND FACET ONE

Jet Blue = Anxiety Management

HAVE A POINT OF VIEW

FINDING YOUR POINT OF VIEW:

• WHO ARE YOU?

• WHAT DO YOU DO?

• WHY DOES IT MA"ER?

AlphaGraphics = Customer First

be obsessive about your presentation

B!ND FACET TWO

DECIDING ON YOUR PRESENTATION

Perfect Pixels Offices Choice One

DECIDING ON YOUR PRESENTATION

Perfect Pixels Offices Choice Two

EASY WAYS TO LOOK THE PART (IF YOU ARE NOT QUITE THERE YET)

voicemail and phone forwardingwww.gotvmail.com

web-based faxing and receivingwww.rapidfax.com

conference phone linewww.budgetconferencing.com

collaboration www.conceptshare.com

project managementwww.basecamp.com

screen sharingwww.yuuguu.com

video conferencing & int’l callswww.skype.com

quick-updates to your contactswww.twitter.com

UNDERSTAND YOUR AUDIENCE.

Paul Bennet at Ideo http://www.youtube.com/watch?v=7g0O003kufA

B!ND FACET THREE

Age & Gender Personalization for WildTangent

B!ND FACET FOUR

J e w i s h F a m i l y S e r v i c e j f sT h e C i r c l e o f G i v i n g jfs j f s

J e w i s h F a m i l y S e r v i c e

T h e C i r c l e o f G i v i n g

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m e d i a g r o u p

CREATING BRAND SIGNIFICANCE

m e d i a g r o u p

CREATING BRAND SIGNIFICANCE