treat your brand as a real person

Treat Your Brand as a Real Person6 ways to shape your branding

“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.” ― Howard Schultz

https://www.goodreads.com/author/show/53761.Howard_Schultz

To be successful, a brand must show human traits and act as a real person.

An effective brand has attractive appearance, great personality, fixed values, established relationships

with others & life goals (among others)

To be successful, a brand must show human traits and act as a real person.

Physique Personality

Culture

ReflectionGoals

Relationships Brand

Here are the main aspects of a successful brand…6


Culture

ReflectionGoals

Relationships Brand

Let’s start from the beginning…

Physical features1

A great brand starts off with a sophisticated logo design. A logo is not something you come up with just because.

!Your identity is the result of your whole brand appearance,

depending on WHAT you’re offering, to WHO, HOW, WHERE and WHY.

Physical features1

A great brand starts off with a sophisticated logo design. A logo is not something you come up with just because.

!Your identity is the result of your whole brand appearance,

depending on WHAT you’re offering, to WHO, HOW, WHERE and WHY.

Orangina: orange concentrate in an orange-shaped bottle with rough texture and orange juice

colors.

As a result, are you going to be Big ? Rounded ? Young ?

Which colors do you embody? What is your slogan? What are you selling ? How is it different ?

Are you from any particular country? !

Describe yourself

As a result, are you going to be Big ? Rounded ? Young ?

Which colors do you embody? What is your slogan? What are you selling ? How is it different ?

Are you from any particular country? !

Describe yourself

What’s your name & visual impression?


Culture

ReflectionGoals

Relationships Brand

Now, let’s see who the brand is…

Personality traits2

A great brand has a deep personality. It shows true feelings and its own speech style towards others.

!!

This also includes an excellent know-how, a clear mission & an ambitious vision.

Are you Fun ? Friendly ? Modern ? Traditional ? Creative? Elegant ? Influential ? Carefree ? Kind ?

How do you behave?

How do you behave?

Mercedes: assertive and « in control », the brand

plays on its heritage with its tagline « The Best or

Nothing »

Are you Fun ? Friendly ? Modern ? Traditional ? Creative? Elegant ? Influential ? Carefree ? Kind ?

VSBMW: sexy and desirable, the brand is based on joyful and innovative driving with its tagline « The Ultimate

Driving Machine »


Culture

ReflectionGoals

Relationships Brand

A brand is also full of content potential…

Cultural circle3

A great brand has a high cultural potential. It takes actions and decisions according to several linked elements.

!!

This is reflected through important values, a guided inspiration & a powerful energy.

Cultural circle3

A great brand has a high cultural potential. It takes actions and decisions according to several linked elements.

!!

This is reflected through important values, a guided inspiration & a powerful energy.

Louis Vuitton: the brand is enthused by the passion

for travel. It offers excellence & innovation with

passion and commitment.

What’s moving you?

What core values do you want your employees to rely on? Which experience do you want your customers to remember?

What kind of story do you want to convey through your brand?

What’s moving you?

What core values do you want your employees to rely on? Which experience do you want your customers to remember?

What kind of story do you want to convey through your brand?

Innovation - Quality - Storytelling - Community - Optimism - Decency


Culture

ReflectionGoals

Relationships Brand

A brand interacts with others…

Relationships4

A great brand has a full social circle. It has friends, enemies and acquaintances to deal with on a daily basis.

!!

This has to be handled carefully among versatile target consumers, aggressive competitors & precious partners.

Who’s around you?

• Where are your main competitors located? • Are they powerful & numerous? • Who is your number one customer? • How does he perceive you amongst other brands? • How do you want your employees to feel working for you? • What image do you want them to spread?


Culture

ReflectionGoals

Relationships Brand

Then a brand must act purposely…

Life Goals5

A great brand has clearly-defined long term goals and strategies. It makes smart choices and implement

remarkable actions. !

This is done by following an established plan defining challenges, precise segmentation & positioning.

Life Goals5

A great brand has clearly-defined long term goals and strategies. It makes smart choices and implement

remarkable actions. !

This is done by following an established plan defining challenges, precise segmentation & positioning.

Nike: the brand aims to offer sustainable innovation for a better world. For that, it uses emotion and a hero

story to boost ego.

Where are you going?

• Are you aware of your challenges out there? • Are your objectives achievable? • Is your marketing mix consistent? • Is your segmentation well-focused? • Is your positioning relevant?

Where are you going?

IKEA: by offering simple and functional Swedish designs, an innovative

shopping experience & cost leadership to a young audience, the brand

positions itself with an excellent value.

• Are you aware of your challenges out there? • Are your objectives achievable? • Is your marketing mix consistent? • Is your segmentation well-focused? • Is your positioning relevant?


Culture

ReflectionGoals

Relationships Brand

Last but not least, a brand reflects itself through results

Reflected Image6

A great brand is aware of how people perceive its identity. It monitors its results and act consequently.

!By following its performances closely, the brand is able to

develop effective means & influence perception.

Reflected Image6

A great brand is aware of how people perceive its identity. It monitors its results and act consequently.

!By following its performances closely, the brand is able to

develop effective means & influence perception.

Apple: the brand stays on top by turning the ordinary

into beautiful and building a tribe. Plus, it justifies its

price by adding incredible features and benefits to its

products. !

You don’t buy a smartphone, you buy an iPhone.

How are you doing?

• Do people see you as you imagine? • Are your performances up to your expectations? • Are your products/services well known? • Are you capable of influencing trends in your industry?

How are you doing?

• Do people see you as you imagine? • Are your performances up to your expectations? • Are your products/services well known? • Are you capable of influencing trends in your industry?

Walmart: the largest retailer in the world was founded by the emblematic Sam Walton. It

offers a wide assortment of merchandise at the lowest price but always keeping the customer

experience at best.

Your brand’s identity must be attractive, short, evocative, global, clear & unique

Conclusion

What comes to mind when someone says your brand’s name?

- Think of it like if it was your own image -


Culture

ReflectionGoals

Relationships Brand

Here are the main aspects of a successful brand…6

“A brand for a company is like a reputation

for a person. You earn reputation by trying to do hard things well.”

― Jeff Bezos

https://www.goodreads.com/author/show/948321.Jeff_Bezos

Jérémie -‐ Professional Model, Serial Ent6epreneur & Personal Development Adopter.

!French, Fashionista, FitAess Addict, Blogger, Ambitious, Salesperson, People-‐Oriented

Author

treat your brand as a real person

Marketing