Early Bird Workshop:

Brand Personality
Gerrie Hawes: Innovation & business strategist Entrepreneur coach 24th March 2010 Mandolay Hotel, Guildford 8.30am - 10.00am

About Gerrie
   

+ 18 years of UK and international business experience Degree in Behavioural Science Client side

adidas, Heinz and Clarks Senior innovation consultant and business strategist New Solutions Client Director for management consultancy Involve

Agency

Founder and Managing Director of Daisy Ltd

listings in the top 4 supermarkets, VC and HNI backing, Unilever Award for Use of Consumer Insight and 17 national awards for product quality and innovation

NOW  SME advisor & mentor

business strategy, business planning and investment

 

Innovation consultant Entrepreneur coach

Task 1: About you 2mins

Take turns to introduce yourselves: Name and a brand that you admire (any sector) 2. Note the brands mentioned
1.

Outline Agenda
      

Objectives Introduction What is brand personality? Developing your brand personality Summary Session review Q&A

Objectives


Respond to feedback from previous seminars

Longer and interactive

Provide a format which is practical, giving useful tools and output Give you time to focus on your brands personality and ideas on how to develop it Deepen understanding of the need to manage brand personality Introduce a selection of tools and techniques for exploring and expressing brand personality

Learning from Feedback

Product vs Services Notes Taking turns Time to talk What to focus on (whole business vs product / service / concept)?

Introduction


Brand Personality is about defining what your brand stands for if you dont develop and define your own brands personality you risk leaving it to others to decide what your brand stands for and this may not match your intentions. Once you have defined your brand personality you will find it easier to:

develop your brand (eg logos, packaging, service delivery) write copy (eg websites, sales brochures, business plans, press releases) present to customer, suppliers and potential
investors

Brand personality: What is it? & Why is it important?

Brand personality
just marketing mumbo jumbo?

What is Brand Personality?



An expression of the fundamental core values and characteristics of a brand, described and experienced as human personality traits Brand personality defines the brand attitude, style and tone and is key to the look and feel of any communication or interaction

Not your personality  An avatar How you convey your business, product or service

Task 2: Great Brands 2mins

1.

Group exercise: List of brands

named in introduction

Task 3: I want to buy. 2mins

1.Group

exercise: Influences on buying decision

What is Brand Personality?

Personification of brand  the way a brand speaks and behaves  created by all the experiences of a brand  includes tangible and emotional attributes  can include the demographic features like age, gender or class and psychographic features


a means by which a customer communicates their own identity

Your Brand: a means by which a customer communicates their own identity

A shift in thinking  Why would suppliers, customers, investors and individuals want to be associated with your brand? Question:  What do you stand for?  What does your business say about me or my organisation if I use you?  Do I want others to know I use you?

Tangible and Emotional Attributes

Example: Fresh Daisy

Tangible safe organic natural Emotional honest Core Proposition
Practical solutions to help parents give great tasting, high quality food to their families

happy

empathetic understanding caring Stress-free

pure Simple, easy to use

Practical modern

Great taste, real food

Brand:
Tangible Emotional

Core Proposition

Your Brand: a means by which a customer communicates their own identity

A shift in thinking  Why would suppliers, customers, investors and individuals want to be associated with your brand? Question:  What do you stand for?  What does your business say about me or my organisation if I use you  Do I want others to know I use you?

Brand Personality: What do you have already?

Task 4: Facets of brand personality 5mins

1. 2. 3.

Draw a line down the middle of the page Write TANGIBLE in the Left corner and EMOTIONAL in the Right corner Write as many attributes as you can for your brand

Tangible and Emotional

Tangible Tangible benefit Emotional benefit Emotional

Tangible benefit Tangible benefit

Emotional benefit Emotional benefit Emotional benefit

Tangible benefit Tangible and Emotional benefit

When to use Brand Personality?

All communications and interactions

Whats in a name

For new businesses, products and services often the first encounter A summary of your brand Used for (global) word of mouth marketing

Task 5: Whats in a name 10mins

1. 2. 3. 4. 5.

Fold A3 in half lengthways Write the brand you are focussing on today in larger letters BluTac to one of the Flipchart sheets Use post-its to write tangible and emotional gut reactions to others names Focus on business you know nothing about

Task 6: Review your own 5mins

1. 2.
3.

Take your sheet Sort tangibles and emotionals, sort those you like and those you dont
What is similar to your previous list

4.

Discuss in pairs if you have time

Name is just one starting point

Sales4SME

How to develop your brand personality

Brand personality development techniques What youre not The Brand Party / Event Creating brand stories

Technique 1: What youre not



Sometimes its easier to explain what youre not than define what you are

Funny: not sarcastic, not cruel, not

slapstick, not crude, not weird Cool: Not intimidating, not trying too hard, not niche, not celebrity


And this can help you clarify what you mean

Kind: not soft, not weak but supportive

Technique 2: The Brand Party



Imagine your brand were to hold a fabulous party (or event) for your core customers (no expense spared)

Who would attend, what would they wear? Who

would be the dream guest(s)? What would it be? (exclusive dinner party, business conference, gig, a rave, childrens party) Where would be the perfect location? What would you do? Guest speakers? Workshops? Music? Entertainment? Pampering? What would the conversation be like? What would be said in a review of the party/event?

Technique 3: Creating (tailoring) brand stories



When people buy-in to your brand they often enjoy being privy to the story behind the business

What is the story behind your brand or

business? What aspects of the story add colour to your defined brand personality? Which bits, though true, dont add value or even are at odds with it?


Beware fabricated stories are prone to whistle blowing! Use edited truth

Task 7: Brand Personality Development Exercise 10mins

Choose one of the three techniques:

  

What its not The party (event) Brand stories

You choose:
Technique 1: What youre not Sometimes its easier to explain what youre not than define what you are Funny: not sarcastic, not cruel, not slapstick, not crude, not weird Cool: Not intimidating, not trying too hard, not niche, not celebrity And this can help you clarify what you mean Kind: not soft, not weak but supportive Technique 2: The Brand Party Imagine your brand were to hold a fabulous party (or event) for your core customers (no expense spared) Who would attend, what would they wear? Who would be the dream guest(s)? What would it be? (exclusive dinner party, business conference, gig, a rave, childrens party) Where would be the perfect location? What would you do? Guest speakers? Workshops? Music? Entertainment? Pampering? What would the conversation be like? What would be said in a review of the party / event?

Technique 3: Creating (tailoring) brand stories When people buy-in to your brand they often enjoy being privy to the story behind the business. What is the story behind your brand or business? What aspects of the story add colour to your defined brand personality? Which bits, though true, dont add value or even are at odds with it? Beware fabricated stories are prone to whistle blowing! Use edited truth

Summary
Brand Personality is about defining what your brand / business means (or could mean) to those who associate with it If you dont manage your own brand personality others will make their own conclusions Once defined, your brand personality can be used to ensure a consistent message in all communications and brand interactions

Objectives


Respond to feedback from previous seminars Longer and interactive Provide a format which is practical, giving useful tools and output Give you time to focus on your brands personality and ideas on how to develop it Deepen understanding of the need to manage brand personality Introduce a selection of tools and techniques for exploring and expressing brand personality

Session Review

Questionnaire More of, Less of, Keep

Any Questions?

Gerrie Hawes gerrieis@aol.com

Innovation cycle
Customer&Market Understanding Improving Customer Testing Idea Generation

Idea Development

Selling in

Commercialisation

Funding

Attendees

           

Paul Mander Sales4SME pmander@ukonline.co.uk AlexGronaAlexGronaCompany alex.grona@gmail.com KitJones Lollypopping.com Kit@lollypopping.com Jeremy HassellBrightman Industries jeremy@brightmanindustries.co.uk Ian Spencer R & G Herbs Ian@rgherbs.com RemoCasadeiSonneteer remo@sonneteer.co.uk SheilaLauchlan sheilalauchlan@waitrose.com CharlieMinty Accord Architecture cm@accordarchitecture.com WilliamWolfe Open Source Service ww@opensourceserviceltd.com SimonCurrey Onics-7 simon@onics-7.com Peter Crocker Peter.Crocker1@ntlworld.com LizNewtonNscessity LizNewton@nscessity.co.uk