Goals: understand the development of a brand character.
A brand (according to Seth Godin): “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to, choose one product or service over another”.
Personify the brand as a person. What would the “person” be like?
Describe the brand’s:
Character/ Persona – What would the personified person be like. (Remember Anne’s presentation about her internship where she personified he health drink as a girl names “Kaitlyn”,
Tone – words that suggest the underlying manner of the brand
Language – what words would be used to market the brand
Purpose – words that relate to what the product or service does
Design of the brand character diagram:
– Four even quadrants with the name in the middle
– Clear, clean design with readable text (make sure the text is readable from a distance too)
– The diagram should be visible on the slides, and match the rest of the presentation. (Use neutral colors for a background).
Combine and tweak one or more of the words in your diagram to get a name for your product or service.