20/08/2020
CORE OF BRAND 💥💥💥
A wheel just something that keeps us all on the path when it comes to consistently communicating brand personas and messages. So, here’s the wheel I favor – first & foremost for its simplicity:
👉 Brand Personality (‘Walking & Talking’)
How the brand looks, behaves, and talks. An outline of how the brand acts; how it engages with others; the tone of voice it uses in its communications to customers (and prospective customers).
👉 Brand Internal Drivers (‘Heads & Hearts’)
The vision, values, and beliefs of the brand. Whilst the vision and belief are usually single-minded statements, the values will always be an array of (usually no more than five) adjectives, detailing the features/benefits of the brand. Doubtless, there will be a distinct difference between service and product brand values.
👉 Brand External Drivers (‘Proof & Pudding’)
suppose this would be the bit where the ‘brand magic’ comes in. The bit that requires more thought than a simple customer feedback summary. Here we have to position the brand; back that positioning up, and summarise it with a strapline (external proposition).
Let me know in the comment below Did you find this helpful?
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