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The Brand Personality is one of three types of brand positioning guidelines (or "platforms") developed at The Brand Development Company, the other two being the Brand Positioning Statement and Brand Message.
Although "Brand Personality" might be the term more frequently known,
we've found "Creative Platform" gets clients
excited about branding.
When I started The Brand Development Company in 2003, I planned to
target small businesses --offering them brand development and brand
management expertise gleaned from working with large corporations with
much fatter corporate marketing budgets. As a result, when I mentioned branding to
small business owners, many would say something along the lines of "I
already have a logo" or "my sister-in-law draws good, I'll have her
make it."
Man, that hurt. Hurt bad.
If I a nickel for every time I've explained that a brand is much
much much much much much (much!) more than a logo, I'd be anchored in a
cove someplace warm right now. It's a very (very!) common misunderstanding. I'm sure it comes from the word branding's association with cowpokes branding cattle.
But let's not dwell on that. Let's move forward into an expanded concept of branding, beyond cattle and cowpokes.
It's a fact that
words can be chosen strategically and colors can be chosen strategically to have special influence on targeted
audiences --especially when the target is known to have certain emotions, special interests and characteristics.
Stop and read that last part again.
Then read it again.
Please. It's important.
Before you put your dad's big white
shirt on backwards and ask for the finger paint and yummy paste to create that logo and burn it onto a cow, I'd like for you to at least conside having a Brand Positioning
Statement, Brand Message and Brand Personality first.
I would like for you to having a rational foundation and framework on which to base your logo, tagline and other marketing tools.
Clients coming in to my Two-Day Brand Development Workshop either get giddy
or angry when they see crayons and paper on the conference table.
They don't
realize these are just bait to lure them in.
They don't notice the aspirin
and Roliads until we close the door and get started.
I wonder if you're still reading. You showed up dressed for art class and you still don't have a
logo.
BRANDLAND CHALLENGE:
Fingerpaint a logo for your new company, product, service or process
and mail it to Tim Bryant c/o The Brand Development Company, #244 1855
East Main Street, Spartanburg, SC 29307.
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