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…brand to be humanized and differentiated among competitors. It gives your brand charisma. Your brand personality should not be contrived. Your brand personality should absolutely be authentic. Let’s look at some famous brand personality samples: Charles Schwab: Demystifying Investing… Demonstrating Great Knowledge and Expertise. ESPN: An Authoritative Passion for Sports, Knowledgeable with a bit of Irreverence, Approach Sports Coverage from All A…
…brand promise is the commitment to deliver made between that brand and its audience. Brand promises are specific to the audience sector they speak to; persuasive, but appropriate to the audience. The obvious use of a brand promise is to encourage the audience to buy the product or participate with your brand. The efficacy of the promise depends entirely on whether it is believed and delivered upon. Just like the Brand Essence, you must take partic…
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…an intangible attribute that separates your brand from your competition’s brand by your audience. It is emotional and based on feelings. A brand essence is intangible for your audience, unique to your brand and, most importantly, reliable. It is not a commodity, nor is it product related. It is the essential feeling evoked in your audience when they hear your brand name. It combines the attributes and benefits of your brand succinctly. Therefore,…
…(article) http://www.forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/ Branding: Identity Design w/ Yo Santosa via The Futur (video) https://www.youtube.com/watch?v=mnSgHLBpOpw Designing Brand Identity (book) https://www.amazon.com/Designing-Brand-Identity-Essential-Branding/dp/1118099206 Jamie Rose is partner & COO of Momenta Creative. We nicknamed Jamie the “Fun Machine” at the office because of her infectious laugh and unendin…