BRAND PERSONALITY Why you desperately need it презентация

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1. BRAND PERSONALITY Why you desperately need it
2. The hardest thing about selling today is
3. They can find anything they want with
4. They are also highly sceptical of any
5. According to Brian Carroll, CEO of InTouch
6. but as many as 70 percent of them will eventually buy a product from you
7. or your competitors.
8. The challenge is therefore this: How do I attract attention?
9. How do I make sure visitors stick
10. How do I get them to love my brand?
11. How do I make sure they remember me when they are ready to purchase?
12. There are three key things you need to get in place …
13. You need to create: “Wow! That’s impressive.”
14. You need to create “Aha! I get
15. You need to create “Yes, I want
16. But to make all this really effective
17. Imagine this onion is your brand
18. And these other onions are other people’s brands.
19. How do you get people to choose
20. In the 21st century, where brands continually
21. Add to these consumers that click and
22. You see, for the brand owner there
23. And it is because they think it’s
24. There is only one thing you can
25. You need to give your brand … personality.
26. Brand personality reflects how people feel about
27. It is a unique collection of emotional triggers people can connect with.
28. You can usually describe a brand personality
29. To effectively project this Brand Personality you need to:
30. Get a unique voice – find
31. Use emotion – people connect with emotions
32. Be very visual – 83% of human
33. Create stories – The human brain is
34. Humanize the brand - above all, be human.
35. Brand personality is the expression of
36. At the forefront is the visual
37. Rope in some famous actor (OK, that might be a bit expensive)
38. Find someone internal that fits the bill
39. Express brand personality with body language
40. Use props to express the brand personality
41. Do the Hollywood treatment
42. Find a unique, creative hook
43. If you really can’t find someone suitable …
44. … or a suitable creative hook …
45. Characters will do the trick.
46. Characters come in all shapes and sizes
47. The message is clear: either win consumers’
48. Win them over with BRAND PERSONALITY
49. The advantages of BRAND PERSONALITY Differentiate your
50. WAKSTER - giving people a reason to

The hardest thing about selling today is that customers don’t need you the way they used to.

Слайд 1BRAND PERSONALITY
Why you desperately need it

Слайд 2The hardest thing about selling today is that customers don’t need

you the way they used to.

Слайд 3They can find anything they want with a few clicks and

have endless choice at their fingertips.

Слайд 4They are also highly sceptical of any claim you make and

for the most only act on trusted recommendations.

Слайд 5According to Brian Carroll, CEO of InTouch and author of Lead

Generation for the
Complex Sale, up to 95 percent of qualified prospects on your Web site are there to research and are not yet ready to talk with a sales rep

Слайд 6but as many as 70 percent of them will eventually buy

a product from you

Слайд 7or your competitors.

Слайд 8The challenge is therefore this:

How do I attract attention?

Слайд 9How do I make sure visitors stick around long enough to

really ‘get’ why I’m the one they should do business with?

Слайд 10How do I get them to love my brand?

Слайд 11How do I make sure they remember me when they are

ready to purchase?

Слайд 12There are three key things you need to get in place

…

Слайд 13You need to create: “Wow! That’s impressive.”

You need to capture attention.
If

they don’t know about you, they can’t buy from you.

Слайд 14You need to create “Aha! I get it!”

Explain it so they

‘get’ it.

If people don’t ‘get’ why they should buy from you rather than the competition they won’t buy from you.

Слайд 15You need to create “Yes, I want it!”

Convert excitement into action.

You

have to persuade people to take action.

Слайд 16But to make all this really effective you need to wrap

it all in a strong Brand Personality

Слайд 17Imagine this onion is your brand

Слайд 18And these other onions are other people’s brands.

Слайд 19How do you get people to choose your onion over those

other lookalikes crowding your space?

Слайд 20In the 21st century, where brands continually scout and find and

grab and assimilate, everyone ends up doing pretty much what everyone else does.

Слайд 21Add to these consumers that click and scan and compare and

decide on gut feel, and victory for a brand becomes little more than a dice throw.

Слайд 22You see, for the brand owner there is a distinct different

in the offer - but everything has become a commodity in the eyes of the consumer.

Слайд 23And it is because they think it’s all the same that

you need to make your brand dynamically distinctly different and unforgettable.

Слайд 24There is only one thing you can do that cannot be

copied by the competition …

Слайд 25
You need to give your brand … personality.

Слайд 26Brand personality reflects how people feel about your brand, rather than

what they think the brand is or does.

Слайд 27It is a unique collection of emotional triggers people can connect

with.

Слайд 28You can usually describe a brand personality as a collection of

adjectives commonly used to describe people’s personalities

Conservative or progressive?
Formal or Casual?
Serious or playful?
Leading or supportive?
Stylish or plain?
Reserved or outspoken?
Stable or dynamic?
Predictable or surprising?