What does your brand stand for?
A brand is like the lead character of its own story. And like any story character, brands have values and beliefs that become associated with them through their actions. The challenge for marketers is to characterize their brands first before products are introduced. This provides a foundation on which the brand is built with each new development. It also helps to define thebrand’s culture in order to help employees discern the difference between programs and products that fit vs. those that don’t.
Whether yours is a big national or small local brand, and to the extent that you have a clear definition of your brand character, customers, prospects and employees will relate better to what you’re all about.
Shown in this infographic are twelve character types. Use this chart as a starting point to define what your brand stands for. It’s always best to find a single characterization that defines your brand, but oftentimes a blending of two or possibly three character types is needed. At the very least, this chart is meant to stimulate your thinking. Don’t be afraid to invent your own character type, just make sure your state the necessary details that clearly set you apart from your competitors. Above all, it is important to demonstrate this characterization constantly across everything you do.