How do you convey brand values while staying head and shoulders above your competitors? The secret is simple: speak with the client in their language. To do this, you need a brand voice. Brand voice defines how you communicate with customers. Do you want to inspire them? Or do you want to sound formal and […]
When building a unique brand, it is vital to think about everything from your logo to brand colors, typeface, and tagline. Ideally, you should also have a compelling message that you would like to share with the world. Next, you should find ways to be consistent with your message. In other words, avoid telling people […]
Click here to buy a deck of all 36 Brand Personality Cards A few months back, I posted a little Instagram carousel about the brand personality cards I created for a client in Singapore. I’ve finally gotten around to recreating them, and you can now buy a deck or download a free, printable version of […]
Soft. Hard. Spiky. These three words, spoken by a consultant I hired while leading brand strategy for FutureBrand in Southeast Asia, were some of the first I’d heard used to describe a theory of how to “correctly” select brand personality traits. The idea, as I understand it, is that brands should have (at least) three […]
Part one of this two-part series examined the origin of David Aaker‘s Brand Vision Modeli and three of its components—the brand essence, core vision elements, and extended vision elements—represented by concentric circles (or ellipses) in the center of the model. Below the concentric circles sit a second, key piece of the model: four brand […]
Definition of brand personality: a set of human personality traits ascribed to a brand.