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BRAND BUILDING 10110.14.2015

CLASSPASS WEBINAR

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WHAT IS A BRAND?

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brand – def. 1

An identifying mark burned on livestock with a branding iron.

brand – def. 2

A type of product manufactured by a particular company under a

particular name.

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Your brand is what they say it is.

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brand – def. 3

A person’s perception of a product, service, experience, or organization.

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BRANDS ARE HUMAN

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PAGE TITLE

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PAGE TITLE

IMAGINATIVECOMMANDING

TENACIOUS

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PAGE TITLE

IMAGINATIVECOMMANDING

TENACIOUS

EMPATHETICCOURAGEOUSEMPOWERING

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PAGE TITLE

IMAGINATIVECOMMANDING

TENACIOUS

EMPATHETICCOURAGEOUSEMPOWERING

CLEVERCHARISMATIC

TRUSTWORTHY

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WHO ARE YOU?

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[YOUR COMPANY] IS NOT:

[YOUR COMPANY] IS:

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Sincere

Clever

Opinionated

Subtle

Reserved

Vibrant

Dependable

Futuristic

Curious

Adventurous

Imaginative

Strong

Experimental

Formal

Casual

Relatable

Sophisticated

Raw

Dynamic

Surprising

Technical

Playful

Daring

Respectful

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[YOUR COMPANY] IS NOT:

[YOUR COMPANY] IS:

CuriousVibrant

Dependable

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FILTER YOUR VOICE

Vibrant

Curious

Dependable

Target Audience

In-StudioClass NamesWebsiteMessagingEditorialDesign

PhotographyVideoSocialCampaigns

MerchandiseEvents

BRAND PERSONALITY FILTER

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FEARLESS COMPETITIVE INSPIRING

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WHY IT’S GOOD FOR BIZ

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Product.65¢

Brand$2.65

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THANK YOU.

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RESOURCESComplete list of personality traits

Brand deck

The Brand Gap

The Hero and the Outlaw

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Q & A