Character Branding and Your Business Story
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cranberry.com/ 5minutes #5minutes This 5 Minute Webinar™ Sponsored By How character branding can strengthen your business’ marketing efforts. Presented by Sarah Klenke of Wizard of Ads Character Branding & Your Business’ Story
Transcript of Character Branding and Your Business Story
cranberry.com/5minutes #5minutes
This 5 Minute Webinar™ Sponsored By
How character branding can strengthen your business’ marketing efforts.
Presented by Sarah Klenke of Wizard of Ads
Character Branding& Your Business’ Story
cranberry.com/5minutes #5minutes
WHAT ISTHE BIG IDEA?
Character branding is telling a business’
story to attract relational customers who purchase based
on trust!
Goal of a Character Branding Campaign!
• Be the company people like, know, trust & feel best about when they need your product or service!
• Develop the character and personality of the company.
• Be a household name (first brand to come to mind).
• Be who you say that you are.
@sarahklenke
5 MINUTE FACT #1Character diamonds like this are even used in Hollywood to create the basis for all of their movie characters!
NUTS &BOLTS
Character Diamond
B. How does the character act?
C. How do they see the world?
“Your brand is what other people say about you when you aren’t in the room.”
- Jeff Bezos
A. How does the character think?
5 MINUTE FACT #2Many household names use character branding such as Mr. Clean, M&M’s, Michelin, Disney and countless others.
NUTS &BOLTS Core values are your business’ uncompromised set of beliefs, what you
stand for and what you stand against.
Core Values Of The Character
Honesty
Generosity
Fairness
Stubborn
Anxious
Gullible
Happy
Witty
Dangerous
Jovial
Frank
Giddy
5 MINUTE FACT #3Customers come into contact with over 5,000 advertisements a day! How does your brand stand out?
NUTS &BOLTS What would you do that your competitors couldn’t or wouldn’t do…or don’t
have the guts to?
Core Values of The Character
1. Strong Traits (amped up) get
remembered
2. Must have at least 3
defining characteristics
3. Duality/Skewed Opposites
(conflict raises interest)
4. Is it relatable, who will you
attract to your tribe?
WHY ITMATTERS
Character branding is a way to attract potential customers to your business. It does this through connecting with customers in ways that lead to trust and ultimately a longterm relational customer.
Attract the Customer
Character branding is a great way to become a household name among your customers through experience, trust and even word-of-mouth marketing through customers.
Household Name Be Who You Say You Are1 2 3
5 MINUTE FACT #4
It is important that your business truly accepts and embodies its character brand. It is vital that the brand is consistent and grows over time in order to truly solidify the identity.
Relational customers are the type that continue buying over time based on trust. They are the focus of Character Branding!
ThankYou!
ThankYou!
JOIN USYou can visit my website at SarahKlenke.com or follow me on Twitter @sarahklenke for
more online marketing tips and tricks! Or email me at: [email protected]
Visit sarahklenke.com
Go to the “Contact” page
Talk to me about your business!
Next Steps
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