{"id":68,"date":"2014-11-01T20:39:10","date_gmt":"2014-11-01T20:39:10","guid":{"rendered":"http:\/\/vcisf.com\/?p=68"},"modified":"2015-01-19T04:27:36","modified_gmt":"2015-01-19T04:27:36","slug":"3-steps-building-brand-personality","status":"publish","type":"post","link":"https:\/\/visualcreatives.com\/vcisf\/3-steps-building-brand-personality\/","title":{"rendered":"3 Steps to Building Brand Personality"},"content":{"rendered":"<h2>&#8220;He who stands for nothing falls for everything.&#8221;<\/h2>\n<p style=\"font-size: 14px;\">The saying applies to brands just as much as individuals. If you don&#8217;t know what your brand stands for then you will crumble due to competitive forces.<\/p>\n<h3>The key to knowing what you stand for is <strong>knowing who you are<\/strong>.<\/h3>\n<p><span style=\"color: #a0ce4e;\">Did you ever notice that your competition is always trying to define you?<\/span> Look at <a href=\"http:\/\/samsung.com\"><span style=\"color: #a0ce4e;\">Samsung&#8217;s<\/span><\/a> recent string of ads that paint the <a href=\"http:\/\/apple.com\/iphone\"><span style=\"color: #a0ce4e;\"> iPhone <\/span><\/a>as out-dated, pass\u00e9, and even (gasp!) un-cool. In their ads, Samsung casts young, hip people as Samsung-owners, and older, out-of-touch, ignorant shoppers as iPhone owners who are blindly following each other.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/jUfvZs01ePI\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>Your competition wants to define you. If you don\u2019t define yourself your competition will do it for you.<\/h2>\n<blockquote><p>Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.   ~Tom Chappell, Tom&#8217;s of Maine<\/p><\/blockquote>\n<h2 style=\"font-size: 18px;\"><span style=\"color: #a0ce4e;\">3 Steps to Building Brand Personality<\/h2>\n<h2 style=\"font-size: 18px;\"><span style=\"color: #a0ce4e;\">1) Know who you are.<\/span><\/h2>\n<div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#e0dede;margin-top:-10px;margin-bottom:-10px;\"><\/div>\n<p style=\"font-size: 14px;\">Go through a third-party discovery session with a brand development expert that can ask questions that will uncover your brand identity.<\/p>\n<div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#e0dede;margin-top:20px;margin-bottom:20px;\"><\/div>\n<h2 style=\"font-size: 18px;\"><span style=\"color: #a0ce4e;\">2) Articulate your identity to all of your employees.<\/span><\/h2>\n<p>Often you\u2019ll find C-level executives and Directors know the brand identity best. However, they are often the furthest-removed from the customer. Unfortunately the \u201cfront line\u201d employees have the least training regarding brand personality.<\/p>\n<div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#e0dede;margin-top:20px;margin-bottom:20px;\"><\/div>\n<h2 style=\"font-size: 18px;\"><span style=\"color: #a0ce4e;\">3) Filter and test for brand integrity.<\/span><\/h2>\n<p>The word &#8220;integrity&#8221; comes from the Latin word Integer which means &#8220;wholeness\u201d or \u201cperfect condition&#8221;.<\/p>\n<blockquote><p>Brand integrity means having one brand identity through all of your brand touch points.<\/p><\/blockquote>\n<p style=\"font-size: 14px;\">A company\u2019s web, social, in-store, online, and customer service experiences all must be evaluated as an extension and reinforcement of the brand personality.<\/p>\n<h2>The only way to build brand equity is by creating and filtering all brand experiences through an articulated brand identity.<br \/>\n<a href=\"http:\/\/vcisf.com\/contact\"><span style=\"color: #a0ce4e;\">Ask us how.<\/span><\/a><\/h2>\n<div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#e0dede;margin-top:30px;margin-bottom:30px;\"><\/div>\n","protected":false},"excerpt":{"rendered":"<h6>\u201cHe who stands for nothing falls for everything.\u201d<\/p>\n<p>The saying applies to brands just as much as individuals. If you don\u2019t know what your brand stands for then you will crumble due to competitive forces.<\/p>\n<p>The key to knowing what you stand for is knowing who you are.<\/h6>\n","protected":false},"author":2,"featured_media":69,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-68","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Steps to Building Brand Personality - VCI| SF<\/title>\n<meta name=\"description\" content=\"Brand personality, identity, archetype analysis, storybranding, branding, marketing, discovery, everett bowes, brand story, San Francisco, everettbowes\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visualcreatives.com\/vcisf\/3-steps-building-brand-personality\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Steps to Building Brand Personality - 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