Treat Your Brand as a Real Person

Treat Your Brand as
a Real Person
6 ways to shape your branding

“In this ever-changing society, the most powerful and enduring brands are built
from the heart. They are real and sustainable. Their foundations are stronger
because they are built with the strength of the human spirit, not an ad
campaign. The companies that are lasting are those that are authentic.”
― Howard Schultz

To be successful, a brand must show human traits and
act as a real person.

To be successful, a brand must show human traits and
act as a real person.
An effective brand has attractive appearance, great
personality, fixed values, established relationships
with others & life goals
(among others)

Here are the 6 main aspects of a successful brand…
Physique Personality
Culture
Relationships
Brand
Goals Reflection

Let’s start from the beginning…
Culture
Relationships
Brand
Goals Reflection

1
Physical features
A great brand starts off with a sophisticated logo design.
A logo is not something you come up with just because.
!
Your identity is the result of your whole brand appearance,
depending on WHAT you’re offering, to WHO, HOW,
WHERE and WHY.

1
Physical features
A great brand starts off with a sophisticated logo design.
A logo is not something you come up with just because.
!
Your identity is the result of your whole brand appearance,
depending on WHAT you’re offering, to WHO, HOW,
WHERE and WHY.
Orangina: orange
concentrate in an orange-shaped
bottle with rough
texture and orange juice
colors.

As a result, are you going to be Big ? Rounded ? Young ?
Which colors do you embody? What is your slogan?
What are you selling ? How is it different ?
Are you from any particular country?
!
Describe yourself

As a result, are you going to be Big ? Rounded ? Young ?
Which colors do you embody? What is your slogan?
What are you selling ? How is it different ?
Are you from any particular country?
!
Describe yourself
What’s your name & visual impression?

Now, let’s see who the brand is…
Culture
Relationships
Brand
Goals Reflection

2
Personality traits
A great brand has a deep personality. It shows true
feelings and its own speech style towards others.
!
!
This also includes an excellent know-how,
a clear mission & an ambitious vision.

Are you Fun ? Friendly ? Modern ? Traditional ? Creative?
Elegant ? Influential ? Carefree ? Kind ?
How do you behave?

Are you Fun ? Friendly ? Modern ? Traditional ? Creative?
How do you behave?
Mercedes: assertive and
« in control », the brand
plays on its heritage with its
tagline « The Best or
Nothing »
Elegant ? Influential ? Carefree ? Kind ?
VS BMW: sexy and desirable,
the brand is based on joyful
and innovative driving with
its tagline « The Ultimate
Driving Machine »

A brand is also full of content potential…
Culture
Relationships
Brand
Goals Reflection

3
Cultural circle
A great brand has a high cultural potential. It takes actions
and decisions according to several linked elements.
!
!
This is reflected through important values,
a guided inspiration & a powerful energy.

3
Cultural circle
A great brand has a high cultural potential. It takes actions
and decisions according to several linked elements.
!
!
This is reflected through important values,
a guided inspiration & a powerful energy.
Louis Vuitton: the brand
is enthused by the passion
for travel. It offers
excellence & innovation with
passion and commitment.

What’s moving you?
What core values do you want your employees to rely on?
Which experience do you want your customers to remember?
What kind of story do you want to convey through your brand?

Innovation - Quality - Storytelling - Community - Optimism - Decency
What’s moving you?
What core values do you want your employees to rely on?
Which experience do you want your customers to remember?
What kind of story do you want to convey through your brand?

A brand interacts with others…
Culture
Relationships
Brand
Goals Reflection

4
Relationships
A great brand has a full social circle. It has friends, enemies
and acquaintances to deal with on a daily basis.
!
!
This has to be handled carefully among versatile target
consumers, aggressive competitors & precious partners.

Who’s around you?
• Where are your main competitors located?
• Are they powerful & numerous?
• Who is your number one customer?
• How does he perceive you amongst other brands?
• How do you want your employees to feel working for you?
• What image do you want them to spread?

Then a brand must act purposely…
Culture
Relationships
Brand
Goals Reflection

5
Life Goals
A great brand has clearly-defined long term goals and
strategies. It makes smart choices and implement
remarkable actions.
!
This is done by following an established plan defining
challenges, precise segmentation & positioning.

5
Life Goals
A great brand has clearly-defined long term goals and
strategies. It makes smart choices and implement
remarkable actions.
!
This is done by following an established plan defining
challenges, precise segmentation & positioning.
Nike: the brand aims to
offer sustainable innovation
for a better world. For that,
it uses emotion and a hero
story to boost ego.

• Are you aware of your challenges out there?
• Are your objectives achievable?
• Is your marketing mix consistent?
• Is your segmentation well-focused?
• Is your positioning relevant?
Where are you going?

• Are you aware of your challenges out there?
• Are your objectives achievable?
• Is your marketing mix consistent?
• Is your segmentation well-focused?
• Is your positioning relevant?
Where are you going?
IKEA: by offering simple
and functional Swedish
designs, an innovative
shopping experience & cost
leadership to a young
audience, the brand
positions itself with an
excellent value.

Last but not least, a brand reflects itself through results
Culture
Relationships
Brand
Goals Reflection

6
Reflected Image
A great brand is aware of how people perceive its identity. It
monitors its results and act consequently.
!
By following its performances closely, the brand is able to
develop effective means & influence perception.

6
Reflected Image
A great brand is aware of how people perceive its identity. It
monitors its results and act consequently.
!
By following its performances closely, the brand is able to
develop effective means & influence perception.
Apple: the brand stays on
top by turning the ordinary
into beautiful and building a
tribe. Plus, it justifies its
price by adding incredible
features and benefits to its
products.
!
You don’t buy a smartphone,
you buy an iPhone.

How are you doing?
• Do people see you as you imagine?
• Are your performances up to your expectations?
• Are your products/services well known?
• Are you capable of influencing trends in your industry?

Walmart: the largest retailer in the world was
founded by the emblematic Sam Walton. It
offers a wide assortment of merchandise at the
lowest price but always keeping the customer
experience at best.
How are you doing?
• Do people see you as you imagine?
• Are your performances up to your expectations?
• Are your products/services well known?
• Are you capable of influencing trends in your industry?

Conclusion
What comes to mind when someone
says your brand’s name?
Your brand’s identity must be attractive, short,
evocative, global, clear & unique
- Think of it like if it was your own image -

“A brand for a company is like a reputation
for a person. You earn reputation by trying
to do hard things well.”
― Jeff Bezos

Author
Jérémie -‐ Professional Model, Serial Ent6epreneur
& Personal Development Adopter.
!
French, Fashionista, FitAess Addict, Blogger,
Ambitious, Salesperson, People-‐Oriented

Treat Your Brand as a Real Person

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