MARKETING YOURSELF AS A BRAND &

DISCOVERING YOUR BRAND PERSONA

Jason Levine
Executive Director

David O’Higgins
Executive Creative Director
MEET HUNTER
(MY FORMER BOSS IN 1999)
WHAT MADE HUNTER, HUNTER?
HUNTER’S BRAND PERSONA

• GERMAN TECHNORATI
• HIP TREND SETTER
• SMART WITH PRECISION

1+1+1=0
MEET SAM
(MY FORMER BOSS IN 1992)
WHAT MADE SAM, SAM?
SAM’S BRAND PERSONA

• COMPUTER FLUENT
• LAID BACK
• KIND

0+0+0=0
WHERE DID THEY GO WRONG?

ONE MUST DISCOVER

THEIR BRAND PERSONA
A brand persona
lies at the heart
of one’s business.
 A BR AND PER SONA
CREATES DIFFERENTIATION

• Peet’s Coffee • McDonald’s • Anheuser-Busch

• Tully’s • Dairy Queen • Budweiser
• Seattle’s Best • Sonic Burger • Miller
• Starbucks • In-n-Out • Heinekin
• Bean & Tea Leaf • Burger King • Stella Artois
• Dunkin Donuts • Jack in the Box • Corona
• Coffee Beanery • Hardy’s • Red Hook
• Dunn Bros. • Carl’s Jr. • Red Stripe
• Caribou Coffee • White Castle • Pabst
• Tim Horton’s • Arby’s • Sierra Nevada
A BR AND PER SONA
CREATES DIFFERENTIATION
A BR AND PER SONA
CONNECTS WITH OTHERS

“I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with
feelings. I’m convinced that it is feelings, and feelings alone, that account for the success of
the Virgin brand and all its myriad forms.”

-Richard Branson
BRAND IS NOT A
LOGO
BRAND IS NOT A
TAGLINE
BRAND IS NOT A
PRODUCT
BRAND IS A
RELATIONSHIP
Brand Experience Creates A Positive Emotional
Connectivity Between Business And Customer
“Whether you are a Mac person or a PC
person, even the briefest exposure to the
Apple logo may make you behave more
creatively, according to recent research
from Duke University”

http://www.dukenews.duke.edu/2008/03/apple_ibm.html
BRAND IS A PERCEPTION
IN THE MIND OF YOUR
CUSTOMER THAT IS
RELEVANT WITH
WHO YOU ARE AND
WHAT YOU DO
BRAND FACET ONE

HAVE A POINT
OF VIEW
Jet Blue = Anxiety Management
FINDING YOUR POINT OF VIEW:

• WHO ARE YOU?

• WHAT DO YOU DO?
• WHY DOES IT MATTER?
AlphaGraphics = Customer First
BRAND FACET TWO

be obsessive about your presentation

DECIDING ON YOUR PRESENTATION

Perfect Pixels Offices Choice One

DECIDING ON YOUR PRESENTATION

Perfect Pixels Offices Choice Two

 EASY WAYS TO LOOK THE PART
(IF YOU ARE NOT QUITE THERE YET)

voicemail and phone forwarding project management

www.gotvmail.com www.basecamp.com
web-based faxing and receiving screen sharing
www.rapidfax.com www.yuuguu.com
conference phone line video conferencing & int’l calls
www.budgetconferencing.com www.skype.com
collaboration quick-updates to your contacts
www.conceptshare.com www.twitter.com
BRAND FACET THREE
UNDERSTAND YOUR AUDIENCE.

Paul Bennet at Ideo

http://www.youtube.com/watch?v=7g0O003kufA
Age & Gender Personalization for WildTangent
BRAND FACET FOUR
The Circle of Giving
Jewish Family Service jfs
jfs

jfs
The Circle of Giving
 media group

C R E AT I N
m eGd i aB R
g rA
ouNp D S I G N I F I C A N C E

CR EATING BRAND SIGN IFIC A NCE