Join Lindsay Pedersen for an in-depth discussion in this video Character edges, part of Create A Brand Strategy.
- Now we have our character archetype.…We have about six to eight words…that are adjectives that describe the character…or the personality and tonality of our brand.…What we're going to do now is called brand edges.…Brand edges dimension-alize each of these personality…and tonality words that we just came up with.…It's really useful…especially when writing copy for our brand…to be able to refer to this to show okay,…I'm leaning in too strongly on this word…or I'm not emphasizing this aspect of my personality enough.…
Take your three or four personality descriptors…and your three or four tonality descriptors…and for each one,…write a word to the left that's the same idea…but not quite as strong as you mean…and then a word to the right…that's the same idea but more strong than you mean.…For example, if I had chosen for my personality word noble,…I might put to the left of that as not strong enough…the word moral or honest.…Our personality is more than just moral or honest,…it's noble.…
To the right of noble,…I might put altruistic or self-righteous…
In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action