Join Lindsay Pedersen for an in-depth discussion in this video Personality and tonality, part of Create A Brand Strategy.
- Now that we have looked at our brand and identified…the character archetype that we believe best represents…our brand, it's time to assign a few personality words…and tonality words to make that character ours.…I like to choose about three personality descriptors…and three tonality descriptors.…Personality descriptors are shorthand words…that work together to describe the character of the brand.…Think of it like describing the personality of a friend…or family member or a person you admire.…
How would you describe him or her?…You're now doing that same thing for your brand.…If your brand were a person, what would be the words…that you'd use to describe him or her?…What is this person like?…How would you describe this brand if it were a person?…Tonality descriptors are shorthand words that work together…to describe the tone of voice for your brand.…If you were describing the above friend or family member…or a person you admire, you'd start with…the personality descriptors and then you describe…the way that this friend talks or writes.…
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