Brand Story Course Lesson 6 - A free course with certificate by Dragon Digital Marketing

Brand Story
A Free Online Course by Dragon Digital Marketing LLC
dragon digital marketing
How to build a strong brand and stand out from competitors

Lesson 6 Brand Strategy

Get notified when I post new videos
and go live to help you
with your marketing.

dragon-digital-marketing.com/courses/brand-story.html
Download the course summary & get more free resources

What is a brand personality?
QUESTION
Brand Personality Definition
Brand personality is a set of human characteristics
that are attributed to a brand name.

Like people,
brands without
personalities are
just plain boring.

Brand Personality Frameworks
5 12
Dimensions of
Brand Personality
by Jennifer Aaker
Brand Archetypes
by Carl Jung

Brand Personality Frameworks
5
Dimensions of
Brand Personality
by Jennifer Aaker
12
Brand Archetypes
by Carl Jung

Excitement: drawing, spirited, imaginative, up-to-date, carefree, youthful
Sincerity: down-to-earth, honest, wholesome, cheerful, kind, thoughtful, family values
Ruggedness: outdoorsy, tough, masculine, western, rough, athletic
Competence: reliable, intelligent, successful, hard working, accomplished, influential
Sophistication: upper class, charming, glamorous, feminine, elegant, prestigious
1.
2.
3.
4.
5.
5 Brand Personality Dimensions

Rebel: outlaw, liberation, doesn’t like rules
Lover: sensual, seductive, affectionate, sexy
Ruler: leader, boss, role model, power, status
Jester: humorous, positive, excitement, funny
Sage: expert, teacher, guru, researcher
Magician: mystical, healer, spiritual
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Hero: courageous, determined, competitive, rescuer
Regular Guy: person next door, authentic, everyman
Innocent: simple, goodness, morality
Caregiver: helper, supporter, giver, selfless
Creator: artist, inventor, innovator, dreamer
Explorer: seeker, wanderer, freedom, ruggedness
1.
2.
3.
4.
5.
6.
12 Brand Archetypes

Choose a brand personality for
your brand. Give your brand a
brand identity. Write down
your brand story.
EXERCISE 1

Look at the list of words you've made
in lesson 3 when you've evaluated
different colors and link it
to your brand personality,
identity, and story.
EXERCISE 2

What is a Unique Value
Proposition (UVP)?
A unique value proposition tells prospects why they should do business
with you rather than your competitors, and makes the benefits of your
products and services clear from the outset.
QUESTION
UVP Definition

What should I consider for
phrasing my UVP?
Think about your products and services from your customers' point of view
Note what is really important to your customers
Find out why your customers would buy products and services from you and not from others
1.
2.
3.

Examples for pain points of the
different brand personalities
Lover: Blending in with the crowd, not getting noticed, feeling left out, unloved or unwanted
Explorer: Conforming to society and becoming trapped, feeling empty with no goals to work towards
Sage: Being incorrect, deceived, or outsmarted, even worse: not being trusted
Jester: Others finding them unfunny, or even disrespectful, feeling bored and rigid
Ruler: Diminished control and influence, chaos, others witnessing (and sharing) any vulnerabilities
Magician: Creations and new methodologies failing and/or resulting in negative outcomes
Caregiver: Hurt, selfishness, forcefulness, aggressors
Innocent: Anything negative, dishonest, corrupt, mean
Regular guy: Feeling left out, hurting or offending others unintentionally, getting hurt themselves
Hero: Losing, being seen as weak, susceptible
Creator: Not standing out, losing vision, focus, creativity
Rebel: Being forgotten, unnoticed, failing to achieve any desired effect, losing status
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12. dragon digital marketing

Write down the emotions you feel
and want others to feel when
thinking of your brand.
Put a star behind the ones
that you feel portray the
essence of your brand.
EXERCISE 3

Think about what emotions and beliefs are the core
of your brand. Think of those that grow stronger
over time with ongoing experiences.
Think of correlations and how your emotions
and beliefs connect, complement and
feed into one another. Put a star next
to the most important ones.
EXERCISE 4

Think about how your emotions
and beliefs motivate you, help
guide your actions and
decisions, and make
you reach your goals.
EXERCISE 5

How do you embody your moral
theme? Write down specific
examples and results.
EXERCISE 6

Write out your UVP as a simple,
relatable and resonating
statement.
EXERCISE 7

THANK YOU
FOR SUBSCRIBING!
Website: dragon-digital-marketing.com
Twitter: @DragonDigitalM1
Facebook: facebook.com/DragonDigitalMarketingOfficial

Brand Story Course Lesson 6 - A free course with certificate by Dragon Digital Marketing

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Brand Story Course Lesson 6 - A free course with certificate by Dragon Digital Marketing