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

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Treat Your Brand as a Real Person

  • 1. Treat Your Brand as a Real Person 6 ways to shape your branding
  • 2. “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
  • 3. To be successful, a brand must show human traits and act as a real person.
  • 4. 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)
  • 5. Here are the 6 main aspects of a successful brand… Physique Personality Culture Relationships Brand Goals Reflection
  • 6. Let’s start from the beginning… Physique Personality Culture Relationships Brand Goals Reflection
  • 7. 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.
  • 8. 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.
  • 9. 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
  • 10. 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?
  • 11. Now, let’s see who the brand is… Physique Personality Culture Relationships Brand Goals Reflection
  • 12. 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.
  • 13. 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.
  • 14. Are you Fun ? Friendly ? Modern ? Traditional ? Creative? Elegant ? Influential ? Carefree ? Kind ? How do you behave?
  • 15. 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 »
  • 16. A brand is also full of content potential… Physique Personality Culture Relationships Brand Goals Reflection
  • 17. 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.
  • 18. 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.
  • 19. 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?
  • 20. 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?
  • 21. A brand interacts with others… Physique Personality Culture Relationships Brand Goals Reflection
  • 22. 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.
  • 23. 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.
  • 24. 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?
  • 25. 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?
  • 26. Then a brand must act purposely… Physique Personality Culture Relationships Brand Goals Reflection
  • 27. 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.
  • 28. 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.
  • 29. • 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?
  • 30. • 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.
  • 31. Last but not least, a brand reflects itself through results Physique Personality Culture Relationships Brand Goals Reflection
  • 32. 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.
  • 33. 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.
  • 34. 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?
  • 35. 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?
  • 36. 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 -
  • 37. Here are the 6 main aspects of a successful brand… Physique Personality Culture Relationships Brand Goals Reflection
  • 38. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” ― Jeff Bezos
  • 39. Author Jérémie -­‐ Professional Model, Serial Ent6epreneur & Personal Development Adopter. ! French, Fashionista, FitAess Addict, Blogger, Ambitious, Salesperson, People-­‐Oriented