The Real Me

The Real Me

While some companies use their brand as an opaque facade to hide questionable practices, others are opening up to their audience and sharing their true personality. The result is a more honest relationship with customers. We will share real world examples of personality in action, explore key business benefits, discuss how to create a design persona, and explain the relationship between brand voice (which must be constant in all media) and tone (which varies in each situation).

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Aarron Walter

April 02, 2013
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Transcript

  1. The Real Me @aarron

  2. voice

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  9. People will forget what you said, and what you did,

    but they will never forget the way you made them feel. “ Maya Angelou
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  11. The most effective design has a narrative thread. “ Kit

    Hinrichs
  12. Narrative design is a way to help our clients tell

    the story of who they are and what they value ... “ Kit Hinrichs
  13. and do so in a way that holds the viewers’

    interest and makes them care. “ Kit Hinrichs
  14. story

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  17. brand

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  28. dishonest

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  30. Good design is honest. “ Dieter Rams

  31. It does not attempt to manipulate the consumer with promises

    that cannot be kept. “ Dieter Rams
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  37. small kindness

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  40. “Make better things in a better way. Raleigh Denim

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  46. craft

  47. personal

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  51. human presence

  52. personality

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  54. Much of the variation in personality–about fifty percent–has genetic causes.

    “ Steven Pinker, How the Mind Works
  55. 4 benefits

  56. stand out 1

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  58. emotion & memory 2

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  60. The amygdala is chock-full of the neurotransmitter dopamine, and it

    uses dopamine the way an office assistant uses Post-It notes. “ Dr. John Medina, Brain Rules
  61. When the brain detects an emotionally charged event, the amygdala

    releases dopamine into the system. “ Dr. John Medina, Brain Rules
  62. Because dopamine greatly aids memory and information processing, you could

    say the Post-It note reads ‘Remember this!’ “ Dr. John Medina, Brain Rules
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  66. find your tribe 3

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  68. “ Seth Godin, Tribes: We Need You to Lead Us

    Human beings can’t help it: we need to belong.
  69. “ Seth Godin, Tribes: We Need You to Lead Us

    One of the most powerful of our survival mechanisms is to be part of a tribe, to contribute to (and take from) a group of like- minded people.
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  74. passion 4

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  77. process

  78. who are they?

  79. who are we?

  80. design persona

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  90. voice

  91. consistent voice

  92. varied tone

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  94. empathy

  95. formula

  96. voice

  97. story

  98. The most effective design has a narrative thread. “ Kit

    Hinrichs
  99. craft

  100. “Make better things in a better way. Raleigh Denim

  101. remarkable

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  103. “ Seth Godin, Purple Cow If you’re remarkable, it’s likely

    that some people won’t like you.
  104. “ Seth Godin, Purple Cow That’s part of the definition

    of being remarkable. Nobody gets unanimous praise. Ever.
  105. “ Seth Godin, Purple Cow The best the timid can

    hope for is to be unnoticed. Criticism comes to those who stand out.
  106. real you

  107. best you

  108. more at: aarronwalter.com/realme