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).

Transcript

1. The Real Me @aarron
2. voice
9. People will forget what you said, and what you did, but they will never forget the way you made them feel. “ Maya Angelou
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
17. brand
28. dishonest
30. Good design is honest. “ Dieter Rams
31. It does not attempt to manipulate the consumer with promises that cannot be kept. “ Dieter Rams
37. small kindness
40. “Make better things in a better way. Raleigh Denim
46. craft
47. personal
51. human presence
52. personality
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
58. emotion & memory 2
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
66. find your tribe 3
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.
74. passion 4
77. process
78. who are they?
79. who are we?
80. design persona
90. voice
91. consistent voice
92. varied tone
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
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