The Human Centered Brand

The Human Centered Brand

Branding advice for corporations and startups doesn’t work for service-oriented businesses, such as freelancers and agencies. Human centered branding excels where corporate and personal branding both fall short. In this talk, you'll get practical tips on how to grow a relationship-focused business with an authentic brand that you not only put on during the working hours, but are able to live by 24/7.

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Nela Dunato

June 16, 2018
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Transcript

  1. 2.

    A BRAND IS A COLLECTION OF IMPRESSIONS THE AUDIENCE HAS

    ABOUT AN ORGANIZATION, A PRODUCT OR A PERSON.
  2. 3.

    LOGO VISUAL BRAND BRAND Values Mission Vision Customer Experience Brand

    Voice Unique Value Proposition Brand Persona Colors Typography Packaging Illustration Photos Ideal Client Avatar
  3. 11.
  4. 13.

    YOUR CLIENTS COUNT ON YOU TO BE THERE FOR THEM

    AND HELP THEM WITH THEIR PROBLEM.
  5. 14.

    Who are we? What do we stand for? What value

    do we provide? Who do we serve?
  6. 22.

    “Value is transformation. If the transformation isn’t clear, neither is

    the value of what you’re offering. “Life coaching” isn’t value. “Website design” isn’t value. “Jewelry” isn’t value. Value is telling someone how their idea of themselves, their environment, their relationships, their skills, or their behavior will change as a result of using your product. Value is making it clear that there’s a Before and an After and making that story come alive on the page, on the call, or in the conversation.” TARA GENTILE TARAGENTILE.COM
  7. 23.

    CLIENTS CARE ABOUT THE TRANSFORMATION. THEY NEED YOUR HELP TO

    BECOME A BETTER VERSION OF THEMSELVES.
  8. 25.

    THIS IS SOMETHING WE WOULD NEVER COMPROMISE ON. THIS IS

    WHAT ALL OF OUR EMPLOYEES AND CLIENTS NEED TO GET ON BOARD WITH.
  9. 29.

    WHO APPRECIATES US & OUR APPROACH TO WORK? WHO NEEDS

    THE VALUE WE CAN PROVIDE? WHO SHARES OUR VALUE SYSTEM? IDEAL CLIENT
  10. 36.

    BEING ORIGINAL & DIFFERENT IS GOOD FOR BUSINESS – AND

    THE EASIEST WAY TO BE DIFFERENT IS TO BE YOURSELF.
  11. 39.

    THE WAY TO SUCCEED IS TO ACTUALLY CARE ABOUT YOUR

    CLIENTS, AND START SHOWING IT.
  12. 40.
  13. 41.

    FIND OUT MORE ABOUT THE BOOK: humancenteredbrand.com SAY HI OR

    A.M.A: @nelchee GET THE SLIDES AT: bit.ly/hcbtalk