Business Branding With Personality: Build An Authentic Brand
4.6 (1,021 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
4,156 students enrolled

Business Branding With Personality: Build An Authentic Brand

The Business Branding Strategy That Empowers Your Brand To Connect With Personality On A Human Level
4.6 (1,021 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
4,156 students enrolled
Created by Steve Houraghan
Last updated 11/2019
English
English [Auto]
Current price: $139.99 Original price: $199.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 3 hours on-demand video
  • 7 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
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What you'll learn
  • Develop an authentic brand personality with a scientific framework based on your audience
  • Identify Your Audience Personality Type In Order To Build Your Brand Personality Around It
  • Understand Why Your Customers Expect More From Your Brand Communication
  • Build A Personality Foundation Around Who Your Audience Is
  • Expand Your Personality To Have Attitude, Opinions And An Outlook On Life
  • Integrate Your Personality Into Your Brand Voice, Language And Tone
  • Create Content And Copy With The Tone, Language And Attitude Of Your Brand
  • Apply Your Brand Personality To Marketing Strategy, Touch points And Communication
Requirements
  • Understanding of some basic branding and marketing terms
Description

You’re here because you want to build a business brand that engages people, makes deep human connections and builds a following.

 

Maybe your building a business brand for the first time or maybe you design brands for a living and your but you want to be more strategic to further your career and build brands with substance that are more than just visuals.


You want strategies that allow your business branding to

 

·      Look

·      Feel

·      Sound

·      Behave

·      Think

·      And Act

 

Differently to other brands and that’s exactly what I’m here to help you do.


Brand Management is all about understanding who your audience is, what they feel and how they behave and using that information to strategically relate your brand to their lives.

 

If you search for a Marketing Strategy, you will find hundreds of examples but none will show you how to speak to your audience with a tone of voice, language, characteristics and personality that will allow you to resonate with who they are as a person, which ultimately leads to subconscious buying decisions.


And that's what business branding is all about. The best marketing strategy of today will be gone tomorrow, but brands that build their relationships through human and emotional connections, stand the test of time.


Business Branding with personality is built on Archetypes. It is not a Marketing Hack. It's a science based on thousands of years of research.


 

·      How do the world’s biggest brands get their audience top feel something for them?

·      How do you develop a personality that makes your brand feel like a real person?

·      How can you apply this personality throughout your brand so you make your audience feel something towards you?

 

 

 

If you want to understand your audience on a deeper level, their fears, desires, characteristics and behaviours, and you want to build a brand personality that engages them on an emotional level, then this is the course for you.


One of the first considerations when building a business brand and a business strategy should be; how do I connect with my audience in a way that seems organic and natural. So the see the business like a person.

 

In this course you’ll learn the science behind why personality is the key for business brands to human engagement and the framework that the biggest brands in the world use in order to develop their personalities that connect with their audience.

 

The businesses and brands that make emotional connections with their audience do so on a uniquely human level. Brands are evolving into human personas that are connecting with their audience on a much more personal level.

 

Your customers don’t want broadcast communication in a generic voice with little to no personality. They want their brands to connect with them with an authentic personality that they can relate to.

 

The most loved brands in the world use a scientific personality framework as part of their brand strategy in order to make those emotional connections.

 

Brand Archetypes have been used by storytellers and filmmakers for generations in order to make their audience feel something for their characters and that’s exactly what we’ll be diving into in this course. We'll uncover where brand archetypes have come from and their scientific background and how they are applied in business strategy as brand archetypes in order for brands to connect with their audience.

 

You’ll Learn

 

·      How consumers connect on an emotional level

·      The two emotional states that brands look to tap into

·      Why personality is the future of business branding

·      The evolution of consumer brand relationships and where they’re going

·      How to develop a brand personality using a scientific framework

·      How to expand that personality so that it feels human

·      How to apply your personality across all your marketing touch points

 

 

This course is jammed full of examples as well from big and small brands

 

I’ve designed this course for anyone looking to build a brand or anyone looking to connect with their audience in an engaging way. I’ve created easy to follow, visually appealing and illustrated lessons that keep you engaged and help you take action.

 

By the end of this course you’ll know exactly how to develop a brand personality designed to evoke a specific desire or emotion from your audience which you can use to influence your brands visual identity, including your:

 

·      Typography

·      Colour Palette

·      Images Style

 

 

You’ll also be able to express your personality across every single touch point that your audience has with your business brand including:

 

·      Website copy

·      Social media posts

·      Advertisements

·      Blog Posts

·      Packaging

·      Videos

·      Customer Service

·      Lead Magnets

 

As you’ll learn, every single one of these touch points is an opportunity to give your audience a positive experience with your brand, which they subconsciously store which influences their buying decisions.

 

There are also a tonne of downloadable interactive pdfs, worksheets and case studies to help you capture information, develop your personality and bring that personality to life.

 

By the end of this course you’ll be able to

 

·      Understand Why Your Customers Expect More From Your Brand Communication

·      Identify Your Audience Personality Type

·      Build A Personality Foundation Around Who Your Audience Is

·      Expand Your Personality To Have Attitude, Opinions And An Outlook On Life

·      Integrate Your Personality Into Your Brand Voice, Language And Tone

·      Apply Your Personality Across All Marketing Touch-points

·      Develop an authentic brand personality with a scientific framework based on your audience

 

 

I truly believe that the information in this course will help your business brand to engage with your audience on a much more human and emotional level. This detailed level of brand management leads to human connections that will ultimately lead to your brands success.

 

Who this course is for:
  • Entrepreneurs and Business Owners Who Want To Connect With Their Audience On A Human Level
  • Designers And Strategists That Want To Bring Their Brands To Life
  • Anyone Who Wants To Better Understand The Different Human Personalities, And How To Resonate With Them
  • Brand Managers that want to evolve their brand to become more human
  • Marketing managers that want to learn techniques to enhance their strategies
Course content
Expand all 42 lectures 03:07:36
+ Brand - Customer Relationships Have Human Roots
7 lectures 31:35

Take a look at the overview of what we'll cover together in this course so you know what to expect from each section.

What You'll Learn
04:23

Branding was a lot simpler in the olden days. Relationships were built through face to face engagement and brand strategies didn't go too much further than simply treating your customers well and engaging them with personality. A simple as that sounds, there's a lot to be learned for modern business owners today.

Learn From Old Fashioned Branding
03:51

As people we all connect with one another through our personalities. The different desires we all have, determine the characteristics that we're attracted to. Specific characteristics evoke specific desires, while a certain group of characteristics make up a certain personality. By the end of this lecture, you'll begin to think about connecting with your audience from a different perspective.

How We All Connect
03:39

A vast amount of our buying decisions are made in our subconscious. Understanding the two emotional states your audience goes through in relation to your solution, is key to penetrating that subconscious mind. By the end of this lecture, you'll begin to consider the emotional states of your audience in order to appeal to them with personality.

Identify Your Audiences Emotional States
03:31

The most loved brands connect with their audience on a much deeper level than the products or services they sell. The personalities and characteristics that these brands display, are key in resonating with their audience on that level.

EXAMPLES: Loved Brands Use Heart Branding
06:48

Your brands industry and the solutions you offer, will often outline the level of emotion involved. Some solutions tap into a much deeper level of emotion than others while less emotional solutions can benefit from the lightheartedness of their space.

Preview 05:33

This case study  demonstrates that creativity coupled with personality (and a sought after solution) is a combination that can open the hearts of customers with any budget. Although big budgets have advantages, they can't compete with a message that taps into a pain point with a well placed tone and personality.

CASE STUDY: Every Budget Can Connect
03:50
+ Discover The Human Brand And Identify Who You're Connecting With
6 lectures 22:48

In this lecture you'll learn why personality has become so significant in modern brand-consumer relationships, where those relationships have come from and how they have evolved

How Brand Consumer Relationships Have Evolved And Why
03:39

Brands are becoming more and more human everyday, not by choice, but because consumers are demanding it. Brands that continue to communicate through one way broadcast means, risk being cast aside. The lecture will demonstrate how far some brands are going in order to connect on a human level.

Preview 04:22

An excellent example of heart branding. When you own an emotion and consistently demonstrate that emotion consistently with characteristics that evoke that desire, it becomes less about the product and more about the feeling.

CASE STUDY: A Happy Personality
03:26

In order to develop a brand personality that connects on a human level, it's imperative to know the human that the brand wants to connect with. In this lecture we'll begin to uncover who your audience is in order to better understand the lives they lead and who they are as people.

Align Your Audience And Your Personality
03:37

Understanding your role as a brand is key in determining the characteristics you want your brand to display. Different brands play different roles in the lives of their audience and is a key consideration when positioning and developing your personality.

Identify Your Brand Role
05:29

In order to make your brand feel familiar to your audience so they connect and resonate, your personality needs structure. In this lecture you'll understand the structure around which you need to build your personality. Without this structure, your personality will likely come across as confusing or unfamiliar.

Preview 02:15
+ Be Familiar Using A Scientific Framework
5 lectures 20:09

In this lesson, you'll get the chance to analyse your own brand relationships in order to better understand why some brands mean more to you than others. if you can uncover how your most loved brands have made and emotional connection with you, you can gain insight as to how you might apply this thinking to your brand.

Analyse Your Personal Brand Relationships
07:52

In this lesson you'll learn where the personality framework that the most loved brands use have come from and how steeped it is in culture. Upon realising its history, you can begin to embrace its significance.

Why Archetypes Are So Effective
03:27

Marketing hacks come and go but building a brand strategy with a personality framework is a long-game that builds real relationships based on scientific insight.

Forget Marketing Hacks: Use Science
03:56

In this lesson you'll be introduced to a simple formula that assists in keeping your brand personality defined as well as learning why that's so important.

Keep Your Personality Defined And Familiar
02:08

In this lesson, you'll learn about the archetypal relationship between your customer and brand in order to be more strategic in your brand personality development.

Your Customer Is An Archetype: Uncover It
02:46
+ The Archetype Framework & The Personalities That Resonate
13 lectures 01:14:54

In this lesson, you'll be introduced to the 12 archetypes, the desires that each of them evoke and the collective desires that each group of archetypes.

Discover The Archetype Framework
02:36

This lesson uncovers the details, characteristics, desires and fears of the outlaw. By the end of this lesson you'll know how to identify the Outlaw archetypes and how to best appeal to their desires with the right brand voice, messaging and characteristics.

Preview 08:36
The Magician
07:03

This lesson uncovers the details, characteristics, desires and fears of the Hero. By the end of this lesson you'll know how to identify the Hero archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

The Hero
08:16

This lesson uncovers the details, characteristics, desires and fears of the Lover. By the end of this lesson you'll know how to identify the Lover archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

The Lover
05:37

This lesson uncovers the details, characteristics, desires and fears of the Jester. By the end of this lesson you'll know how to identify the Jester archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

The Jester
04:03

This lesson uncovers the details, characteristics, desires and fears of the Everyman. By the end of this lesson you'll know how to identify the Everyman archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

The Everyman
04:40

This lesson uncovers the details, characteristics, desires and fears of the Caregiver. By the end of this lesson you'll know how to identify the Caregiver archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

The Caregiver
04:26

This lesson uncovers the details, characteristics, desires and fears of the Ruler. By the end of this lesson you'll know how to identify the Ruler archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

Preview 05:42

This lesson uncovers the details, characteristics, desires and fears of the Creator. By the end of this lesson you'll know how to identify the Creator archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

The Creator
05:45

This lesson uncovers the details, characteristics, desires and fears of the Innocent. By the end of this lesson you'll know how to identify the Innocent archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

The Innocent
07:03

This lesson uncovers the details, characteristics, desires and fears of the Sage. By the end of this lesson you'll know how to identify the Sage archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

The Sage
06:11

This lesson uncovers the details, characteristics, desires and fears of the Explorer. By the end of this lesson you'll know how to identify the Explorer archetype and how to best appeal to their desires with the right brand voice, messaging and characteristics. You can then apply this knowledge in developing your brand personality and brand strategy.

The Explorer
04:56

This quiz will allow you to see how well you understand the 12 archetypes and their characteristics

Test Your Archetype Personality Knowledge
6 questions
+ Develop And Express Your Brand Personality
10 lectures 37:10

In this lesson, you'll learn how to dig deeper into who your audience is and uncover the emotions they go through in the before and after state, as well as the characteristics they display. This is a key step in developing your personality strategy for your brand.

Uncover The Human Side Of Your Audience
06:19

In this lesson we'll dive into archetypal mix, the formula that provides structure and familiarity to the archetypal framework while allowing for personality expression.

Archetypal Mix: A Formula For Expression
03:31

This workbook will help you to capture the details that will make up the basis for your brand personality.

Use Your Brand Personality Workbook
01:49

In this lesson, you'll learn the subtle detail you must consider when aligning your brand to the right archetypal mix. Although subtle, these considerations can have a big impact in your overall personality strategy.

Build Your Personality Frame around Your Audience
05:25

In this lesson, you'll learn how to bring your brand persona to life visually and how effective it is when expanding your personality into a more tangible being.

Define Your Personality Visually
01:54

Learn hw one of the biggest brands transitioned from oner personality to another to adapt to their audience and market conditions.

CASE STUDY: From The Outlaw To The Creator
04:55

In this lesson, you'll learn an effective process that draws the details of the personalty from your brand persona. Once you capture these details, your brand communication becomes more natural, authentic and effective.

How To Bring Your Personality To Life
03:57

Your newly developed brand persona should be consistently applied across your brand at every touchpoint. Learn how to apply your personality across your brand and how to integrate that personality into strategic marketing decisions.

Applying Your Personas Attitudes And Opinions
06:21

In this lecture we'll look at how you can begin to weave a story around your brand personality and why story has such an effective resonance with people.

Build A Story Around Your New Character
01:50
Thank You
01:09