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Persona Design
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Making Your Brand No.1 In Your Target Market
Making Your Brand No.1 In Your Target Market

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Persona Design's posts

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Need a compelling #speaker for your next event?

Lorraine Carter might just be the ideal solution to help you make it your best yet, and one to be remembered!

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CEO Brand Leadership: How Vision Drives Brand Growth

In shaping a #brand, #CEO brand #leadership plays a critical role as the visionary behind the brand. Leaders with vision are aspirational; they stretch the imagination and they look to the future. They understand that a vision is not just a statement; it’s a process. It’s alive. It changes as the world presents new opportunities. True leaders embody and define a brand vision and culture, which must be shared and cultivated to exist.

It’s worthwhile examining lessons from three of the most influential, visionary, and successful CEOs of our times:

• Jeff Bezos continues to break records leading the fastest-growing company in world history

• Steve Jobs developed the first personal computer and laid the foundation for the world’s highest-valued company

• Bill Gates, the world’s wealthiest individual, built the world’s first software company and is now running the world’s largest private charitable foundation

However not all visionary CEOs are corporate giants, of course. Sectors such as nonprofits, services, and even political parties also require leaders with exemplary vision.

And it’s not uncommon for entrepreneurs and startups to be guided by a founder whose passion results from personal experience that is shaped into a very compelling brand vision.

Read on to find out the six key areas in which exemplary CEO brand leadership must excel regardless of whether your business or organisation is an SMB / SME, statutory body, small to medium enterprise, not-for-profit, early growth startup or corporate giant.



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#FamilyBusiness #Branding and The Secret Drivers to #Brand Success

#Family-owned and operated businesses come in all shapes, sizes, and ages. Yet they share the roots of a common attribute: quintessential authenticity.

A family business brand has a distinctly personal voice and can uniquely build unparalleled trust. Trust underpins profitable brand growth.

Nobody can weave a more engaging, authentic brand #story than a family business, and this is key to one of a brand’s four pillars: #differentiation. The perceived distinctiveness of the brand instantly separates a family brand from its competition.

Global management consultancies are wise to keep a keen eye on family enterprises. EY suggests that family business is the world economy’s “secret driver of success.” Their research library published a 2015 report undertaken with Kennesaw State University Cox Family Enterprise Center (Georgia, USA) indicating that: “The importance of family businesses to the global economy is undeniable. They account for more than two-thirds of all companies around the world, many of which are household brand names, and 50%–80% of employment in most countries.”[1]

At the KPMG Family Business Practice Global Think Tank, the group’s CEO for France explains, “It’s a philosophy, it’s a spirit, it’s a backbone of our economy.” [2]

When success breeds success and astronomical growth and wealth occur rapidly in the span of one lifetime, keeping customers connected to core brand #values is a strong message that the family business founder can embrace and project.

Times flies and we're aware that family businesses must be astute about strengthening, re-evaluating and leveraging their brand #relevance, while training and managing #succession and growth over the next 5, 10, 20-plus years.

So what are the secrets to building a successful family business brand and ensuring its profitable continuity and ongoing relevance through succeeding generations?

Find out more here...



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#Personality Matters: Bring Your #Brand to Life to Grow Your Profits

Breathe life into your #brand. Like people, strong successful brands are alive; they have a distinct voice, individualistic traits, characteristics, and personalities. #Brands must continually grow and evolve to stay relevant, or die. As with people, the development and reinforcement of that personality creates a unique persona and serves to differentiate your brand from the others, particularly the competition. Most importantly your brand's personality is a key factor in attracting your ideal audience.

Why is brand personality so critical? The personality of your brand determines the relationship your customer has with your brand. Because when that connection is a well developed emotional one, it drives referral and repeat purchase.

So the question is, how well developed is your brand's personality and are you leveraging it properly to drive growth?

Do I need a Mickey Mouse or a Jolly Green Giant to infuse my brand with personality? No!

Assigning personality to one’s brand should not be confused with creating a mascot or partnering with a celebrity to endorse the brand. Both are options, but neither are required, and not what I'm talking about here.

Central to everything you do in building your brand is the fundamental principal that emotion drives purchase, so in order to close the deal, make the sale, trigger the referral, your brand must touch the heart in order to move the mind.

Read more about how to build your brand's personality here to grow your business.

You'll also find examples of four diverse SME / SMB brands who've built their brand personalities really well and consequently are very successful businesses.


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Build Your #Brand Strategy So It Drives Your Growth and Enables You To Punch Above Your Weight

It’s amazing, but even with all my branding articles, videos, brand-building masterminds, workshops and speaking engagements, people still ask me, “Do I really need to brand my business or brand strategy?” Or they’ll say, “I’m a B2B startup; can’t I postpone this branding stuff for a bit?”

My answer’s are always the same, “Why would you want to? What makes your service or product special? How are you going to make your brand matter to customers? Why should they choose you over well-established competitors with an established track record? What are you going to do to earn their trust, generate higher perceived value and earn their custom?”

If you want to punch above your weight — in terms of the competitors you can take on, the target audiences you can reach and the impact you can have in your industry — you need a really strong #brandstrategy, a compelling reason for customers to notice, trust, like and buy what you have to offer — product or service.

Having a brand strategy lets you promote the value of your products and services rather than the price. It’s that simple. And who wouldn’t rather sell value than try to compete on price?

Read on to get the top six steps to building a powerful brand strategy in your business or organisation, small or large, regardless of whether you're selling a service or product.

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#BrandStories: 5 Compelling Examples That Sell Themselves (Part 2)

In part one of this blog title, we introduced 5 exceptional big brand storytelling examples: Airbnb, Amazon, Dollar Shave Club, Facebook, and Guinness.

Part two takes a look at five more brands that have hit the nail on the head and discusses universal takeaways for marketers of brands, no matter what size.

“Exactly how do I tell my brand’s story?” is one of the most frequently asked questions we receive. Simply start at the beginning and consider the following guides as you draft out the core ingredients of your brand story:
• Do: Tell a story
• Don’t: Fudge the facts
• Do: Use visuals and photos
• Don’t: Use copyrighted photography
• Do: Use numbers
• Don’t: Write a novel
• Do: Show your brand’s personality[1]


If you’re struggling with writing the heart of your compelling brand story so it’s shared time and time again by word-of-mouth then the Persona Brand Building Blueprint™ Mastermind is the perfect fit for you. There are ten key areas we focus on during this two day brand building intensive all of which are fully immersive and strategic in nature. Your brand story is one of the core areas of immersion.

It’s no coincidence that some of the world’s most powerful brands are ones that have successfully told their brand stories in a relatable human, non-corporate way so that customers embrace it and are keen to continue sharing that story via world of mouth.

Here we take a closer look at another five great brand #story case studies to see who nailed it, how, and why.


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#Digital #Brand Identity Essentials - How to Build, Resonate and Grow

Successful branding requires consistent communications both on and offline. The question is, is your digital brand identity consistent and congruent with what your brand stands for?

Does your brand strategy fully integrate your digital brand identity? Does it congruently express what you stand for? Is it well thought out and compelling?

Does your digital brand identity connect with your customers, serve them and give them great value? Do your customers even care?

As you build your winning brand on its fundamental pillars, you fill its heart with the essential values of your organization, be that a product or service.

You craft your brand promise to let people know what your brand will deliver. To make that commitment heard, it’s mandatory that your brand is active and fully engaged wherever your customers (and potential new customers) are. Increasingly, that’s digital and especially via mobile.

Best practice says that if you’re not reaching mobile customers, it’s time to start…yesterday. It’s no longer a question of which brands gain increased market share by attracting customers via the internet. It’s now a basic question of brand survival.

Read on to find out what you need to build a successful digital brand identity and how...

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#Brand #Crisis – How to Plan, Manage, Survive and Thrive

The one thing every brand, product or service, can potentially expect is a brand crisis at some stage in the future. No brand is immune. And, because bad news travels fast (faster than ever, due to social media), time is of the essence in managing the situation when it arises.

The question is, how well prepared are you?

Do you have your brand crisis management 'just-in-case' plan at the ready?

Have you thought through the process of managing the 'unexpected' under pressure together with your post crisis assessment and potential brand #refresh or #rebrand and #rebuild?

Here we cover the key factors you need to consider and how to implement them.

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Brand Transformation to Increase Your Sales

The business world is in a constant state of flux and #brand #transformation.

Markets change, new trends emerge, #disruptive competitors alter long standing rules and customer preferences evolve — all of which impacts your brand.

Consequently brands are constantly evolving to ensure future growth and relevance. Even the longest standing and greatest brands in the world need rejuvenation, if not a total rebrand, in order to maintain their market leadership.

#Rebranding or #revitalization can take many guises from the complete wholesales change of a company, services or product, to something less dramatic and of a more subtle, evolutionary nature in the form of a brand #refresh.

The choice is to #Rebrand, Refresh, #Revitalise or Build a New Brand entirely.

And then how?

Find out here...

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A #Rebranding Strategy Guide for Business Owners, Brand Owners and Brand Managers

The business world is in a constant state of flux. Markets change, new trends emerge, disruptive competitors alter longstanding rules, and customer preferences evolve — all of which impacts your #brand .

Consequently #brands are constantly evolving to ensure future growth and relevance. Even the longest standing and greatest brands in the world need #rejuvenation , if not a total rebrand, in order to maintain their market leadership.

Rebranding or brand #revitalisation can take many guises from the complete wholesale change of a company, service or product, inside and out, including; name, culture, values, vision, mission, proposition, positioning, purpose, behaviours, tone, visual collateral and all that entails with no connections to the legacy entity.

Alternatively, it can be something less dramatic and of a more subtle, evolutionary nature in the form of a brand refresh.

The question is which is most appropriate for your brand? What's the real difference between a refresh or total rebrand? Most importantly, what are the expected outcomes and financial returns of a engaging in a rebranding process or brand #refresh ?

Here we evaluate and explain in detail the precise differences between each route, the processes and the outcomes.

The case studies of who's done it well, along with a few rebranding disasters and mistakes to avoid are a must read!

We've also included the Top 15 Tips for Ensuring a Successful #Rebrand or #Refresh

Enjoy!
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