Big Brand Theory Pdf Download
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big brand theory pdf download
The most prevalent personality framework is the Big Five, also known as the five-factor model of personality. Not only does this theory of personality apply to people in many countries and cultures around the world (Schmitt et al., 2007), it provides a reliable assessment scale for measuring personality.
The ancient Greek physician Hippocrates hypothesized that two binaries define temperament: hot versus cold and moist versus dry. This theory resulted in four possible temperaments (hot/moist, hot/dry, cold/moist, cold/dry) called humors, which were thought to be key factors in both physical health issues and personality peculiarities.
The Big Five brings us right up to the current era in personality research. The Big Five theory still holds sway as the prevailing theory of personality, but some salient aspects of current personality research include:
2. Think like your audience: Make a list of words that describe your brand and how you want it to be perceived. Think like a person in your target demographic and always remember what would be important to them.
Brands often choose a clean and minimalist style to communicate how fresh and modern they are. This style uses a lot of whitespaces, minimal details and simple lines often resulting in sleek, pared-back logos. A minimalist and modern style shows your customers that your brand is up-to-date, cool and knows what counts.
Handcrafted style transports a clear message: this brand is individualistic and stands for handmade quality. The style works well in combination with other aesthetics, like vintage, to really drive the message home. But it can be combined with minimal and fun styles as well for a simple and sophisticated or a bright and youthful look.
Mascot logos are a fun way of giving your brand a personality. They are often colorful, cartoonish characters that represent your business in a family-friendly and approachable way. To learn more about the ins and outs of mascot logos, take a look at the video below.
A combination mark does exactly what it says on the tin: it combines a symbol with a word mark to create an easily recognizable logo. The brand name is either placed next to the symbol or is integrated into the graphic element, like how designer ludibes demonstrates with the Brite Side logo. People will associate both elements with your brand, which allows you to use them both alone or together.
Colors can have a ton of different meanings. The psychology behind color is complex, but to keep it short, colors have certain emotions and ideas attached to them. To learn more about color theory be sure to check out this in-depth guide on logo colors and their meanings.
The logo for skincare brand Voany leaves no doubt that it is an elegant, natural high-end brand, using a combination mark in an organic shape, a classic serif font and a natural brown and beige color palette. Reflect Academy on the other hand looks disruptive and eye-catching by combining a modern font with colorful and abstract shapes for a fresh and unique look.
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Brand awareness might seem like a vague concept, and in truth, it is. For those marketers and business owners out there who like to gauge success with neat and tidy numbers, brand awareness will likely ruffle your feathers.
Once a consumer is aware of a brand, they start to recognize it without assistance, seek it out to make a purchase, begin to prefer it over other similar brands, and establish a loyalty that not only spurs on other purchases but also inspires recommendations to family and friends.
That is why brand awareness is so important. It establishes trust with your customers, creates positive associations, and builds invaluable brand equity that allows your brand to become a household name and consumer staple.
How many festivals, concerts, fairs, and exhibitions have you attended? These types of events are typically not possible without the help of brand sponsorships. (Take a look at a t-shirt, koozie, or string backpack you likely grabbed from the event. See any brand names?)
Sponsoring events is a surefire way to get your brand in front of hundreds, thousands, or millions of people that likely fall into your target audience. From banners to flyers to water bottles, your brand name will be everywhere if you sponsor an event.
See how these brands have chosen podcast topics that relate to their 1) overall brand message and 2) products or services? Doing this helps them relate the podcast back to their brand and continue to raise awareness, too.
How do you know if your brand awareness efforts are working? How do you know if you need to change direction, top the competition, or fix a crisis? Just like any other marketing metric, you measure it.
The methods for measuring brand awareness fall into two categories: quantitative and qualitative. Quantitative methods use numerical data to determine growth while qualitative methods measure subjective value.
Firstly, direct traffic is the result of people intentionally typing in your URL and visiting your website. Your direct traffic number will tell you how much your marketing is prompting people to visit your website. This is an important metric, as many consumers today discover brands through social media, advertisements, or by typing in keywords related to your brand or product. When consumers go directly to your site, it means they were aware of your brand beforehand.
Doing this gets you up to speed with how your brand is being talked about online. It will alert you to any news or mentions by third-party press. As your brand grows, its internet real estate will expand beyond your website, so keep an eye on that.
This process involves getting direct feedback from your customers and audience and can be incredibly helpful with not only understanding who knows of your brand but also what they think of it. You can release surveys through SurveyMonkey or Typeform and share them on social media or directly with your customers. This guide will help you create and promote them.
In the same way, you can get your customers to advocate for you by rewarding them if they share knowledge about your product. This will make it easier to build an army of brand evangelists who will effortlessly scale your brand awareness efforts.
The face or spokesperson of a brand. The brand ambassador, which historically took the form of a CEO, celebrity endorser or other paid affiliate, represents the essence of a brand and is a controlled effort to humanize brand messaging, mission and outreach. More recently, employees, loyal customers and anyone passionate about the brand, have assumed the title. The ambassador eats, breathes and lives the brand, providing customers with a tangible and influential brand experience while serving as the campaigner, defender and avatar of the brand.
The individual elements that come together to form the outward-facing brand. Brand assets include the fonts, colors, animations and resources that must work together in order to forge the distinctive appearance of a brand. While each element can stand alone to spark recognition of the brand, the union of all these elements is what creates a cohesive brand identity.
A thorough, under-the-hood examination of a brand to uncover performance, position and customer insights. A brand requires these inspections in order to identify strengths, weakness and opportunities for refinement or new initiatives. The results of a brand audit will align teams and set the stage to prioritize and manage any course corrections needed.
The means by which a brand is created in the mind of a stakeholder through all experiences and interactions with or involving the brand. Some experiences are controlled, such as retail environments, advertising, products/services, websites, etc. Some are uncontrolled, like journalistic comment and word of mouth. Strong brands arise from consistent experiences that combine to form a clear, differentiated overall brand experience.
Leveraging the values of the brand to take the brand into new markets/sectors. A brand must first establish brand equity in order to successfully and intentionally extend into new categories and offerings.
A comprehensive document or rulebook affirming the principles of a brand and providing guidance for understanding its legacy, vision, mission, personality and attributes. Brand standards inform staff, external agencies and vendors of the code under which the brand operates. It serves to establish appropriate usage, variants and application of each of the brand assets, and specifies how each element fits together. Synonyms: Brand Standards, Style Guide
A continued analysis and execution of all techniques utilized to maximize the value of the brand over time. The management of all tangible and intangible elements representing or supporting the brand experience with the goal of increasing brand awareness and enhancing brand loyalty.
A visual manifestation of a brand that provides a top-level view of all its inner workings, including employee roles, brand purpose, offerings and pricing. The brand map can be a useful tool to guide employee onboarding and training as well as larger organizational initiatives such as mergers and acquisitions.
The attribution of human personality traits (seriousness, warmth, imagination, etc.) to drive differentiation and customer connection. These traits inform brand behavior and are manifested to customers through employee actions and through prepared communication, packaging and advertising. 350c69d7ab
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