A presentation at WordCamp Europe 2018 in in Belgrade, Serbia by Nela Dunato
The Human Centered Brand NELA DUNATO
A BRAND IS A COLLECTION OF IMPRESSIONS THE AUDIENCE HAS ABOUT AN ORGANIZATION, A PRODUCT OR A PERSON.
BRAND VISUAL BRAND Values Mission Photos LOGO Colors Typography Vision Brand Voice Packaging Illustration Brand Persona Unique Value Proposition Ideal Client Avatar Customer Experience
YOU DON’T HAVE TO PLAY BY THE SAME RULES AS THE BIG BRANDS.
Paul Jarvis PJRVS.COM
CLIENTS DON’T CONNECT WITH COMPANIES – THEY FORM RELATIONSHIPS WITH PEOPLE.
THE RULES OF BRANDING ARE VERY DIFFERENT FOR SERVICES AND PRODUCT BUSINESSES.
B D N I N A G R IS THE BRIDGE USED TO OVERCOME THE TRUST GAP
THE COSTS OF HAVING A WEAK, IMPERSONAL BRAND ARE HIGH.
STOP IMITATING CORPORATIONS
THE REAL FOUNDATION OF YOUR BRAND ARE THE PEOPLE WHO WORK IN YOUR COMPANY.
YOUR CLIENTS COUNT ON YOU TO BE THERE FOR THEM AND HELP THEM WITH THEIR PROBLEM.
Who are we? What value do we provide? What do we stand for? Who do we serve?
QUESTION #1 Who are we?
WHAT WOULD YOUR CLIENTS SAY ABOUT YOU?
YOUR BRAND IS REPRESENTED BY THE PEOPLE WHO ARE IN TOUCH WITH YOUR CLIENTS.
USE YOUR FRIENDS’ AND YOUR CLIENTS’ WORDS TO DESCRIBE WHO YOU ARE.
WEB.BURZA.HR
PUT YOUR PHOTO ON THE ABOUT PAGE.
QUESTION #2 What value do we provide?
“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
CLIENTS CARE ABOUT THE TRANSFORMATION. THEY NEED YOUR HELP TO BECOME A BETTER VERSION OF THEMSELVES.
QUESTION #3 What do we stand for?
THIS IS SOMETHING WE WOULD NEVER COMPROMISE ON. THIS IS WHAT ALL OF OUR EMPLOYEES AND CLIENTS NEED TO GET ON BOARD WITH.
CULTURE FIT SKILLS
YOUR MISSION: YOUR VALUES IN ACTION
QUESTION #4 Who do we serve?
WHO APPRECIATES US & OUR APPROACH TO WORK? IDEAL CLIENT WHO NEEDS THE VALUE WE CAN PROVIDE? WHO SHARES OUR VALUE SYSTEM?
NOW SERVICE GOAL
YOUR CLIENTS DEFINE YOUR CULTURE.
Why Human Centered Branding Works
BEING “ON BRAND” IS EASY
IT ATTRACTS THE BEST PEOPLE TO YOUR BUSINESS
IT DRIVES A HEALTHY COMPANY CULTURE
BEING ORIGINAL & DIFFERENT IS GOOD FOR BUSINESS – AND THE EASIEST WAY TO BE DIFFERENT IS TO BE YOURSELF.
WE NEED MORE TRANSPARENCY AND AUTHENTIC CONNECTION IN BUSINESS.
RELATIONSHIPS YOU FORM WITH YOUR CLIENTS ARE YOUR BEST BUSINESS TOOL.
THE WAY TO SUCCEED IS TO ACTUALLY CARE ABOUT YOUR CLIENTS, AND START SHOWING IT.
FIND OUT MORE ABOUT THE BOOK: humancenteredbrand.com SAY HI OR A.M.A: @nelchee GET THE SLIDES AT: bit.ly/hcbtalk
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.
for free. You
can too.