Business of Story #427: Ch. 6, Mentor: How to Humanize Your Brand With its Promise, Gift and Personality
Sep 4, 2023
Learn how to humanize your brand by developing its promise, gift, and personality. Explore the concept of brand archetyping and the power of storytelling. Understand the importance of authenticity and a clear brand promise. Discover the positive impact of introducing these concepts to others.
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Brand As Mentor, Not Centerpiece
- Your brand plays the mentor role by equipping customers with wisdom and tools to reach their goals.
- Humanize brands by telling outcome-focused stories, not product-focused ones.
Create Nine One-Word Brand Descriptors
- Define nine one-word descriptors across Organization, Offering, and Outcomes using the O-O-O-H exercise.
- Use a team Post-it session to build consensus and surface authentic brand traits.
Choose One Emotional Promise Word
- Pick one single-word emotional promise that captures the depth of your brand's soul.
- Test its antonyms to identify the human emotion you help customers overcome.