We previously have spoken about Branding.
Conceive an identity, concept ideas and values and combine all together in an image which is similar to an entity.
Emotions, Values, Ideals combined and attached as projected key features of products. Then projected to the Brand and the Corporate Image.
In the ordinary life, day by day, we may meet minimum ten to fifteen brands and logos. More or less...
What are the triggers versus one of them?
What's the perception?
What's the best for your evaluation?
Now I will repeat the basis scheme of functioning of our brains.
Read very well.
Minds elaborate informations and, in a high level reasoning, differentiate and combine.
Minds can differentiate, separate as find similarities and combination with other registration or elements.
The other way our mind work is by identifying, which means to see as equal, something is projects and perceived as equal.
Now I tell you the story of why I've just bought 130€ Jeep baggage.
I was searching for a baggage. It's not an emergency or a primary need but it's latent desire.
So in the perspective to buy one really good as a trolley. easy to move, I've seen different ones in shops.
So. What do we start with for the choosing?
Size and weight matters.
Then?
The Shape and Design.
Then?
Security, Functions.
Ok.
Remember. It's not a dress.
But it is always something we carry out with us and in a certain manner it defines our image.
What if we have three baggages in front of us, same price or near, the color we like, the shape we like, equals functions.
The only difference is the Brand.
American Tourister
Jeep
Roncato
Which one will you choose to buy?
So, I'm American Inside. You can't even imagine how much I love The United States of America. I'm studying the US constitution too, from the Declaration of Independence.
First Level of Thought. BRAND NAME.
The only thing is "American" written is for me high value but I don't like "tourister"
The second is JEEP. WOW, One of my best favorite car maker, after Land Rover. ( I'm a Velar and Defender Lover ) so we start it very well.
Roncato is Made in Italy. Simple. The model I've been shown had the Italian flag apart.
I'm not so excited. Discard.
Second Level of Thought and Evaluation. BRAND IDENTITY, VALUES AND IDEAS.
Here we are. We' ve been educated with videos and images about Jeep.
Jeep is twenty years investing on tv commercials ads.
I've seen a lot on TV in prime time and either on Youtube.
What are the values and the ideas it inspires me?
Adventure.
Sport & Adrenaline
Resistance
Strenght & Safety
Intelligence
High, Super Advanced Technology on a Car.
Comfort
a Mate with whom travel
All Together.
I'm an adventurer, also if others shouldn't say that.
A really one.
I love traveling, sports and adrenaline things, strength and safety too.
I love Technology and comfort on a car, a super car.
Endeed.
Being Analytical first, I've browsed 5 to 10 brand and models.
I've asked for informations about materials, safety, functions.
Prices.
There are the three from which to choose the one.
Here we have the second level of thought and evaluation.
It's a matter of pleasure, ideas and perceptions. Emotions.
I've chosen JEEP.
United States are full of Jeeps and high cars.
I see adventure, safety, strength, intelligence too and High super Advanced Techs.
Just bought and carried at home.
I'm a personas.
A Digital Worker, Marketer, Content Creator.
I love techs and traveling around the World.
I love United States, the Movie Industry and I'm keen on studying and updating myself.
Branding is one of my passions, as robots.
Born on February 1991.
32 years old now, 33 the next month.
I use to travel and move by car.
Also If I don't have a motorbike driving license I love Kawasaki and Ducati.
I use to buy on Amazon or online three times a month.
I use to pass from 4 to 9 hours a day in front of a pc. Remote Worker.
I'm sensitive and emotive but at the same time deep analytical. Emotional Intelligence it's called.
University Bachelor Degree. Updating and courses. A Master.
So when speaking about Personas from which to start to define a communication and touch points strategy, Branding key points are fundamentals.
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