In the last three dispatches, I shared the initial process of establishing a brand:
- Personal inner work – Self-discovery
- Bridging the perception gap
- Understanding the Hero – Embracing the audience
In this instalment, we’re bringing together what we found out from our investigations in those three steps. The task is quite simple – pick three or four keywords for each of the categories below, and they are what I call Brand Emotion Keywords. The categories are:
- Who you are, your personality
- How your industry is perceived (general perception by the audience)
- What your Hero wants
- Potential benefits your service/product can provide.
It’s helpful if your words are emotion-driven, descriptive or visual (or all three!)
There might be some overlaps between the four areas. That’s okay. Once you have written down the dozen or so keywords you generated, go ahead and choose four or five.
If you need a refresher for the previous three steps, look for my emails from the past month, on each Thursday (unless you’ve deleted them, in which case you’re always welcome to contact me).
In the next dispatch, I’ll show you how you can make excellent use of your brand emotion keywords.