Create a Brand Personality Profile for your business | Mick Wust | Skillshare

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Create a Brand Personality Profile for your business

teacher avatar Mick Wust, Copywriter, Brand Storyteller, Beer Blogger

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

16 Lessons (42m)
    • 1. Introduction

      2:15
    • 2. Why does my business need a personality?

      4:14
    • 3. Tips on creating your Brand Personality Profile

      2:45
    • 4. Who I am

      2:49
    • 5. How my business started

      2:50
    • 6. What I do

      1:49
    • 7. Why I do what I do

      4:37
    • 8. The image I want to portray

      3:31
    • 9. Where my business is going

      1:55
    • 10. My core values

      1:40
    • 11. My ideal client customer

      1:35
    • 12. How we're different to other businesses

      2:12
    • 13. What we don't do

      2:27
    • 14. Key words/phrases to use

      2:02
    • 15. Describe your business in 3 sentences

      1:12
    • 16. How to use your Brand Personality Profile

      4:12
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About This Class

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Your business has personality. So why doesn’t that show?

If you want your business to attract customers or clients, you don’t want to be boring, or sound like everyone else in your field. You want your business to be attractive and interesting, and to stand out from the rest.

In this class, you’ll learn how to discover your brand’s personality, which will then guide how you communicate and market your business in a way that’s unique and engaging.

  • Invaluable if you’re writing your own web content, designing your own website, doing your own marketing, etc.
  • If you’re hiring copywriters, graphic designers, etc., this will help them know your business and guide them in their creative decisions
  • Helpful in guiding all kinds of marketing and branding decisions, from how you design ads to how you respond to negative reviews

This class is for anyone who currently owns or manages a small business, or is interested in starting a small business. It’ll also be helpful for copywriters, graphic designers etc to use as a framework for getting to know new clients.


For the class project, you’ll be creating a Brand Personality Profile for your business. (Just in case you hadn’t figured that out already!)

If you like this class, please give us a positive review to help other people find this class, so even more people can rock their business!

Meet Your Teacher

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Mick Wust

Copywriter, Brand Storyteller, Beer Blogger

Teacher

I've been writing stories since I could hold a crayon. Since graduating with a degree in creative writing almost a decade ago, I've written all kinds of things (only sometimes in crayon), and for some reason, people enjoy reading them.

My wife Kamina and I have a copywriting and brand story business called We Write You. We're big believers in the idea that people are unique and special snowflakes, just like their mum says. So we specialise in sitting down with people who run small businesses, getting to know them and their business, and then writing fun and engaging content that oozes with their voice, personality, and vibe. We like to use our writing skills to tell the world just how awesome some people and businesses are.

I get a kick of drinking delicious beer with frie... See full profile

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Transcripts

1. Introduction: Hey, guys on Mick and I'm Kamina And together we have a business cold, right? You, my copy writers who really care about the personalities of the businesses that we work. So we get together with solo entrepreneurs and small businesses, and we work with them to uncover that brand personality, then shines through all of their copy and all of their marketing material in this class. We're going to help you to uncover your brain personality for your small business. We have noticed that so many businesses just look and feel the same as I contended is they don't have a unique personality, and so they don't stand out. But people have personalities, and small businesses are run by people. So it's small. Businesses should have personalities, too. The problem is that so often we think we have to try and sound like everyone else way. Try to sound more professional, what we try to sound like, what bigger than we really are, and we end up not sounding like us at all, which means that people looking on in our business don't see any reason why they should come to us instead of going to someone else. So in this class, we're gonna work through how to discover your brand personality, how it's different to other people, the ways it's better than your competitors and who your business is perfect for. By the end of this class, you will have created a brand personality profile for your business. This is gonna be prices for you in shaping how you communicate your business in a way that stands out and grabs the right kind of people. So if you have a small business or if you're looking to start a small business, this class will be perfect for you. Will also be great if you're creative, who works with small businesses, like a graphic designer or Web designer or copywriter, because the brand personality profile will be a great resource you can use as a framework for getting to know your new clients. So by the end of the class, you'll have your own completed written friend personality profile way have done this exercise with lots of clients and at the end of it, people always say things like, Finally, my business sounds like me. Finally, I could be myself in my business and I could be really confident in what's different and what's awesome about my business. So we heard that by the end of this class, you will be feeling that way too, Yes. 2. Why does my business need a personality?: so you might still be deciding if this class is worth watching. Well, you might just like to hear the reasoning behind this class in a little bit more. Why does your business need a personality? What kind of new, weird trend in hipster marketing is this? Well, the thing is, it's not actually new. We came up with this language of brand personality. We haven't invented anything new at all, because in this class we're talking about things that most successful businesses do already and have done for a long time. Some do it naturally. Some do it more intentionally, but either way it helps them to be a business that people wanted to buy from. So why does my business need a personality? Here are the three top reasons. The first reason is that people like to buy from people. If you're like a faceless business, that's just about converting products into dollars. Well, people will sometimes come to you for your product, but they will happily shop around. And if they find the same product somewhere else for like $1 cheaper, they'll get it from there. But if you sound more like a real person or real people, then just a faceless business. People will come to like you better. They will come to trust you more and they will develop a loyalty to you. There's going to be a certain transparency where they can see the real people behind the curtain of the business, and they will love that. Potential customers and clients will connect with you, engage with your business. They'll convert toe actual customers and clients, and they will stick with you. And they will tell their friends and family about you because people like to buy from people. Second reason with a brand personality, you'll stand out from the rest of the businesses in your field. So I've got this man and his medium height. He's medium build. He's got Brown here. He's got brown eyes, and we always joked that he could be an international spy because no one could ever pick him out from a crowd. He's got this look that you could forget just like that. Now it just so happens that he has a wonderful personality, but for your business, do you want to be forgettable? Do you want to look like a bunch of other businesses? So that no one could ever pick you out from a crowd. Of course not. When you have a brand personality, your business becomes distinct and unique. People could get to know your business and making distinguish between your business and others. Now my favorite bar, it says, a bunch of delicious beers, just like other bars. But unlike other bars, it has a sign that says B Y O food and dogs and people bring their dogs there. Unlike other bars, the owner is obsessed with retro horror movies, and so he's got the old skeleton and a mannequin leg hidden behind the bar. See, it's got a brand personality, has a reputation, and so it stands out from the rest. And that's what you want that the reason that your business needs a personality is that it helps to be crystal clear about the direction of your business and about the way you communicate. It's a business. So many businesses. We see that website. We see their social media, we see their marketing, and it's it's a big mess. They don't know whether they're an eye or ah, we or it. They don't know whether they're like laid back and fun or full and super professional. They don't know if they're going to bend over backwards to accommodate every customer request or whether they stand firm on what they already offer. I can just imagine the business owners behind the scenes stressing out over every little detail on every decision they have to make in their communication. But when you have a brand personality, so many of these decisions have already been made. You know what your business does. You know what it's like. You know what the tone and the culture is like. All you have to do is communicate in line with the guidelines that you've already set up. It is so much clearer, so much more simple, and all it takes is getting to know yourself and your business. There are plenty more reasons, but look, if those three don't convince you, I don't know what will. Your business needs a brand personality because people like to buy from people because it will help you to stand out from other businesses in your fields and because it will help you to be clear of the direction that you want to communicate as a business. So if you are ready to start developing your brand personality, let's go to the next video 3. Tips on creating your Brand Personality Profile: before we jump into creating your profile, we just thought we'd share a few tips to help you get the most out of this class. There are a couple of different ways that you might like to go about actually filling out your brand personality profile. You might like to print out the pdf now having in front of you and actually write in it. While you're watching the video, you can pause it. You can re watch any bits that you want to, and if you do this, you'll get your profile done in no time flat. When we sit down and we work on someone's brand personality with them, we bang a meeting at in about an hour, hour and 1/2 and we go away and we look at it. We move it around as we need to, but the guts of it is already done. By the end of that hour and 1/2 you can do it that way. If you. Another option is that you might like to watch this video, jot down some notes as you go, but then you might want to let it simmer for a few days, just bubbling away. in the back of your mind. You can keep writing down notes whenever you get an idea or a bit of inspiration, and you can always come back to this video when you need to. This is like this slow approach, and you might end up with a more deep and considered document this way. This could also be particularly helpful if you have other people that you have to talk to about your business, business partners or friends, or us fast or someone like that. So just choose whichever option will work best for you. Another tip for when you're feeling at your brand personality. Propofol. Please don't try to sound smart or sound professional or use any kind of language that you wouldn't usually use. Use your own words. Used your own language. Use your genuine thoughts. Break it down. Be very clear and make sure that you sound like you. This document is for you. No one else has got to see it, and you know something. If you haven't already noticed this, you'll probably start to notice. People actually prefer it when you sound like yourself anyway. People comptel, it makes them feel comfortable. It's a good tip for business, but it's especially true here. This is a safe place. So make sure you sound like you one last thing before we start. Enjoy this process like seriously, go and get something yummy to eat. Get something nice to drink. Get comfortable The creative dig deep. Set aside some time to think about those things that made you want to start this business in the first place. Let your passion your creativity and your dreams and your quirks let all of those things come into play. This is not an activity where you're trying to fit into the mold. This is you describing you. So you just forget about trying to be like anyone else or what should be like or what your answers should be. Just think deeply about what they are. Okay, we're ready. Let's get into it. 4. Who I am: Anyone who's ever tried to start a business before can tell you that you pour a lot of yourself into your business, who you are, your personality, your skills, your passions, your likes and your dislikes. These will all play a huge role in what your business is like, and that's not a bad thing. Don't fight it. A lot of people try to go against the grain because they think they need to look more legitimate as a business or more professional. But I think it's what their customers or clients or after when you were a kid, Did your parents ever say to you, If they don't like you for who you all, then they're not true friends. Well, believe it or not, that is true, and it still applies when you were growing up. Except it doesn't just apply to friends. It actually applies a beating business, too. If you try to be someone you're not, if you try to be a business that you're not, you'll probably attract the wrong kind of people and it's gonna be a huge drain on you to try and keep up the facade. But if you be yourself in business, as much as possible. You'll find that a lot of people will find that for refreshing, and you'll draw the right kind of people the kind who wanted what you are offering, the kind of people who want to work with someone just like you. You'll draw the ideal kinds of clients and customers to your business. As they say your vibe attracts your tribe. See, there's a certain amount of build it and they will come if you be yourself, you will attract a certain kind of people for a lot of things, the okay that you are really good at being you. So have a think about it. What do you like? Are you an excitable and bouncy sales person? Are you a thoughtful and considerate planner? Are you like a passionate and ran T educator? Try and think of traits that have noticed about yourself, all that people have said about you. What makes you different to other people? What are you good at? Sometimes we don't realize that we have greater things because we're insecure or were humble. But I'm sure that you do a lot of things better than a lot of other people. You're a good cook. You're great. Listen up. Have you got a green thumb? He good at saving money? Do you pour a mean cocktail? Maybe you're always helping people to follow their dreams. And finally, what do you love like? If you could be paid for doing anything, even things that people aren't usually paid for. What would it be So like, Mick loves drinking beer and eating chips. And you know what? That is actually totally part of our brand personality. And it totally plays a role in how we do business for that. Clients. So believe me when I say that you can write anything in that like maybe you love to read or build organized things. Maybe you love to see a clean house. Or maybe you love Teoh. Put the finishing touches on a photo album. What do you love todo 5. How my business started: So the next thing with their into director is looking back at how you'll be. Since what started this part of the brand personality court ball doesn't require as much soul searching as the previous one. It's pretty nice and simple, but the cool saying that you'll notice when you stop and run through this section is that we often get toe like glimpse and recapture the passion and the ideas and the dreams that got it started in the first place. We remember that these things took over our lives and wouldn't let us go until we had a small business stop and ask yourself these skills and passions that are at the heart of your business. How were they already in your life? So for us, we were both already really big on encouraging people to be themselves. We love seeing people who just let their personality and their interests be on display for everyone to see when you're a guy who was really into gemstones and insects, while a lot of people might think that's really weird, we thought it was really cool how he just learned about them and he talked about them, and he actually ended up doing a deployment in geology were always encouraging people to do the same. Well, I not everyone has to be you, like, into gemstones and just do your thing. The other thing that we were always doing was we would like Look, it adds and company websites and we think noses a bit boring, but it doesn't grab me. It'll shouldn't. They, like, cut this bit out and, like Liza, spit to the end and talk about this and like this on their home page. That would be way more interesting, but we were already doing these things long before we found a way to get paid for it. So have a think. What are some of the things that were already part of your life before you came up with your business idea? The next few pots of pretty straightforward. What was the first time that you got the idea to turn these skills and passions into a business? Did you come up with it yourself? But someone suggested to you. Did you see someone else doing something similar, or did you come up with something new and then, like, where did you take it from? There what were some of the next steps? Was there a point where it became a really thing in your mind? Was it when you landed your first client or when your business cards best arrived, or when a total stranger paid you some money to do you think? And finally, what was difficult, what was easy about your journey? What were the things that almost stopped you? What were the things that annoyed you and what were those? Things just fell into place smoothly and just happened naturally. This summary of how your business started It's really helpful in figuring out who you are as a business. It's your origin story. It's a story that you want to know how to tell the good bits and the bad bits, the big picture on the little details, but all centered around story off what your prisons brings to the world, how it benefits people and how you're uniquely equipped to do that. 6. What I do: now they're going to write down what it is you do you think is a time to be clear and direct and specific. We don't bake. We don't want buzzwords. We're going to write down what you actually do. So for some people, this will just take my five seconds. You might say I make jewelry out of cutlery and I sell it on eBay and Etsy or I repair Push bikes and I offer Sunday morning lessons on how to repair your body. If your business is this clear and straightforward, that's excellent. But for some businesses, particularly creative and information services, this can get a bit more foggy. Some business owners actually have a lot of difficulty articulating what, exactly they often okay, because what's like Impala and help and imagine, Then I'll really complete business offerings. So for our business, we would not write down. We do copy writing. We'd say something like, We sit down with people who have small businesses. We buy them a coffee and a B R, and we asked him a bunch of questions about them and their business to get to know them, and we go away without notes, and we brainstorm. We find the patterns. We find the keywords, the core of the story. Look at their existing content. We try to get a feel for what would make them stand out authentically as the unique and interesting business they already are. And then, once we have the brain personality, that brand story together we get content for whatever they weren't content for most often the website home page. It's social media profiles, that sort of thing. We send all of its back to the client. If they want any edits, we get right on it. That is what we do. So what do you do? Is it one main service or many sources? What are your products? What do you do? 7. Why I do what I do: already, it's time to get back into some deep self analysis again. Now's a good time to press pause. Have a stretch. Get another cup of coffee. You get your heading to gear up for some hard thinking, because we're gonna think about why it is. You do what you do in your business. I really hope that you had a reason for starting your business other than to make money. I hope that you doing something that you enjoy or something that you believe in, or something that you want to see, grow or change in the world. There's a Ted talk that you can find online. It's quite popular by a guy named Simon Cynic. The tokens called How great leaders inspire great action very highly recommend you check it out. He says that the best leaders, including people who own businesses, are the ones who understand the why. His main point. His big idea is that people don't just buy what you do, they buy why you do it. They don't just buy what you do, they buy why you do it, he says. Everyone knows what they do. Some people know how they do it, but very few people or organizations know why they do what they do. He doesn't just mean to make a profit. That's a result. But what's your purpose with your cause? What's your belief? Why does your business exist? Why do you get out of bed in the morning and wash it? Anyone can. Let's give you an example for making me for our business. We write you. This is out why we do what we do. We believe that every person is special, but in some try very, very cliche way. We genuinely believe that every person we meet has got impressive skills and talents, inspiring passions and dreams, attractive personality trades, qualities and quirks. And so much of the time. These things go unnoticed by the people themselves and by the people around them. And we also believe that if people like this are starting businesses, then that business has got serious potential. And we want the world to see these people for who they are, see their business for what it is, because there are bound to be an awful lot of other people who are just waiting to connect and engage with that small business and fall in love with it, whether it's a craft brewery or a hairdresser or life coach or an interior stylist. We've worked with all of these businesses because we want to unleash on the world so that people can see that character and their personality and this story. So we believe that small businesses and the people behind them have got great personalities , great stories that people aren't always great at telling this story. We are story, tell us. And so we started a business where we could help these people out, and it's pretty cool that people want to pay us to do that. That is out. Why that is why we do what we do. What is your why it's worth taking the time to figure this out. What do you love that is inspired you to start this business? Or maybe what don't you like? That inspired you for us? We have another why it is far less philosophical. You want to hear it. We don't like reading or in websites. We don't like seeing professional businesses with Konkey and confusing riding. So we started a business where we write awesome things for businesses. That's pretty simple. What do you hook? What change do you want to see in the world? Some businesses are centered around seeing better health or education in their out of the world or in developing countries. What is you'll? Why Why did you do what you do? If you don't already, you need to cigarette out, and when you do, that should be at the heart of your brand personality, and it should be clear. And it should be something that you communicate often once you know you, why everything about your business becomes a whole lot clearer to you, to your employees, if you have any anti your clients and customers, and to go back to that talk by Simon Sinek, he says. If you talk about what you believe, you will attract those who believe what you believe. It's that simple. If you be yourself in your business and you unleash that and you communicated clearly to the world, people will find you people who like what they see. People who like what they hear your vibe will attract your tribe. That's the end of this section. Some of you guys might have been through this stuff before, but I know that for some of you thinking about why you do what you do will have been a pretty mind blowing revelation for someone who it's just exhausting. So good work. Whenever you're ready, let's move on to the next section. 8. The image I want to portray: already. Now they're going to talk about the image that you want to betray, how you want your business to look and feel to the rest of the world. We want to be really clear what may say image. This is not about coming up with, like, a fake persona that you think will sell or because you think that's what people want to see or expect you to be like. We're all about being yourself and being genuine and authentic. But this is about figuring out what aspects of you and your business you want to emphasize . Because people are strange and complex creatures. Our personalities are messy, mash up of all different things, usually with some contradictory things in. You might be really insecure about your business on some days and super confident about it from other days. But you might decide to show the confidence in the passion and keep the insecurity to yourself, because you know that overall your excellent of what you do. So it makes sense to communicate to your clients and customers that they can trust that you will do a good job. It's OK to present yourself like that, or you might decide that you want to be ruled invulnerable and show a little bit of that insecurity. Share some of your struggles with your audience and help them to connect with you as a person, depending on your business. That's okay, too. What's important is that you are aware of who you are and what you like and how that interacts with your business and your customers and what impact that's likely tohave. You get to choose how you communicate, what you reveal. Will you emphasize on that's all going to determine the image that you portray. You've got a lot of control over that. So it's in. Want to think through how you want people to see you and how that's gonna come about? So how do you want your business to be perceived? How do you want your clients and customers to feel when they work with your personal service business, like a life coach or a personal trainer? You might want to make sure that people feel safe. If you're teaching people skills or mentoring or helping people to start businesses, you might want to make sure they feel empowered. Perhaps you want people to feel beautiful when they buy your handmade jewelry? Would it feel like they've made a difference when they buy your environmentally friendly cookware? Whatever you want people to feel when they work with you, you need to make sure that you're communicating and acting in a way that's in line with that. If people want to talk about your business when you're not around, what sort of things would you like them to be saying? What is some adjectives that you like them to be using to describe you? Fun, professional, friendly, detail oriented? And if it is, once you know how you'd like to be described, you'll need to figure out what will make people describe you like that. Just telling people that your cafe is farming. Quirky doesn't actually make it fun and quirky. And insisting that you're a detail oriented photographer doesn't make you one, by the way, perhaps we should have said this earlier, but all of the things we're saying already assumed that you are in fact good at what you do . You do need to show some excellence in your business. If you want to be seen as being excellent, the brand personality profile can help you with being an excellent cafe or an excellent photographer or an excellent life coach or hairdresser. But if you are excellent at what you do, it's brand personality Profile will help you to put that on display so that other people can see how excellent you are. So step one the excellent at what you do you, when you run with that one step to communicate in the way that reveals and accentuates your particular flavor of excellence, that's what we're working on. 9. Where my business is going: whether you're a better load your business. You just started it recently or you've been chugging along for a while. Now you probably have some idea about where you'd like your business to go. Perhaps the other kind of person who has a step by step five year plan. Well, maybe you're a bit more like me, and you have some idea that it be awesome if there some point in the future. But you're being paid to fly to Greece to right on the beach with a glass of wine in your hand, hypothetically, whichever one you are. If you somewhere in between dream big. Remember, no one else has to see this brand personality profile. Accept whoever you decide to show it to you. This is a safe place so you can write down any secret plans or any crazy dreams that you have for your business. Don't hold back from writing something down because you think it's silly or if you're not sure you can do it or because your mom might ask you when you're gonna get a real child. There will be times when you should be cautious and question yourself in your business. But This is not one of them. So I think in five years time where do you want your business to be? Do you want to grow big up? Do you want to replicate in another location? Do you want to expand your services? You want to hire another employee? What are you already doing in your business? That you want to make sure you keep doing? And what do you know doing yet that you want to start? Do it. But also, what are you doing at the moment that maybe you want to stop doing? Maybe you snatch up every possible client, even the ones that aren't quite right. Well, maybe you still do a lot of what free because you don't confident what you do yet. Maybe you do heaps of like, nitty gritty admin that takes you five times longer than it should. And you would like to be able to hire someone else to do that for you so you can forget about it and focus on other things. Whether it's a plan or a dream. There, it's a fantasy or check with the A weapon through. Where is your business goals? 10. My core values: Okay, This is another section that some people might find it challenging. We're not going to spend a long time it on this video, but you might find yourself spending a while thinking it through carefully. What we're gonna do is try and articulate some of your core values, your deep beliefs, some ethics and behaviors that you always want to act in line with, and we're going to see how they play out in your business. These might be things like I don't stop working until the work is done to the best of my ability. Well, maybe I'll always be honest and transparent with customers about the quality of my products , or I'll make sure my clients are always treated with sensitivity and confidentiality. Well, maybe it's even just a few words, like ethically sourced or family comes first or treat people fairly. Maybe there even a few words. You're not quite sure how they relate to your business like choose to be happy. Once you start to identify some of these values thes motors that might be governing the way you live. You will find that some of them will play quite a large role in how you conduct your business, some of them might result in more profit. And you know what? Some of them might actually result in less profit. What are cool? Values are incredibly important to who we are as people, and you will really feel good about yourself, about your life and about your business if you go against your core values, even if it makes you more money. So like most other things in this profile, let's make sure we're at least aware of them, so we can then move forward knowing what part they play in our business personality. 11. My ideal client customer: you're good at business. You will treat all of your customers and clients is important. Valued customers and that all feel welcome and appreciate it. But secretly, we all play favorites. Don't pretend you don't. Not here. Look, there are some people you just click with really well, because they just get you and that's okay. They understand what you're trying to do. They see the value of what you do when you're talking to them. When you're working with them. When you're selling to them, things just go smoothly and from your favorite customers, or even from your idea of a hypothetical customer or client who is perfectly in sync with what you're doing in your business, we can start to put together a picture of an ideal client or customer. And the reason we want a picture of our ideal client or customer is that we can then start to figure out how to reach people like this, how to attract this kind of person to our business, how to engage them and connect with them. Close your eyes and just try to imagine them. What demographic? Ali. They like you. Are they different to you? Do they know a lot about what you do or they just being introduced to it. What sort of person, Ellie, do they have what their needs, what they desires, What are some of the things that they care about? What their interests. Hopefully you've got someone in your mind when you think of these things, either a real person or an imaginary person. And hopefully it gives you some idea of sort of person you would like to draw to your business and who you want to work with in the future, because then you can think through how you will go about doing that. 12. How we're different to other businesses: This is an exciting part of your brand personality for fall, because when you can start to articulate how you're different to other businesses in your field, really start to give people a reason to come to you instead of go to your competitive. It's and I think we all agree that is a very valuable tool in business. Sometimes when we set up a business, we do it with our points of difference already clearly in mind that innovation is all about . We have set up our business in a way that's much more personal and much more interested in people's personality in story than a lot of other. Copyright is, that's a very obvious point of difference for us. But some points of difference honest, intentional is that sometimes we don't even realize them until someone else points them out . Maybe someone has said to you, you know, you're the first person who's really listened to me when I talk about this Well, maybe someone said, Do you make me feel better about myself than any other personal trainer house? Or did you know the shoes you sell all the early ones that I still find comfortable at the end of the day. Take a bit of time now to think about what sets your business apart from your competitors. What's different about the way you do business? A. More personal Do you get things done more quickly? Are you more transparent? More confidential, more ethical? Cheaper? Do you use systems that nobody else is using? Well, how about the products and services that you offer? What's different about them with a higher quality? Are they Ah, hybrid of other products they knew or they more attractive? Do you offer services that nobody else is offering? And what is it about who you are as a person that's different? Are you warm up than many other people? Are you more confident? Funny? More details are into it. What is it that makes you different from other people in your industry? When you start to get the answers to some of these questions, you'll see that your business does stand apart from other similar businesses. And that needs to be communicated in such a way that other people can see that, too, because when potential customers and clients see your differences, that's how your business starts to grow off all of it. That is how people start coming to you because your use 13. What we don't do: in this part of the class, we're going to talk about something that no too many people talk about. We're going to try and get clear on what it is that you don't do or even won't do in your business. Some businesses try to have the attitude that they will do anything for a customer who's willing to give the money. We actually think that's a huge mistake for a few reasons festival, because you actually can't do everything so it don't try to do everything or it will end up in a miss. Secondly, if you wanna have a well defined brand, which has a purpose and a focus, it's important that you do some things really well. And that means that there are other things that you do not do. That is how you have the time and the money and the energy to do the important things. And thirdly, we talked about your core values before. Well, you don't want to do things that go against your values, your principles, your morals. There might be some things that you're not willing to say or some companies that you don't want to work with or some short cuts that you're not willing to take see. Every business has things that they do not do. So it's valuable to be able to clearly articulate that so that, you know, and so possibly so that you can explain it to others as well. Try to figure out what those things are that your customers and clients might expect from you that shouldn't. They may be some actions or services that are in contrast to other businesses. It might be things that potential clients could be worried about or could mistakenly expect for our business. For we write you, we won't just work from a written brief. It's important to us that we get to know our clients personally, so we always talk to them face to face, and we get everything we can from them so that we can write with their personality and their bad in mind. We always make them in person or over Skype because we are convinced that that will produce the highest quality content. We will not cut corners there. We also have an idea of some kinds of businesses and industries that way simply will not right, for we wouldn't be rude if someone asked us to. We just let them know that they wouldn't get the best quality copy from us because we wouldn't be comfortable promoting them. So we to refer them onto another high quality copywriter. What other things that you don't do. This might seem like strange exercise, but don't shy away from it. Ultimately, it's gonna help you to sharpen your focus. The reality is you don't do everything and you don't have to be sorry for that, but you should be aware of. 14. Key words/phrases to use: if you're anything like us, you might have been working through this profile, coming up with answers for all different questions. But even though the questions a different, we've been coming up with some of the same words and phrases over and over again. Maybe it's starting to feel a bit repetitive, and you're wondering if you're wasting your time. This is happening to you. You are bang on the right track. A bit of repetition in this document is great, because in business and well in life as well, it's important to keep the main thing. The main thing makes a lot of sense for the key aspect of your business to be repeated, your brand personality profile and even in your Web content in your social media. This will help those things to remain at the center of who you are and what you do as a business. Your core values your high priorities has quirks in your brand's personality that make you you these things of the DNA of your brand. It's a good thing to let them see pinto all the different areas of your brand, wherever they relevant in the different areas of your business, And just as with everything else in your brand personality hard fall, we want to help you be aware of those things. So what are some of the key words and phrases that keep bouncing around in your mind? As you work through this document, you can start making a list of them here. If any of them are similar, just group them together and try to notice any patents. See if there are any that surprise you, things that you haven't really thought about before. And again, if there are things that other people have said to you about you and your business, try to pay attention to those as well. Once you have a bit of a list here, can help you to keep communicating some of those deeply ingrained foods about your business and try not to overdo it. Of course, you want to be shoving things down people's throats in a really annoying way, but you do want to be intentional in clear about repeating your main message. That is how marketing works. That's how people find you. That's how people understand you and get on board with what you're doing. And that is what's gonna make people stick with 15. Describe your business in 3 sentences: All right, so we're starting to get towards the end of it, which means in this section, we're not really teaching you anything at all. You're going to be doing all the work. What you're going to do is describe your business in like, three sentences. Try to communicate who you are and what you do and make sure you use of I. That's unique. Tiu. You might have done something like this before a summary, a bio, an elevator pitch. But hopefully, after working through the rest of this brand personality profile, you've got a whole a fresh insight in your business and inspiration to share it with the world. And that's what we want to see in this description. You might wanna have, like a few different attempts at it, such in your brain and using different language for each one to see what you like and don't like each time. Or you could also ask somebody who knows your business well to have a crack it. Doing this to ask them to describe your business so that you can get someone else's perspective. This activity is all about distilling the core essence of your business. The main thing. What's most important? The vibe. Helpful exercise. It's the last thing we're gonna ask your brain to do for this profile. So gather up all of your creative energy that you've got left have a government. 16. How to use your Brand Personality Profile: unless you've just been like sitting back, eating off gold and watching this class like a movie, you have probably got a completed friend personality profile by now. So good job. If you're confident sharing it, we would love to see it. We always get excited seeing the hot and soul of a business that someone is passionate about. But while we would love for you to share it with us, I'm sure you figured out by now your brand personality profile is not the sort of thing you just post on your website. It is first and foremost for you. You have put in time f it and inside to draw out all these elements of your brand. And the idea is that we've taken a lot of those things about your business that intangible , hard to identify and difficult to articulate. We've actually articulated them and written them down on paper. So now some of these more abstract concepts can have concrete effects on your business. So the question now is how do you use this profile? How do you get the most out of it? Well, the first obvious you sport is to let it shape your content and your copy. Now, if you're just starting a new business, this brand personality profile will make the job of writing your website so much easier will make the job of writing your social media profiles so much easy up. So much easier than it is for so many people. You are 10 steps ahead of the pack. You're clear on who you are and what you do, and that is super valuable. We're so happy for you now, whether you're doing over the writing yourself, where you going to hire someone to do it for you? This profile will be solid gold. Now, if you already have a website and social media profiles, you can go through them and see if you want to do any editing or rewriting to breathe some new life into your content. Now this is more than just some superficial makeover. People will notice the difference. Now we get a glimpse into the heart and soul of your business. Give it a go. You won't regret it. The second way to use your brand personality per fall is ongoing. You listen to it. Let it guide the words and the actions off your business. Your brand personality is like a code breaker. It's the key to how to communicate and act in your business. So rather than having to make new decisions from scratch every single time they come up all you have to do, you stick with your brand personality. So let's say there's an article on Facebook that you read and you like it and you're trying to decide whether or not to share it on your business. Facebook Page Well, doesn't get with your brand personality. What if you're trying to? Would an email to a perspective client that you hoping to get well, what sort of time fits with your brand personality? Or let's say you advertising. Should you go for advertising the best price or the best quality? Or if you need to respond to a customer complaint, how do you frame that? Do you want a slick modern website or do you want, like a cookie fund, Westside brand personality brand personality brand personality? When you know your brand personality like you know, your best friend, so many things will just fall into place. Let it remind you of the quirks and the differences so that you can be proud of them and show them off. Let it remind you of your core values and how he started and what makes you different. Other businesses. Then you can talk about these things and let people see you and your business for who you are. Because when you let your brand personality shine, when all of your content and communications it perfectly within your story, you don't have to spend this much time saying you should buy our stuff Instead, you're saying this is who we are. This is what we do. This is why we do it. This is what we like to work with. So you won't need to say please like me because you'll be showing just how likable you are . And then more people will connect with you. More people will see your value and want to buy from you. So congratulations. You've done a lot of creative thinking. You've put in a lot of hard work. You have come out the other end with a complete brand personality profile and you know how to use it. What do you still looking at us for? Get out there and show the world just how awesome your businesses. Yeah, awesome like that