Defining Your Brand Essence

For the first session, enter your responses from the work you did in Chapter to into the fields below.

Name(Required)

First Last

Email(Required)

Business Personality

Share the various traits you feel are (or should be) associated with your agency.(Required)

These would have been filled out on Page 19 in the book.

From those you listed, which of the following relates to the more dominant trait types?(Required)

Sincerety

Excitement

Competence

Sophistication

Ruggedness

User Values

Share your responses to the following questions in Chapter 2 (pg. 20-21)

What do your clients/caregivers care about?(Required)

What do your clients/caregivers need?(Required)

What do your clients/caregivers want?(Required)

What is most important to your clients/caregivers?(Required)

What are your clients'/caregivers' goals?(Required)

Solution(s) you provide vs the value from the consumer perspective(Required)

Solution you provide

Values from client perspective

From the table on pg. 22

Emotional Rewards

What feelings-based descriptions do you hear from your clients and caregivers?(Required)

How do you strive to connect emotionally with your cliens/caregivers?(Required)

Which perceived emotional rewards do you feel you provide?(Required)

If you were to summarize your emotional rewards to one primary reward you can excel in providing - repeatably and successfully, what best describes that feeling/emotion?(Required)

What simple phrases/statements could you incorporate to integrate emotion into various levels of brand communication?(Required)