4.Value Assignment _________________________________________________________ This data is provided so you can evaluate the brand personas that were associated with you and determine which are emotional and which are rational. Rational brand personas are those that are valuable and foundational to doing what you do. Examples of rational brand personas are 'truth-teller' and 'rock'. Rational brand personas are essential. No one will consider you for a job or hire you as a consultant without a base of solid rational brand personas. Emotional brand personas are those personality characteristics that get people interested in you. They make you attractive and get people to want to know you. Examples of emotional brand personas are 'world citizen', 'optimist' and 'performer'. Emotional brand personas that differentiate you from your peers and are relevant and compelling to your target audience and will help you stand out and reach your career or business goals. Further clarification on Emotional and Rational The categorization of brand personas between emotional and rational can be different depending on your job title and goals. For example, creator is most often an emotional brand attribute. Being creative is interesting and appealing. But if you are an Art Director at an advertising agency, 'creator' is more of a rational brand persona because you absolutely need to be perceived this way to hold this position. Conversely, truth-teller is typically a rational brand persona. But for Finance Directors these days following the accounting scandals of many companies, being a truth-teller could be an emotional brand persona. If you have a rational brand persona that is incredibly strong, it makes you stand out. If you are the MOST honest person or the MOST ethical, this can also be emotional because it differentiates you by the degree to which you are associated with those underlying attributes. As you can see, there is no hard and fast rule for determining which of your brand personas are emotional and which are rational. You will need to look at the data in the context of your goals, your peers and the people who are making decisions about you and make up your own mind.
In this part of the analysis, we show you how to assign value to your resuts.
Heres a reminder of your top ten brand personas. Decide which are emotional and which are rational for you:
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