10. Glossary _________________________________________________________
Glossary of all terms.
Brand Personas
Term
Definition
Achiever
Achievers are accomplished. They crave success and have a way of making things happen for themselves and the project at hand. They are often referred to as ‘accomplished’ or ‘overachievers.’ They wear the title “most likely to succeed.” Their achievements are visible to those around them. Ambassadors are diplomatic by nature. They know how to get along with others and seek to find common ground. Sometimes they can be seen as political – understanding how to work the system to get things accomplished. Assertors are bold. They are willing to say what they think. They can sometime be thought of as brash, when in fact, they are just confident and direct. Assertors will often tell you what’s on their mind without you having to ask and they are usually willing to ask for what they need without hesitation. Many respect their assertive nature; but others can be turned off by their bold or blunt approach. Athletes are typically healthy and physically fit. They are health-conscious and fit healthful activities into their work day – whether going to the gym, eating healthfully or talking about health and fitness. They see their success having some relation to their physical energy. Backgrounders are humble. They reject praise and prefer not to be visibly recognized for their achievements. They are often high-achievers but prefer to give credit to others rather than take credit for themselves. They are modest and their modesty is quite attractive to those around them. Sometimes their modesty can prevent them from getting the advancement they deserve. Believers are spiritual. They can be religious in the traditional sense or just have a faith in things larger than themselves. They often call on their faith as a way to bolster their confidence and belief that things will work out. Calmers have a sturdy zen-like nature. They are often the calm in the storm and are almost unshakeable. They are easy-going in nature and although they understand the serious side of challenges, they’re rarely ruffled by it. Because they keep a level head even during stressful times, they are valuable members of teams. Caregivers think of others, often before themselves. They are supportive, loving, and empathetic. They enjoy taking care of others and ensuring that those around them are cared for. Caregivers are usually very tuned in to how people around them are feeling and are quick to help out those in need.
Ambassador
Assertor
Athlete
Backgrounder
Believer
Calmer
Caregiver
Reach Communications Consulting, Inc
www.reachcc.com
@2000-2013, ReachCommunication Consulting, Inc. All Rights Reserved.Reach and where Branding gets personal are trademarks of Reach Communication Consulting. All other marks are owned by their respective companies.
29 of 34
Made with FlippingBook Learn more on our blog