THE ANATOMY OF
A BRAND WITH JUJU
The Essence of a Brand with Juju
Do you want to build a brand that truly connects? Ask yourself the question:
“If my brand was a person, who would it be?” And then let your brand take on that
persona, and express it in every move your company makes. A true brand has juju.
It’s an innate energy that comes from within. It’s something the brand puts down,
and other people pick up. Brands that transcend are brands that connect.
Clients don’t connect with companies or logos. They connect with people.
If your brand was a person, who would it be?
MEET SARAH. The Sample Brand.
Every brand should have what she has.
STRONG MIND Brand Positioning
The dynamic brand knows her mind. She understands who she is, where
she stands and what she’s worth.
DEEP SOUL Brand Philosophy
The engaging brand is soulful. She knows what she stands for, she relishes
her future, and she has purpose and intention far beyond profit.
FASCINATING CHARACTER Brand Persona
The remarkable brand has true personality. She attracts people because
she’s interesting, thought provoking, appealing, and noteworthy. People
like her. She has charisma and charm.
APPEALING COUNTENANCE The Face of the Brand
A brand’s face needn’t be beautiful. But it must be attractive to its customer
archetypes. When she looks potential customers in the eyes, sparks should
fly. And when she smiles, she should melt hearts.
TRUE HEART Brand Story
A brand that moves people is a brand with an intriguing story. She reveals
who she is, where’s she’s been, and where she’s going. She attracts clients
with a consistent narrative.
SMOOTH TOUCH The Hands of the Brand
An effective brand reaches out. She touches people. In well-orchestrated
moments of truth, she soothes, warms, excites and builds trust through
her touch. She is much more than just a pretty face.
PAGE 1
strategicjuju.com
© 2015 The Hook LLC.
THE ANATOMY OF
A BRAND WITH JUJU
The Elements of a Brand with Juju
Through your brand’s persona, you’ll communicate to the world what your company
is all about. Positioning, philosophy, messaging, icons, images and customer
touch-points are an outgrowth of who the brand really is. For successful brands,
consistency is everything. And it’s the development of your brand’s character – and
a steadfast commitment to that character’s attributes – that will allow your brand to
look, act, speak, emote and touch the world in the same way, day after day after day.
If your brand was a person, who would it be?
MEET SAM. He's also a Sample Brand.
Every brand needs what he has, too.
Strong Mind BRAND POSITIONING
• Unforgettable Juju (What Makes Him Different)
• Clear Customer Archetypes (The Tribe His Juju Attracts)
• Unique Benefits Offer (The Promise He Makes to the Tribe)
• Price/Quality Strategy (The Value of the Juju)
Deep Soul BRAND PHILOSOPHY
• Motive (His Higher Purpose and Intention)
• Morals (The Values He Lives By)
• Magnificent Vision (What Inspires Him – And How He Inspires Others)
• Manifesto (His Statement of Beliefs – Shared with the World)
Fascinating Character BRAND PERSONA
• Personality Attributes (His Well-Chosen and Reliable Characteristics)
• Voice and Tone (His Consistent and Energetic Word Choice and Speech Patterns)
• Personality through Color (His Palette for Expression)
• Powerful of Icons (Images and Illustrations He Uses to Support His Story)
Appealing Countenance THE FACE OF THE BRAND
• Captivating Logo (His At-A-Glance Expression of Who He Is)
• Fonts and Graphics (His Supporting Looks)
• Elements of Identity (The Standard Pieces He Uses for Introduction)
• Style Guide (His Steadfast Rules of Expression)
True Heart BRAND STORY
• Catchy Titles (His Company Name, Product Descriptor and Tag Lines)
• Recurring Themes (His Key Brand Messages)
• Character and Plot (His “Long Stories” for Interviews, About Page, Brochures)
• Captivating Synopsis (His “Short Stories” for Bios, Book Flaps, Ads and Posts)
Smooth Touch THE HANDS OF THE BRAND
• Hand Shake (The Way He Reaches Out at First Point of Contact)
• Touch Points (His Well-Planned Points of Ongoing Contact)
• Social Moments of Truth (His Personal “Shares”)
• Delivery (How He Hands His Product or Service to His Clients)
PAGE 2
strategicjuju.com
© 2015 The Hook LLC.