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Aligning your brands characteristics together

When you align your brand with an archetype you know the characteristics that you want to display. It’s time to bring those characteristics to life, firstly through your visual representation. This is not your brand identity, this is for internal communication only. it represents your brand personality and although it’s not for external communication, it does actually influence the external communication.

It influences your brand identity, the development and the design of that brand identity. It influences your website and it also influences your communication framework, including your core message and your storytelling.

When you have an idea of how your brand might look sound feel act and dressed like as a person you can begin to draw out those characteristics that you might not otherwise consider. Ask yourself the question: what would my brand look like as a person? how do they appear? are they short or are they tall are they slender or full? are they smooth or rough? strong or delicate? elegant or crude? outspoken or reserved?

Using images to craft your Ocean brand’s personality

What we want to achieve here is to have an image that captures the personality we want our brand to adopt. Through the highlight, the body shape, the hair, the clothes, the accessories and all. Their visual expressions are visual persona should look like they have the characteristics and behaviors that we want our brand have as well, as your visual identity your visual persona will influence the look feel voice and tone of your brand.

The human characteristics come through in every element, giving you a much better chance of resonating on a human level. What you want to do is make a list of keywords that represent your personality including your characteristics and how someone with these characteristics might look.

Then using various combinations of between 300 to 500 keywords we want to search Google or any library of images that you can find. if you don’t immediately find an image that represents your personality to a team. lookout for elements of the images that you see that you feel could work.

Global
Leading
Society
Prosperity
Environment
Challenges
Sustainable
Responsibly
Future
Inspiration
Community
Concious
Planet
Aspiration
Innovation
Pollution
Imagine
Thrive
Mindful
Consequences
Slow fashion
Conservation
Stand for
Oceanwear
Activism
Issues
Production
Quality
Constantly
Tirelessly
Purpose
Believe
Disposable
Improve
Standards
Local
Ethics
Impact
Harmless
Goals
Cause
Change
Positive
World
Sourced
Apparel
Fabrics
Ambitious
Recycled
Regeneration
Loop
Renewable
Eco-system
Healthy
Excited
Stoked
Solutions
Minimize
Brighther
Waste
Stewarship
Oceanic
Incrementally
Vision
Mission
Values
Partners
Benefits
Save
Protect
Ghost
Awareness
Threat
Support
Problem
Closely
Performance
Proceeds
Preservation
Marine
Ocean
Sea
Blue
Blue economy
Knowledge
Promote
Committed
Devoted
Advocate
Contribute
Vulnerable
Incredible
Initiative
Recovery
Action
Determine
Immediate
Corporate
Partnership
Reason
Foundation
Chance
Invest
Progress
Create
Eco-friendly
Bio-degradable
Promise
Damage
Reduce
Beachwear
Climate
Clean
Energy
Compostable
Socially-responsible
Earth
Safe
Fair
Help
Discover
Reflect
Success
Research
Honest
Transparent
Organic
Upcycle
Spread
Manufacture
Respectful
Carbon
Footprint
Dedication
Profit
Rescue
Align
Organization
Unite
Restore
Comfortable
Fight
Durable
Nature
In line
Reach
Harmony
Education
Science
Explore
Unknown
Ingredients
Ensure
BIo-resin
Plant-based
Degradation
Wish
Circular
Love
Playground
Meaningful
Depleted
Certified
Balance
Build
Experience
Equal
Force for good
Accelerate
Give

For example, do they like surfing, diving? what clothes are they wearing? what accessories do they have? what environments are they, beach, ocean, home? With friends? In nature. Record these other keywords and add them to your search and continue on.

If you have a very specific image in mind and you’re struggling to find an image that represents that persona, then you might need to use a mood board instead. A mood board is where you capture images of different elements to represent your idea as a whole. When you look at that mood board you should be able to get a feel for what that brand personality might look like what you want an image or a collection of images that quickly captures the personality you want your brand to display.

Well-being
Strive
Replace
Watery
Discovery
Transform
Embrace
Demanding
Adventure
Passionate
Outfit
Journey
Vibes
Garments
Desire
Consumption
Pledge
Economy
Simple
Lifestyle
Guide
Access
Gear
Founded
Deliver
Belief
Empower
Actively
Aquatic
Untangled
Accomplish
Connect
Extraordinary
Drive
Raise
Movement
Engagement
Zone
Benefit
Provide
Serious
Truth
Authentic
Cycle
Diversity
Integrity
Strenght
Longetivity
Cleanup
Curious
Trace
Lifecycle
Ethos
Fix
Reusable
Oriented
Step
Celebration
Capitalism
Habits
Careful
Platform
Models
Ecology
Vegan
Unnecesary
Risk
Minimalist
Emerge
Evoke
Priorities
Collective
Oppoortunity
Cherish
Highlight
Approach
Complex
Reinvent
Courage
Humble
Accounted
Justice
Viability
Focus
Vigilant
Friendly
Free
Break
Nutritous
Industry
Alternative
Reevaluate
Implement
Extend
Encourage
Interest
Stylish
Luxurious
Prestigioius
Guarantee
Radical
Craft
Shape
Define
Glory
Cast
Away
Evolve
Good
Function
People
Timeless
Popular
Tomorrow
Against
Influence
Escape
Relaxed
Footprint
Embassador
Fuel
Passion
Defense
Inner
Superior
Scientific
Together
Voice
Nourished
Tide
Belong
Engineer
Regard
Ongoing
Evergreen
Revolution
Conditions
Difference
Better
Ocean positive
Harcore
Damage
Decisions
Edition
Latest
Rise
Legendary
Essential
Water-centric
Ocean-centric
Centric
Bold
Inventor
Dream
Freedom
Feed
Spirit
New start
Refill
Careful
Beyond
Shift
Threat
Disruptive
Social

Communication, characteristics & tone

Now that you’ve developed your visual representation it’s time to develop your brand voice and that visual representation will actually help in that development of voice and it’s important to remember what you’re trying to achieve.

You really need to know how to bring your brand to the life you want your audience to grow feelings towards your brand and if you have a visual representation that you can use to shape your brand voice in your brand communication. That all contributes to really bringing this brand to life so your audience starts to see your brand as a real person.

This list of words includes some popular snippets in the consciousness about the ocean eCommerce industry. Use these words and your own words after your own research to develop your brand voice around which includes the language and the tone that your brand will be speaking in.

Once you have a collection of snippets and bodies of copy you then want to rewrite that information with your characteristics and visual representation top of mind by asking the question how does my brand want to express this information based on.

alek1986

Author alek1986

Alek is a Brand master specialist, e-commerce expert and a Water sports keen enthusiast. For the last 10 years, he has thrived living near the water in Central America and the Caribbean where he has developed a career as a PADI Divemaster, Marina & Dive center director and practiced other sports such as surfing, kite surfing, sailing and paddleboarding. Today he enjoys running multiple Ecommerce stores and offering brand strategy consultations from stunning Lake Leman, Switzerland.

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