Lead with ‘Why’
Ask yourself the following questions and write down your answers:
1.  Why is your cause important?
2.  Why is that important?
3.  Why does that matter?
1 February 21, 2012
|
© 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Articulate ‘What’ and ‘How’
Complete this sentence
Our brand is the only ___________________ that ____________________ .
2 February 21, 2012
|
© 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Putting it All Together
  We are the only _____________________________
CATEGORY
  that does ____________________________________
WHAT YOU DO AND HOW YOU DO IT
  with/for _____________________________________
AUDIENCE OR THOSE YOU SERVE
  so that _________________________________ .
WHY IT MATTERS
3 February 21, 2012
|
© 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Brand Personality
Getting to know your brand…
YOU
4 February 21, 2012
|
© 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Sticky notes
are a brands
best friend
Personality Exercise
1.  Gather key stakeholders
2.  If your brand were a person and you met it at a party…
3.  Write as many adjectives as you can (one word to a sticky note)
4.  Place them on the wall
5.  Once all up, begin to group into similar thoughts
6.  Evaluate the separate groupings
7.  Use a thesaurus to find the best word to describe the grouping
8.  Choose 3 to 5 (well rounded)
5 February 21, 2012
|
© 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Personality
What it is and what it isn’t
What it is
What it isn’t
  Define what it means to you
  Define what it doesn’t mean
  Ex. Friendly:
Inclusive
Optimistic
Smart-witted
Appropriately conversational
  Ex. Friendly:
Too intimate
Folksy
Sarcasm
‘Salesy’
6 February 21, 2012
|
© 2011 Kaiser Foundation Health Plan, Inc. For internal use only.