Branding advice for corporations and startups doesn’t work for service-oriented businesses, such as freelancers and agencies. Human centered branding excels where corporate and personal branding both fall short. In this talk, you'll get practical tips on how to grow a relationship-focused business with an authentic brand that you not only put on during the working hours, but are able to live by 24/7.

1. The Human-Centered Brand
NELA DUNATO

2. A BRAND IS A COLLECTION OF
IMPRESSIONS THE AUDIENCE
HAS ABOUT AN ORGANIZATION,
A PRODUCT OR A PERSON.

3. LOGO
VISUAL
BRAND
BRAND
Values
Mission
Vision
Customer
Experience
Brand
Voice
Unique Value
Proposition
Brand Persona
Colors
Typography
Packaging
Illustration
Photos
Ideal Client
Avatar

4. YOU DON’T HAVE TO PLAY BY THE
SAME RULES AS THE BIG BRANDS.

5. Paul Jarvis
PJRVS.COM

6. CLIENTS DON’T CONNECT WITH
COMPANIES – THEY FORM
RELATIONSHIPS WITH PEOPLE.

7. THE RULES OF BRANDING ARE
VERY DIFFERENT FOR SERVICES
AND PRODUCT BUSINESSES.

8. BRANDING
IS THE
BRIDGE USED TO
OVERCOME THE
TRUST GAP

9. THE COSTS OF HAVING A WEAK,
IMPERSONAL BRAND ARE HIGH.

10. STOP
IMITATING
CORPORATIONS

12. THE REAL FOUNDATION OF YOUR
BRAND ARE THE PEOPLE WHO
WORK IN YOUR COMPANY.

13. YOUR CLIENTS COUNT ON YOU TO
BE THERE FOR THEM AND HELP
THEM WITH THEIR PROBLEM.

14. Who are we? What do we
stand for?
What value do
we provide?
Who do we
serve?

15. QUESTION #1
Who are we?

16. WHAT
WOULD
YOUR CLIENTS
SAY ABOUT
YOU?

17. YOUR BRAND IS REPRESENTED
BY THE PEOPLE WHO ARE IN
TOUCH WITH YOUR CLIENTS.

18. USE YOUR FRIENDS’ AND YOUR CLIENTS’
WORDS TO DESCRIBE WHO YOU ARE.

19. WEB.BURZA.HR

20. PUT YOUR PHOTO ON
THE ABOUT PAGE.

21. QUESTION #2
What value do we provide?

22. “Value is transformation. If the transformation isn’t clear, neither is the
value of what you’re offering. “Life coaching” isn’t value. “Website design”
isn’t value. “Jewelry” isn’t value.
Value is telling someone how their idea of themselves, their
environment, their relationships, their skills, or their behavior will
change as a result of using your product. Value is making it clear that
there’s a Before and an After and making that story come alive on the page,
on the call, or in the conversation.”
TARA GENTILE
TARAGENTILE.COM

23. CLIENTS CARE ABOUT THE
TRANSFORMATION. THEY NEED
YOUR HELP TO BECOME A BETTER
VERSION OF THEMSELVES.

24. QUESTION #3
What do we stand for?

25. THIS IS SOMETHING WE WOULD
NEVER COMPROMISE ON.
THIS IS WHAT ALL OF OUR
EMPLOYEES AND CLIENTS NEED
TO GET ON BOARD WITH.

26. SKILLSCULTURE
FIT

27. YOUR
MISSION:
YOUR
VALUES IN
ACTION

28. QUESTION #4
Who do we serve?

29. WHO
APPRECIATES
US & OUR
APPROACH
TO WORK?
WHO NEEDS
THE VALUE
WE CAN
PROVIDE?
WHO SHARES
OUR VALUE
SYSTEM?
IDEAL
CLIENT

30. NOW GOAL
SERVICE

31. YOUR CLIENTS DEFINE YOUR CULTURE.

32. Why Human Centered
Branding Works

33. BEING “ON BRAND” IS EASY

34. IT ATTRACTS THE BEST PEOPLE
TO YOUR BUSINESS

35. IT DRIVES A HEALTHY
COMPANY CULTURE

36. BEING ORIGINAL & DIFFERENT IS GOOD
FOR BUSINESS – AND THE EASIEST WAY
TO BE DIFFERENT IS TO BE YOURSELF.

37. WE NEED MORE TRANSPARENCY
AND AUTHENTIC CONNECTION
IN BUSINESS.

38. RELATIONSHIPS YOU FORM
WITH YOUR CLIENTS ARE YOUR
BEST BUSINESS TOOL.

39. THE WAY TO SUCCEED IS TO
ACTUALLY CARE ABOUT YOUR
CLIENTS, AND START SHOWING IT.

41. neladunato.com
hi@neladunato.com
@nelchee
SLIDES:
bit.ly/hcbtalk humancenteredbrand.com
“The Human Centered
Brand” book