BRANDINGWORKBOOK

BRANDINGA brand is not your logo. A brand is not your identity. A brand is not a product.

A brand is a person’s gut feeling about a product, service, or organization. Brands are now defined by individuals, not companies or markets. It’s a gut feeling because people are emotional, intuitive beings and make decisions based upon those feelings. So, it’s not what you say it is, it’s what they say it is.

SO WHY ARE WE HERE?

Branding can evoke trust, reliability, and delight.

THE PACKAGEFor products that sell at retail, packaging is the strongest and last chance to make a sale.

DECISION PROCESS:

1. Observation. Notice the package

2. Curiosity. Asks “What is it?”

3. Wonder. “Why should I care?”

4. Desire. Wants to be persuaded.

5. Decision. Needs proof.

By presenting information to match this sequence a package can sell a product more effectively.

EFFECTIVENESS

WHAT ABOUT ONLINE?

If you communicate with your customers ONLINE, your website needs to follow a SIMILAR user experience; one that supplies users with ONLY the information they need instead of trying to squeeze EVERYTHING onto one page (LIKE THIS) making your users do ALL of the work and making them want to LEAVE...

INTERNAL ANALYSIS

YOU ARE THE COMPANY YOU KEEP...

CELEBRITY MAGAZINECAR

COMPARE + CONTRAST

Compare your business to a car, a celebrity, and a magazine. Which has the aura that your business is driving towards? Are you flashy and in the spotlight or are you behind the scenes tinkering to solve problems other envision impossible?

Think of who you are not.

Be aspirational, but also be honest with yourself.

Amazon.com’s competitive advantage is in their distribution network.

CAR

CELEBRITY

MAGAZINE

BRAND ATTRIBUTES

Brand personality attributes are “brand adjectives.” For example, Marlboro is associated as a “masculine” brand, while Virginia Slims is seen as “feminine.” IBM is seen as “older,” while Apple is perceived as “younger.” Indeed, Apple is almost known entirely for its brand personality attributes — innovative, stylish, intuitive, cool, casual, easy-going and friendly.

necessityexpensive

lightformalexotic

discreethi-tech industrial

heritagemodern

quietsimple

subduedblack + white

feminineraw

luxuryeconomicalseriouscasualcommonplaceaggressivehomemadeground breakingclassicloudcomplexbrightcolourfulmasculinerefined

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BRANDATTRIBUTES

TOP 3

POSITIONINGGRID

The positioning of your brand name and brand mark is also influenced by your competition. Knowing where they are positioned can help to direct artwork for your marketing materials.

functional experimentalinventive evocative

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POSITIONINGGRID

How well does your brand differentiate from your competitors in the marketplace where it resides?

DEMOGRAPHICS

PERSONASPersonas capture data and humanistic views, communicating a story about each of the common archetypes that were uncovered during the needs analysis research. Personas are an effective and reliable way to offer actionable guideposts for strategy and design decisions by providing a first-person view of each group that represents primary needs and goals.

User segments will cover a wide range of end users while Personas will aggregate key groups across end user segments, helping toinform the vision and strategies.

PRIMARYMARKET

Your business attracts a certain type of person. Knowing who they are and why they do business with you is imperative.

1. What does their working day involve?

2. Which publications, blogs, or websites do they use for information?

3. What’s their job title?

4. What’s their demographic?

5. Which industry do they work in?

6. What are their pain points?

7. What objections do they have to the product/service?

8. How do they prefer to interact with companies?

9. What motivates them?

10. How do they research vendors?

PRIMARYMARKET

SECONDARYMARKET

1. What does their working day involve?

2. Which publications, blogs, or websites do they use for information?

3. What’s their job title?

4. What’s their demographic?

5. Which industry do they work in?

6. What are their pain points?

7. What objections do they have to the product/service?

8. How do they prefer to interact with companies?

9. What motivates them?

10. How do they research vendors?

Your secondary market is seeking different services, products, interval, and have different needs than your primary market, or possibly just need the same, but with a different way reaching them. They are equal in all respects with what we can learn from how to reach your markets.

SECONDARYMARKET

TERTIARYMARKET

1. What does their working day involve?

2. Which publications, blogs, or websites do they use for information?

3. What’s their job title?

4. What’s their demographic?

5. Which industry do they work in?

6. What are their pain points?

7. What objections do they have to the product/service?

8. How do they prefer to interact with companies?

9. What motivates them?

10. How do they research vendors?

Many times overlooked, but the tertiary market allows us to understand the expanded needs of the market, and how the fringe clientele make decisions that can impact all market segments.

TERTIARYMARKET

WHY YOU?Your business cannot be all things to all people, so you have to decide what it is about your business that will make people want to do business with you.

Who are you?

What do you do?

Why does it matter?

COMPETITIVEADVANTAGE

An advantage that a firm has over its competitors, allowing it to generate greater sales or margins and/or retain more customers than its competition. There can be many types of competitive advantages including the firm's cost structure, product offerings, distribution network and customer support.

Amazon.com’s competitive advantage is in their distribution network.

CLIENT ACQUISITION

FILL IN THE BLANKS

OUR BEST CUSTOMER DO ____________ + ________________ RIGHT BEFORE

MAKING A PURCHASE.

FIGURE THIS OUT AND YOUR PROFITS WILL GO THROUGH THE ___________ .

ENGAGEMENTUnderstanding engagement is critical to building out a strong brand. Identifying the emotional drivers that impact habits, behaviors and ultimately purchases can mean the difference between a successful brand or creative that doesn’t sell.

1. At what point of engagement do clients interact with you?

2. Why do business with you?

3. What is your primary method to market your product/services?

4. What is your secondary method?

5. What is your primary method for gaining new clients?

ENGAGEMENT

VALUEPROPOSITION

Your VALUES define what your business stands for — they are your core rules. They provide the bounds or limits of how the employees will conduct their activities while carrying out the vision and mission. They are statements about how the organization will value customers, suppliers, and the internal community.

Value Statements samples: • Teamwork – we are committed to effective partnerships and we seek opportunities to form alliances with others. • Integrity – we are committed to act in an ethical, honest manner.

“Start accepting credit cards today.” +Square

TOUCHPOINTPRIORITY

Understanding what resonates with potential clients can be as simple as your message in the right location or by a touchpoint they feel more comfortable.

The same pitch given at a coffee shop setting versus the gym or your website can make all the difference in their response. Understand which is right for your clients, and how you would like them to respond.

touchpoint purpose + goalpriority audience

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1. DON’T FAKE EMOTION2. DON’T MAKE IT BORING OR TURN IT INTO A THESIS

3. IF YOU DON’T BELIEVE IT, DON’T INCLUDE IT4. DON’T CLAIM TO BE WHAT YOU’RE NOT

MISSION/VISION MISTAKES TO AVOID

MISSIONWhen properly constructed, a mission statement should provide a clear, concise description of an organization's overall purpose. A mission statement should answer three questions: • What do we do? • How do we do it? • For whom do we do it?

An effective mission statement has these key characteristics: • Clear: No complex wording. • Concise: The fewer words the better; less than 25 if possible. • Catchy: Snappy sounding without using slang or colloquialisms. • Memorable: Easy to recall; easy to explain.

“To offer the best possible personal computing technology, and to put that technology in the hands of as many people as possible” +Apple

VISIONA vision is a statement about what your organization wants to become. All members of the organization should be able to identify with it and it should help them feel proud, excited, and part of something much bigger than themselves. A vision should stretch the organization’s capabilities and image of itself. It gives shape and direction to the organization’s future.

Visions range in length from a couple of words to several pages; the shorter it is, the easier it is to remember. Effective vision statements are clear, concise, catchy and memorable.

“To be the world's best in chemicals and electronic imaging.” +Kodak

ELEVATORPITCH

A business that is too complicated to explain in less

than 30 seconds is too complicated for a prospect to

understand after an hour long presentation. Keep it concise.

Values + BeliefsBenefits

+ Products/ServicesPitch

ELEVATORPITCH

lionandpanda.com

7 CRITERIA OF A STAND OUT BRAND NAME

1. DISTINCTIVENESS2. BREVITY

3. APPROPRIATENESS4. EASY SPELLING + PRONUNCIATION

5. LIKABILITY6. EXPANDABILITY

7. PROTECTABILITY