How to build a company brand:
8 components of strong branding:
- How to develop mission & values:
- Start with your Why
- Context over content
- What is positioning & how it can help you to stand out from competition?
- 15 pillars of presence & visibility
- 12 brand personalities: which one is yours?
- Tone of voice
- How to choose visuals correctly
- How to identify a colour palette for your business
- How to develop a Unique Value Proposition which synthesises your business in 1 sentence
2. CONTENTS
Branding? What for?
8 components of strong branding:
• How to develop mission & values:
• start with your Why
• context over content
• What is positioning & how it can help you to stand out from competition?
• 15 pillars of presence & visibility
• 12 brand personalities: which one is yours?
• Tone of voice
• How to choose visuals correctly
• How to identify a colour palette for your business
• How to develop a UniqueValue Proposition which synthesises your business in 1
sentence
8. MISSION
Why you do what you do?
A brand’s inspirational, human-relatable reason
for being and the impact it seeks to make on
the world.
"Apple designs Macs, the best personal
computers in the world, along with OS X,
iLife, iWork and professional software.Apple
leads the digital music revolution with its
iPods and iTunes online store.
"To bring inspiration and innovation
to every athlete in the world."
14. ANALYSEYOUR COMPETITION
SWOT analysis
1. Small company -> fast decision making
2. Niche product focused
3. Constantly working on being best performers
1. New on the market
2. Low credibility
3. No possibility to manage social networks
1. Governments willing to go green
2. Companies want to cut costs
1. We will not be able to provide big
volumes fast & will lose a client
2. New players on the market with better
pricing
15. BLUE OCEAN STRATEGY
Blue Ocean Strategy presents an approach to making the competition irrelevant and
outlines principles and tools any organisation can use to create and capture their own
blue oceans.
18. 15 PILLARS OF PRESENCE &VISIBILITY
Expert content
Photos with
respectable people
Speaking at
expert events
Photos from
expert events
Do & narrate
Same visual
identity everywhere
Become a guest
of another expert
Collect & show
portfolio of your cases
Add email signature
with a UVP
Interview experts
& give interviews
Write a book
Give expert opinion
in other groups
Stick to your
style
Customers’ reviews Certificates
20. WHY DOYOU NEED BRAND PERSONALITY?
Personalities are the heartbeat of a brand because they
convey a meaning that makes customers relate to a brand as
if it were actually alive in some way
26. TONE OFVOICE EXAMPLE
STIMULATING (from passion for sailing)
Sailing is our passion and our pleasure;
this is always evident in our words. We
are optimistic and bright, with a sense of
fun and wonder. Our copy inspires and
excites.
SIMPLE (from simplicity)
We make our technology accessible and
meaningful by using everyday language.
Everything we say should be easy to
understand, with simple words and clarity.
CONFIDENT (from disruptive)
There is confidence behind our words. This is
rooted in our technical innovation and
intelligent software. It is not pride, but poise,
which shows people that they’re in safe hands.
WELCOMING (from making the world greener)
Like a good friend, we are familiar and
trustworthy. Our words are honest and inclusive,
showing integrity, environmental awareness and
support for the boating community.
27. TONE OFVOICE EXAMPLE
Be part of it. Inspired by
nature, designed for you
We’re here for you.
SIMPLE
Less time, less stress,
Less maintenance
CONFIDENT
We make sure you know about
any risks or potential issues
You and the big blue
Adrift but never lost
Plug into nature
STIMULATING WELCOMING
31. CHOOSINGYOUR COLOUR
Some tips & tricks:
Don’t use more than 3 colours
Colours should match
You can generate colours from images you like - coolors.co
There are numerous websites that can help you to choose the
right palette - coolors.co
Use color picker extension to identify code of a color
34. NAIL UNIQUEVALUE PROPOSITION
I help [my target audience],
who has [a problem of my target audience],
to get [desired results] with help of [my
solution].
35. SOCIAL PLATFORM PERSONAL PAGE FUNNEL
Header about
what you do
Link to your group
or businesspage
conversion
Headline pointing
at his FB Group
Job description
pointing at his
FB Group
Show case of
his course
Link to his FB
group
Engaging post