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COMPANY BRANDING
WHY DOYOU NEED IT 

AND HOWTO DEVELOP IT
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
WHO AM ITOTEACH YOU?
Employers My clients
Mentor in Ment EU Project
WHY DOESYOUR COMPANY
NEED BRANDING?
- So you wouldn’t need to sell

- Recognisability
BRANDING COMPONENTS
Mission
UVP
Tone of voice
Color palettePositioning
Brand personality
VisualsPresence/visibility
MISSION &VALUES
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."
MISSION
Context over content
POSITIONING
HOW DIFFERENT AREYOU FROMYOUR COMPETITION?
Pumpkin method Blue oceanDifferentiation
Zoom-in on 

customers
Zoom-in on 

your strengths
Innovate
PUMPKIN METHOD
1. Weed out time wasters
2. Figure out what customers bring you value
3. Nurture those customers
DIFFIRENTIATION
Price Design Location View
Speed of
service
Your company
Competitor 1
Competitor 2
Competitor 3
Competitor 4
1-5 points
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

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.
BLUE OCEAN STRATEGY
PRESENCE &VISIBILITY
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
BRAND PERSONALITY
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
IFYOUR COMPANY WAS A SINGLE
PERSON,WHO WOULD IT BE?
12 BRAND PERSONALITIES
Company branding presentation, Anna Boroshok - Digital Transformation Strategist
TONE OFVOICE
TONE OFVOICE CLOUD
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.
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
VISUALS
Logo

Color
Images
LOGO
Your logo defines look and style of your brand
2D, 3D, flat
Colours: not more than 3
Font & baseline
CHOOSINGYOUR COLOUR
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
CHOOSING RIGHT IMAGES
Flat, 2D, 3D
Same font
Same style
Same mood
UNIQUEVALUE PROPOSITION
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].
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
BONUSES
122 Growth hack techniques:
https://growth-hacking.zeef.com/majavoje
200+ digital marketing tools:
http://ow.ly/8owJ30gco8d
JOIN FEARLESS FEMALE FOUNDERS
www.facebook.com/groups/fearless.female

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Company branding presentation, Anna Boroshok - Digital Transformation Strategist

  • 1. COMPANY BRANDING WHY DOYOU NEED IT 
 AND HOWTO DEVELOP IT
  • 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
  • 3. WHO AM ITOTEACH YOU? Employers My clients
  • 4. Mentor in Ment EU Project
  • 5. WHY DOESYOUR COMPANY NEED BRANDING? - So you wouldn’t need to sell
 - Recognisability
  • 6. BRANDING COMPONENTS Mission UVP Tone of voice Color palettePositioning Brand personality VisualsPresence/visibility
  • 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."
  • 11. HOW DIFFERENT AREYOU FROMYOUR COMPETITION? Pumpkin method Blue oceanDifferentiation Zoom-in on 
 customers Zoom-in on 
 your strengths Innovate
  • 12. PUMPKIN METHOD 1. Weed out time wasters 2. Figure out what customers bring you value 3. Nurture those customers
  • 13. DIFFIRENTIATION Price Design Location View Speed of service Your company Competitor 1 Competitor 2 Competitor 3 Competitor 4 1-5 points
  • 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
  • 21. IFYOUR COMPANY WAS A SINGLE PERSON,WHO WOULD IT BE?
  • 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
  • 29. LOGO Your logo defines look and style of your brand 2D, 3D, flat Colours: not more than 3 Font & baseline
  • 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
  • 32. CHOOSING RIGHT IMAGES Flat, 2D, 3D Same font Same style Same mood
  • 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
  • 36. BONUSES 122 Growth hack techniques: https://growth-hacking.zeef.com/majavoje 200+ digital marketing tools: http://ow.ly/8owJ30gco8d
  • 37. JOIN FEARLESS FEMALE FOUNDERS www.facebook.com/groups/fearless.female