The Case for BrandedWorld Organizations: A White Paper

__________________________________________________________________
Discovering BrandedWorldTM
:
The Seven Universal Truths Organizations Can
Apply to Achieve a Stronger Competitive Advantage
___________________________________________________________________
A White Paper
February 2013

BrandedWorldTM
: The Ultimate Competitive Advantage
A White Paper
:
The Seven Universal Truths Organizations Can Apply to
Achieve a Stronger Competitive Advantage
By Benjamin E. Warsinske
Published by
BrandedWorld, LLC
All rights reserved. No part of this white paper may be reproduced or
transmitted in any form or by any means, electronic or mechanical,
including photocopying, recording or by any information storage and
retrieval system, without written permission by the author, except for the
inclusion of brief quotations in a review.
Copyright ©2013 by BrandedWorldTM
, LLC, All Rights Reserved
First Edition, 2013
Published in the United States of America

BrandedWorldTM
A White Paper

Table of Contents
Introduction ..........................................................................................................4

Framework Defined..............................................................................................5

Axiom One: Passion .............................................................................................6

Passion is Fuel ....................................................................................................... 6

Take Action ............................................................................................................ 7

Axiom Two: Mission .............................................................................................8

If Passion is Fuel, Mission Provides Direction.......................................................... 8

Take Action ............................................................................................................ 9

Axiom Three: Story.............................................................................................10

Beginning to Tell Your Story ................................................................................. 10

Take Action .......................................................................................................... 11

Axiom Four: Designed Experience ....................................................................12

Guiding Clients Through A Unique Setting to Achieve a Planned Outcome.......... 12

Take Action .......................................................................................................... 13

Axiom Five: Culture ............................................................................................14

Bringing Story to Life through Community ............................................................ 14

Take Action .......................................................................................................... 15

Axiom Six: Metrics..............................................................................................16

You Can’t Measure What You Can’t See.............................................................. 16

Take Action .......................................................................................................... 17

Axiom Seven: Platform Development................................................................18

Syncing the Axioms to Create A Cohesive Brand ................................................. 18

Take Action .......................................................................................................... 19

Imagine Your BrandedWorldTM
Brought to Life.................................................20

It’s Time to Take Action and Make Your Dreams a Reality.................................... 20

How A BrandedWorldTM
Ambassador Can Help...............................................20

Let Us Be Your Advisor As You Embark On This Journey..................................... 20

Two Routes.......................................................................................................... 20

SPECIAL OFFER for ‘Treps................................................................................21

About the Company ...........................................................................................22

Welcome to BrandedWorldTM
............................................................................... 22

Meet Benjamin...................................................................................................22

BrandedWorldTM
A White Paper
Introduction
Organizations come in all shapes and sizes, catering to a wide variety of
markets. Many small businesses, non-profits, community developments,
existing towers, cities, counties, states, and government agencies all have
something unique to offer their target market. However, these same
organizations often lack a clear, defined direction with objectives that can be
tracked, measured, and repeated across multiple market sectors.
Visualize your industry. Now imagine your organization and picture its end state-
-there is clear intent, vision and mission. The vision and mission captivate not
only the employees that work towards the defined goals, but also the clients,
customers and fans alike that all believe in the organization and what it stands
for. There is unity across all touch-points and channels of communication
All entrepreneurs owe it to themselves to build choices
into their organizations--be that to sell or grow.
BrandedWorldTM
Ambassadors help you get to the choices,
and beyond.
BrandedWorldTM
is a framework that organizations can adopt to incubate,
create, and grow their brands to thrive within their target market. A
BrandedWorldTM
is the ultimate competitive advantage.
Many small business executives and entrepreneurs get lost working in the
company. Producing products and delivering services take up the majority of
time and energy to the point where the overall vision is lost. The overall vision is
overshadowed, sometimes lost, in the effort to produce products and deliver
services. That was the reason for being in business in the first place!
While executives or entrepreneurs may enjoy the work they do in the business,
without clear plans to lead their organizations, without time spent working on
the organizations, entrepreneurs have simply created endless jobs for
themselves.
Taking the time to focus on the organization and forming a framework that
allows the entrepreneur and his team to understand the vision, the mission, and
the story, will allow the entrepreneur the ability to focus on the designed
experience, culture, metrics, and platform development. Syncing these elements
together will create a solid foundation from which to grow. The entrepreneur will
be able to easily track exactly how each of the axioms is performing individually
and collaboratively as a complete system. This will provide key insights into the

BrandedWorldTM
A White Paper
business strategy, which will enable the company to move forward. The
organization is then a living, breathing entity, evolving over time to better fit an
expanding target market. Utilizing the BrandedWorldTM
framework will guide
your organization forward in a steady, integrated and exceptionally positioned
way.
Framework Defined
Organizations may have some elements in place when beginning to create
worlds of their own. However, having these elements without having them
synced will not produce the results one desires. Without a clear framework to tie
all of the components and elements together, organizations can find themselves
feeling lost, unorganized, and fragmented across departments. Worse yet, this
not only causes internal headaches but causes differing interactive experiences
for clients as well. This causes confusion for clients and hurts the perception of
the brand. Employees may have individual ideas about what the firm does and
what it offers, and this inconsistency also weakens the brand.
The BrandedWorldTM
framework is made up of seven interwoven axioms, or
(universal truths), which form a distinctive platform. By working to strengthen
and track these seven axioms, the organization can streamline all of its
activities--tracking, measuring, and adjusting based on proven processes. The
axioms below make up the framework, which then serves as a roadmap for the
entrepreneur and his team.

BrandedWorldTM
A White Paper
Axiom One: Passion
Passion is Fuel
Passion can be hard to describe, yet when you see others
passionate about their company or cause, what it stands for, and
how hard they are willing to work to achieve their mission, you have
seen passion in action. It comes deep from within and shines through. You feel
it--excitement, focus, and continual work to help your target market improve.
And then something magical happens. As you and your organization spread a
positive, passionate message to achieve a specific mission to a targeted market,
that market will begin to respond. An upward spiral of opportunities will continue
to come forward.
Dreams Create Passion; Passion Fuels Dreams of What Could Be
One of the many characteristics that set entrepreneurs apart from others is their
imagination and willingness to take action. Bringing an idea to life is much,
much harder than people may think. But the challenge and the potential reward
of accomplishing that goal is often the only motivation needed to continue
working towards it each day.
Think of what could be, what you want the organization to look like, feel like,
stand for, how others will perceive the company, etc. Taking the time to think
about these questions now will help to fuel your passion for the organization and
its mission. The bigger your passion and the bigger your dream, the more you
will achieve. Your vision sets the tone which will capture the dream and make it
reality.
Focus on Airmen, Mission, and Innovation.
United States Air Force: www.af.mil
Incubating an Idea Through Active Research
How you go about formulating your ideas and growing them is up to you. It
could be at a quiet hotel in a secluded area along the coast, or in the back of
your favorite library in your neighborhood. It could be that you spend your travel
time on planes and in airport terminals jotting down ideas, creating sketches,
outlining potential service offerings, and writing articles.
This is active research. This is the passion that entrepreneurs must have to keep
building their BrandedWorldTM
and expanding their brand. This same passion
needs to be transferred to the organization’s team, empowering them to dream,

BrandedWorldTM
A White Paper
imagine, and create to help grow the brand. Passion is contagious; spread it
among your team.
A BrandedWorldTM
organization is a living, breathing entity that is ever evolving;
it is fueled by passion and has its message spread by loyal employees,
customers, clients, and fans.
Take Action
Think about your industry and your organization. What are you passionate
about? What drives you to get up each morning and work towards the vision you
have imagined, and the mission you are on?
Free-write for 10 minutes listing as many characteristics about your passions,
industry, and what your ideal organization looks like.

BrandedWorldTM
A White Paper
Axiom Two: Mission
If Passion is Fuel, Mission Provides Direction
In business, the mission statement is the specific task assigned to
all employees of an organization. A BrandedWorldTM
organization
has a clear, concise, and focused mission. The mission statement
should be thought of as a powerful thesis statement, drawing in the
target market to want to learn more, while empowering your team.
Mission statements provide the aim of the organization, a declaration of an
organization’s core purpose. In other words, the mission statement answers the
question, “Why do we exist?”
Many times, company executives choose to make their mission statement a
personal statement from the partners which can turn into a few paragraphs that
blend together describing their philosophy, strategy and values. The problem
with blending and overlapping these areas together is that you end up with no
clear direction. It is not a statement that employees can read, immediately
understand, connect with, and support.
The United States military is focused on achieving operational mission
requirements. From Headquarters to Major Command to Numbered Air Force,
to Wing and Group, on down to Squadron and Flight levels, when an Airman is
asked what the mission of the Air Force is, they respond as though it is a part of
them, stating the mission of the Air Force as well as their level’s operational
mission.
The mission of the United States Air Force is to fly, fight,
and win…in air, space, and cyberspace.
United States Air Force: www.af.mil
The Air Force’s mission statement is ideal. It packs a punch and is broad, yet
focused at the same time. It can easily be memorized and spoken with
conviction. The statement empowers both those who have become Airmen, as
well as those who appreciate the service that the United States Air Force
provides.

BrandedWorldTM
A White Paper
The United States Air Force goes one step further than most organizations,
assigning mission statements to each unit below the Headquarters level. Each
Unit knows and believes in the overall mission of the Air Force. In order to
achieve the overall mission, they must focus on their unit’s mission. They know
they are a small part of a bigger vision. If they focus and complete their mission,
they will help the Air Force achieve the greater mission. Here is an example of
hierarchy and mission statements. When reading them, think about how they all
roll up into (into) the Air Force’s Mission and overall Vision statements.
Wing Mission Statement
Provide the President of the United States sovereign
options to decisively employ airpower across the entire
spectrum of engagement.
Mission Support Group Mission Statement
Provide expert combat support anytime, anywhere while
building a premier base community.
Take Action
Look at the examples of mission from the Air Force. Think about your mission
statement or the mission statement you are creating. Does it align with your
passion? Is it easy to memorize? Can employees and clients alike believe in it?
Begin by writing out 1-2 sentences describing the mission of the organization.
Then, work to reduce it to one concise sentence. Then, work to reduce it to 7-15
words total.

BrandedWorldTM
A White Paper
Axiom Three: Story
Beginning to Tell Your Story
As an entrepreneur on a mission, you cannot wait to share what
you and your organization are working on next. What better
channel of communication is there to share, educate, and inspire
your target market than story? No matter the story, it has the
power to transform lives.
A strong, structured story is based on Aristotle’s model of a beginning, middle,
and end. Combining the work of Aristotle, communications firm Duarte, and
elements of your BrandedWorldTM
, you will begin to form a powerful story that
readers and audiences can connect with, believe in, and retell easily.
Start off describing life as the reader or audience knows it based on your
product or service niche. The audience will quickly start to understand because
that is their common everyday experience. This creates a bond and opens the
reader to hear your ideas for change. A baseline has been established.
Now, begin to introduce your organization’s vision of what could be. The gap
may throw the reader off balance, but that is good. This is an opportunity to put
your organization in a solution-based position to a captive audience.
The audience understands that their world, as they know it, is now off kilter. Play
on the contrast between ‘What is’ and ‘What Could Be.” (Use all quotation
marks.)
As you move back and forth between what is and what could be, the audience
will begin to find the ‘what could be’ more alluring.
As you are telling the story of what is vs. what could be, readers will want to
know what do next, how to get their world back on track, how to enrich their
quality of life. This is not where the story ends; it is simply a pause in the story to
invite the audience to take action inspired by the story. Describe how much
better their world will become when they adapt these new ideas.

BrandedWorldTM
A White Paper
Take Action
How will you tell your organizations story? How do you want your organization to
be perceived?
Think about the structure of the story. Using the model that Duarte presents,
create a story by describing “what is” (current state) versus “what could be” (your
vision).

BrandedWorldTM
A White Paper
Axiom Four: Designed Experience
Guiding Clients Through A Unique Setting to Achieve a
Planned Outcome
Certain companies have been able to systematically break down
an experience in order to define and design exactly how the user
will be guided. In other words, while the user may not ever realize
that they are moving from designed point to designed point, the
organization is collecting data at each designated interval to
make sure that the user is having a specific experience.
It is not a coincidence that theme parks are designed in specific ways. There is
proven data showing that particular stores at front entrances to parks perform
higher than at other locations within the parks. When users of the theme park
goes to exit the park, it is no coincidence that the parking lot appears to be
closer than it actually is and that they must pass through a variety of shops in
order to reach their vehicles.
Organizations of any size can use this concept to their advantage. No matter
which industry you are in, you have an opportunity to design an experience that
is measurable and repeatable.
Utilizing the five senses to evoke emotions and to direct users can dramatically
enhance the services, products and overall experiences offered. James Archeer,
an Inc. contributor, recently wrote about the use of scents in strategic marketing
initiatives for businesses. He explains why it can be so effective:
The power of smell to trigger an experience is related to the olfactory nerve's
location near the amygdala (the area of the brain associated with emotional
experiences) and the hippocampus (associated with memory). It's almost like
smell has a shortcut to those parts of your brain that your other senses don't.
BrandedWorldTM
organizations are able to measure the success of each
experience a customer has, based on data collected from set elements that are
repeated at the same time, every time, for each customer, yielding the same
result. This sets them apart among their competitors, adding an advantage
beyond the elements their competitors may be competing against such as price.
Utilizing all five senses to captivate a customer or client adds layers to the
experience making it truly unique.

BrandedWorldTM
A White Paper
Take Action
The products and services your organization offers are wrapped in an experience
you provide whether you realize it or not.
Think about the experience the organization offers. Can it be objectively
measured? How can it be improved upon? What would the ideal experience look
like, sound like, taste like, smell like? Free-write.

BrandedWorldTM
A White Paper
Axiom Five: Culture
Bringing Story to Life through Community
A group of individuals who band together because they believe
in the mission of an organization create culture. They
community understands that to achieve that mission, to help
the cause, to get the message out into the world, they must all
work together, knowing the cause is bigger than any individual.
The culture of an organization is ever evolving, shaped by the
people who work day in and day out towards the mission’s
end.
Culture arises when communities of people begin to understand a set of terms,
a language that they use among themselves and their peers. In the business
world, a language could be thought of as terms that different professionals use
to communicate within their niche. Engineers have terms that only other
engineers understand. Lawyers use terms that are familiar to other lawyers.
Beyond professional services though, there is a new type of language cropping
up.
Words are power. They shape perception, make others believe, and empower
positive change. How an organization chooses words to use in marketing
materials, to create an online presence, to be associated with products and
services offered, to words that employees use to describe those same products
and services--these words matter and they make a difference.
Are the words chosen aligned to the mission and to the story that is being
shared? Do the words complete the experience as a whole, adding value? Or do
the words take away value, causing a gap between the experience being offered
and the experience being delivered?
“In N Out,” a burger chain in the southwest United States, has their own
language that is not written anywhere on their menus--instead it is spoken only
when ordering. A community has sprung up online to inform others of the
different terms to use and what you will receive when you order those items.
This creates community and has gone viral. Even people who do not live near
an In N Out know and understand its language.
Starbucks has created its own language to describe their premium coffee
drinks. While small, one-off coffee shops have bland, generic names, Starbucks
has defined their drinks and in doing so, has created a culture around those
words. So much so, that when a Starbucks native orders a non-Starbucks drink,

BrandedWorldTM
A White Paper
they often have trouble, almost as if the language presented on an alternative
menu is a foreign one.
Adapting an exclusive language and educating your target market as to its
meaning and value can allow your BrandedWorldTM
to stand out.
Take Action
Company culture shapes the environment for both employees and clients. It also
can determine the creativity and innovativeness of an organization. Culture will
shape how people will behave.
Think about the ideal company culture. What are its characteristics? How is it
perceived? What type of people will be attracted to this work environment? Are
those people aligned with the organizations mission? Free-write.

BrandedWorldTM
A White Paper
Axiom Six: Metrics
You Can’t Measure What You Can’t See
All organizations have systems and processes in
place whether they realize it or not. Many small
organizations often rely on a select few individuals
to take care of multiple processes within a
department, yet when those employees are away,
out sick, or leave the company entirely, the
efficiency that was created instantly evaporates. Even worse, if no one else in
the organization knew what that individual did, then the process must be
reinvented, slowing the company down and resulting in additional work to get
the process right and the system back in place.
BrandedWorldTM
organizations adopt a Six Sigma philosophy (this is a good way
to introduce Six Sigma) that seeks to improve the quality of process outputs by
identifying and removing the causes of errors and minimizing variability in both
manufacturing and business processes.
Six Sigma is a set of tools and strategies for process improvement originally
developed by Motorola in 1986. Six Sigma became well known after Jack Welch
made it a central focus of his business strategy at General Electric in 1995, and
today it is used in [a variety of] different sectors of industry.
- en.wikipedia.org/wiki/Six_Sigma
Documenting and tracking processes in each department of an organization can
be hugely beneficial in understanding the performance of a unit versus the
overall company. The goal is to identify objective metrics that can be measured
and then used to provide guidance on where an organization may focus to
improve its processes.
A BrandedWorldTM
is an evolving entity, continually improving its performance as
a benefit to all vested parties including partners, shareholders, and clients.
Organizations who adopt the BrandedWorldTM
framework become change
agents who continually improve not only their brands, (comma) but the overall
quality of their products, services, systems, and processes. Are clients
customers?)

BrandedWorldTM
A White Paper
Take Action
All organizations must continue to evolve, improve, and change to fit the
markets’ needs. What processes exist in your organization can you identify that
can be improved upon?
Think of your organization in terms of systems. How do they interact- do they
interact? How can that be improved upon? Take an existing process and story-
board or map out all of the steps. Then analyze each step, combining and
eliminating to produce a more efficient process.

BrandedWorldTM
A White Paper
Axiom Seven: Platform Development
Syncing the Axioms to Create A Cohesive Brand
Individually, the first six Axioms are critical for any
organization. When synced and leveraged over multiple
platforms, the organization becomes a true
BrandedWorldTM
.
Think of all of the different distribution options for your
products and services that are available both online and
offline. All of these touch points (one word?) are
opportunities to connect with your organization’s ideal target market. These
platforms have been crafted to allow individuals and organizations to share their
message and tell their story. BrandedWorldTM
organizations provide a
consistent, unified experience across all of these communication channels. No
matter whether it is an online channel or offline media, the experience is
designed in a consistent way.
Platforms can also be created by the organization itself. Organizations gain
greater control over the process when they design from the ground up as well
as define the experience for their users. These platforms could be in the form of
membership sites, physical retail stores, corporate headquarters, podcasts, web
TV shows, workshops/seminars, or applications. These platforms are unique to
the organization itself, produced and created to promote the company.
Multiple revenue streams are critical to maintaining growth and softening the
ups and downs of economic cycles. Traditional professional services tend to
focus on one type of revenue. While that type of revenue can be lucrative at
times, it does not provide protection in the case of a down economy.
No matter what type of business you are in, all industries and organizations can
benefit from implementing various revenue streams.
BrandedWorldTM
organizations are always looking for ways to add new revenue
types to their balance sheets. Some examples may be creating books,
workshops, webinar series, or selling affiliated products and services that can
be associated with the organization’s brand. Each of these strategies requires
research and study in order to be implemented. It is important that an
organization utilize strategic planning to ensure that the organization is meeting
all of its goals, financial and otherwise.

BrandedWorldTM
A White Paper
Take Action
Platform development is about choosing how you want to share your specific
content with your target audience. Examples include video, podcasts, blogs,
physical locations, smartphone applications- the list is endless.
What type of platforms work best to connect with your target audience? How will
you create a consistent experience across all platforms? Free write and
brainstorm ideas for different platforms to use and connect with.

BrandedWorldTM
A White Paper
Imagine Your BrandedWorldTM
Brought to Life
It’s Time to Take Action and Make Your Dreams a Reality
As an entrepreneur, you have a chance to share your message with the world, to
make a positive impact in the lives of the people that your organization reaches.
There is an opportunity to move above and beyond what you alone can do. You
understand that the mission of the organization is greater than you and your
team and you can use the power of the internet to advance your mission..
The opportunity is clear: a BrandedWorldTM
framework provides you the tools,
resources and guidance to allow your organization to create the ultimate
competitive advantage. Through an iterative process, strengthening each Axiom
will provide a solid foundation for your organization to stand on and position
itself within the marketplace.
How A BrandedWorldTM
Ambassador Can Help
Let Us Be Your Advisor As You Embark On This Journey
BrandedWorldTM
Ambassadors are strategic advisors, ready to help guide you
and your team through the process of shaping, forming, and strengthening your
organization into a BrandedWorldTM
. At every step, our Ambassadors provide
tools, outline strategies, help to identify areas of improvement, as well as set
timelines and provide management oversight to ensure that projects are
completed on time and on budget.
Two Routes
For ‘Treps
‘Treps are entrepreneurs whose organizations are less than five years old.
Ambassadors will engage with the entrepreneurs and their teams, delving into
the seven Axioms of the BrandedWorldTM
framework, positioning the
organizations to construct solid underpinnings which will enable them to thrive
within their target markets.
Consulting Engagement Packages begin at $1,497.00 US
For Execs
Execs are entrepreneurs and business owners whose organizations are greater
than five years old. The organization may have existing processes and systems
in place, but they are often broken and fragmented. Ambassadors begin by
performing a detailed analysis of the organization based on Axiom criteria. The
analysis provides a baseline from which the team can begin to identify
opportunities for improvement to strengthen the organization.
Consulting Engagement Packages begin at $2,997.00 US

BrandedWorldTM
A White Paper
SPECIAL OFFER for ‘Treps
Limited Time Only
Turn Your Dreams into Reality. Begin the Journey Today.
What’s Included:
• 3 engagement sessions focused on formulating your
dream into concrete vision and mission statements
• Comprehensive overview of the Seven Axioms
• Brainstorming sessions to generate ideas
• Outlined Road Map to Transform Your Organization
Take Advantage of this Opportunity! Use this special coupon
and Promotion Code to receive $250 US off a BrandedWorldTM
Discovery Package.
Email: Benjamin@brnddwrld.com
Subject Line: BrandedWorld Engagement Session [BWES]

BrandedWorldTM
A White Paper
About the Company
Welcome to BrandedWorldTM
Imagine a world unlike any other you have experienced. Imagine a
world where you, the entrepreneur, can determine the experience
your users will have, create unique offerings, and provide consistent
services. Envision a world where story is brought to life, woven
through language and spread through a community of believers. Discover how
all of the experiences designed can be tracked and measured to increase quality
and profitability while reducing expenses and variability. Discover
BrandedWorldTM
: the Ultimate Competitive Advantage.
Vision Statement: To provide tools and guidance for entrepreneurs and
organizations in order to create solid foundations in which their brands can thrive
in specific target markets.
Mission Statement: To aid entrepreneurs in the pursuit of creating the ultimate
competitive advantage for their organizations through use of the BrandedWorldTM
framework.
Visit: www.brnddwrld.com
www.brandedworldpodcast.com (coming soon!)
Contact: benjamin@brnddwrld.com
Meet Benjamin
Benjamin Warsinske, SSBB is the founder of the BrandedWorldTM
framework
and CEO of BrandedWorldTM
, LLC. Born with an
entrepreneurial spirit, business has always
fascinated him, exciting his imagination and piquing
his curiosity. BrandedWorldTM
is the result of a
groundbreaking body of research delving into the
business world, understanding different business
models and learning how to take advantage of the
unique elements of each to create a distinctive
model that softens the ups and downs of the free market system
Mr. Warsinske graduated from Washington State University and is a Six Sigma
Black Belt.

The Case for BrandedWorld Organizations: A White Paper

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The Case for BrandedWorld Organizations: A White Paper