Guest lecture by Truly Deeply for Monash's ACCELERATOR program.

1. Elements to create a stand out brand
for business success.
How to create a
stand out Brand

2. What is branding?

3. What people typically reference as branding?
• The name
• The logo
• The identity system – colour used, font, layout etc
• These simply communicate an identity, a presence
• They provide a label that meaning can be attached to.
• They provide a useful rallying point, but it is the meaning and
associations that you attach to these that is the brand.

4. So what is branding?
Brand: A persons gut feeling about a product,
service or company.
Branding: A company’s effort to build lasting value by
delighting customers so that more people buy more
things for more years at a higher price.
The way we want customers to perceive, think,
and feel about our brand versus competitors.

5. What makes
up this
emotional
response?
5
Every
Brand
Touchpoint
Sales people
Ads
Packaging
Product
performance
What people
say about
you
After sales
service
What you say
and where
you say it
Website
Digital

6. To build a differentiated
and successful brand you
need to consider all of the
layers of your brand.
They all work together.

7. Brand layers
BRAND
Identity
What we believe in
What we stand for
Our personality and
how we express it
Behaviour
How we act and behave
The relationships we form
and experiences
people have of us
+
Performance
What we do and
how we deliver it
The value we deliver
+
Communication
=
REPUTATION
How others
perceive us

8. Brand strategy elements
Personality
What we say and how
we act – Messaging,
Brand experience
ValuesBelief system
Essence
InternalExternal

9. As a starting point
9
Before you go to work on your brand you need to have
clarity on the following:
• Mission
• Vision
• Clear idea of target audience (who are they, what do they need,
what drives them, what influences their decisions)
• Clarity on your service/product

10. A Brand that wants to be a
little of everything will
eventually amount to a lot
of nothing.

11. Your onliness statement
11
You need to be different to everyone else out there!
Our _________________________
is the only ____________________
that _________________________

12. Get to the point with
a one sentence
positioning statement
How do you describe yourself. Boil it down to
one simple descriptive sentence that
summarises what you do and provokes people
to ask how and why?

13. Positioning statement templates
13
Template #1
For (target audience), (brand) is the (frame of reference) that
delivers (benefit/point of difference) because only (brand
name) is (reason to believe).
Template #2
For (your target) who wants / needs (reason to buy your
product/service), the (your product or service) is a (category)
that provides (your key benefit). Unlike (your main competitor),
the (your product/service) (your key differentiator).

14. Translating the what to why
14
The emotional value that we provide to our audiences and how we
support this.
Proof Point (feature - the what)
Benefit (the why - how does this make a
difference to your customers lives)

15. Every powerful brand or
organisation has at its core a
substance that gives it strength.
You need a belief system...
15

17. Harley Davidson’s Brand Belief System
We will let your attitude towards life
and personal expression roar!

19. Apple’s Brand Belief System
Computers and technology should enable us to do things that
can change the world by being radically ‘easy’ to use… and
overlay this with standout design.
19

20. As a brand what do you believe in?
20
What you believe in, what is fundamental to achieving your brand
vision and making a real difference to the lives of your audience.
Get to the point, think deep and make it emotional.
It may help to start with “We believe….”

21. Brand values
Brand values are designed to unite, inspire and
guide brand-led behavior. Enabling employees
to emotionally connect with the brand and
empowering them to deliver memorable and
valuable brand experiences.

22. Virgin’s Values
22
We think customer
• Our customers are at the heart of
everything we do
• We are passionate about creating an
outstanding flying experience
• We deliver consistently high service
internally and externally
We lead the way
• We lead by example
• We have the courage to think differently
• We innovate
We do the right thing
• We always put safety first
• We act with integrity and honesty
• We create a sustainable and inclusive
environment for our people and the
community
We are determined to deliver
• We do what we say we're going to do
• We are responsive
• We are committed to excellence in all we
do
Together we make the difference
• We work together to achieve success
• We consider our impact on others
• Our people set us apart

23. What values does your brand live by?
23
- Make them unique - if everyone is creative or entrepreneurial
then there will be nothing differentiated about your values.
- Think about how you want to behave.
- Remember they are not necessarily your personal values but
your brand/company’s values.
- Choose four to five only.

24. Brand Personality
A summary of your desired persona.
Human-like characteristics that you project to
the world through all brand touch points.
This directs your brand visuals, what tone of
voice your collaterals are in, what type of logo
(brandmark) you should have etc.
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25. What is your brands personality?
25
5min to work through your brand personality exercise.
Don’t think about the brand as your personality - what would be
appealing to your target audience.

26. Personality Traits
Down to earth, family oriented, conventional,
blue-collar, typical Aussie
Honest, sincere, real, ethical, thoughtful,
caring
Wholesome, original, genuine, ageless,
classic, old-fashioned
Cheerful, sentimental, friendly, warm, happy
Daring, trendy, exciting, off-beat, flashy,
provocative
Spirited, cool, young, lively, outgoing,
adventurous, passionate
Imaginative, unique, humorous, surprising,
artistic, fun
Up-to-date, independent, contemporary,
innovative, aggressive
Reliable, hardworking, secure, efficient,
trustworthy, careful
Intelligent, technical, corporate, serious
Successful, leader, confident, influential
Upper Class, glamorous, good-looking,
pretentious, sophisticated
Charming, feminine, smooth, sexy, gentle
Outdoorsy, masculine, earthy, active,
athletic
Tough, rugged, strong, no-nonsense

27. Essence
The soul of your brand.
A guiding philosophy, built on a compelling
truth that expresses what the brand stands for
in a simple and powerful manner.
27

28. Harley Davidson’s Brand Essence
The Freedom of Individualism
28

29. Apple’s Brand Essence
The Intuitive Soul of Technology

30. Brand essence examples
30
King Island Dairy: Tradition and Indulgence from an Isolated Island
Nike: The Spirit of Competition
Aged care brand: Bounty of care
Aged care service provider: Care that shines
Skin care brand: The sanctuary of skin confidence
Personal finance brand: Unlocking life’s opportunities

31. What sits at the heart of your brand?
31
It’s time to create your brand essence.
Keep it short and simple.
Keep it grounded in the ‘why’ not the ‘what’.
It’s internal - not your tag line.
Explore something multi-dimensional.

32. 32
Circle of influence here
Bringing it it all together

33. Now that you understand your why and your brand you are
ready to create a name.
Now that you understand
your ‘why’ and your
brand you are ready to
create a name.
33

34. What’s in a name?
34
Your brand name should be memorable, distinctive and the platform on
which to build a differentiated brand.
1. Evokes a sense of your compelling point of difference
2. Different to those of your competitors
3. Brief - 4 syllables or less
4. Appropriate, but not so descriptive as to be generic or devoid of spirit
5. Easy to spell
6. Straight forward to pronounce
7. Provides opportunity for ‘brand play’
8. Legally ownable
9. Web domain available

35. It’s not easy, it’s
harder than naming
your first baby.
Don’t forget there is more to your brand then
your name and you can wrap meaning around
it with your other brand touch points,

36. Where to start?
36
• Literal concepts
• product category (travel, music, fashion)
• product function (discovery, sharing, tracking)
• Figurative concepts
• extend your list of roots to names, objects, phrases, moments
and feelings that are loosely related to your core business.
• Look up synonyms
• List examples and types
• Make up words that sounds good.
• Words in other languages.
• Explore words that mean themes that relate to your brand.

37. If you need a little help:
startupstash.com/naming/
namingforce.com

38. You’re now ready to wrap
the visuals around the
foundations.

39. Designing your brand identity (logo and visuals)
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• As a start up you may need to consider a phased approach.
• Not all designers are created equal.
• You get back what you invest.
If you must use crowd sourcing, some tips:
• Put a clear brief together (target audience, personality,
competitor examples (what to avoid).
• Gather examples of other brands you like.
• Ask them to apply your logo to marketing collateral so you can
see how the fonts, colours, shapes, images and graphics work
together.
• Be clear on what you want back.

40. We know that your
brand is much more
than your logo so where
else can your brand
play out?

41. The customer journey/experience
You have a say and influence on how your brand
will be perceived and delivered at every point of
interaction with your customer. You need to put
your best foot forward, always!

42. Creating a customer
journey map
A Customer Journey map is a visual or graphic
interpretation of the overall story from an
individual’s perspective of their relationship
with an organization, service, product or brand,
over time and across channels.

43. Key elements of a customer journey map
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1. Personas: the main characters that illustrate the needs, goals,
thoughts, feelings, opinions, expectations, and pain points of the
user
2. Behavioral stages
3. Describe how your customer at each behavioral stage.

44. 1. Creating a persona
The main characters that illustrate the needs, goals, thoughts,
feelings, opinions, expectations, and pain points of the user
• Gender
• Age
• Income
• Family status
• Where do they live
• What do they like to do?
• What’s important to them?
• What behavior defines them?

45. 2. Define your behavioral stages
Each stage a customer goes through when deciding and choosing
your brand.
Retail: Research, choosing, driving to chop, parking, walking to
shop, time in shop, purchase, leaving, coming back/or not
Mobile app: Aware, search, install, use, feedback, refer, delete
Food and drinks: Aware, choosing, ordering, paying, waiting for
food, eating, feedback, repeat order

46. 3. Customer Journey elements
Customer element Description
User Needs What does the user need from you at each stage of the journey?
User goals What is the users goal at each stage of the journey. Try to dig deep and fully
understand your customer – you may need to do some research.
User Expectations What do they expect?
Touchpoints A point of interaction between your company and customer involving a specific
human need in a specific time and place. Each touchpoint is an opportunity to
strengthen relationships with your customer.
Channel What channel can you use to communicate to them?
Processes On this step you are to describe interactions that occur on each stage. Try to use
everyday language and words your customers operate where possible.
Experience Emotional journey – how does the customer feel? How your customer feels across
the stages and touchpoints. Try to impersonate your persona along this emotional
journey.
Problems What barriers and problems occur for the user at different stages?
Pain Points What are the pain points likely to arise?
Ideas What ideas so you have to improve the customer experience?

47. A well considered and
differentiated brand is
key to your business
success it shouldn't’t be
an after thought.