Building your Brand
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Building your Brand. Know the right questions to ask when creating a brand for a client.
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Building your Brand
- 1. Building Your Brand Identity: Big Questions To Ask Yourself Presented By: Cedrick S. Zabala (@cedzabala)
- 2. BRANDING
- 5. 4 MOST IMPORTANT PART TO BUILDING OUT YOUR BRAND IDENTITY RESPONSIVE & CONSISTENT AUTHENTIC BRAND STRATEGY BRAND STORY BRAND
- 6. CREATING A BRAND STRATEGY A brand, like a product and a website, is never truly “done.”
- 7. BRAND VISION •Where do you see your business/organization going? •What are your goals? •How is your business going to have an impact?
- 8. OUR BRAND VISION CAN BE BROKEN DOWN INTO THESE KEY COMPONENTS: •Purpose – What is the fundamental purpose behind your business that inspires everyone in and outside of the organization to do what they do — and love doing it?
- 10. STARBUCK’S PURPOSE To inspire and nurture the human spirit one person, one cup and one neighborhood at a time.
- 11. OUR BRAND VISION CAN BE BROKEN DOWN INTO THESE KEY COMPONENTS: •Position – What is the fundamental idea that you own in the consumer’s mind?
- 15. OUR BRAND VISION CAN BE BROKEN DOWN INTO THESE KEY COMPONENTS: •Promise – What is the value that you promise to deliver to the consumer?
- 17. • Share moments, share life. • Value from Innovation
- 19. MANTRA • Your mantra is a short 3-5 word phrase or motto that you live your business, and hopefully life, by. • It quickly explains their core belief, and what you can expect from their products. • Having a company mantra helps increase brand equity.
- 21. EMOTIONAL IDENTIFIER DESCRIPTIVE IDENTIFIER BRAND FUNCTION Fun Folks Food Fun Family Entertainment Ultimate Driving Experience Real beauty Personal Care Skin Care
- 22. OUR BRAND VISION CAN BE BROKEN DOWN INTO THESE KEY COMPONENTS: •Brand Story – What is your unique hero tale? •Instead of being the hero in the story, invite your audience into the story!
- 23. BRAND ESSENCE Company Core Values Character Personality and Voice Brand Expressions
- 24. BRAND ESSENCE •Core values - What principles are going to shape your company’s culture and support your brand vision? • Think of what truly unique values you have and build those into your daily routine as a company.
- 25. BRAND CHARACTER What is your backbone made of? What’s negotiable and what is not?
- 30. THE 12 BRAND ARCHETYPES You can use them to hack the mind of your audience to create enduring connections.
- 31. BRAND ESSENCE • Personality and Voice – How do you present yourself? Do you have a sense of humor or are you honest to a fault? Are you a casual brand or a “suit and tie” mentality?
- 33. Voice: Clean and playful humor. Responses should be upbeat, optimistic and positive. Avoid being sarcastic or mocking customers, followers or other brands. Voice: Funny
- 34. BRAND VOICE • Grammar & Terminology • Post Formatting • Hashtag Usage • Visual Guidelines
- 35. BRAND EXPRESSIONS – How does your brand come to life across the broad spectrum of media? What type of content are you going to be known for? How are your customers going to experience your brand?
- 36. BRAND DIFFERENTIATION Be unique! Originality is way more fun. • Competitive Analysis - “experience the competition” to get a feel for each of the players in our space from a customer perspective. • Unique Selling Proposition (USP) - What do you have that the competition does not? How do you position the brand in such a way that no one can replicate you. This goes back to understanding the one thing that you are best at, and turning that into a message.
- 37. BRAND AUDIENCE
- 38. IDEAL CUSTOMER PROFILE A categorical description of a customer that would benefit immensely from your offering and provide you with significant value in exchange.
- 39. RECAP: WHAT IS YOUR BRAND? BRAND PURPOSE • Vision • Mission • Brand Promise • Mantra • Brand Story BRAND ESSENCE • Core Values • Brand Character • Personality • Voice • Brand Expression BRAND DIFFERENTIATION • Competitive Analysis • Unique Selling Proposition • Brand Audience • Personas (Buyer, Non-Buyer, Influencer)
- 40. SUMMARY • Brand Identity should be responsive, consistent, authentic and has a story and strategy. • Brand Strategy includes identifying the Brand’s Vision: Purpose, Position, Promise, Mantra and Story. • A Brand’s essence includes the core values, character, personality and voice, and brand expressions. • We have to know who is buying from us in order to properly position our brand, our content, our everything.
Notes de l'éditeur
- We use to think building a brand was a task strictly left for graphic designers… But the truth is branding is for marketers and business owners… Branding takes place at every touch point and every time a customer interacts or even thinks about your brand… And, most importantly, branding is ultimately controlled by the customers, and not by you, the marketer.
- That’s right, after all the hard work you put into building out your perception of your brand, it’s the customer that chooses what that brand means to them, and not your business. Too many companies think they get to choose their brand… You only get to influence your customer’s opinion of your brand, not choose it!
- It’s a daily process of bringing multiple aspects of your voice and your business together, and then adjusting them to what the customer expects from you. So while these questions will get you one step closer to building your brand identity, they will not truly build your brand for you, that requires execution over the next few months and years. Think of these questions as a great foundation for building your brand over the next few months…
- We use to think building a brand was a task strictly left for graphic designers… But the truth is branding is for marketers and business owners… Branding takes place at every touch point and every time a customer interacts or even thinks about your brand… And, most importantly, branding is ultimately controlled by the customers, and not by you, the marketer.
- Think about Kodak for a second. This is a company that created the first digital camera… But ultimately filed for bankruptcy after continuously missing the change to digital. And why did they fail at this? Because they thought they were in the business of making cameras and film, but they really should have been in the business of capturing and sharing moments. It all comes back to the value that they decided to provide their customer. They provided people with cameras and film so that they could take pictures. But people don’t want pictures. People want memories!!! Do you see the key difference in positioning your core value here? Make sure you are providing your customers with the core benefit, not the core feature – the camera in this case.
- Do you want people to have fun? Learn? Question their beliefs? How will you act? And your voice can be slightly different based on the medium you are interacting on.
- Your social media voice is one of the top things that will distinguish your brand from other companies. Your voice should be consistent across all mediums whether it’s commercials, social media ads, Tweets or Instagram posts. For instance, if you’re funny and humorous on Facebook but all of your YouTube videos are serious and straight-laced, it sends mixed messages. We can’t tell you what your social media voice should be since it represents your brand. But it should be reflective of how you want your brand to be perceived. That might mean one or more of the following:
- Your social media voice is one of the top things that will distinguish your brand from other companies. Your voice should be consistent across all mediums whether it’s commercials, social media ads, Tweets or Instagram posts. For instance, if you’re funny and humorous on Facebook but all of your YouTube videos are serious and straight-laced, it sends mixed messages. We can’t tell you what your social media voice should be since it represents your brand. But it should be reflective of how you want your brand to be perceived. That might mean one or more of the following:
- Do you want people to have fun? Learn? Question their beliefs? How will you act? And your voice can be slightly different based on the medium you are interacting on.
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- We use to think building a brand was a task strictly left for graphic designers… But the truth is branding is for marketers and business owners… Branding takes place at every touch point and every time a customer interacts or even thinks about your brand… And, most importantly, branding is ultimately controlled by the customers, and not by you, the marketer.