A brand is not your logo. A brand is not your identity. A brand is not a product. A brand is a person’s gut feeling about a product, service, or organization. Brands are now defined by individuals, not companies or markets. It’s a gut feeling because people are emotional, intuitive beings and make decisions based upon those feelings. So, it’s not what you say it is, it’s what they say it is.

1. BRANDING
WORKBOOK

3. BRANDING
A brand is not your logo. A brand is not your identity. A brand is not a product.
A brand is a person’s gut feeling about a product, service, or organization. Brands
are now defined by individuals, not companies or markets. It’s a gut feeling because
people are emotional, intuitive beings and make decisions based upon those
feelings. So, it’s not what you say it is, it’s what they say it is.

5. SO WHY ARE WE HERE?
Branding can evoke trust, reliability, and delight.

6. THE PACKAGE
For products that sell at retail, packaging is the strongest and last chance
to make a sale.
DECISION PROCESS:
1. Observation. Notice the package
2. Curiosity. Asks “What is it?”
3. Wonder. “Why should I care?”
4. Desire. Wants to be persuaded.
5. Decision. Needs proof.

7. EFFECTIVENESS
By presenting information to match this
sequence a package can sell a product more
effectively.

9. WHAT ABOUT ONLINE?

11. If you communicate with your customers
ONLINE, your website needs to follow
a SIMILAR user experience; one that supplies
users with ONLY the information they need
instead of trying to squeeze EVERYTHING
onto one page (LIKE THIS) making your users
do ALL of the work and making them want to
LEAVE...

13. INTERNAL ANALYSIS

14. YOU ARE THE COMPANY YOU KEEP...
CAR CELEBRITY MAGAZINE

15. COMPARE
+ CONTRAST
Compare your business to a car,
a celebrity, and a magazine.
Which has the aura that your
business is driving towards?
Are you flashy and in the
spotlight or are you behind the
scenes tinkering to solve
problems other envision
impossible?
Think of who you are not.
Be aspirational, but also be
honest with yourself.
Amazon.com’s competitive advantage is in their distribution network.
CAR
CELEBRITY
MAGAZINE

16. BRAND
ATTRIBUTES
Brand personality attributes
are “brand adjectives.” For
example, Marlboro is
associated as a “masculine”
brand, while Virginia Slims is
seen as “feminine.” IBM is seen
as “older,” while Apple is
perceived as “younger.” Indeed,
Apple is almost known entirely
for its brand personality
attributes — innovative, stylish,
intuitive, cool, casual, easy-going
and friendly.
necessity
expensive
light
formal
exotic
discreet
hi-tech industrial
heritage
modern
quiet
simple
subdued
black + white
feminine
raw
luxury
economical
serious
casual
commonplace
aggressive
homemade
ground breaking
classic
loud
complex
bright
colourful
masculine
refined
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17. BRAND
ATTRIBUTES
TOP 3

18. POSITIONING
GRID
The positioning of your brand
name and brand mark is also
influenced by your competition.
Knowing where they are
positioned can help to direct
artwork for your marketing
materials.
functional inventive experimental evocative
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19. functional inventive experimental evocative
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POSITIONING
GRID
How well does your brand
differentiate from your
competitors in the marketplace
where it resides?

21. DEMOGRAPHICS

23. PERSONAS
Personas capture data and
humanistic views,
communicating a story about
each of the common archetypes
that were uncovered during the
needs analysis research.
Personas are an effective and
reliable way to offer actionable
guideposts for strategy and
design decisions by providing a
first-person view of each group
that represents primary needs
and goals.
User segments will cover a
wide range of end users while
Personas will aggregate key
groups across end user
segments, helping to
inform the vision and
strategies.

24. PRIMARY
MARKET
Your business attracts a certain
type of person. Knowing who
they are and why they do
business with you is imperative.
1. What does their working day involve?
2. Which publications, blogs, or websites do they use for information?
3. What’s their job title?
4. What’s their demographic?
5. Which industry do they work in?
6. What are their pain points?
7. What objections do they have to the product/service?
8. How do they prefer to interact with companies?
9. What motivates them?
10. How do they research vendors?

25. PRIMARY
MARKET

26. SECONDARY
MARKET
1. What does their working day involve?
2. Which publications, blogs, or websites do they use for information?
3. What’s their job title?
4. What’s their demographic?
5. Which industry do they work in?
6. What are their pain points?
7. What objections do they have to the product/service?
8. How do they prefer to interact with companies?
9. What motivates them?
10. How do they research vendors?
Your secondary market is
seeking different services,
products, interval, and have
different needs than your
primary market, or possibly just
need the same, but with a
different way reaching them.
They are equal in all respects
with what we can learn from
how to reach your markets.

27. SECONDARY
MARKET

28. TERTIARY
MARKET
1. What does their working day involve?
2. Which publications, blogs, or websites do they use for information?
3. What’s their job title?
4. What’s their demographic?
5. Which industry do they work in?
6. What are their pain points?
7. What objections do they have to the product/service?
8. How do they prefer to interact with companies?
9. What motivates them?
10. How do they research vendors?
Many times overlooked, but the
tertiary market allows us to
understand the expanded
needs of the market, and how
the fringe clientele make
decisions that can impact all
market segments.

29. TERTIARY
MARKET

30. WHY YOU?
Your business cannot be all
things to all people, so you have
to decide what it is about your
business that will make people
want to do business with you.
Who are you?
What do you do?
Why does it matter?

31. COMPETITIVE
ADVANTAGE
An advantage that a firm has
over its competitors, allowing it
to generate greater sales or
margins and/or retain more
customers than its competition.
There can be many types of
competitive advantages
including the firm's cost
structure, product offerings,
distribution network and
customer support.
Amazon.com’s competitive advantage is in their distribution network.

33. CLIENT ACQUISITION

35. FILL IN THE BLANKS
OUR BEST CUSTOMER DO ____________
+ ________________ RIGHT BEFORE
MAKING A PURCHASE.
FIGURE THIS OUT AND YOUR PROFITS
WILL GO THROUGH THE ___________ .

36. ENGAGEMENT
Understanding engagement is
critical to building out a strong
brand. Identifying the
emotional drivers that impact
habits, behaviors and
ultimately purchases can mean
the difference between a
successful brand or creative
that doesn’t sell.
1. At what point of engagement do clients interact with you?
2. Why do business with you?
3. What is your primary method to market your product/services?
4. What is your secondary method?
5. What is your primary method for gaining new clients?

37. ENGAGEMENT

38. VALUE
PROPOSITION
Your VALUES define what your
business stands for — they are
your core rules. They provide
the bounds or limits of how the
employees will conduct their
activities while carrying out the
vision and mission. They are
statements about how the
organization will value
customers, suppliers, and the
internal community.
Value Statements samples:
• Teamwork – we are
committed to effective
partnerships and we
seek opportunities to form
alliances with others.
• Integrity – we are committed
to act in an ethical, honest
manner.
“Start accepting credit cards today.” +Square

39. TOUCHPOINT
PRIORITY
Understanding what resonates
with potential clients can be as
simple as your message in the
right location or by a
touchpoint they feel more
comfortable.
The same pitch given at a coffee
shop setting versus the gym or
your website can make all the
difference in their response.
Understand which is right for
your clients, and how you
would like them to respond.
touchpoint priority purpose + goal audience
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budget

41. MISSION/VISION
MISTAKES TO AVOID
1. DON’T FAKE EMOTION
2. DON’T MAKE IT BORING OR TURN IT INTO A THESIS
3. IF YOU DON’T BELIEVE IT, DON’T INCLUDE IT
4. DON’T CLAIM TO BE WHAT YOU’RE NOT

42. MISSION
When properly constructed, a
mission statement should
provide a clear, concise
description of an organization's
overall purpose. A mission
statement should answer three
questions:
• What do we do?
• How do we do it?
• For whom do we do it?
An effective mission statement
has these key characteristics:
• Clear: No complex wording.
• Concise: The fewer words the
better; less than 25 if possible.
• Catchy: Snappy sounding
without using slang or
colloquialisms.
• Memorable: Easy to recall;
easy to explain.
“To offer the best possible personal computing technology, and to put that technology in the hands
of as many people as possible” +Apple

43. VISION
A vision is a statement about
what your organization wants
to become. All members of the
organization should be able to
identify with it and it should
help them feel proud, excited,
and part of something much
bigger than themselves. A
vision should stretch the
organization’s capabilities
and image of itself. It gives
shape and direction to the
organization’s future.
Visions range in length from a
couple of words to several
pages; the shorter it is, the
easier it is to remember.
Effective vision statements are
clear, concise, catchy and
memorable.
“To be the world's best in chemicals and electronic imaging.” +Kodak

44. ELEVATOR
PITCH
A business that is too
complicated to explain in less
than 30 seconds is too
complicated for a prospect to
understand after an hour long
presentation. Keep it concise.
Values + Beliefs
Benefits
+ Products/Services
Pitch

45. ELEVATOR
PITCH

46. lionandpanda.com

47. 7 CRITERIA OF A STAND OUT BRAND NAME
1. DISTINCTIVENESS
2. BREVITY
3. APPROPRIATENESS
4. EASY SPELLING + PRONUNCIATION
5. LIKABILITY
6. EXPANDABILITY
7. PROTECTABILITY