1 SLIDE NAME Large Title · Chris Conley The rst thing most people notice about me is my enthusiasm. I love people. I love my work. I really love getting to work with people I love.

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Go Build Bravely Go Build Bravely

Go Build Bravely Go Build Bravely

Go Build Bravely Go Build Bravely Go Build Bravely



Go Build Bravely Go Build Bravely Go Build BravelyGo Build Bravely Go Build Bravely Go Build Bravely

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E4 INTRODUCTION

An Introduction to Balernum

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E5 Large TitleOUR MISSION

Balernum’s goal is simple: to help creators and found-ers build brands people care about and make their contri-butions to a better world.

Our team pulls from a variety of disciplines in order to devise creative solutions for brand challenges. We use research, strategy, design, storytelling, and technology to build brand experiences that connect with people and inspire action.

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E6 WHO WE ARE

Austin Church

My interests are all over the place: business (obviously), barbecue, and bourbon; running, fly fishing, and exploring new cities; coaching creatives, reading fantasy fiction, and dating my wife Megan. Before co-founding Balernum with Chris, I co-founded a tech startup called Closeup.fm. (We developed touring, ticketing, and communication software for independent bands.) Before that, I developed a portfolio of 30 iOS and Android apps, which I sold in 2015.

The common themes over the last decade of business shenanigans have been writing, marketing and growth consulting, and solving complex business problems. I love bringing clarity and helping founders find the path forward.

Co-Founder / Operations / Lead Strategist

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E7 WHO WE ARE

Chris Conley

The first thing most people notice about me is my enthusiasm. I love people. I love my work. I really love getting to work with people I love. I can honestly say that starting Balernum with Austin is a dream come true. Before Balernum I worked at a branding studio and a men’s retail startup. Before that I drank the brand Kool-Aid while working for Apple a total of eight years. I came to believe so strongly in the power of branding and design that I went back to school (for design).

Over the past several years I have launched a wide range of brands, films, and passion projects. I think founders deserve better than what they typically get from agencies, and it’s exciting to be assembling the SWAT team I would want to hire.

Co-Founder / Art Director / Lead Designer

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WHAT IS BRANDING?

Alright so, what is branding? And why does it matter?

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E9 WHAT IS A BRAND?

What is a brand? When we say “brand,” we aren’t referring to your logo, colors, and fonts. Those are crucial pieces of your visual identity, but your brand is bigger than its front door. A brand is the complete expression of an organization, both internal and external, and real brands have four key building blocks—Foundation, Strategy, Identity, and Experience.

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A brand-first company is one whose leaders and team share a deep

understanding of why it exists, the unique value it creates, and why

people like you and me should care.

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WHAT IS BRANDING?

What is branding? Branding is the attempt to and process of deliberately influence the way people feel about a product, service, or organization. We do this through smart strategy combined with carefully crafted brand identity, brand experiences, and, of course, marketing and storytelling.

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E12 WHAT IS BRAND IDENTITY?

What isbrand identity? Brand identity describes the unique visual, verbal, emotional, and intellectual facets of the brand, which include name, logo, colors, typography, illustration styles, photography, personality, tone of voice, and messaging.

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WHAT IS BRAND STRATEGY?

What isbrand strategy? Your brand strategy dictates how you (and your team) will build, share, and grow your brand. It articulates what your brand is and aspires to be, the purpose it serves, and how you will communicate that purpose to the world. (TL;DR... Brand strategy is a documented plan for brand success.)

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E14 Large TitleTHE IMPORTANCE OF BRAND STRATEGY

Do you need brand strategy? Yes.A brand strategy is the plan for your company will connect with the people it serves — those who work for it and those who support it through their patronage. These relationships are your brand’s lifeblood, so you must be very deliberate in how you nurture them.

Brand strategy also helps you attract talent and cultivate healthier company culture. When people work for or help build a company with a well-articulated brand strategy and a deep understanding of its vision and values, they have the chance to be a part of something bigger than themselves. That shared purpose makes their work and their lives more meaningful.

What makes a brand strategy successful?Brand strategy creates alignment between business goals and brand goals. Brands create a framework for decision making that keeps you focused on what matters, which is creating value and delivering consistently positive experioences.

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IS IT WORTH IT?

Is branding really worth all the fuss? Yes.

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E17 Benefits of BrandingWHAT CAN BRANDING DO

Increase customer loyalty Differentiate from competition

Attract the right customers Create and build healthy culture

Increase effectiveness of marketing Bring transcendent purpose to work

Clarify and simplify communication Enrich customers’ and employees’ lives

A strong brand foundation supports everything from product

development to customer acquisition.

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E19

Brand can and should be at the center of everything in your business.

THE CENTER OF YOUR BUSINESS

PRODUCTDEVELOPMENT

CUSTOMER EXPERIENCE

MANAGEMENT

MARKETING

IDENTITY & CULTURE

SALES +FINANCES

BRAND

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SUMMING IT UP

Summing It All UpOrganizations that know who they are, what they do, why they do it, and who will love them have a better chance at success.

And the ones that learn how to communicate these things clearly to a well-defined audience? They’re in an even stronger position.

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OUR BRANDING & DESIGN PROCESS

So how will we build your brand?

Every brand-building project is a little different then the one before it. This makes sense because every brand is unique and thus has unique challenges. However, we will guide you through a clear, four-step branding and design process.

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E22 BRAND-BUILDING PROCESS – PHASE 1

• ALIGNMENT MEETING

• BRAND FOUNDATION WORKSHOP

• MARKETING & CONTENT AUDIT

• MARKET RESEARCH

• STAKEHOLDER INTERVIEWS

• OPPORTUNITY ANALYSIS

• COMPETITIVE ANALYSIS

• DESIGN RESEARCH

• CUSTOMER INTERVIEWS

1. LearnBetter brands start with better questions. We take the time to fully understand your business, customers, and goals. We research the other players in your market and interview the people you’re trying to serve. We learn the way you create value and isolate your brand DNA.

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• ROADMAPPING

• STRATEGIC PLANNING

• GO-TO-MARKET STRATEGY

• BRAND FOUNDATION

• BRAND STRATEGY

• PRODUCTION PLANNING

2. PlanBetter brands start with better process. Together, we define your best opportunities, initial offerings, and go-to-market strategy. We then crystallize your brand foundation, strategy, and messaging. This foundation will support your brand identity, touchpoints, and experience.

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• VISUAL IDENTITY

• VERBAL IDENTITY

• GRAPHIC DESIGN

• PRINT & PACKAGING

• DIGITAL DESIGN

• WEBSITE DESIGN & DEVELOPMENT

• VIDEO PRODUCTION

• CONTENT STRATEGY & PRODUCTION

• PHOTOGRAPHY

• ENVIRONMENTAL DESIGN

3. BuildBetter brands start with better craftsmanship. We guide you through Balernum’s visual and verbal identity process. Once we finalize your logo, color palette, typography, photography, and copy and content, we create the key brand touchpoints that you need to launch.

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• ROLLOUT STRATEGY

• EXPERIENCE STRATEGY

• MARKETING STRATEGY

• SOCIAL MEDIA STRATEGY

• MARKETING IMPLEMENTATION

4. GrowBetter brands start with better experiments. Together, we set goals and pick early strategies and tactics to test. We help you design marketing experiments. We learn from failed experiments and scale up successful ones. We strive not for perfect but for less wrong.

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E The launch of a new brand (or rebrand) is a ripe opportunity to

energize your team and customers around a fresh sense of purpose.

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1 SLIDE NAME Large Title · Chris Conley The rst thing most people notice about me is my enthusiasm. I love people. I love my work. I really love getting to work with people I love.

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