Brand Bootcamp: Simple Exercises to Build a Strong, Long-Lasting Brand

Brand Bootcamp Simple Exercises to Build a Strong, Long-Lasting Brand

Mention: @ShainaRozen

@TanyaGagnonHashtag: #PHXstartupweek#ChaseBasecamp#yesphx

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Nice to meet you

Shaina: The Wordsmith

Tanya: The Designer

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A match made in branding heaven

Verbal Visual

Branding isn’t just about warm and fuzzies.

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"How Slack has made itself an indispensable business tool” by Dan Frommer

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Strong brands don’t just make friends. They make money.

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“Built to Last” by Jim Collins

So, what makes a strong brand?

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“Your brand is what other people say about you when you're not in

the room.”

Jeff Bezos, CEO of Amazon

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What makes branding work?

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Extend beyond the brand

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Connect on an emotional level

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Define your emotional drivers

Slideshare.net - The Emotional Drivers of Highly Successful Viral Content

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(CC) Richard Stephenson

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Elements of a strong brand

Verbal VisualBrand

Experience

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The verbal side of branding

• The core concept or brand story

• Mission or deeper purpose

• Positioning • Audience personas

• Voice and tone • Messaging

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The visual side of branding

• Logo or visual mark

• Signature colors and typefaces

• Design elements

• Imagery

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The overall brand experience

• The customer experience

• Company culture and values • Quality of the product or service

• Harnessing all the senses • Consistency in every interaction/touchpoint

Time to work out!

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Verbal exercise

Determining your true differentiation

• What really makes my company different from my competitors and peers?

• What do my customers care about most?

• What position can I own in their minds?

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Table Stakes

Wasted Words

Ego Boosts

MAGIC!

Relevant

Not Relevant

UniqueNot

Unique

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Visual exercise

Translating the intangible • How do I use design to differentiate?

• How do I show brand personality?

• How can I connect emotionally?

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Imagery with brand personality• Create a library of 5-10 brand images • Use your core values on the initial stock image search • Add additional words to customize your image search Brand colors Brand personality traits Emotional triggers Brand storyline • Choose images that have the same look and feel • Choose images with space • Keep both print and web in mind • Combine illustrations and photography

Ready to get your brand into shape?

@ShainaRozen + @TanyaGagnon

Get in touch

[email protected] [email protected]

Download this presentation at bit.ly/brand-bootcamp.