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

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

Mention: @ShainaRozen @TanyaGagnon Hashtag: #PHXstartupweek #ChaseBasecamp #yesphx

Nice to meet you.

Shaina: The Wordsmith

Tanya: The Designer

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A match made in branding heaven

Verbal Visual

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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.”

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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

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

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Elements of a strong brand

Verbal Visual Brand

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

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Time to work out!

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Verbal exercise

Determining your true differentiation What truly 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

Unique Not

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

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Ready to get your brand into shape?

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Get in touch.

[email protected] [email protected]

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