Hello, I’m Stu Lewin and I run BTL Brands agency in Soho, London. Lessons in Branding brings together over 20 years of brand, design and marketing experience into its simplest form for startups. But whatever your stage of business, startup or not, if you’re reading this, I hope it helps. Feel free to reach out to me with questions at stu@btlbrands.com

1. Lessons in Branding
Part 3
btlbrands.com - do better

2. Hello,
I’m Stu Lewin and I run BTL Brands agency in Soho, London.
Lessons in Branding brings together over 20 years of brand,
design and marketing experience into its simplest form for startups.
But whatever your stage of business, startup or not,
if you’re reading this, I hope it helps.
Feel free to reach out to me with questions at stu@btlbrands.com
btlbrands.com - do better
Lessons in Branding Part 3
The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.

3. The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.
Aw
areness
Activity
Affection
Advocacy
Addiction
Part 3 looks at The 5 A’s. These helps 'join the dots’
in your brand profile, and strengthen the
effectiveness of your brand’s engagement.
The 5 A’s is a five step process consumers
need to go through in order to find, try,
enjoy, share and, most importantly, love
your brand.
PS: As you’re reading, jot down your
thoughts on what your 5 A’s could be.
btlbrands.com - do better
Lessons in Branding Part 3
Brand Engagement

4. The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.
Awareness
Physical
Exression
btlbrands.com - do better
Lessons in Branding Part 3
Brand
Engagement
The 5 As
FIND
Do people know your brand?

5. The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.
Activity
Awareness
Physical
Exression
btlbrands.com - do better
Lessons in Branding Part 3
Brand
Engagement
The 5 As
TRY
Do people interact with your brand?
FIND
Do people know your brand?

6. The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.
Affection
Activity
Awareness
Physical
Exression
btlbrands.com - do better
Lessons in Branding Part 3
Brand
Engagement
The 5 As
ENJOY
Do people like your brand?
Do people trust and then buy it?
Do people engage socially with it?
TRY
Do people interact with your brand?
FIND
Do people know your brand?

7. The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.
Advocacy
Affection
Activity
Awareness
Physical
Exression
btlbrands.com - do better
Lessons in Branding Part 3
Brand
Engagement
The 5 As
SHARE
Do people recommend your brand?
ENJOY
Do people like your brand?
Do people trust and then buy it?
Do people engage socially with it?
TRY
Do people interact with your brand?
FIND
Do people know your brand?

8. The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.
Advocacy
Affection
Activity
Awareness
Addiction
Physical
Exression
Emotional
Expression
btlbrands.com - do better
Lessons in Branding Part 3
Brand
Engagement
The 5 As
BRAND LOVE
The combination of the 5 A’s to
create brand engagement that
connects with minds & hearts
SHARE
Do people recommend your brand?
ENJOY
Do people like your brand?
Do people trust and then buy it?
Do people engage socially with it?
TRY
Do people interact with your brand?
FIND
Do people know your brand?

9. The distillation of a successful
brand profile, and effective
brand engagement strategy,
should create an emotion of
brand love in your customers.
On the next pages you’ll find
some examples of brands that
have found a place in the heart
of many customers.
btlbrands.com - do better
Lessons in Branding Part 3
Brand Engagement

10. btlbrands.com - do better
Lessons in Branding Part 3
Brand Engagement

11. btlbrands.com - do better
Lessons in Branding Part 3
Brand Engagement

12. The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.
Safe to say, Apple has each of its 5 A’s nailed as one of the
world’s most iconic brands. But Apple wasn’t always famous;
they were once a startup just like you.
Creating a truly great product & service always comes 1st.
But, considering how your brand will be talked about,
what type of personality it’ll have and how you’ll hook
your customers is vital to whether you succeed or fail.
And that’s all part of your branding.
btlbrands.com - do better
Lessons in Branding Part 3
Brand Engagement

13. The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.
Your focus in user engagement should move from ‘why’ into ‘how’ and ‘what’.
When moving through the 5 A’s, don’t just answer ‘yes’ as you go, write down
how and what it is that you are doing against each point.
Remember, stay away from broad brand messages and create meaningful
messages to those who care to share them.
That’s all for our ‘Lessons in Branding’ - I hope they’ll help you.
Feel free to reach out to me with questions or, tell us how you’ve applied them
to your startup at stu@btlbrands.com
Until then, I wish you all the best with your startup.
btlbrands.com - do better
Lessons in Branding Part 3
Brand Engagement

14. The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.
btlbrands.com - do better
Thank you
See you soon
Contact
Stu Lewin - Founder & Creative Director
Telephone: +44 (0)203 589 6098
Mobile: +44 (0)7907 969799
Email: stu@btlbrands.com
Web: btlbrands.com
London: 3rd Floor, Unit 2 Wedgwood Mews, 12-13 Greek Street, Soho, W1D 4BB
Barcelona: Gran Via de les Corts Catalanes 623, 1.2, 08010