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Brand Workshop Presentation


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Follow this step by step guide to either brand or rebrand your company or service. You may want your team to join you for the brainstorming!

Published in: Business, Design

Brand Workshop Presentation

  1. 1. Brand Workshop Presentation Ideas to ponder before, during and after you develop a new brand
  2. 2. • Review your Current Brand (if exists) • Brainstorm on new Ideas • Establish Basis for Brand Process • Develop/Define Corporate Identity Workshop Goals
  3. 3. • Brand Position • Brand Promise • Brand Personality • Brand Story • Brand Associations • Brand Identity Agenda Successful branding begins with a well-defined brand that is RELEVANT to your market.
  4. 4. Describe: •What you do •Your audience/customer •Why they buy from you •Why are you better than your competition •How are you UNIQUE It is better to be CLEAR, than CUTE What is your Brand Position?
  5. 5. • The Brand Promise is the single most important thing that you promise to deliver to your customers. • Consider what customers should expect EVERY time they interaction with you. What is your Brand Promise? The business decisions you make should be weighed against this brand promise to be sure that it fully reflects this promise, or at the very least does not contradict it.
  6. 6. • What words best describe your company’s personality? • How do you want to be perceived by your customers and even by your own employees? What are your Brand Traits? Think about your brand traits as personality traits you might use to describe a person you know. Wouldn’t you choose the traits that are MOST CONSISTENT about that person, the ones that best represent who they are?
  7. 7. • A story about your history and background • Your story should highlight how your products/services grew from your background • A brand story needs to illustrate your unique philosophy or methodology and how it impacts what you offer • Finally it should summarize your offerings What is your Brand Story?
  8. 8. • Name • Logo • Tagline These are the “clothes you wear” to illustrate your brand “personality” and include: What are your Brand Associations When creating a brand or rebranding a company, we first establish the brand position, promise, traits and story prior to developing any of the elements listed here. We want to make sure the clothes fit! This is also considered your “Corporate Identity.” The following slides have several exercises to help you establish your perfect fit! • Imagery • Colors • Fonts
  9. 9. Developing your corporate Identity Exercises to make sure you get the perfect fit!
  10. 10. 1. Is it still relevant? 2. Does it reflect the diversity of your company and or product? 3. Is it easy to remember? 4. Is it different from your competition? 5. Is it too geographically centered? 6. What is your reputation in the industry? 7. Did you buy the domain name? Start with your company name
  11. 11. 1. Original and distinctive 2. Legible 3. Simple 4. Memorable 5. Easily associated with the company 6. Easily adaptable for all graphic media 7. It needs to work on your website What makes a good logo?
  12. 12. Create a company word list 1. 2. 3. 4. 5. 6. 7. 8. What image do you want to convey? creative personal advanced technological bargain fast expertise growing professional slick fun
  13. 13. Distinguishing features 1. 2. 3. 4. 5. 6. 7. 8. What sets you apart from the competition? Price Quality Service Depth of product line Location Convenience Support Speed of delivery
  14. 14. Who are you trying to reach? 1. 2. 3. 4. 5. 6. 7. 8. Define your perfect customer: Consumer? - Age/Sex, etc. Business? - What industry - What department What position do they hold? Vertical Markets? Buying habits?
  15. 15. The Creative Elements Name of company Tagline or slogan Visual/graphic (logo) • Abstract? • Realistic? • Symbolic? • Typographical? The creative process begins: After collecting the information from the preceding slides, the elements can be designed to reflect the culture of the company. The message is focused creating a cohesive brand that a company can stand behind.