Learn the what, why and how of branding basics while following along with a real life example of brand development. Live Lesson included or Watch it Here: http://bit.ly/TanyaMFK-Branding

1. Biz Building Courses with
How to Develop Your Brand
The What, Why & How of Branding

2. What Branding Isn’t
● Your logo and product colors
● Something only big brands need
● Something you just outsource to a branding firm
● Something for your designer to create
● Something that has to look like others in your field

3. Then what is
Branding?
Brand development is about
discovering the WHY!
Why you exist.
Why you matter.
Why you are emotionally
valuable to people.

4. All the Feels...

5. That’s the
Brand!
Those feelings and thoughts….

6. Branding
Put simply, your “brand” is what your prospect thinks of
when he or she hears your brand name. It’s everything
the public thinks it knows about your name brand
offering—both factual (e.g. It comes in a robin’s-egg-blue
box), and emotional (e.g. It’s romantic). Your brand
name exists objectively; people can see it. It’s fixed. But
your brand exists only in someone’s mind.
-Jerry McLaughlin, Forbes Magazine

7. So How Do
We do it?

8. Branding is DISCOVERY
There is no set destination

9. Start with Brand
Archetypes
A guide, not the rule
● 12 Main
Archetypes
● 4 General Human
Needs
● 1 specific human
need branching
from main one

10. Archetypes in
Action
Describe them as a friend to a friend

11. Make a List of
Personality
Traits
Once you choose an archetype or
combination that fits you best, let’s list
their Personality Traits.

12. Matching
Personalities
Another way to see the archetype &
personality connection

13. Lets Follow: Life Liberator Labs
● Natural Health Supplements
● Works for all ages
● Crowded Industry
● Tip Toe around claims
How do you create a brand that
stands out in such a crowded
space?

14. What is Your
Brand Purpose?
How do we change the world for the
better?
Life Liberator Labs Brand Purpose
To go through a life altering experience with
simplicity
Rescue from Confusion
Rescue from marketing tricks
Effective solutions over buzzwords and trends
Quality potent ingredients not bare minimums for
money
To provide a health culture with power of
knowledge, simplicity of solutions

15. What is Your
Noble Purpose?
What is your “why” beyond sales and
success?
What drives your desire to do what you
do, make what you make, provide what
you provide?
Life Liberator Labs Noble Purpose:
● To give hope
● Calm the chaos
● Bring easy health to a confusing world

16. What do you
actually do?
State clearly and specifically what you
actually do or provide.
*Minimal fluff
Life Liberator Labs:
What do we actually do?
● Approach health solutions through the health
of each organ through natural supplements
● Provide highest potency in smallest capsule
● Provide individualized dosage
● Provide easy to implement health & wellness
solutions
● Provide support for your wellness journey
● Lifestyle support (social media efforts)
● Product guidance
● Education

17. What is our
Brand Culture
and Values?
Life Liberator Labs Brand Culture/Values:
● Honesty
● Transparency
● No "natural product" marketing façade.
● No bullsh*t
● Simplicity

18. Who is this
product for?
Describe your customer persona/target
market.
Life Liberator Labs: Who is this product for?
● Everyday Joe
● Wants to do what's right but is overwhelmed or
confused with choices
● Doesn't have time to become a natural
living/wellness/health expert
● Needs simple solutions
● Being told too many conflicting stories and just
wants answers
● Those that want to be healthy without the pursuit
taking over their life
● Those that have received new diagnosis and want
alternative less invasive solutions
● Those that were told they had no more options
● Those that need to strengthen their bodies for
bigger fights

19. What are the
shared
community
values?
Ever seen the comments section on a
“controversial” Facebook post?
Life Liberator Labs: Shared community values
● I deserve affordable health
●
I deserve to be healthy
●
I deserve the tools to be healthy
●
I don’t have to be perfect to be healthy

20. What is the Self
Image of the
Customer?
How would they describe themselves?
What would tell their friends they are
doing/how it works?
Life Liberator Labs: Customer self-Image:
● I'm doing something that makes a noticeable
difference in my health
● I'm on the healthy train
● I'm doing something that makes sense
● I’m healthy and didn’t have to completely uproot
my life

21. Customer
Reflection?
How does the customer see themselves
as a user of your product or service?
Life Liberator Labs Customer Reflection:
● I am healthier without being preachy or
pretentious, and it’s affordable
● I can explain what I'm doing and why
● I didn’t have to become a health expert to
become healthy
● It’s not as complicated as I thought

22. What is the
customer
relationship?
What is the relationship with the
archetype?
Life Liberator Labs Customer
Relationship
● Trust
● Reliability
● To "give it to me straight"
● To look out for me

23. What is your
Rally Cry?
What will you belt out during battle?
What’s your protest chant?
Life Liberator Labs Rally Cry:
● Hope for where you are and power to change where
you've been
● No nonsense straightforward solutions.
● Supplementation is a lifestyle not a last resort

24. Why are you
better than the
competition?
What is your Unique Selling
Proposition?
What is your secret Sauce?
Life Liberator Labs Why our product is
better than the competition:
● We continually test and improve based on new
scientific developments not sales.
● If there is a way to improve, we do it. We don't
create a 2.0 version, we improve what we have. As
a continued customer you will always have the
latest science at your fingertips, then newest most
improved product. Our products move with
science and knowledge
● Ingredient grown to specifications not some 3rd
party lab tossing in ingredients
● Created the first ever BMI dosage scale for
personalized results
● Highest potency

25. Describe the
Personality
Gina is the wild one, always taking
chances. She’s fearless and careless.
The kind of girl that you hang out with
and end up getting arrested for
swimming in the city hall fountain?
You know the type.
Life Liberators Personality:
Slightly against the grain, virtuous, stands up
to the bully, a little rough around the edges
but kind, cares about the little guy, speaks
up for everyone

26. One Sentence
Describing your
brand as a
person
One sentence describing Life Liberator Labs as a
person:
Life Liberator Labs is outspoken, tells it like it is,
honest, knowledgeable and trustworthy, they
will help you and not judge you.

27. Tone
“Oh no, he would never say that!”
“Oh yeah, that totally sounds like Gina”
Life Liberators Tone:
● Mix of Respectful Sarcasm
● Tells it like it is
● Realistic
● Young and Humorous

29. Educational
Focus
What do you want your customers to
know?
What do you want them to learn?
What can you share to empower them
and be on the same side as you?
Life Liberator Labs Educational focus:
● Supplementation is a lifestyle
● Supplementation is not to be left as a last resort
● Supplementation can make the difference as a last
resort
● Natural healthcare isn't just for yogis and hippies
● Health changes can be easy, effortless, and painless
● You don't have to be a health guru to understand
what you

30. Imagery
ShapesLife Liberator Labs
Imagery:
● All ages people doing various "life
things"
● Adventure activity (not Olympic
style competition)
● Everyday Joe stuff
● eating nachos/drinking, being
with family, everyday things not
limited to "healthy Living"
● Carefree "liberated"

31. Life Liberator Labs
Colors:
Green (Health, growth,
invigorating)
White/Gray (Balance,
Reliability, Simplicity)
Accent/Contrast: Orange
(friendly, confidence,
optimistic, courage)

32. Shapes for Life Liberator Labs:
Curves, circles (not rigid, easy flowing)
Completeness
Movement
Protection
Straight lines
Vertical/Horizontal
Courage
Domination
Masculinity
Boldness
Aggression
Growth
Triangles:
The meaningful aspect of a triangle is the peak, which
symbolizes elevation and greatness. By nature, triangles draw
the eye in a specific direction and depending on the direction
of the triangle; its meaning can change from balance to
danger. Science and law are two fields that benefit from
triangle shapes.

33. Taglines & Slogans
● Hope for where you are
● Power to change where you've been
● Created by Science backed by results
● Health is hard, We make it easy
● Nature's Solutions for Life's
complications
● Health for everyone
● But Measured just for you
● Natural Solutions for Everyday Life
● Made by Nature
● Measured just for you
● Nature and Science backed by results
● For those tired of being sick and tired.
We were too.
● You focus on living, We'll handle the
details
● Total organ health for your whole
lifestyle
● Go Live Life, We'll handle the details
● You Do The Life, We'll Do the Health
● We focus on this: Image, So you can
focus on that: Image
● Everyday impact. Everyday
difference. For the everyday you
● You're not a one size fits all, why
should your wellness be? Introducing
individualized dosing for results
specific to you
● We don't need to fight. We need to
empower. Total Organ Support for
life's battles
● This isn't about fighting symptoms.
It's about changing circumstances
● We're not cookie cutter people.
Why should we settle for cookie
cutter solutions?
Mmmm…..cookies.
● Wellness, tailored to you
● When your organs work, you work
● Health made simple
● Healthy life. No guru needed.
● Guru free wellness
● Just good stuff.
● Just good stuff, healthy life.
● Small Package. Mega Potency.
● Made by Nature. Tailored for you.
● Natural Health Made Easy

34. Overview:
Presenting the Fed Up Hero
The Fed Up Accidental Hero & Buddy
LLL is an everyday guy that was recently made aware of the truth and easy accessibility of natural
health. He’s fed up with the status quo and he wants to share his new found knowledge with
others. He’s sick of the “bamboo zen” idea that natural health is only for hippies and yogis. He’s
outspoken, slightly sarcastic but respectful. He doesn’t want grandma to wait until she’s in the
hospital to do something about her health. He wants to let Joe know that he can still love nachos
and do something healthy for himself. He wants everyone to know that supplementation is not a
last resort, it’s something you can do now. He’s on a crusade to share the truth he’s learned. He
wants to pull the curtain back so you see where you’ve been tricked and misled. He’s a hero by
default because no one else is standing up against these myths.
He’s intelligent but not cocky. He’s realistic and trustworthy.

35. The Accidental (Fed Up) Hero Personality
Calls out the Bull
Stands up for all of us
Unveils the Truth
One of us
Simplifies the complicated
Adventurous
Brave
Trustworthy
Rough around the edges
Outdoorsy
Down to earth
Tells you what you need to hear
Looks out for you
Leader by default
Sarcastic
Respectful
Non apologetic

36. Now what?

37. Share with Everyone in your
Organization
Evaluate Everything
You Do By This

38. This is Your Ruler
Measure Everything by this
● Would he/she say this?
● Does this fit the tone, personality?
● Is this within our educational focus?
● Does this resonate with the community values?
● Does this fit the picture our customers have of
themselves?
● Is this in line with our rally cry?

39. Q &A
● Need clarification?
● Got a specific question to your
business?
● Post in the comments and we’ll
review right now live!
● Post after the broadcast and I’ll
respond back.