Branding Bootcamp Week 2

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This 4 free week branding bootcamp will give you a practical approach to create an inspiring, authentic, successful brand.

Because clients don’t buy a business … they buy a brand.

www.brennanbrand.com

Published in: Business, Design
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  • Branding Bootcamp Week 2

    1. 1. BRANDING BOOTCAMP Week #2type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    2. 2. REVIEW FROM LAST WEEK
    3. 3. REVIEW FROM LAST WEEK• By not working on your brand you are losing money because clients don’t buy your business they buy your brand.
    4. 4. REVIEW FROM LAST WEEK• By not working on your brand you are losing money because clients don’t buy your business they buy your brand.• Your brand is an emotional connection. Your client’s relationship to your business.
    5. 5. REVIEW FROM LAST WEEK• By not working on your brand you are losing money because clients don’t buy your business they buy your brand.• Your brand is an emotional connection. Your client’s relationship to your business.• Use your brand to add value outside your product or service.
    6. 6. REVIEW FROM LAST WEEK• By not working on your brand you are losing money because clients don’t buy your business they buy your brand.• Your brand is an emotional connection. Your client’s relationship to your business.• Use your brand to add value outside your product or service.• Your client is your greatest competitive advantage.
    7. 7. REVIEW FROM LAST WEEK• By not working on your brand you are losing money because clients don’t buy your business they buy your brand.• Your brand is an emotional connection. Your client’s relationship to your business.• Use your brand to add value outside your product or service.• Your client is your greatest competitive advantage.• WHAT you do is the big picture, the emotional payoff for your client  
    8. 8. REVIEW FROM LAST WEEK• By not working on your brand you are losing money because clients don’t buy your business they buy your brand.• Your brand is an emotional connection. Your client’s relationship to your business.• Use your brand to add value outside your product or service.• Your client is your greatest competitive advantage.• WHAT you do is the big picture, the emotional payoff for your client  • HOW you do it is the medium that you provide your service, the end result that is achieved
    9. 9. THIS WEEK WE WILL . . .type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    10. 10. THIS WEEK WE WILL . . .• Learn how to build a brand identity: type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    11. 11. THIS WEEK WE WILL . . .• Learn how to build a brand identity: • Values type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    12. 12. THIS WEEK WE WILL . . .• Learn how to build a brand identity: • Values • Verbal brand elements (Verbal Identity) type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    13. 13. THIS WEEK WE WILL . . .• Learn how to build a brand identity: • Values • Verbal brand elements (Verbal Identity) • Visual brand elements (Visual Identity) type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    14. 14. HOW TO USE YOUR BRAND IDENTITY Through your website, marketing materials, andcontent, you need to communicate your brand with style and substance with a consistent verbal and visual identity design that reflect your values. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    15. 15. BRAND CONCEPT: YOUR VALUES• What you believe (as a brand)• What you want to represent (to your clients)• What you stand for and embody type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    16. 16. THINK BIG PICTUREtype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    17. 17. THINK BIG PICTURE• Yourvalues should be a blueprint of where you want to go, not necessarily where you are today. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    18. 18. THINK BIG PICTURE• Yourvalues should be a blueprint of where you want to go, not necessarily where you are today. • Values expressed by our products or services type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    19. 19. THINK BIG PICTURE• Yourvalues should be a blueprint of where you want to go, not necessarily where you are today. • Values expressed by our products or services • Values held by our leadership type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    20. 20. THINK BIG PICTURE• Yourvalues should be a blueprint of where you want to go, not necessarily where you are today. • Values expressed by our products or services • Values held by our leadership • Values we believe will most deeply resonate with our audiences type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    21. 21. ASK THE RIGHT QUESTIONS type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    22. 22. ASK THE RIGHT QUESTIONS•What are we saying about ourselves?•Where do we want the brand to be?•What does our audience currently believe about us?•What does our audience value from us? type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    23. 23. POSSIBLE VALUES
    24. 24. POSSIBLE VALUESAccessible Change Daring FaithAccountable Charm Decisive FamilyAdaptable Chastity Dependable FearlessnessAdventurous Cheerfulness Determined FerocityAffectionate Clarity Devoted FidelityAltruistic Clever Discrete FiercenessApproachable Community Diverse FocusedArticulate Compassion Dynamic FortitudeArtsy Connected Efficient FranknessAssertive Conscious Elegance FreedomAttentive Conservative Empathetic FriendlinessBold Conviction Entertaining FrugalityBrave Crafty Enthusiastic FunCamaraderie Creative Ethical GenerosityCandor Cunning Expressive GivingCapability Curious Extravagance Helpful
    25. 25. HOW TO CREATE BRAND VALUEStype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    26. 26. HOW TO CREATE BRAND VALUES• Narrow it down to 3-4 values. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    27. 27. HOW TO CREATE BRAND VALUES• Narrow it down to 3-4 values.• Use feeling words. Choose things that resonate with you. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    28. 28. HOW TO CREATE BRAND VALUES• Narrow it down to 3-4 values.• Use feeling words. Choose things that resonate with you.• Put all of the information you’ve collected together and decide your brand position and what you want the company to stand for? type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    29. 29. HOW TO CREATE BRAND VALUES• Narrow it down to 3-4 values.• Use feeling words. Choose things that resonate with you.• Put all of the information you’ve collected together and decide your brand position and what you want the company to stand for?• Customize it. Write a 1 sentence explanation for each value and how it relates to your business. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    30. 30. EXAMPLES
    31. 31. EXAMPLESGrowth
    32. 32. EXAMPLESGrowthWe empower others towards to find their strongest self: physically,mentally, and spiritually so they can realize their full potential and bringhappiness to their life.
    33. 33. EXAMPLESGrowthWe empower others towards to find their strongest self: physically,mentally, and spiritually so they can realize their full potential and bringhappiness to their life.
    34. 34. EXAMPLESGrowthWe empower others towards to find their strongest self: physically,mentally, and spiritually so they can realize their full potential and bringhappiness to their life.People
    35. 35. EXAMPLESGrowthWe empower others towards to find their strongest self: physically,mentally, and spiritually so they can realize their full potential and bringhappiness to their life.PeopleWe believe that business starts with the people. The people that workhere and the people we help. By focusing on relationships and providinga hands on experience, we give clients that extra special personal touchand truly celebrate the realness of people.
    36. 36. EXAMPLESGrowthWe empower others towards to find their strongest self: physically,mentally, and spiritually so they can realize their full potential and bringhappiness to their life.PeopleWe believe that business starts with the people. The people that workhere and the people we help. By focusing on relationships and providinga hands on experience, we give clients that extra special personal touchand truly celebrate the realness of people.
    37. 37. EXAMPLESGrowthWe empower others towards to find their strongest self: physically,mentally, and spiritually so they can realize their full potential and bringhappiness to their life.PeopleWe believe that business starts with the people. The people that workhere and the people we help. By focusing on relationships and providinga hands on experience, we give clients that extra special personal touchand truly celebrate the realness of people.Custom
    38. 38. EXAMPLESGrowthWe empower others towards to find their strongest self: physically,mentally, and spiritually so they can realize their full potential and bringhappiness to their life.PeopleWe believe that business starts with the people. The people that workhere and the people we help. By focusing on relationships and providinga hands on experience, we give clients that extra special personal touchand truly celebrate the realness of people.CustomWhile there is a process and structure to everything we do, weinherently believe that each of us is unique and different in our ownways. And so we approach what we do and how we do it bycustomizing our programs to honor the unique in you.
    39. 39. EXAMPLESGrowthWe empower others towards to find their strongest self: physically,mentally, and spiritually so they can realize their full potential and bringhappiness to their life.PeopleWe believe that business starts with the people. The people that workhere and the people we help. By focusing on relationships and providinga hands on experience, we give clients that extra special personal touchand truly celebrate the realness of people.CustomWhile there is a process and structure to everything we do, weinherently believe that each of us is unique and different in our ownways. And so we approach what we do and how we do it bycustomizing our programs to honor the unique in you.
    40. 40. BRAND IDENTITY: BRAND ELEMENTStype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    41. 41. BRAND IDENTITY: BRAND ELEMENTS• The things that make up your identity. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    42. 42. BRAND IDENTITY: BRAND ELEMENTS• The things that make up your identity.• The things that people use to identify and differentiate your company type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    43. 43. BRAND IDENTITY: BRAND ELEMENTS• The things that make up your identity.• The things that people use to identify and differentiate your company• Make your brand memorable and unique type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    44. 44. BRAND IDENTITY: VERBALtype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    45. 45. BRAND IDENTITY: VERBAL• How you communicate your message to people in writing type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    46. 46. BRAND IDENTITY: VERBAL• How you communicate your message to people in writing• Made up of tone and manner much like a personality type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    47. 47. BRAND IDENTITY: VERBAL• How you communicate your message to people in writing• Made up of tone and manner much like a personality• It is how your clients relate to your business type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    48. 48. EXAMPLEYour verbal identity/personality will become a kind of guide tobuild your visual identity type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    49. 49. EXAMPLES OF TONE & MANNER type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    50. 50. EXAMPLES OF TONE & MANNER• Smart • Articulate • Sarcastic• Professional • Cultural • Helpful• Funny • Discreet • Creative• Witty • Optimistic • Sophisticated• Conservative • Spiritual • Humble• Edgy • Precise • Honest• Sassy • Encouraging • Impartial type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    51. 51. VERBAL BRAND ELEMENTStype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    52. 52. VERBAL BRAND ELEMENTS • Name • Website copy • URL • Social media content • Tagline • Email marketing • Descriptor content • Boiler Platetype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    53. 53. BRAND IDENTITY: VISUALtype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    54. 54. BRAND IDENTITY: VISUAL• How you communicate your message to people visually type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    55. 55. BRAND IDENTITY: VISUAL• How you communicate your message to people visually• Expresses your values and personality type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    56. 56. BRAND IDENTITY: VISUAL• How you communicate your message to people visually• Expresses your values and personality• A logo is not your brand and it isn’t your brand identity. It is a visual element of your brand. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    57. 57. BRAND IDENTITY: VISUAL• How you communicate your message to people visually• Expresses your values and personality• A logo is not your brand and it isn’t your brand identity. It is a visual element of your brand.• To get you started, you can use mood boards to create an guideline for your visual identity type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    58. 58. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    59. 59. • Brand= an emotional relationship to your business type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    60. 60. • Brand= an emotional relationship to your business• Identity= verbal and visual elements that express your brand values type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    61. 61. • Brand= an emotional relationship to your business• Identity= verbal and visual elements that express your brand values• Logo = a visual element to identify your brand type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    62. 62. VISUAL BRAND ELEMENTStype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    63. 63. VISUAL BRAND ELEMENTS• Logo • Photography• Wordmark • Onlinedigital layouts (website, blog,• Favicon & Buttons Facebook, twitter, etc).• Colors • Marketing• Typeface communicationstype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    64. 64. HOW TO CREATE A BRAND IDENTITY type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    65. 65. HOW TO CREATE A BRAND IDENTITY• What you do vs. How you do it type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    66. 66. HOW TO CREATE A BRAND IDENTITY• What you do vs. How you do it• Values type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    67. 67. HOW TO CREATE A BRAND IDENTITY• What you do vs. How you do it• Values• Verbal Identity (personality) type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    68. 68. HOW TO CREATE A BRAND IDENTITY• What you do vs. How you do it• Values• Verbal Identity (personality)• Logo Design type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    69. 69. HOW TO CREATE A BRAND IDENTITY• What you do vs. How you do it• Values• Verbal Identity (personality)• Logo Design• Business Card type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    70. 70. HOW TO CREATE A BRAND IDENTITY• What you do vs. How you do it• Values• Verbal Identity (personality)• Logo Design• Business Card• Everything else type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    71. 71. CREATING A BRANDING GUIDEtype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    72. 72. CREATING A BRANDING GUIDEYou can use a branding guide with your graphic designer, copywriter and anyone else working on your marketing. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    73. 73. CREATING A BRANDING GUIDEYou can use a branding guide with your graphic designer, copywriter and anyone else working on your marketing. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    74. 74. CREATING A BRANDING GUIDEYou can use a branding guide with your graphic designer, copywriter and anyone else working on your marketing.The guidelines that make up an identity are applied throughout avariety of mediums, using approved color palettes, fonts, layouts,websites, flyers, advertisements, etc. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    75. 75. CREATING A BRANDING GUIDEYou can use a branding guide with your graphic designer, copywriter and anyone else working on your marketing.The guidelines that make up an identity are applied throughout avariety of mediums, using approved color palettes, fonts, layouts,websites, flyers, advertisements, etc. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    76. 76. CREATING A BRANDING GUIDEYou can use a branding guide with your graphic designer, copywriter and anyone else working on your marketing.The guidelines that make up an identity are applied throughout avariety of mediums, using approved color palettes, fonts, layouts,websites, flyers, advertisements, etc.Your branding guide ensure that the identity of your company isconsistent and in line with your values. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    77. 77. CREATING A BRANDING GUIDEYou can use a branding guide with your graphic designer, copywriter and anyone else working on your marketing.The guidelines that make up an identity are applied throughout avariety of mediums, using approved color palettes, fonts, layouts,websites, flyers, advertisements, etc.Your branding guide ensure that the identity of your company isconsistent and in line with your values. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    78. 78. CREATING A BRANDING GUIDEYou can use a branding guide with your graphic designer, copywriter and anyone else working on your marketing.The guidelines that make up an identity are applied throughout avariety of mediums, using approved color palettes, fonts, layouts,websites, flyers, advertisements, etc.Your branding guide ensure that the identity of your company isconsistent and in line with your values.This allows the brand as a whole, to be recognizable. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    79. 79. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    80. 80. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
    81. 81. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com

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