Branding Bootcamp Week 2

BRANDING BOOTCAMP
Week #2

type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com

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





• 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

THIS WEEK WE WILL . . .



• Learn how to build a brand identity:




• Values




• Values

• Verbal brand elements (Verbal Identity)




• Values

• Verbal brand elements (Verbal Identity)

• Visual brand elements (Visual Identity)


HOW TO USE YOUR BRAND
IDENTITY
Through your website, marketing materials, and
content, you need to communicate your brand with
style and substance with a consistent verbal and
visual identity design that reﬂect your values.


BRAND CONCEPT:
YOUR VALUES
• What you believe (as a brand)

• What you want to represent (to your clients)

• What you stand for and embody


THINK BIG PICTURE


THINK BIG PICTURE
• Yourvalues should be a blueprint of where you want to go,
not necessarily where you are today.


THINK BIG PICTURE

• Values expressed by our products or services


THINK BIG PICTURE


• Values held by our leadership


THINK BIG PICTURE


• Values held by our leadership

• Values we believe will most deeply resonate with
our audiences


ASK THE RIGHT QUESTIONS


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?


POSSIBLE VALUES
Accessible Change Daring Faith
Accountable Charm Decisive Family
Adaptable Chastity Dependable Fearlessness
Adventurous Cheerfulness Determined Ferocity
Affectionate Clarity Devoted Fidelity
Altruistic Clever Discrete Fierceness
Approachable Community Diverse Focused
Articulate Compassion Dynamic Fortitude
Artsy Connected Efﬁcient Frankness
Assertive Conscious Elegance Freedom
Attentive Conservative Empathetic Friendliness
Bold Conviction Entertaining Frugality
Brave Crafty Enthusiastic Fun
Camaraderie Creative Ethical Generosity
Candor Cunning Expressive Giving
Capability Curious Extravagance Helpful

HOW TO CREATE BRAND
VALUES


HOW TO CREATE BRAND
VALUES
• Narrow it down to 3-4 values.


HOW TO CREATE BRAND
VALUES

• Use feeling words. Choose things that resonate with you.


HOW TO CREATE BRAND
VALUES


• Put all of the information you’ve collected together and decide
your brand position and what you want the company to stand
for?


HOW TO CREATE BRAND
VALUES


• 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.


EXAMPLES
Growth
We empower others towards to ﬁnd their strongest self: physically,
mentally, and spiritually so they can realize their full potential and bring
happiness to their life.

EXAMPLES
Growth

People

EXAMPLES
Growth

People
We believe that business starts with the people. The people that work
here and the people we help. By focusing on relationships and providing
a hands on experience, we give clients that extra special personal touch
and truly celebrate the realness of people.

EXAMPLES
Growth

People

Custom

EXAMPLES
Growth

People

Custom
While there is a process and structure to everything we do, we
inherently believe that each of us is unique and different in our own
ways. And so we approach what we do and how we do it by
customizing our programs to honor the unique in you.

BRAND IDENTITY:
BRAND ELEMENTS


BRAND IDENTITY:
BRAND ELEMENTS
• The things that make up your identity.


BRAND IDENTITY:
BRAND ELEMENTS

• The
things that people use to identify and differentiate your
company


BRAND IDENTITY:
BRAND ELEMENTS

• The
things that people use to identify and differentiate your
company

• Make your brand memorable and unique


BRAND IDENTITY:
VERBAL


BRAND IDENTITY:
VERBAL

• How you communicate your message to people in writing


BRAND IDENTITY:
VERBAL


• Made up of tone and manner much like a personality


BRAND IDENTITY:
VERBAL


• Made up of tone and manner much like a personality

• It is how your clients relate to your business


EXAMPLE
Your verbal identity/personality will become a kind of guide to
build your visual identity


EXAMPLES OF TONE & MANNER


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

VERBAL BRAND ELEMENTS


VERBAL BRAND ELEMENTS
• Name
• Website copy
• URL
• Social media content
• Tagline
• Email
marketing
• Descriptor
content

• Boiler Plate


BRAND IDENTITY:
VISUAL


BRAND IDENTITY:
VISUAL
• How you communicate your message to people visually


BRAND IDENTITY:
VISUAL

• Expresses your values and personality


BRAND IDENTITY:
VISUAL


• A logo is not your brand and it isn’t your brand identity. It is a
visual element of your brand.


BRAND IDENTITY:
VISUAL


• 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


• Brand= an emotional relationship to
your business


your business
• Identity= verbal and visual elements
that express your brand values


your business
• Identity= verbal and visual elements
that express your brand values
• Logo = a visual element to identify
your brand


VISUAL BRAND ELEMENTS


VISUAL BRAND ELEMENTS
• Logo
• Photography

• Wordmark
• Onlinedigital layouts
(website, blog,
• Favicon & Buttons
Facebook, twitter, etc).
• Colors
• Marketing
• Typeface communications


HOW TO CREATE A BRAND
IDENTITY


IDENTITY
• What you do vs. How you do it


IDENTITY

• Values


IDENTITY

• Values

• Verbal Identity (personality)


IDENTITY

• Values


• Logo Design


IDENTITY

• Values


• Logo Design

• Business Card


IDENTITY

• Values


• Logo Design

• Business Card

• Everything else

CREATING A BRANDING
GUIDE


CREATING A BRANDING
GUIDE
You can use a branding guide with your graphic designer, copy
writer and anyone else working on your marketing.


CREATING A BRANDING
GUIDE

The guidelines that make up an identity are applied throughout a
variety of mediums, using approved color palettes, fonts, layouts,
websites, ﬂyers, advertisements, etc.


CREATING A BRANDING
GUIDE


Your branding guide ensure that the identity of your company is
consistent and in line with your values.


CREATING A BRANDING
GUIDE


Your branding guide ensure that the identity of your company is
consistent and in line with your values.

This allows the brand as a whole, to be recognizable.


Branding Bootcamp Week 2

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