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Bootstrapping Your Brand Day 1


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Overview of the basics of developing your brand identity. Day one covers basic brand guidelines, brand personality, and market position.

Published in: Marketing
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Bootstrapping Your Brand Day 1

  2. 2. INTRODUCTIONS Dawn Weathersbee : Messaging : @dawnnwb Jess Warren : Graphic Design : @itsheyjess Sam Fagan : Web Design : @suprsamfagan #BRANDUP
  3. 3. WHAT YOU WILL DO TODAY #BRANDUP •  Learn Why You Need to Develop a Set of Brand Guidelines •  Learn the Basic Elements of a Set of Brand Guidelines •  Identify Your Brand Personality Characteristics •  Identify Your Market Position
  5. 5. WHO ARE YOU? Photo by Paul Stevenson #BRANDUP
  7. 7. MISSION VS VISION STATEMENTS Mission Statement The purpose of your company. It guides your accomplishments. It may include the who (your audience), what you offer and how you differ. Vision Statement What you are pursuing through your company’s mission. The difference you’ll make in the world. Foresight for the future. Tagline Succinct message that distills the mission and/or vision. #BRANDUP
  8. 8. EXAMPLE: BOY SCOUTS Mission Statement To prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law. Vision Statement The Boy Scouts of America will prepare every eligible youth in America to become a responsible, participating citizen and leader who is guided by the Scout Oath and Law. Tagline Prepared. For Life. #BRANDUP
  9. 9. EXAMPLE: CREATIVE COMMONS Mission Statement Creative Commons develops, supports, and stewards legal and technical infrastructure that maximizes digital creativity, sharing, and innovation. Vision Statement Our vision is nothing less than realizing the full potential of the Internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity. Tagline Share, Remix, Reuse — Legally #BRANDUP
  12. 12. Photo by Brett Jordan WHO ARE YOU? #BRANDUP
  13. 13. Photo by DryHundredFear WHO ARE YOU? #BRANDUP
  14. 14. WHO ARE YOU? #BRANDUP Above All Else, Levi’s is Authentic Brand Values Brand Emotions Quality Originality Integrity Trust Comfort Affinity
  15. 15. ACTIVITY #1 Workbook basic // high-end futuristic // nostalgic graceful // rugged budding // accomplished dynamic // steady relatable // mysterious current // timeless complex // simple humble // brash open-minded // opinionated cheeky // respectful casual // formal vibrant // subtle progressive // traditional niche // mass-market experimental // conventional organic // industrial professional // playful idealistic // realistic sincere // clever adventurous // daring geeky // wise approachable // exclusive intuitive // technical laid-back // aggressive emotional // analytical scientific // artistic imaginative // practical multifaceted // focused fun // serious vintage // modern energetic // calm rational // radical quiet // bold crafted // standardized refined // raw welcoming // reserved #BRANDUP
  16. 16. ACTIVITY#2 Workbook 1.  Client’s name is … 2.  She/he is … years old. 3.  If she/he could vacation anywhere, it would be 4.  She/he can’t live without … & … 5.  She/he would describe him/herself as … #BRANDUP
  17. 17. HOMEWORK#1 : Write Two More Personas Workbook #BRANDUP
  18. 18. MARKET POSITION Product / Price / Promotion / Place •  Levis is selling apparel. •  Golden Chiropractic is selling chiropractic, massage, and health-based products. •  Dawn sells marketing communications services and products. #BRANDUP
  19. 19. MARKET POSITION Product / Price / Promotion / Place •  Levis has one of the lower price points in denim. •  Dr. Goldi prices according to her local market for similar offerings. •  Dawn prices according to project scope, client, and market norms. #BRANDUP
  20. 20. MARKET POSITION Product / Price / Promotion / Place •  Levis uses all traditional advertising and social media channels for it campaigns. •  Goldi uses Facebook, Instagram, Twitter, Yelp, Live Events, and Mail Chimp. •  Dawn uses Email, Twitter, Pinterest, Online Groups, Live Networking, Relationship Marketing, and Trainings. #BRANDUP
  21. 21. MARKET POSITION Product / Price / Promotion / Place •  People look for Levis online and in physical store locations, global. •  People find Goldi through referrals on Yelp, through friends and community members, and through health care providers, local. •  People find Dawn through referrals and networking, nationwide. #BRANDUP
  22. 22. •  Product: Features, Details, Distinctions •  Price: High-end vs. Low-end, Luxury vs. Basic •  Promotion: Online, print, advertising, social media, email, etc. •  Place: Website, store, office, etc. HOMEWORK#2 : the 4P’s Workbook #BRANDUP
  23. 23. HOMEWORK#3 : Perceptual Grid Workbook * comparison based on Product #BRANDUP
  24. 24. THANKS! See You Tomorrow! Dawn Weathersbee : @dawnnwb Jess Warren : @itsheyjess Sam Fagan : @suprsamfagan