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Brand Bootcamp
Simple Exercises to Build a Strong, Long-Lasting Brand

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Mention:
@ShainaRozen
@TanyaGagnon
Hashtag:
#PHXstartupweek
#ChaseBasecamp
#yesphx

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Nice to meet you.
Shaina:
The Wordsmith
Tanya:
The Designer
@ShainaRozen + @TanyaGagnon

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A match made in branding heaven
Verbal Visual
@ShainaRozen + @TanyaGagnon

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Branding isn’t just about
warm and fuzzies.
®

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@ShainaRozen + @TanyaGagnon

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@ShainaRozen + @TanyaGagnon
"How Slack has made itself an indispensable business tool” by Dan Frommer

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@ShainaRozen + @TanyaGagnon

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@ShainaRozen + @TanyaGagnon

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@ShainaRozen + @TanyaGagnon

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Strong brands don’t just make
friends. They make money.
®

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@ShainaRozen + @TanyaGagnon
“Built to Last” by Jim Collins

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So, what makes a
strong brand?
®

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“Your brand is what
other people say about
you when you're not in
the room.”
Jeff Bezos, CEO of Amazon
@ShainaRozen + @TanyaGagnon

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What makes branding work?
@ShainaRozen + @TanyaGagnon

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Extend beyond the brand
@ShainaRozen + @TanyaGagnon

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Connect on an emotional level
@ShainaRozen + @TanyaGagnon

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Define your emotional drivers
@ShainaRozen + @TanyaGagnon
Slideshare.net - The Emotional Drivers
of Highly Successful Viral Content

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@ShainaRozen + @TanyaGagnon

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Elements of a strong brand
Verbal Visual
Brand
Experience
@ShainaRozen + @TanyaGagnon

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The verbal side of branding
• The core concept or brand story
• Mission or deeper purpose
• Positioning
• Audience personas
• Voice and tone
• Messaging
@ShainaRozen + @TanyaGagnon

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The visual side of branding
• Logo or visual mark
• Signature colors and typefaces
• Design elements
• Imagery
@ShainaRozen + @TanyaGagnon

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The overall brand experience
• The customer experience
• Company culture and values
• Quality of the product or service
• Harnessing all the senses
• Consistency in every interaction touchpoint
@ShainaRozen + @TanyaGagnon

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Time to work out!
®

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Verbal exercise
Determining your true differentiation
What truly makes my company different from
my competitors and peers?
• What do my customers care about most?
• What position can I own in their minds?
@ShainaRozen + @TanyaGagnon

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Table
Stakes
Wasted
Words
Ego
Boosts
MAGIC!
Relevant
Not Relevant
Unique
Not
Unique
@ShainaRozen + @TanyaGagnon

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Visual exercise
Translating the intangible
• How do I use design to differentiate?
• How do I show brand personality?
• How can I connect emotionally?
@ShainaRozen + @TanyaGagnon

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@ShainaRozen + @TanyaGagnon

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Imagery with brand personality
• Create a library of 5-10 brand images
• Use your core values on the initial stock image search
• Add additional words to customize your image search
Brand colors
Brand personality traits
Emotional triggers
Brand storyline
• Choose images that have the same look and feel
• Choose images with space
• Keep both print and web in mind
• Combine illustrations and photography
@ShainaRozen + @TanyaGagnon

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Ready to get your brand
into shape?
®

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Get in touch.
shaina@sidetone.com tanya@missdetails.com
@ShainaRozen + @TanyaGagnon

32.
Download this presentation at
bit.ly/brand-bootcamp.