The document describes the five essential elements of branding: brand positioning statement, brand promise, brand differentiators, brand personality, and brand story. These components combine to define how a brand communicates its unique values and connects with customers on emotional and practical levels. It includes examples from various brands to illustrate each element effectively.

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5 elements of branding
It’s difficult to define
what a brand is.
Maybe that’s because a brand
is a mix of values, promises
and identifiers that are
communicated both visually
and textually.

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5 elements of branding
A brand also includes unseen
and unspoken things, like
emotions, desires and a
customer’s self-image.

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5 elements of branding
“A brand for a company is like
a reputation for a person. You
earn reputation by trying to do
hard things well. People
notice that over time. I don't
think there are any shortcuts.”
- Jeff Bezos, CEO, amazon.com

5. #1:
5 elements of branding
5
Brand
positioning
statement.

6. (what you do, for whom
and how you do it.)
5 elements of branding
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5 elements of branding
A template to get you started.
[Brand] provides [target
audience] with [unique value]
than any other [your Industry]
by [proof points].

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5 elements of branding
An example.
“Warby Parker was founded with a rebellious spirit and a lofty
objective: to offer designer eyewear at a revolutionary price,
while leading the way for socially conscious businesses."

9. 5 elements of branding
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#2: Brand
promise.

10. 5 elements of branding
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(how you aspire to connect
with your customers.)

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5 elements of branding
Start here.
A brand promise should
complete this sentence:
“We promise…”

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5 elements of branding
• Coca-Cola: To inspire moments of optimism and uplift.
• Nike: To bring inspiration and innovation to every athlete in the world.
• Starbucks: To inspire and nurture the human spirit – one person, one
cup and one neighborhood at a time.
Examples.

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#3: Brand
differentiators.

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5 elements of branding
(what unique value you
offer to your customers.)

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5 elements of branding
To differentiate.
Good news. If you’ve worked through your brand positioning statement,
you may have already identified your differentiators in the proof points.
A brand attribute is a differentiator if it:
• Communicates a specific benefit
• Is a unique claim that isn’t being or cannot be made by a competitor
• Speaks to a specific audience’s needs

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5 elements of branding
An example.
Toms’ “One for one” program
is an example of a powerful
brand differentiator.

17. #4:
5 elements of branding
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Brand
personality.

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5 elements of branding
(personification of your
brand with human traits.)

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5 elements of branding
Make it human.
People relate to people.
Personifying your brand by giving it human traits helps you create a
recognizable and memorable brand. Brand personalities usually
appear in a brand guide and take the form of a list of 3-5 traits.

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5 elements of branding
Examples.
• Harley-Davidson is rebellious, independent, free-spirited
• Dove is real, simple, empowering
• Jeep is adventurous, outdoorsy, rugged

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#5: Brand
story.

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5 elements of branding
(an authentic expression
of what your brand does
and stands for.)

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5 elements of branding
The real story.
A brand story isn’t fiction.
It’s a truthful narrative about who your brand is and how it touches
peoples’ lives—in real ways.

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5 elements of branding
Guinness’ “Pursuit of More” brand campaign is a great example of
brand storytelling. It honors the deep roots of the 255-year old brand
and highlights the brands connection to people and communities.
An example.

25. Read more on our blog.
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