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A branding journey
This document provides guidance on how to create a memorable brand through storytelling. It discusses that a logo and name alone do not make a brand, and that brands are complex perceptions defined over time. To be memorable, a brand needs a simple, consistent design; a good story that connects emotionally with customers; and an understanding of customers' preferences. The document outlines frameworks for crafting brand stories and discusses assessing customers to identify what would be memorable to them. It emphasizes that to build a memorable brand, a company must know what is memorable to its target customers.
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A branding journey
- 1. A BRANDING JOURNEY makeyour brand memorable
- 2.
- 3. A LOGO +A NAME
- 4. A LOGO +A NAME do not make a brand!!
- 5. A BRAND ISMUCH MORE COMPLEX
- 6. “Brand is justa perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But a brand is simply a collective impression some have about a product.” Elon Musk
- 7. Have you triedthis? Being Cheaper read ‘free’ Being Convenient
- 8. Long Story Short BeingCheaper Being Convenient Takes TimeNot a Good Idea
- 9. A good brandstory = a memorable brand ONCE UPON A BRAND...
- 10. Be memorable Think long term What youwant to achieve Create Consistency Connect with clients Standout
- 11. HOW TO MAKEA BRAND MEMORABLE?
- 12. Some kind of magicportion Simple design Good Story Unique Personality Good knowledge of customers
- 13. Some kind of magicportion Simple design Good Story Unique Personality Good knowledge of customers
- 14. unless you sellingthe rainbow and unicorns No more than 2-3 main brand colours
- 15. A simple and easyto identify symbol
- 16. A unique lookand feel
- 17. That being said,here’s the most important thing you’ll change it later when you are big enough Don’t obsess over your logo or brand colors pick something and stick with it!
- 18. Some kind of magicportion Simple design Good Story Unique Personality Good knowledge of customers
- 19. When reading orhearing a story our brains reacts as if we part of it.
- 20. My 3 favourite Brandstory frameworks for start ups
- 21. 1. The PSSStory Problem Solution Success
- 22. Example: Dropbox “Drew Houston,Dropbox founder, was tired of forgetting his USB, so he thought of a cloud based file hosting system that would solve his problem.” The Problem The Product as the solution
- 23. 2. The UnderdogStory Small business passionate about products and customers Big corporate business with impersonal customer service vs
- 24. Example: Equity Bank “Equitybank entered the market with a clear goal: Banking majority poor customers rejected by big banks.” The Underdog The Big Dog
- 25. 3. The HigherPurpose Story Strong company culture + Vision going beyond the product.
- 26. Example: Toms Shoes “TomsShoes came up with the tag One for One, meaning that for every purchased pair of Toms gives a pair to someone in need. TOMS exists to improve lives.” 2 elements that are part of TOMS culture
- 27. What’s right foryou depends on the actions you want to inspire Mainly sales focused. You want people to solve problems using your products Mainly relationship focused. You want people to have an emotional connection to your products. Mainly inspiration focused. You want people to drive change and make the world a better place. PSS Story Underdog Story Higher Purpose Story 1 2 3
- 28. Some kind of magicportion Simple design Good Story Unique Personality Good knowledge of customers
- 29. 5 dimensions ofbrand personality 1 2 3 4 5 Sincerity Excitement Competence Sophistication Ruggedness Down-to-earth Family-oriented Small-town Honest Sincere Real Wholesome Original Cheerful Sentimental Friendly Daring Trendy Exciting Spirited Cool Young Imaginative Unique Up-to-date Independent Contemporary Reliable Hard-working Secure Intelligent Technical Corporate Successful Leader Confident Upper-class Glamorous Good Looking Charming Feminine Smooth Outdoorsy Masculine Western Tough Rugged
- 30.
- 31. Some kind of magicportion Simple design Good Story Unique Personality Good knowledge of customers
- 32. Forgive me forstating the obvious but: You can’t build a memorable brand if you don’t know what’s memorable to your customers!
- 33. Let me give anexample
- 34. Let me give anexample Company X’ customers are mainly young freelance designers like this cool handsome young man This might be memorable to them: good & innovative design, a dribble social media link, references to freelance work, good looking mobile version of website…
- 35. Let me give anexample They mainly sell to 40+ corporate sales VPs This might be memorable to them: testimonials of other enterprise customers, strong focus on KPI, ROI and efficiency, a professional, formal
- 36. Doesn’t care much aboutKPI and ROI Doesn’t care about your brand’s Dribble profile
- 37. Cool, cool, buthow do you know what’s memorable to customers? 1. Hang-out in the same placesas they do 2. Do one-on-one interviews 3. Look at the content they share 4. Study the look and feel of softwares they use
- 38. Becoming memorable isour first challenge. And here’s how we are going to achieve that!
- 39. What do youhave right now?
- 40. Step 1 more catchy?less generic?New Name? more catchy? less generic?New logo ? the most important part is to bring design harmony to the brand. Real colour scheme and design feel? ?
- 41. Step 2 whats yourstory and how do you tell it? Personality ? Archetype? the most important part is to bring design harmony to the brand. Real colour scheme and design feel?
- 42. STEP 3: We wantto try a very different brand personality: Example.. 2 Excitement Daring Trendy Exciting Spirited Cool Young Imaginative Unique + The Maverick
- 43. STEP 4: Which customerswill this resonate with?
- 44. But that’s notall! Being memorable also means building a memorable customer experience which we’ll cover the next time we meet :) WE’VE GOT MEMORABLE BRANDING COVERED.
- 45. Hope you enjoyedthe presentation and I’d love to hear from you!! magugz@brand2d.com @onlymagugz THAT’S IT FOR NOW FOLKS.