The document outlines essential principles for building a brand, emphasizing the importance of authenticity, targeting audience emotions, and clear identity. Key steps include understanding your core motivations, recognizing what your audience craves, establishing brand limitations, and maintaining consistency. Additionally, it highlights the significance of visual identity and engaging in meaningful conversations while carefully managing feedback.

1. Singa Incubator, 4th of October 2022
BRAND 101

2. BONJOUR
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3. WHAT IS A BRAND ?
Three things to remember when you will have forgotten everything else
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4. #1
A BRAND IS
A WAYTO STAND OUT
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5. #2
A BRAND IS
A CONCENTRATE
OF MEANING
5
THRILL OF DRIVING PURE ENERGY STATUS SAFETY

6. #3
A BRAND IS AN EMOTION
YOUR AUDIENCE
WANTS MORE OF
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7. 7
-you
« OK, thanks but my business is neither Nike nor Mercedes (yet). »

8. EIGHTTHINGS I LEARNED,
CREATING MY OWN BRAND
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9. 9

10. EIGHT LEARNINGS =
LET’S APPLY QUICKLY EACH TO ONE PROJECT
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11. #1 START FROM YOUR GUTS
“Happy families are all alike; every unhappy family is unhappy in its own way.”
Anna Karenina, Tolstoï
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12. 12
>
#1 STARTS FROM YOUR GUTS

13. 13
When you buy sneakers, 70% of the cost
goes into advertising, while trying to cut
expenses -at any moral cost- on the 30%
remaining
>
If you stop advertising you can produce
responsible sneakers for 5 times the cost,
while selling it for the same price.
#1 STARTS FROM YOUR GUTS

14. 14
+ + >
#1 STARTS FROM YOUR GUTS

15. WHAT FRUSTRATION IS YOUR BUSINESS
IDEA BORN OUT OF ?
WHAT DO YOU WANTTO FREE THE
WORLD FROM ?
15

16. #2 FIND OUT WHATYOUR TARGET
FEELS MOST DEPRIVED OF
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17. 17
#2 FIND OUT WHATYOUR TARGET
FEELS MOST DEPRIVED OF
Vs.
New feels exciting, therefore old looks cheap New is old fashioned, therefore refurbished is cool

18. 18
#2 FIND OUT WHATYOUR TARGET
FEELS MOST DEPRIVED OF
+ =

19. WHAT DOES YOUR TARGET RESENTS MOST,
BEING DEPRIVED OF ?
HOW COULD YOU STAND FOR A SOLUTION ?
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20. #3 TURN THAT INTO A POSITIVE EMOTION
AND MAKE YOUR BRAND STAND FOR IT
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21. 21
« I've learned that people will forget what you said,
people will forget what you did,
but people will never forget how you made them feel. »

22. 22
Problem solved !
=

23. 23
The vertigo of History
=

24. Serenity, clarity and focus
=

25. 25

26. WHAT FEELING DO YOU WANTYOUR CLIENTS TO
REMEMBER, WHEN THEY WILL HAVE FORGOTTEN
EVERYTHING ELSE ?
(MAKE SURE IT’S NOT GENERIC TO YOUR
COMPETITIVE ENVIRONMENT)
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27. #4 SETYOUR BRAND LIMITATIONS AND
MAKE THEM CLEAR TO YOUR AUDIENCE
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28. 28
Jack of all trades, master of none

29. 29

30. 30
DON’TTRYTO BE
EVERYTHING TO EVERYONE

31. 31
SETYOUR BRAND LIMITATIONS

33. WHATARE YOUR BRANDS SELF-IMPOSED LIMITS ?
WHY DO THEY MATTER TO YOUR CLIENTS ?
HOW CAN YOU MAKE THEM CRYSTAL CLEAR TO
THEM ?
33

34. #5 BUILD YOUR VISUAL IDENTITY
ACCORDINGLY
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35. 35
“Kill your darlings, kill your darlings, even
when it breaks your egocentric little
scribbler’s heart, kill your darlings.”

36. 36
THE SIMPLER, THE BETTER

37. 37
DON’TTRYTO SAYTOO MUCH…
OR YOU MAY LOOSE CONTROL
WHATYOU ACTUALLY SAY

38. 38
CHOOSE WHO YOU WANTTO BE ASSOCIATED WITH
AND FROM WHOM YOU WANTTO STAND OUT

39. 39
PICK A COLOR
AND OWN IT

40. 40
EXPLORE THE MARVELLOUS WORLD OF
TYPOGRAPHY
Frere Jones.
Brutatypes.
General Type Studio.
Studio René Bieder.
Lineto.
Klim.

41. A color to stand out.
A serif font to build credibility as a
consultancy.

42. WHAT IS YOUR PRIORITY ?
STANDING OUT OR BELONGING ?
WHATARE THE VISUAL CONVENTIONS OF
YOUR CATEGORYYOU COULD DISRUPT ?
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43. #6 DEFINE THE CONVERSATIONS
YOU WANTTO BE PART OF
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44. 44

45. 45
« Humble » bragging
FOMO
Fads
YES NO
Useful enlightening content
Hints to get more focus and clarity
Unexpected perspectives on timeless problems

46. 46

47. WHATARE THE TOPICS
YOUR AUDIENCE WOULD BE KEEN
TO GETYOUR PERSPECTIVE ON ?
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48. #7 DON’T LISTEN TO ALL FEEDBACK
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49. 49
- One Thing at a Time ?
- It’s too long
- It means you can’t handle complexity
- You can’t think today’s world that way

50. 50

51. #8 OBSESS WITH CONSISTENCY
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52. 52
OBSESS WITH
CONSISTENCY,
TO AVOID DISSONANCE

53. 53

55. BECAUSE
ATTHE END OF THE DAY…
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“A brand is the sum of the good, the bad, the ugly and the off-strategy. It is
defined by your best product as well as by your worst one. It is defined by what you
have done best as well as the god-awful that somehow slipped through the cracks,
got approved, and not surprisingly sank into oblivion. It is defined by the
accomplishments of your best employees… as well as the worst hire you have ever
made (…). Brands are sponges for content images, for fleeting feelings. They
become psychological concepts held in the minds of the public, where they may
stay forever. As such you can’t entirely control a brand. At best you only guide and
influence it.”
-Scott Bedbury (Nike advertising director 1987-1994), “A Brand-New World”

56. 56
A BRAND IS
A WAYTO STAND OUT
THRILL OF DRIVING PURE ENERGY STATUS SAFETY
A BRAND IS
A CONCENTRATE
OF MEANING
A BRAND IS AN EMOTION
YOUR AUDIENCE
WANTS MORE OF

57. #1 START FROM YOUR GUTS
#2 FIND WHATYOUR TARGET
FEELS MOST DEPRIVED OF
#3 TURN THAT INTO A POSITIVE EMOTION
AND MAKE YOUR BRAND STAND FOR IT
#4 SETYOUR BRAND CLEAR LIMITS
#5 BUILD YOUR VISUAL IDENTITY
ACCORDINGLY
#6 DEFINE THE CONVERSATIONS YOU WANT
TO BE PART OF
#7 DON’T LISTEN TO ALL FEEDBACK
#8 OBSESS WITH CONSISTENCY
57

58. MERCI 🙏
Contact : Julien Delatte
+33 673747863
julien@onethingatatime.today
www.onethingatatime.today
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