This document provides an overview of branding and the branding process. It begins by establishing that design shapes every aspect of our lives and defines branding as a means to focus development towards an informed goal. It then discusses the history of branding as a way to provide protection for both producers and consumers. The document outlines the key elements of an effective branding system including visual identity, brand positioning, and creating an experience. It provides examples of strong and weak brands like Apple and McDonald's. The remainder of the document details the branding process from insight and positioning to creation, promotion, and growth. It emphasizes understanding the target market and competition. The process concludes with taking action to brand and build a business.

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An evolution-focused branding firm
BRANDING 101

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You will be able to:
understand the branding industry
decipher good from bad creative
effectively evaluate creative partners
build your business with heightened focus

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Life as we know it
is a Design

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Ex.The Morning Routine
Breakfast Process Dressing Process Traffic Control Process
Logical Traffic

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Design is the single most impactful
yet under-valued
skill mankind has ever acquired,
because it shapes every aspect of our lives.
THE POINT:
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So, Branding?
HISTORY OF BRANDING:
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HISTORY OF BRANDING:
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HISTORY OF BRANDING:
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Protection
for producers

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HISTORY OF BRANDING:
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Protection
for consumers We get to recognize the brands we
know and trust. We can feel smart,
safe and make decisions based on
what we like.

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The primary function of a brand
is to instill trust.
HISTORY OF BRANDING:
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Branding = Logo
WHAT IS BRANDING:
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Branding = System
WHAT IS BRANDING:
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product
service
strategy
brand architecture
brand positioning
name
visual identity
brand voice
Visual communications
brand journey

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Branding System = Experience
WHAT IS BRANDING:
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Build fertile environment for sustainable growth & opportunity

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Branding is a means to
focus your development
towards an informed goal.
WHAT IS BRANDING:
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Apple
Strengths:
great products, easy store experience, helpful sales people, premium user experience, hyper-connected web of services, will
often fix/replace for free
Touchpoints:
advertisements, website, store, sales representatives, packaging, products themselves, partnerships with web browser,
software integration, apps, online app or music store, repair/replace experience
Takeaway:
Apple builds an environment for opportunistic growth: users become not merely buyers but advocates, disciples, ambassa-
dors for the brand due to the stellar experience at every touchpoint.
Empathetic to customers: provides customers with breaks, deals, and stellar services so customers can’t leave feeling like
they’ve been wronged or abused by apple. Eliminating pain points of the buying cycle.
STRONG: CASE STUDY
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McDonald’s
Weaknesses:
Old, out-of-touch, stale, bad publicity, irrelevant to target market, overly broad target market (everyone), lack of definition,
lack of story or mission
Touchpoints:
advertisements, stores, packaging, product
Takeaway:
No voice or definition: McDonald’s has made itself the ultimate ink-blot. It has no power over its own definition now, and has
left itself for everyone else to interpret.
Slow to innovate: McDonald’s has compensated for its lack of growth by expanding its offerings, which has only weakened it
more. They have not focused on the core of their business and built it from a truthful place.
SOUR: CASE STUDY
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Keys to Branding
Make the hard decisions and trash the irrelevant
Be honest. What are your strengths and weaknesses?
Be empathetic. Understand exactly who you want to sell to and why they need you.
Don’t use your imagination alone. Use logic.
“Good looking” is not the point of branding. “Clear and communicative” is.
Experiment but learn to boost your ego, and business, by admitting your failures.
WHAT IS BRANDING:
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Failures try to be everything to everyone, nobody cares very much about them.
Bulding Better Brands, Scott Lerman

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Definition
What problem do you solve?
What is your solution?
What is your target audience? Who are you selling to?
Character
Describe what you do in one sentence.
Now describe what you do in 5 words or less.
List 5 words that describe best your company’s personality.
Think about: What do we do? What are our core capabilities?
Arena & Competitive Review
List your competition - record their distinguishing attributes
List your assets, strengths
Make chart of assets vs. competition
Think about: What do we own and control? What are our products and services? How do we do things? What are our core skills? Do we have a
special mission or ideal?
Advantage
What insight will attract target market to us most?
BRANDING PROCESS: BEGINNING
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Next Steps:
Make competitive mood boards
Make inspiration, personality relevant moodboards
Then, hire a designer and execute strategies
BRANDING PROCESS: BEGINNING
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OUR PROCESS
Insight Positioning Creation Promotion Grow
We learn with you and
through you about every-
thing that influences your
business and how your
environment impacts sales.
With a rich understanding
of your environment, we
help you define your place in
the world and stake it out.
We create materials that
authentically communicate
and establish a strong
connection with the people
you need most.
We create inbound and
outbound channels for ef-
fective communication with
target audiences. We craft
the right place at the right
time.
You are the owner of a
whole new world of op-
portunity. We share in the
triumph and get ready for
the next steps.

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TAKE ACTION
Stoked!
Thank you for this opportunity to help you grow!
Good luck branding and building!
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Thank you.
BRANDING 101
Emense, Inc.
Website: emense.is
Contact: Erin Devine, edevine@emense.is, 630.453.1782
Skype Name: readhereplease