Table of Contents Table of Contents ......................................................................... 3 Introduction................................................................................... 5 Vision & Voice ............................................................................... 6 Vision ............................................................................................. 6 Voice............................................................................................... 7 USP................................................................................................. 9 Name............................................................................................. 11 Slogans or Taglines ..................................................................... 13 Visual Branding ............................................................................ 15 Conclusion..................................................................................... 17 Resources ...................................................................................... 18 You may ask this: 1 branding is a which decision 2 do corporate branding 3 do cows feel branding 4 do good branding 5 do it yourself branding 6 do it yourself branding iron 7 do not disturb hotel branding 8 do tattoo shops do branding 9 do your own branding 10 do's and don'ts of branding 11 do's and don'ts of personal branding 12 how can branding add value to a product 13 how can branding benefit a business 14 how can branding help a business 15 how can branding influence customers 16 how can branding influence customers perception 17 how can companies create emotional branding 18 how can recruiters use branding effectively 19 how can strong branding benefit businesses 20 how can we do branding 21 how can you relate marketing and branding 22 how hot should a branding iron be 23 how important is branding 24 how long should a branding statement be 25 how much branding cost 26 how much does branding cost 27 how much for corporate branding 28 how much is a branding iron 29 how much is a branding package 30 how much is branding design 31 how much is vehicle branding 32 how much should i charge for branding 33 how much should i pay for branding 34 how much to budget for branding 35 how to be a branding consultant 36 how to branding 37 how to branding a product 38 how to branding your business 39 how to branding yourself 40 how to define branding

1. Branding Bootcamp

2. Branding Bootcamp
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3. Branding Bootcamp
In end of this EBOOK you can see top 9 branding tools.
Table of Contents
Table of Contents .................................................................................................. 3
Introduction............................................................................................................ 5
Vision & Voice ....................................................................................................... 6
Vision ................................................................................................................. 6
Voice.................................................................................................................. 7
USP ....................................................................................................................... 9
Name................................................................................................................... 11
Slogans or Taglines............................................................................................. 13
Visual Branding ................................................................................................... 15
Conclusion........................................................................................................... 17
Resources ........................................................................................................... 18

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6. Branding Bootcamp
Introduction
Branding is one of those topics that everyone has heard of, but few
seem to fully understand. Some people think it’s all about a logo, or
judicious use of colors. Some think a product’s name is the key to
branding. But branding is a complex subject that requires a lot of
thought and planning.
In this guide, we’re going to take a look at some of the many facets of
branding—including USP, name, visual branding, and other elements
that can make or break your company’s success.
Believe it or not, if you get a single element of branding wrong, it could
severely impact your overall success. Many companies have failed or
succeeded based almost solely on their branding.
Branding is especially important when you are competing in a heavily
flooded market. For example, in the fast food realm, branding is
arguably more important than the actual food, because without good
branding, very few people will ever even try your food.
You see, branding isn’t just about the visual. It’s also about the other
elements that one can’t necessarily see at first glance. That’s what
we’re going to take a look at in this guide so you can understand all the
different elements, not just one or two.
Let’s begin.

7. Branding Bootcamp
Vision & Voice
Your company’s vision and voice is one of the most important aspects
of the branding process, because it becomes the very foundation of
your brand strategy. You must know your vision and voice before you
can develop any type of cohesive branding.
Vision
What, specifically, does your company represent? Are you trying to
change the world? Are you trying to solve a specific problem? Are you
trying to educate or enlighten? Your company’s purpose must be
reflective of its vision.
Let’s say you sell internet marketing educational products. Your overall
mission is probably to educate individuals on various methods they can
use to increase their traffic and/or income. This provides you with the
opportunity to brand yourself as an educational company, but you must
delve further into your company’s vision before you can begin the
process of branding.
For example, do you plan to sell your products at a high price point to
appeal to wealthier clients? Would you prefer to sell a greater volume
of products to help a larger number of people at a lower price?
Questions like these help you decide on your company’s vision, and
your branding will be far different if you’re marketing to the first group
than if you were marketing to the second.

8. Branding Bootcamp
For example, if you intend to market to wealthier customers, you might
choose a name and overall branding that reflects that. You might use
words such as elite in your branding, and use colors and imagery that
reflect status and wealth.
If you intend to market to the masses, you might still want to include
hints of wealth and status in your branding. After all, you are marketing
how to make money type products in this example. But you’d want to
have a wider appeal to let people know they don’t have to spend a
fortune to buy your products.
Voice
Your voice is related to your vision, because it will be the image you
convey to the public regarding your vision. It’s the mannerisms your
employees will use when relating to the public—through social media,
videos, promotional material, customer service, etc.
Will you be funny and lighthearted? Will you be professional and
serious? You need to convey your company’s vision through your voice.
If your vision is to help people recovering from abuse, you obviously
would want to have a serious tone to most of your posts, but also one
that conveys hope for the future.
If your vision is to promote fun, exciting products, you might have a bit
more lighthearted and joking kind of voice.
If you’d like to get an idea of how this works, you can take a look at the
Facebook and Twitter feeds of various companies in the same field to
see how they convey their company’s mission through their voice.

9. Branding Bootcamp
Let’s take fast food as an example.
You may notice that a company like Chipotle (who refers to itself not as
fast food but as fast casual ) is a little lighthearted at times, but also
focuses on social issues. This is because Chipotle prides itself on serving
food that is mostly GMO-free, healthier than other restaurant chains,
and socially conscious.
Other restaurant chains tend to be more playful and silly. Burger King,
for example, has a reputation for being silly and fun on their social
media accounts, and they have a ton of followers and a lot of
engagement as a result. People love the fun approach, and it fits with
their overall brand.
Your voice must be consistent with your vision and your overall brand.
Any disconnect and you will lose engagement and lose customers.

10. Branding Bootcamp
USP
Another important element of branding is finding your company’s
Unique Selling Proposition, or USP. Some people call this the Unique
Selling Point. Either way, your company (and individual products) must
have something that sets you apart from the competition—something
they don’t or can’t offer—to differentiate you from your competitors.
Chipotle, for example, sets itself apart from the plethora of fast food
restaurants by referring to itself as fast casual , and by using
ingredients that are more wholesome than its competitors. It focuses
mostly on non-GMO ingredients, and uses locally grown produce
whenever possible. For a while, the restaurant chain even took its pork
carnitas off the menu over issues with the way the pigs were being
treated by its suppliers.
In a sea of restaurants that focus more on offering cheap food quickly,
the company managed to carve out a nice for itself by becoming a
healthier, more socially conscious option.
Your company can do the same by figuring out exactly how you can set
yourself apart from your competition. This may take a good deal of
thought, especially if you’re in a large niche with a massive number of
competitors. For example, if you’re a blogger, you may find yourself
competing against thousands, or even millions of similar blogs.
What makes you different? Why should someone choose your
company or products over your competitors’?

11. Branding Bootcamp
That is what you must figure out!
You may already have a USP, but if not, you should sit down and figure
out something that makes you different. Let’s take a look at some
examples.
 Chipotle differentiated itself by using fresh, wholesome
ingredients
 FedEx made a name for itself by reliably delivering packages
overnight
 Dominos focused on delivering its pizza more quickly than its
competitors
 Walmart found that keeping its prices lower than other stores
skyrocketed its success
 To compete with Walmart, Target focused on more upscale
merchandise and cleaner stores
 Avis focused on customer service with the slogan We’re number
two. We try harder.
Each of these companies is widely known for being different from its
competitors. They made a name for themselves by not only doing
something to stand out from the crowd, but also focusing on that in
their marketing and branding.
You must do the same!

12. Branding Bootcamp
Name
Your company’s name should be reflective of your overall vision, but
too many companies make the mistake of choosing a name they think
is cool, cute, funny, or just strokes the ego of the owner/founder rather
than reflecting the company’s mission.
I understand it’s tempting to name your company something that is
meaningful to you personally, and it certainly can work. Just look at
McDonald’s. The founders used their name for the company, and after
they sold it to Ray Kroc, it exploded.
Wendy’s has also done remarkably well, despite being named after the
daughter of the founder.
But that’s not the norm.
Think about some of the companies that have really hit it big in recent
years. Companies like Chipotle, Five Guys Burgers & Fries, and Shake
Shack have exploded their growth quickly based partially on names that
really focus on what they do. Sure, they could have named themselves
specifically after the founders. Chipotle could have been named Ells
after founder Steve Ells, but would it have made the same impact?
Possibly not.
If you name your company (or product) something that suits the
company (or product), your job is made easier. Sure, you can brand
your company Smith Marketing, but naming your company something

13. Branding Bootcamp
with more punch—more impact—will make the job of branding and
marketing your company much easier.
For example, you could choose something like:
 Marketing Boom! – Explosive Growth with Marketing Boom!
 Marketing Ninjas – Quick. Sharp. Deadly to Your Competition!
 The Three Marketeers – Three Guys. Three Approaches. Big
Results.
You want the name to be something that is memorable, conveys your
company’s vision, and lends itself to great slogans and marketing
campaigns. This will make your job much easier.

14. Branding Bootcamp
Slogans or Taglines
Slogans or taglines can have a huge impact
Just take a look at the following slogans/taglines. Do you recognize
these? I bet most people can name most of the companies that used
these in their marketing!
 Finger Lickin’ Good
 I’m Lovin’ It
 The Real Thing
 30 Minutes or Less or It’s Free
 Like a Good Neighbor, _____ _____ is there.
 _______ is on your side.
 Just Do It
 Betcha Can’t Eat Just One
 Where’s the Beef?
Do you think you know all of these? Here are the answers.
 Kentucky Fried Chicken (KFC)
 McDonald’s
 Coca-Cola
 Dominos Pizza
 State Farm
 Nationwide
 Nike
 Lay’s Potato Chips
 Wendy’s

15. Branding Bootcamp
These are all examples of slogans that are immediately recognizable by
most people, sometimes even worldwide. They captured attention and
relayed important information about the company, and even many
years after some of the slogans stopped being used, they are still
remembered by the masses.
Coming up with a great slogan isn’t always easy, but it is one of the
most effective ways to really brand yourself to your audience and make
your company memorable.

16. Branding Bootcamp
Visual Branding
Your visual branding is, besides your name and slogan, the thing most
people will remember about your company. If you have a logo,
company colors, and other visual branding that really makes an impact,
you’ll find it much easier to get the results you’re looking for.
If you want an idea of how visual branding can make a huge impact, just
download one of those logo apps that show you a generic form of a
company’s logo (no words, just the general shape and colors) and see
how many you can get right. It’s usually easier than you think, because
most of us get used to logos and are trained to immediately recognize
those brands we use often or see advertised often.
Your visual branding must be consistent with the overall theme of your
company’s branding. For example, if your company is all about clean
living and respecting the environment, you’d probably want to stick
with natural colors like green and blue. If you’re opening a company
that focuses on making a huge impact with marketing, you would
probably want to choose bold colors like red or orange.
This is one reason it’s a good idea to hire a professional to create your
logo. You want someone who is not only a good graphics designer, but
one who understands how color works and plays on the emotions, and
how various shapes and symbols get certain reactions. A good graphics
designer isn’t necessarily a good logo designer.
Here’s one example of how consistent branding can make a big impact:
>> http://monkeywebapps.com/

17. Branding Bootcamp
Each app created by the company is branded by the monkey theme,
and contains the same basic visual elements, such as the smiling
monkey and big, bold titles.
Any product this company releases will immediately be recognizable as
theirs because of the consistent visual branding.
Here’s a good article about logo recognition:
http://abcnews.go.com/Business/quiz-recognize-15-iconic-
logos/story?id=20423733
And here is an interesting article about color and marketing:
https://www.entrepreneur.com/article/233843

18. Branding Bootcamp
Conclusion
If you think branding is only for big corporations, think again! Every
company and ever product needs to concentrate on branding in order
to achieve maximum success.
Branding isn’t just about a logo or a tagline—though those are certainly
two important elements of branding. It’s about everything from the
company’s name and vision to the way it differentiates itself from its
competitors. It’s a complete package of elements that work in tandem
to brand the company in the public’s eyes.
As you develop your branding, keep in mind the key elements of
branding:
 Vision & Voice
 USP
 Name
 Visual Branding
Each of these elements must work in tandem to create the company’s
overall brand, and to develop recognition in the eyes of potential
customers.
Best of luck with your branding efforts!

19. Branding Bootcamp
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22. Branding Bootcamp
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23. Branding Bootcamp
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24. Branding Bootcamp
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25. Branding Bootcamp
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