The document outlines a 3-step workshop on branding: Step 1 provides a 30-minute overview of branding and marketing concepts, and framework for collaboration. Step 2 involves participants filling out brand squares to analyze their brand message, crafting an emotional brand message, and presenting a brand vision. Step 3 is about developing an engagement plan, mapping touchpoints to tell their story, scheduling marketing duties, and delivering consistent content across channels.

1. The ABC’s
of Branding:
A Workshop
blog.marcbinkley.ca
@marcbinkley

3. Thank You
Step 1 – Today with You
• 30 minutes
• Brief overview of Branding and Marketing
• Provide a framework of collaboration to learn about you and your brand
Step 2 – Creative Process
• Fill in, compile and analyze your brand squares
• Craft an emotional brand message – Start with Why, then How, then What
• Present a vision for your brand that each stakeholder can be proud of and relate to
Step 3 – Activation
• Develop a capacity to listen for conversations about your brand and industry
• Map out an engagement map to tell your story across multiple touch points
• Diarize weekly marketing duties for the whole year with quarterly goals
• Deliver valuable content with frequency and consistency across your core channels

4. Step 1 – Overview of Branding

5. Draw Your Ideal Customer
Write 3 words they use to describe you

6. Start With Why – Simon Sinek
What’s your purpose, cause or belief? Communicate from the inside out.

7. People Don’t Buy What you do,
They buy Why you do it – S.Sinek
Inside out – Inspired Communication
Everything we do we believe in challenging the status quo, we
believe in thinking differently. The way we challenge the status
quo is by making our products beautifully designed, simple to use
and user friendly. We happen to make great computers, want to
buy one?
Outside in – Typical Noise
We make great computers, they’re beautifully designed, simple to
use and user friendly. Want to buy one?

8. “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.”
Maya Angelou

9. “There is no such place as a
market.
A market is simply a
group of consumers
who share a
common problem or
desire.
If you can show them that you
can solve their problem, at a
price they’re willing to pay –
then you have a market”
Len Potts

11. Step 2 – Creative Process

12. What You Do is the Proof of
What you Believe
• A brand is a promise wrapped up in an experience. So
what’s yours? – Ross Smith, Mindshelf.com
• Is the consumer experience consistent across all
consumer touch points?
• How do you want customers to feel about you?

13. Len Potts – 4 Tough Questions
1. Who are we talking to and what is their problem?
3. What is the one thing we want to say to them?
5. Why should they believe us?
7. How do you want them to ‘feel’ about you?

14. Branding Exercise
• Fill in each of the Brand Squares with 10 words
or less consider each of these
– Consumers point of view
– Your point of view
– Your staff’s point of view
• Have multiple stakeholders complete this task

15. Brand Squares - Keywords
1. What do you Do? 2. Who do you do it for?
4. Why do you do it better? 3. Why do you do it?

16. Developing a Positioning Statement
• From the previous squares, identify key words
• Use key words to craft sentences about your
brand and your unique value to the client
• Begin this sentence with why you do it, how you
do it then what you do

17. Developing A
Positioning Statement
Why do you do what you do?
How do you do it?
What is it that you do?

18. Step 3 – Activation

19. Feel free to contact me @marcbinkley for
personalized assistance on this phase