The document outlines the concept of building a meaningful brand, emphasizing that a brand is defined by the audience's collective impression rather than just a logo. It distinguishes between the foundational layer, which includes purpose, values, and style, and the experience layer, which encompasses visual, verbal, and interaction elements of the brand. Additionally, it highlights the importance of authenticity, customer insights, and continuous evolution in branding strategy.

1. strongdesign.co | #meaningfulbrand | @melissabalkon
BUILDING A
MEANINGFUL BRAND
ONLINE

2. Founder + Lead Designer
at Strong Design Studios
www.strongdesign.co
MELISSA
BALKON

3. A brand is not a logo.

4. A brand is your audience’s
collective impression of you.

5. Branding is the process
of designing the experience
associated with your organization.

9. When a brand is well-defined,
it allows for differentiation
within a market—and often to
charge a premium.

10. Your website presents a huge
opportunity to reinforce your
brand image.

11. A FEW THINGS TO
CONSIDER BEFORE
GETTING STARTED

12. Define your audience.

13. Authenticity is key.

14. Beware of defaults.

15. Branding is a process.

16. THE
MEANINGFUL
BRAND
Made up of 2 layers

17. The foundation layer is
composed of the core qualities
that define who you are.

18. The experience layer is
composed of how you execute
the foundational qualities of
your brand.

19. THE
FOUNDATION
LAYER
Includes 3 components

20. PURPOSE
The reason your business exists.

21. WHY DO YOU NEED IT?
It is a guiding light for organizational strategy
It helps you build your business with intent

22. HOW DO YOU FIND IT?
Why did you start the business?
What activity do you love most, and why?
When would you work for free?

23. Your purpose should not be monetary
Your purpose should not be a description of
your product or service
DEFAULTS TO AVOID

24. Challenge the status quo and delight users.

25. Organize the world’s information.

26. Refresh the world and inspire moments of optimism
and happiness.

27. Create a “third place” between work and home.

28. VALUES
Your deeply-held beliefs.

29. WHY DO YOU NEED THEM?
They will help make quicker, better decisions
Help you determine client and staff fit
Customers are drawn to what they believe in

30. HOW DO YOU FIND THEM?
What clients/projects do you love, and why?
What clients/projects do you hate, and why?
Complete the statement “We value...” or
“We believe...”

31. DEFAULTS TO AVOID:
Certain criteria are expected (e.g. integrity,
professionalism, trustworthiness, etc.)
Would anyone want to be the opposite of this?

32. Deliver WOW through service

33. Fight for the humans.

34. Assume the best.

35. STYLE
Your unique personality or character.

36. WHY DO YOU NEED IT?
Unique style will differentiate your organization
Customers are drawn to style they value
Style can become iconic to your company

37. HOW DO YOU FIND IT?
How does your organization do things?
Are there trends in aesthetic decisions made
in your organization?

38. Beware of generic, overused traits (e.g. simple,
professional, modern, etc.)
Would anyone want to be the opposite of this?
DEFAULTS TO AVOID:

39. Motivating, competitive, aggressive, bold

41. Rebellious, edgy, bold, unexpected

43. Fresh, trendy, design-focused

45. THE
EXPERIENCE
LAYER
Includes 3 components

46. VISUAL
How your brand experience
is translated visually.

47. Logo
Colors
Typefaces
Typography
Illustration
Iconography
Photography
Pattern
Etc.

48. Just do it.

49. JUST DO IT.

52. VERBAL
How your brand experience
is translated verbally.

53. Voice/point-of-view
Tone
Structure
Length

54. GIVE IT A WHIRL.

55. JUST DO IT.

58. INTERACTION
How your brand experience is
translated through your actions.

59. Interaction design
Service design
Retail experience
Packaging design
Product offering
Process design

62. THE
MEANINGFUL
BRAND

63. A FEW LESSONS
LEARNED ALONG
THE WAY...

64. Gain insights from
customers and staff

65. Make time for branding

66. Your brand will
continue to evolve

67. MORE RESOURCES:
Start With Why by Simon Sinek
Positioning for Professionals by Tim Williams
The Brand Gap by Marty Neumeier

68. Melissa Balkon – @melissabalkon
QUESTIONS?
slideshare.net/mbalkon/building-a-meaningful-brand-online