This document provides an overview of key concepts for a final class on branding and SEO. The learning objectives are to build a brand house including the brand's idea, positioning, attributes, pillars, and proof points. It also covers developing a SEO strategy and creating perceptual maps. An exercise is included where students will create a perceptual map, brand brief, and SEO strategy for a business. Key elements covered are brand positioning, attributes, pillars, proof points, keyword research, on-page optimization, and content calendars.

1. FINAL CLASS
BRANDING & SEO

2. FINAL CLASS
LEARNING OBJECTIVES
‣ Create a brand house with all of its main elements: Idea, positioning,
attributes, pillars, and proof points
‣ Draft perceptual maps
‣ Develop a SEO strategy

3. BUILDING YOU BRAND HOUSE
BIG IDEA
BRAND POSITIONING
BRAND ATTRIBUTES
BRAND
PILLAR
BRAND
PILLAR
BRAND
PILLAR
PROOF POINT & BOILER PLATE
What we stand for
How are we relevant and unique to
audiences and from our competitors
How we say, feel, and act
What we say and do
(often list of products or initiatives)
Reasons to Believe

4. FINAL LESSON
COMPETITOR ANALYSIS

5. PERCEPTUAL MAP
A PERCEPTUAL MAP is a visual representation of the
differences and similarities of brands, products, or
customers.
“Typically the position of a product, product line,
brand, or company is displayed relative to their
competition.” - Wikipedia

6. BRAND VOICE + POSITIONING
POSITIONING
The process by which marketers try to create an
identity in the minds of their target market
Repositioning – change your identity
Depositioning – change your competitor’s identity

7. POSITIONING: PERCEPTUAL MAP
Use a perceptual map to visualize and:
•Isolate 2 influences on purchasing
decision
•Plot competitors
•Clusters indicate a market segment.
•Empty space indicates a demand void.

8. PERCEPTUAL MAP: EXAMPLES

9. PERCEPTUAL MAP: EXAMPLES

12. ACTIVITY
DIGITAL MARKETING

13. EXERCISE
PERCEPTUAL MAP
1. RESEARCH:
‣ Identify main competitors: Look at their marketing and advertising
‣ Choose values for each axis:
1. Choose the values your company currently uses
2. Choose 2 values that you think would be better for your company
2. CREATE:
‣ Find a space on the wall or desk
‣ Create your perceptual map
3. SHARE:
‣ Pair up and give each other feedback
Perceptual Map
DELIVERABLE
DIRECTIONS

14. PERCEPTUAL MAP
⌚ 20 MIN
1. RESEARCH:
• Choose a company and industry
• Identify main competitors:
Look at their marketing and advertising
• Choose values for each axis:
What are two influences on purchase decisions
Hint: What are the Value Propositions?
2. CREATE:
• Find a space on the wall or desk
• Create your perceptual map
3. SHARE:
• Pair up and give each other feedback
STRUCTURE
OBJECTIVES
Individually,
then pairsACTIVITY DEBRIEF

15. BRANDING
BRANDING

16. WHAT IS A BRAND?
AND HOW ARE THEY MARKETED?

17. !A Trustmark!
!A badge of dependability
that guarantees a universal
quality and consistent
delivery that consumers
can take for granted
whenever and wherever
they consume the product. !
!A Measure of Value!
!Products only becomes
brands when consumers
perceive that they provide
superior value relative to
competitor offerings and worth
is defined by the premium
consumers are prepared to
pay.!
!!
!
A Relationship with
customers!
!A brand is a dynamic, two-
way relationship with
customers that asks, listens
and responds to constantly
evolving needs and changing
tastes, so that it remains
distinctive and relevant. !
A Position in the!
mind of consumers!
A brand only exists insofar as
it owns a particular place in
the minds of customers and
only when people accept that
it provides certain benefits
versus competitive products. !
!A Trademark!
!A visual or verbal
shorthand device used to
associate a particular
range of tangible benefits
and intangible values with
a particular product or
service so that consumers
can readily recognise it. !
Some Popular Definitions

18. WHY DO BRANDS EVEN MATTER?
1. People have too many choices and too little time
2. Most offerings have similar qualities and features
3. We tend to base our buying choices on trust

19. BRANDR
TO BURN

20. A SUCCESSFUL BRAND WAS:
EASILY IDENTIFIED.
DIFFICULT TO COPY.
AN INDICATOR OF THE QUALITY OF THE PRODUCT.

21. BRANDS CAME INTO THEIR OWN
DURING THE INDUSTRIAL
REVOLUTION.

22. Mass-produced soap that’s never
been heard of
Family made, cottage industry
produced soap
VS.

23. THE FIRST BRANDS.

24. “CONSUMERS BUILD BRANDS
LIKE BIRDS BUILD NESTS.”
- JEREMY BULLMORE, WPP

25. 1. WHERE IS THE MONEY?

27. 2. WHAT IS THE REAL PROBLEM?

28. “A PROBLEM WELL-STATED
IS A PROBLEM HALF-SOLVED”
—Charles Kettering

29. “IF I HAD AN HOUR TO SAVE THE WORLD I
WOULD SPEND 59 MINUTES DEFINING
THE PROBLEM”
—ALBERT EINSTEIN

30. “There&are&kids&crying&in&our&showrooms”&
- Skoda Marketing Briefing

31. 3. WHAT IS THE UNREASONABLE AMBITION?

33. Lead the next Industrial Revolution
Innovate so others can innovate

34. “TO MAKE CLEANLINESS COMMONPLACE; TO LESSEN WORK FOR
WOMEN; TO FOSTER HEALTH AND CONTRIBUTE TO PERSONAL
ATTRACTIVENESS, THAT LIFE MAY BE MORE ENJOYABLE AND
REWARDING FOR THE PEOPLE WHO USE OUR PRODUCTS.”
“TO LEAVE NO ATHLETE BEHIND.”
“THAT THE UNLEASHED CREATIVE SPIRIT WILL CHANGE THE WORLD.”

35. 5. WHAT ARE THE BRAND’S KEY ELEMENTS?

36. Name Logo Slogan
Shape Graphic Colour
Sound Touch Experience

38. 6. WHY SHOULD ANYONE BELIEVE IT?

39. Manufacturing expertise.
Real points of difference.
“Tell them why it’s better!”
Rational USP
Manufacturing parity.
Product parity.
“Make them believe it’s better”
Emotional USP

40. Dryness
Confidence

41. 7. WHERE IS THE GRIT?

43. THERE’S NO WINE IN THEM.THERE’S NO WINE IN THEM. TASTES WORSE THAN ORANGE TANGO.

44. 8. HOW CAN THE BRAND BE USEFUL?

47. 9. WHAT IF I ONLY HAD $1?

48. DEBUTED BY IN PARIS

49. 10. REMEMBER, EVERYTHING IS MEDIA

52. 11. MAKE PEOPLE FEEL

54. BUILDING YOU BRAND HOUSE
BIG IDEA
BRAND POSITIONING
BRAND ATTRIBUTES
BRAND
PILLAR
BRAND
PILLAR
BRAND
PILLAR
PROOF POINT & BOILER PLATE
What we stand for
How are we relevant and unique to
audiences and from our competitors
How we say, feel, and act
What we say and do
(often list of products or initiatives)
Reasons to Believe

55. EXERCISE
EXERCISE: PERCEPTUAL MAP
1.Use the same business for this exercise as the business you
used during the Perceptual Map exercise
2.Fill out the Brand Brief template
3.Share with a partner
Completed Brand Brief
DELIVERABLE
DIRECTIONS: 10 MINUTES
EXERCISE

56. EXERCISE
EXERCISE: BRAND BRIEF
1.Create a brand house. It must have:
‣ Big Idea
‣ Positioning (use your perceptual map)
‣ Attributes (your voice and tone)
‣ Pillars
‣ Proof Points / Reasons to Believe
Brand House
DELIVERABLE
DIRECTIONS

57. SEO
CREATING A
SEO STRATEGY

58. EXERCISE
SEO
1. Create a SEO strategy for your final project company.
1. Create a perceptual map to assess your value against your competitors
2. Use the keyword planner to find your top keywords. Triage 7 to keywords
3. Draft 1 anchor content idea to drive your SEO strategy
4. Draft a SEO-optimize landing page for that piece of content: Page Title, URL,
H1, Alt Text, Meta Description
5. Create a content calendar to repurpose the anchor content. Note the main
keyword you’ll use for each time the content is repurposed
*Use worksheets from previous classes
SEO Strategy
DELIVERABLE
DIRECTIONS