This document discusses branding and advertising. It defines branding as being about authenticity, balance, and connectedness. It explains the AIDA model of advertising which aims to get attention, arouse interest, create desire, and stimulate action. The document provides tips for creating advertising copy, including focusing on features and benefits, telling an emotional story, and choosing words carefully to set the right tone and rhythm. It emphasizes the importance of brands staying true to themselves to maintain consumer loyalty. Overall, the document provides guidance on defining a brand identity and creating effective advertising messages.

1. Branding: The anatomy of advertising

2. You
Are
Here
You
Are
Here
Demographics Psychographics USP
“Pay the extra dollar. Drive the extra mile”
that’s BRANDING
Features and Benefits

3. The DNA of brands

4. What do we mean by branding?
What do people associate with your product /
service?
• quality, value, fun
What feeling do they get?
• trust, empathy (pain), passion

5. Branding is about 3 things
• Authenticity
• Balance
• Connectedness

6. Branding is about 3 things
Authenticity
• Are you directed by your values?
• Are you comfortable with who you are and
where you are?
• When things go wrong, do you start with what
you could have done differently?

7. Branding is about 3 things
Balance
• Can you balance a bias toward a positive outlook
with an unflinching resolve to face the harsh
realities?
• Are you fundamentally patient but relentlessly
driven toward results?
• Are you comfortable with ambiguity while
continually seeking clarity?

8. Branding is about 3 things
Connectedness
• Are you focused on serving others?
• Are you open to being influenced by those
you seek to influence?
• Are you curious all the time?

9. “Experience”

10. Creating advertising
A - get Attention
I - arouse Interest
D - create Desire
A - stimulate Action

11. Ok – sure.
“Pinkly pulchritudinous and amazingly delightful,
infinitely charming and sensationally
fascinating.”

12. How should you position your product?
Soft drink?
or mixer?
or both?

13. How should you position your product?

14. •Great service
•Comfy leather seats
•Live seatback TV
•Great schedule to Halifax
•Book
•Call
•Earn

15. All headline

16. Logo and call to action

17. All copy, no headline

18. Question mark?
Headline
Can it stand alone?

19. Just plain weird
That’s your logo? Really?
“Slick seed of life logo – because it’s cool.”

20. Features and benefits
The logo
30 day money back guarantee
Scientifically engineered to
defy pain, defy aging and
defy gravity

21. The good with the bad
The copywriter successfully tells a story from
the first person perspective

22. 5 ways
• Define focus
• Less is more
• Simple is effective
• Enable visualization
• Involve users (readers)

23. Features and benefits, again
The narrative is based on an emotional
connection with the audience.
Think Apple. Is it about the technology? Or is
it about the story? Values? Identity?

24. Just like a movie character
Brands must stay “true” to themselves if
consumers are to remain loyal

25. The words you choose
• Tone
• Rhythm
• Word choice

26. Position statement
(a form of your USP)
[Name of product or service] is the [defining
quality] [category] for [audience description]
consumers.

27. Now onto the copy
• Position statement
• Benefits
• Features