The document discusses how to create an awesome brand in 5 stages: 1) Understand the audience through user profiles, goals, and channels. 2) Craft a brand strategy including essence, personality, values and positioning. 3) Identify branding elements like name, logo, colors, fonts and imagery. 4) Apply the brand consistently across all touchpoints. 5) Evolve the brand over time and establish guardianship to maintain the brand.

1. How to make
an awesome brand!
Joanna Alpe
Nov 1st 2016
www.weloveinc.com

2. What is
a brand?
www.weloveinc.com

3. Brand vs
brand name
www.weloveinc.com

4. A brand is
not (just) a logo
www.weloveinc.com

5. “the intangible
sum of a product’s
(or companies)
attributes.”
David Ogilvy
www.weloveinc.com

6. It’s what a person
thinks and feels
when they hear your
brand name
www.weloveinc.com

11. An indication of a
strong brand is one
that we have given a
nickname...
www.weloveinc.com

13. Brand name = the actual name
Brand = perception people have
about the product, service or
company
www.weloveinc.com

14. So how do we
craft the right
perception?
www.weloveinc.com

21. ?

22. www.weloveinc.com
Stage 1
1. Understand
the audience!
?

23. www.weloveinc.com
Stage 1
User Profiles
Frustrations
Demographicinfo
Goals
Motivations
Brands
(Lifestyle
orbit)
Channels(Media/Digitalorbit)
?

24. www.weloveinc.com
Stage 1
https://xtensio.com/user-persona/

25. www.weloveinc.com
Stage 1

26. www.weloveinc.com
Stage 2
2. Craft a strong
brand strategy and
brand story

27. www.weloveinc.com
Stage 2
brand
essence/
promise
USP
Personality
Brand
values
Positioning

28. www.weloveinc.com
Stage 2
Relevance
Returns
USP
Giving
traditionally
thinking
companies a
unique digitally
relevant voice
COLLABORATION
EFFECTIVENESS
CLARITY
RELEVANCE
PEOPLE
GLOBAL CITIZEN
RESPECTFUL
PURPOSEFUL
SMART
HOSPITABLE
SOCIAL
AGILE
PREMIUM
INNOVATIVE
“APPLE”
“TESLA”
“SPOTIFY”
Personality
Brand
values
Positioning

29. www.weloveinc.com
Stage 2
Relevance
Returns
COLLABORATION
EFFECTIVENESS
CLARITY
RELEVANCE
PEOPLE
GLOBAL CITIZEN
RESPECTFUL
PURPOSEFUL
SMART
HOSPITABLE
SOCIAL
AGILE
PREMIUM
INNOVATIVE
“APPLE”
“TESLA”
“SPOTIFY”
Checklist

30. www.weloveinc.com
Stage 3
3. Identify the brand
First up...
> Brand name We are
called...

31. www.weloveinc.com
Stage 3
Next up...
> A Strapline
Here’s our
catchy
promise...

32. www.weloveinc.com
Stage 3
just do it
because you’re worth it
think different
I’m lovin’ it
maybe its Maybelline

33. www.weloveinc.com
Stage 3

34. www.weloveinc.com
Stage 3
brand toolkit
> A logo
> Brand colours
> Brand font
> Brand imagery
> Tone of voice
> Brand
guidelines

35. 05
01
02
0
Our logo is a very valuable asset.
We must treat it nicely. Never abuse
our logo, it doesn’t have arms so it
can’t fight back (our lawyers however,
are another story).
01 Print logo
This logo is to be used for all printed collateral
including all printed publications, advertising,
billboards, posters, flyers and product packaging.
02 Screen logo
This is our logo to be used for all screen work,
including websites, banners and presentations.
Please make sure you are using the latest
version as we have made it 17% nicer than
the earlier version.
Both these logos are available
in a negative version.
50332_A1_SKYPE_Look_230x280.indd4 4 23/5/07 13:12:18
A Logo

36. 15
Take a deep breath™
. Skype.comX
Take a deep breath™
Skype.com
X
01
02
03
0
Take a deep breath™
Skype.com
XTake a deep breath™
. Skype.com
X
1
Wherever possible, the Skype logo should appear with the strapline.
The logo has been set in a number of different formats. Pick the one that best suits the usage.
“Take a deep breath” is only our English language strapline. For international use, we’re applying
a different line. See the next page for international straplines.
“Take a deep breath™”
This is our main strapline in English.
01 Strapline – align right
House font – Chaletbook Bold.
Font size – 1/3 cap height
of logo. “Skype.com” – 50%
of Skype blue. Never recreate
this line in another font.
02 Strapline – align below
House font – Chaletbook Bold.
Font size – 1/4 cap height
of logo. “Skype.com” – 50%
of Skype blue. Never recreate
this line in another font.
03 / 0 Strapline
House font – Chaletbook Bold.
Font size – Cap height of logo.
“Skype.com” – 50% of Skype
blue. Never recreate this line
in another font.
Spacing of the strapline
The strapline always sits the
height or the width of a cap ‘X’
for consistency throughout.
Logo with Strapline

37. 13
Skype Yellow
Pantone 116 C
CMYK 0/10/100/0
RGB 255/205/0
HEX #FFCD00
Skype Green
Pantone 376 C
CMYK 55/5/100/0
RGB 135/200/10
HEX #87C80A
Skype Orange
Pantone 151 C
CMYK 0/60/100/0
RGB 255/115/0
HEX #FF7300
Skype Purple
Pantone 25 C
CMYK 55/100/5/0
RGB 140/40/140
HEX #8C288C
These colours only appear in rainbows.
12
Our colours are what give us
our personality. We’re bright,
bold, colourful and confident.
They’re simply loud and clear.
You can only reproduce the Skype logo using Skype Blue.
Oh yeah, we really don’t like black, so if it can be avoided… avoid it!
Note
These are our primary
colours for text and headers.
Skype Blue
Pantone Pro. Cyan C
CMYK 100/0/0/0
RGB 0/175/240
HEX #00AFF0
100% General Use
50% Strapline
20% Boxes
Skype Text
Cool Gray 9 C
CMYK 0/0/0/60
RGB 130/130/130
HEX #666666
50332_A1_SKYPE_Look_230x280.indd12 12 23/5/07 13:15:45
Brand colours

38. 09
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$@*) 0123456789
Aa
Chaletbook Bold
Chaletbook also comes in bold.
It’s called Chaletbook Bold.
You will need to adjust the kerning a bit.
The larger Chaletbook gets, the more tightly
it needs to be kerned.
50332_A1_SKYPE_Look_230x280.indd9 9 23/5/07 13:12:58
08
Chaletbook
The Chaletbook type family is our corporate font.
Not that any of us wear suits too often.
Chaletbook is a nice, simple font, good for
anything from headlines to text. Use Chaletbook
wherever possible.
Our typeface. Print.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$@*) 0123456789
Aa
Brand fonts

39. Say hello to
clouds and
rainbows.
1918
Clouds have always been part of our logo,
but we are now giving them a starring role.
Clouds are a good way to represent free
conversations. They feel free and natural.
They look cool.
Brand imagery

40. The
Space
InBetw n ©2011 We Love IncThe Space In Between Brand Guidelines | version 1 | February 2012
8.1 Tone of voice
direct
personable
bit of an edge
respectful
It’s really important that our
language use is clear and easy
to understand.
We need to sound like real
people, talking openly to a real
person at the other end.
We don’t go overboard with
jargon - although can pull out
the technical speak with ease
when we need to prove our
worth.
We skillfully avoid sounding
like a social media guru or in a
hyped up exaggerated state.
Limit the amount of time we
use the term social media in
comunications. It should be
alluded to but not focused on.
Engaging with people is the
main thing - in whatever digital
form that takes.
Not this:
We sound like this:
Get closer to the
people who matter to
you and your business
Engage with the people
around your brand,
right where they are.
If the digital space is
spacing you out, talk to
us. We get it.
We get digital.
Optimise your digital
presence and maximise
your influence online!
Join the social media
revolution!
Don’t get left behind -
social media engagement
is the new big thing!
Tone of voice

41. www.weloveinc.com
Stage 4
4. Apply the brand...

42. www.weloveinc.com
Stage 4
CONSISTENTLY!
AT EVERY
TOUCHPOINT.

43. www.weloveinc.com
Stage 1
User Profiles
Frustrations
Demographicinfo
Goals
Motivations
Brands
(Lifestyle
orbit)
Channels(Media/Digitalorbit)
?

67. www.weloveinc.com
Stage 5
5. Brand evolution
and guardianship

69. “The aim of the new identity was to build greater
positivity, optimism and an emotional connection
with Optus’ customers. In a market dominated
by formal and formulaic brands, the rebrand
needed to offer a clear departure from what
many Australians had come to expect of a large
telecommunications provider. To that end, the
identity needed a new voice that was friendly,
easy to understand and laced with humour.”
http://www.creativebloq.com/branding/destiny-calling-how-re-rebranded-optus-9134540

71. “The playful tone of the bubble font logo was
no longer appropriate for the entertainment-
led brand Optus needed to become. The new
strategy was to make much more of Yes and treat
Optus as a corporate endorsement. In essence
to make the logo more neutral, grown-up and
established, yet oh so familiar.”

82. www.weloveinc.com
SUMMARY
1. Understand the audience
2. Craft a strong brand strategy
brand story
3. Identify the brand
4. Apply the brand!
5. Evolve and guard the brand

83. www.weloveinc.com
Get going!
Any questions
?