SlideShare a Scribd company logo
BELL+IVY
Brand Your
Business
Cynthia Johnson
Major Topics
Outline of Discussion
What is a Brand's Purpose
What is Marketings Purpose?
Brand Archetypes
Framework
Branding vs Marketing
Brand Dictates Marketing Not the Other Way
Contact
The Purpose of Branding
To be recognized and understood. To
easily stand out.
The Purpose of Marketing
To sell and to promote.
This is Branding
To be recognized and understood. To
easily stand out.
This is Branding
To be recognized and understood. To
easily stand out.
This is Marketing
Brand
Archetypes
Archetypes are the heartbeat of a
brand because they convey a
meaning that makes customers
relate to a product as if it actually
were alive in some way, they have a
relationship with it and care about
it.
Finding a Brand
Archetype
If our brand were a person, what kind of person would they be? How would they act?
Speak? Move? What character traits would people use to describe them?
If our brand were a person, what would their relationship to our most important
stakeholders be? A friend? A mentor or coach? A colleague? A boss? A peer? An ally? 
How does our brand want to make our most important stakeholders feel?
What are the archetypes of our major competitors or closest peers? (If it’s impossible to
guess, they might have brand personality inconsistency). 
If money and reality were no object, and you could hire anyone in the world, alive or dead,
fictional or real, to be your organization’s spokesperson, who would it be? Why them? What
about them makes them a good representative of your organization?
The Magician
In the Family
Magician
Alchemist
Scientist
Engineer
Innovator
Framework
You Need to Kn0w
Brand Category
Key Services or Products
Similar Brands
Key Stake Holders
Framework
You Need to Kn0w
Brand Category
Key Services or Products
Similar Brands
Key Stake Holders
And...
Purpose
Vision
Mission
Core Values
Framework
You Need to Kn0w
Brand Category
Key Services or Products
Similar Brands
Key Stake Holders
And...
Purpose
Vision
Mission
Core Values
And...
Brand Personality
Culture
Competitive Advantage
Audience
Marketing is NOT Branding
Branding is NOT Marketing
For Whom?
Marketing
For Business
Branding
For Customers
For Whom?
Marketing
For Business
For Whom?
Branding
For Customers
What does it
do?
Marketing
Cultivates Customers
Branding
Builds Customer Loyalty
What does it
do?
Marketing
Cultivates Customers
What does it
do?
Branding
Builds Customer Loyalty
Showcases &
Highlights?
Marketing
Benefits
Branding
Dreams
Showcases &
Highlights?
Marketing
Benefits
Showcases &
Highlights?
Branding
Dreams
Influences
Marketing
Immediate decision making
Branding
Influences buying decisions
through the impact left on
consumer's minds
Influences
Marketing
Immediate decision making
Influences
Branding
Influences buying decisions
through the impact left on
consumer's minds
Creates
Marketing
Needs
Branding
Relationships
Creates
Marketing
Needs
Creates
Branding
Relationships
Brand Dictates Marketing
Not the Other Way Around
Keep In Touch!
Cynthia Johnson
@CynthiaLive
Bellivy.com

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