brand bootcamp: simple exercises to build a strong, long-lasting brand
TRANSCRIPT
Brand Bootcamp Simple Exercises to Build a Strong, Long-Lasting Brand
Mention: @ShainaRozen @TanyaGagnon Hashtag: #PHXstartupweek #ChaseBasecamp #yesphx
Nice to meet you.
Shaina: The Wordsmith
Tanya: The Designer
@ShainaRozen + @TanyaGagnon
A match made in branding heaven
Verbal Visual
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Branding isn’t just about warm and fuzzies.
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@ShainaRozen + @TanyaGagnon
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"How Slack has made itself an indispensable business tool” by Dan Frommer
@ShainaRozen + @TanyaGagnon
@ShainaRozen + @TanyaGagnon
@ShainaRozen + @TanyaGagnon
Strong brands don’t just make friends. They make money.
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“Built to Last” by Jim Collins
So, what makes a strong brand?
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“Your brand is what other people say about you when you're not in
the room.”
Jeff Bezos, CEO of Amazon @ShainaRozen + @TanyaGagnon
What makes branding work?
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Extend beyond the brand
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Connect on an emotional level
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Define your emotional drivers
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Slideshare.net - The Emotional Drivers of Highly Successful Viral Content
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Elements of a strong brand
Verbal Visual Brand
Experience
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The verbal side of branding
• The core concept or brand story • Mission or deeper purpose • Positioning • Audience personas • Voice and tone • Messaging
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The visual side of branding
• Logo or visual mark • Signature colors and typefaces • Design elements • Imagery
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The overall brand experience
• The customer experience • Company culture and values • Quality of the product or service • Harnessing all the senses • Consistency in every interaction touchpoint
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Time to work out!
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Verbal exercise
Determining your true differentiation What truly makes my company different from my competitors and peers? • What do my customers care about most? • What position can I own in their minds?
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Table Stakes
Wasted Words
Ego Boosts
MAGIC!
Relevant
Not Relevant
Unique Not
Unique
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Visual exercise
Translating the intangible • How do I use design to differentiate? • How do I show brand personality? • How can I connect emotionally?
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Imagery with brand personality • Create a library of 5-10 brand images • Use your core values on the initial stock image search • Add additional words to customize your image search
Brand colors Brand personality traits Emotional triggers Brand storyline
• Choose images that have the same look and feel • Choose images with space • Keep both print and web in mind • Combine illustrations and photography
@ShainaRozen + @TanyaGagnon
Ready to get your brand into shape?
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Download this presentation at bit.ly/brand-bootcamp.