a branding journey
TRANSCRIPT
A BRANDING JOURNEYmake your brand memorable
WHAT IS ABRAND?
A LOGO + A NAME
A LOGO + A NAME
do not make a brand!!
A BRAND IS MUCHMORE COMPLEX
“Brand is just a perception, and perceptionwill match reality over time. Sometimes it
will be ahead, other times it will be behind.But a brand is simply a collective impression
some have about a product.”
Elon Musk
Have you tried this?
Being Cheaperread ‘free’
Being Convenient
Long Story Short
Being Cheaper Being ConvenientTakes TimeNot a Good Idea
A good brand story = a memorable brand
ONCE UPON ABRAND...
Bememorable
Thinklong term
What you want to achieve
CreateConsistency
Connectwith clients
Standout
HOW TO MAKE A BRANDMEMORABLE?
Some kind ofmagic portion
Simple design
Good Story
Unique Personality
Good knowledge of customers
Some kind ofmagic portion
Simple design
Good Story
Unique Personality
Good knowledge of customers
unless you selling the rainbow and unicorns
No more than2-3 main brand colours
A simple andeasy to
identifysymbol
A unique look and feel
That being said, here’s the most important thing
you’ll change it later when you are big enough
Don’t obsess over your logoor brand colors
pick something and stick with it!
Some kind ofmagic portion
Simple design
Good Story
Unique Personality
Good knowledge of customers
When reading or hearing a storyour brains reacts as if we
part of it.
My 3 favourite Brand story frameworksfor start ups
1. The PSS Story
Problem Solution Success
Example: Dropbox
“Drew Houston, Dropbox founder, was tired of forgetting his USB, so he thought of a cloud based
file hosting system that would solve his problem.”
The ProblemThe Product asthe solution
2. The Underdog Story
Small business passionate about products and
customers
Big corporate business with impersonal customer
service
vs
Example: Equity Bank
“Equity bank entered the market with a clear goal: Banking majority poor customers rejected by big
banks.”
The UnderdogThe Big Dog
3. The Higher Purpose Story
Strong company culture
+
Vision going beyond the product.
Example: Toms Shoes
“Toms Shoes came up with the tag One for One, meaning that for every purchased pair of Toms gives a pair to someone in need. TOMS exists to
improve lives.”
2 elements that arepart of TOMS culture
What’s right for you depends on the actions you want to inspire
Mainly sales focused. You want people to
solve problems using your products
Mainly relationship focused. You want people to have an
emotional connection to your products.
Mainly inspiration focused. You want
people to drive change and make the world a
better place.
PSS Story Underdog Story Higher Purpose Story
1 2 3
Some kind ofmagic portion
Simple design
Good Story
Unique Personality
Good knowledge of customers
5 dimensions of brand personality
1 2 3 4 5
Sincerity Excitement Competence Sophistication Ruggedness
Down-to-earthFamily-oriented
Small-town
HonestSincere
Real
WholesomeOriginal
CheerfulSentimental
Friendly
DaringTrendy Exciting
SpiritedCool
Young
ImaginativeUnique
Up-to-dateIndependent
Contemporary
ReliableHard-working
Secure
IntelligentTechnical
Corporate
SuccessfulLeader
Confident
Upper-classGlamorous
Good Looking
CharmingFeminine Smooth
OutdoorsyMasculine Western
ToughRugged
The Magician
The Creator
The Innocent
The Explorer
The Sage
The Lover
The Ruler
The Hero
The Caregiver
The Maverick
The Jester
The Regular Guy/Girl
12 main brand archetypes
Some kind ofmagic portion
Simple design
Good Story
Unique Personality
Good knowledge of customers
Forgive me for stating the obvious but:
You can’t build a memorable brand if you don’t know what’s
memorable to your customers!
Let me givean example
Let me givean example
Mainly sales focused. You want people to
solve problems using your products
Mainly inspiration focused. You want
people to drive change and make the world a
better place.
Company X’ customers are mainly young freelance designers like this cool handsome young man
This might be memorable to them: good & innovative design, a dribble social media link, references to freelance work, good looking mobile version of website…
Let me givean example
They mainly sell to 40+ corporate sales
VPs
This might be memorable to them: testimonials of other
enterprise customers, strong focus on KPI, ROI
and e�ciency, a professional, formal
Doesn’t care much about KPI and ROI
Doesn’t care about your brand’s Dribble
profile
Cool, cool, but how do you know what’s memorable to customers?
1. Hang-out in the same places as they do 2. Do one-on-one interviews 3. Look at the content they share 4. Study the look and feel of so�wares
they use
Becoming memorable is our first challenge.
And here’s how we are going to achieve that!
What do you have right now?
Step 1
more catchy? less generic? New Name?
more catchy? less generic? New logo ?
the most important part is to bring designharmony to the brand.
Real colour scheme and design feel? ?
Step 2
whats your story and how do you tell it?
Personality ? Archetype?
the most important part is to bring designharmony to the brand.
Real colour scheme and design feel?
STEP 3:
We want to try a very di�erent brand personality: Example..
2
Excitement
DaringTrendy Exciting
SpiritedCool
Young
ImaginativeUnique
+
The Maverick
STEP 4:
Which customers will this resonate with?
But that’s not all! Being memorable also means building a memorable customer experiencewhich we’ll cover the next time we meet :)
WE’VE GOT MEMORABLEBRANDING COVERED.
Hope you enjoyed the presentation and I’d love to hear from you!!
@onlymagugz
THAT’S IT FORNOW FOLKS.
