brand bootcamp: simple exercises to build a strong, long-lasting brand
TRANSCRIPT
@ShainaRozen + @TanyaGagnon
"How Slack has made itself an indispensable business tool” by Dan Frommer
“Your brand is what other people say about you when you're not in
the room.”
Jeff Bezos, CEO of Amazon @ShainaRozen + @TanyaGagnon
Define your emotional drivers
@ShainaRozen + @TanyaGagnon
Slideshare.net - The Emotional Drivers of Highly Successful Viral Content
The verbal side of branding
• The core concept or brand story • Mission or deeper purpose • Positioning • Audience personas • Voice and tone • Messaging
@ShainaRozen + @TanyaGagnon
The visual side of branding
• Logo or visual mark • Signature colors and typefaces • Design elements • Imagery
@ShainaRozen + @TanyaGagnon
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
@ShainaRozen + @TanyaGagnon
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?
@ShainaRozen + @TanyaGagnon
Table Stakes
Wasted Words
Ego Boosts
MAGIC!
Relevant
Not Relevant
Unique Not
Unique
@ShainaRozen + @TanyaGagnon
Visual exercise
Translating the intangible • How do I use design to differentiate? • How do I show brand personality? • How can I connect emotionally?
@ShainaRozen + @TanyaGagnon
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