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Branding and
Positioning Guide
What is a brand?

2 Brand Personality

3 Logos & Fonts

4 Color Palette

5 Website

6 Social Media

7 Positioning

7 Reputation Management

What is a brand and why
does it have value?
A brand is the way that a company,
organization or person is perceived by the
people who experience it. Your brand
differentiates you from your competitors
and aside from the product or service that Identity Reputation
you provide, is your greatest asset.

How much control do you


While you can control the elements that go

into creating your brand your brand it's Brand Elements
intangible reputation is determined by the
collective consciousness of your Logo
customers. Website
"Brands live in the Brand Colors
minds of the people Graphic
who interact with, Print Media
and experience Location
them." Behavioral Patterns
Company Culture
PAGE 3 Messaging
Giving your brand human

One way to influence the way that people

perceive your brand is by establishing your
brand's personality.

This is achieved by assigning human

qualities and character traits to your brand
and describing it as though it were a
person with a unique voice and approach
to customer interactions.
3 out of 4 Consumers
How much control do you have?
Appreciate Humor from
While you can control the elements that go Brands.
into creating your brand your brand it's
intangible reputation is determined by the Your brand voice will, in large part, be
collective consciousness of your determined by your industry and what is
customers. considered appropriate. However, this
does not mean that you have to be serious
"Brand perceptions and formal all of the time.

influence customer While it may be best to keep your blog,

website and email interactions
behaviors." professional and "all business" you'll find
that you have opportunities on social
media to show an informal and
approachable side of your brand.
Choosing the right logo
and fonts to represent
your brand

Choosing a Logo and fonts for your brand

is a little bit like building a brick house.
Once it's built, it won't be easy to change.
However, that doesn't mean you won't be
able to adapt it over time, it merely means
you'll want to do so carefully and build
upon a strong foundation.

A logo is like a name-tag and profile

picture rolled into one. It is often the first
thing they will see when they interact with
your brand and it has the power to make a
strong first impression.

Logos can include images, text, and colors

that represent your brand. Some logos
have no text while others are text based. If Brand Personality
your logo is image based, you'll want to
The manifestation of a brand personality
have versions that include your company
through a mascot or spokesperson is an
name. If your logo is text based you'll want
age-old way for companies to bring their
to decide if there are any accompanying
business to life and speak directly to their
symbols or graphics that can be added or
customers. These characters are visually
used for things like your favicon.
stimulating, memorable and can even
improve a customer’s overall perception of
Text and Graphic
the brand. They often disarm a customer’s
Graphic Only
doubts or indifference with playfulness
Text Only
and humor.
Multiple Versions
Your Brand Will Evolve
Over Time

When you create your logo you will want to

design something that can stand the test of time.
However, that doesn't mean your brand and your
logo won't undergo transformations over time.

Google has transformed its logo many times in

the last twenty years simply by changing the
fonts and slightly tweaking the shades of their
iconic primary colors.

As your brand evolves and new technology is

developed you'll want to re-evaluate your brand
and do a personality check to ensure that your
branding and messaging still represents your
core values and resonates with your target

How often should you update your

branding and messaging?

Website (every 2-3 years or less)

Logo (every 5 years)
Fonts and Colors (as needed)
Brand Messaging (annually)




Strategic Use of Color Is a Powerful Branding and

Marketing Tool
Colors evokes emotion. Color combinations Steps to Building a Color Palette
create atmospheres and environments upon
which you can create the world of your brand. 1. Choose your Primary Brand Color
2. Choose Secondary Brand Colors
If emotion is the strongest factor in consumer 3. Fill in with Accent Colors
buying decisions and color has power to
evoke emotions; it is not hard to to make the Pro-tip: Use an online color palette generator to
leap that the use of color in your marketing derive a palette from a favorite photo.
and branding is a powerful tool.
Draw Inspiration from:
Color theorists and psychologist have done Images from your Website
studies that show that color can be a powerful An Existing Logo
in its ability to affect mood and behavior. Product Colors
Competitors in your Industry
Selecting Complimentary Monochromatic

The Color Wheel


Image credit: Ux Planet


Hex Color Code: A way of specifying an exact Complimentary

color for display on web pages and digital

Monochromatic: Different shades of the same


Analagous: Using three colors that are next to

each other on the color wheel.

Complimentary: Combining colors from Pro-tip: You can expand any of these palettes
opposite sides of the color wheel. by using tones, shades and tints that exist
between the main colors. You may need to
adjust palettes to add contrast to optimize it
PAGE 8 for use on a website.

Put Your Website to Work for Your Brand

The parts of your website that Creating a website, especially if you are
creating one for the first time, requires
most influence the users brand
planning and strategy in order to make sure
perception that it accomplishes your goals. This means
that your goals need to be clearly laid out
Header before you start.
Primary Action Buttons What is the main purpose of the website?  
Secondary Action Buttons What action do we want the website users
Logo Placement to take?
Menu Navigation How am I going to market the site? Paid
Overall User Experience Ads? Social Media? Email Marketing?

Friendly, Warm, Playful, Personal, Honest, Humble,
Authoritative, Professional Critical, Direct

Social Media Voice

Complex, Savvy, Serious, Casual, Engage, Educate, Inform,
Use of Slang, Whimsical Entertain, Sell, Amplify

Developing a Social Media Brand Voice

When you have a highly functioning social You'll want to determine your brands social
media presence, you are not only keeping your media voice ahead of time and communicate
business or brand in the public eye, but you these standards to everyone who has access
also have the opportunity to communicate to your Channels. Social media is typically
with your current customers and uncover informal, but you should carefully consider
potential customers that may have never what level of formality is appropriate for your
heard of you. brand.

Respond to positive feedback and criticism "Your social

Share new products and services
Share blogs and video channels give you
Use targeted social ads
direct access to your
PAGE 10 audience"
"To target market, brand is
a market category that
differentiator because
target market needs the

Writing a brand positioning statement

The Parts of a Positioning Statement What is Positioning?

Target Market: Your target audience. Positioning refers to the process of

establishing the image or identity of a brand
Brand: Your brand name. or product so that consumers perceive it in a
certain way. In order to write a positioning
Market Category: The market category that statement you'll need to understand your
your brand belongs to target audience what they need, what they
care about, and what most influences their
Differentiator: What your brand offers that decision to choose you and your business
differentiates your from your competitors over the compeitors in the marketplace.

The Payoff: The benefits of choosing your


"To dog owners, HappyDog is a Dog Treat
that is a Custom Formulated
Subscription because dog owners
need healthy, hypoallergenic dog treats
made specifically for their dogs needs
that they will never run out of."

Brand: HappyDog Treats

Target Market: Dog Owners who care about feeding their custom made dog treats for your dogs
specific needs and allergies.

Market Category: All Natural Dog Treats

Differentiator: Customers fill out a survey that includes their dogs breed, health history, allergies
and preferences. HappyDog creates all natural, custom made dog treats made just for your dog and
their needs. It is a subscription service that is easily customizable based on your dogs unique

The Payoff: Treats for your dog that are made just for you dog, and arrive every month! If your dog
doesn't like your custom formula, send the treats back and receive a new formula free!


Taglines that Speak to Your Target Audience

Brand Messaging is how you communicate Types of Brand Messaging

your value proposition to your audience using
language in your ads, tag-lines, social media Brand Driven: Fairly static, does not change
posts, website and digital content. regularly.

Messaging is not static. You may have tag- Website Header

lines that are constant slogans and messaging Brand Slogan
for individual campaigns that changes
quarterly. Campaign Driven: Updated regularly to reflect
current services, products and promotions
Your messaging should be based on your
positioning statement, but malleable enough Paid Social Ads
to change for every channel through which you Email Marketing
speak to your audience. Social Posts

Review Management Funnel

Get customers
into the funnel

Guide them
through the process

and Respond

Dealing with Positive and Negative Reviews

A recent study found that 88% of customers Build a Review Management Program
trust online reviews as much as a personal
recommendation and 90% of customers say Send Automated Email Reminders: Ask to
that online reviews influence their buying customers to review your brand
Monitor Multiple Platforms: Give
The best review management programs customers a simple interface to choose the
succeed because they build many positive review platform that best suits them
reviews, limit negative reviews, and create a
system for responding to both positive and Promote Good Reviews: Share on your
negative reviews. Building many reviews social channels
means more than just asking – it means
making the process easy for both the business Respond to Bad Reviews: Direct Customers
and the people that are being asked to review to proper channels off the review platform
the business.  The most successful way to do
this is to use a Review Funnel.

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