BRAND MASTER SECRETS

THE BRAND INTENSIVE PRESENTATION SCRIPT

Hi John,

[INPUT] Here at [INPUT]. Great to be chatting to you again how are you?

[Mention a point of personalisation from your DISCOVERY CALL to reinforce the

human connection – Eg, ]

Oo, so I’m not gonna beat around the bush here because we have plenty to cover
in this call.

Now I got your brief through so thanks for taking the time to go through all of
that. I know there’s a lot in there but you’re the business leader so it’s important
that we weave your convictions and ambitions through your brand as we
develop it.

There were probably a few questions in there that forced you to think a little
farther into the future and expend your horizons about where you actually want
your brand to go and what that brand looks like in the future. Would that be
right? [RESPONSE]

Great.

So I want to start with a quick overview.

Now we’ve completed the BRAND INTENSIVE and we’ve dug into the details of
your brand and your industry so we certainly have a much better understanding
about the possibilities for your brand.

We’ve looked at how we can build up the foundations of your brand with an
internal brand structure to offer some clarity for the leadership and personnel of
the brand for now and as it grows.

We’ve completed research on your audience to get a better feel for who they are,
their situation, the problems they face what they’re looking for when it comes to
the specific problem that [THE BRAND] can help them with.

We’ve dug into your competitors to get a look at what they’re doing well, what
they’re not doing so well. We looked at where their clients are happy, where they
feel their being left short and we also reflected on how [THE BRAND] might
stand apart from them.
Based on the possible strategic directions, we took a close look at the personality
of [THE BRAND] and what that might look like. We developed ideas that are
heavily based on the personality of your customers and target audience and this
lends itself to a brand personality that they’re attracted to.

We also completed some research around a compelling voice for your brand that
acts as a delivery method for the characteristics of your brand personality which
all ties into developing a human persona for [THE BRAND].

We’ve taken a close look at the messaging and story framework that we’d which
will provide the details about what to say and how to say it, which will tie in
directly with the personality and brand voice.

Finally, we’ve begun to visualise the look and feel of your brand and how we can
go about drawing out the characteristics and personality of your brand so your
customers connect with it from the moment they see it.

This also directs the brand presence of your brand and we’ll be laying out ideas
about our preferred direction here, so you can get a feel for what your brand
might look like online.

We’ve wrapped all the structure, requirements and insights into this
presentation which we’ll dive into right now.

Sound Good? [RESPONSE]

Any Questions at this point? [RESPONSE]

Ok great, let’s jump in.

BRAND SUBSTANCE
Now we’re gonna start with the part of your brand that 99% skip over. Now it
might not seem overly important early on, but having this foundation in place as
the bedrock makes all the difference when your brand begins to grow.

(it’s important to repeat the idea of a growing and successful brand throughout
the presentation so your client begins to believe in the direction)

There are 4 elements in this section and they each play a role in providing clarity
for the internal brand. Knowing these four elements and being crystal clear on
each of them, builds confidence for the existence and direction for the brand.

The expectations that consumers have of brands today are lot different to the
expectations they had 20 years ago, or even 10 years ago. You’ve probably seen
that yourself. Have you heard of authenticity in the context of branding before?
[RESPONSE]

There’s a lot of talk about brand authenticity today which is another way of say
how genuine a brand is about who they are and what they do.. Customers what
the brands they do business with to have substance so that they’re about more
than just selling them stuff.

So building up the brand from the inside out so that it has substance is really
important. When a brand knows who it is, knows where its going and knows why
its here, customers can feel that authenticity and will stick around because of it.

BELIEFS
Ok so the first element is belief. Belief within the brand is about knowing why
you’re here and this doesn’t just mean to [SPECIFIC BRAND TASK].

This is about understanding the impact you have on your customer beyond that
and how that influences their day or their mood and what kind of knock on
effects that has in their lives ok? So we’re really getting into the human and
emotional aspect of the relationship you have with your customers.

[DELIVER REQUIREMENTS AND INSIGHTS]

THE FUTURE BRAND

The next element is about the Future Brand. Where’s your brand going and what
do you want it to achieve. If you achieve your goals then what will your brand
look like in 10 years time? What impact will it have on your customers and on
your industry as a whole?

How big will it be, how much market share will it have. Most brands never get
where they want to go because they’re not clear about where it is they’re going.
When you have the clarity and visualisation of what your future brand looks like,
then you know what you’re trying to achieve and where your brand is headed.
When it comes to making business decisions it acts as a compass as well. If a
certain action points you towards you’re future brand then you’re much more
likely to stay on track.

[DELIVER REQUIREMENTS AND INSIGHTS]

COMMITMENTS
While your future brand lays out the direction your brand is headed, your day-
to-day commitments will help you get there. It’s really important to have these
commitments as a brand mantra so everyone within the brand knows what they
need to do to make the future brand into a reality.

No I’m not talking here about specific business tasks. You know how to run your
business and what needs to be done to service your customers. This is the
overarching commitment to guide those tasks. Of course you know that you need
to satisfy your clients but your being clear on your brand commitments ties in to
what you’re promising.

[DELIVER REQUIREMENTS AND INSIGHTS]

PHILOSOPHY
Ok, so the last element in this section is about the philosophy of your brand. We
want to extract the details about how you want your brand to be perceived in the
market based on how it interacts with not just customers, but with suppliers and
the wider public.

Here we want to be clear on how we want to be perceived in the market and then
put a solid guide in place to help you achieve that perception. Now this is less
about being perceived as the cheapest or the most expensive. We’re not yet
talking about how you want to be remembered in terms of what you do.

This is about how you do things so it’s more about the experience that your
customers, suppliers and the wider public have with your brand. Again, being
clear on your philosophy just like the previous sections, guides communication
and decision-making so your brand remains consistent.

[DELIVER REQUIREMENTS AND INSIGHTS]

So lets take a look at all four elements again and where they fit in. We have your
BELIEFS, THE FUTURE BRAND, COMMITMENTS and PHILOSOPHY. These
elements together make up the BRAND SUBSTANCE.

Now as I mentioned before, 99% of brands skip this section and when the
growth phase happens, the wheels come off. If they’re not clear about where
they’re going, what they want to achieve, what they’re committed to and what
their philosophy is in the way they go about their business, it will show in
business decisions and brand inconsistencies later on.

As far as the overall strategy is concerned, most of the research and development
happens in other sections of the brand though the work we do here gives us a
solid foundation for the strategic work to come. Ok?
So do you have any questions at this point? [RESPONSE]

I’ll review each section again at the end so you can see it where it fits in from a
bird’s eye view ok? [RESPONSE]

POSITIONING STRATEGY
They next section is without a doubt one of the most important sections of your
strategy and where most of the research and development takes place.

There are 3 elements in this section and the importance of each one can’t be
understated. These three sections give us a clear understanding and outlook of
the market landscape and shine a light on potential opportunities in the market
that [THE BRAND] might be able to take advantage of.

While the first section was all about internal clarity, this section is all about
external clarity and is where the most strategic work is completed. When you
have a clear understanding of the players in your space and what options are out
there for the customer, it allows us to adjust what we’re doing to be more
appealing and take advantage of options your customers don’t have.

These adjustments don’t need necessarily need to impact business operations

and might simply be in the way we present what [THE BRAND] does, but
without a doubt, How we present that information, makes all the difference in
how [THE BRAND] will be remembered.

TARGET AUDIENCE
The first element in this section is your target audience. Before we can devise a
strategy that has the best chance of connecting with and driving action from this
group of people, we need to understand them first.

We need to understand the circumstances of their lives. From their day to day
activities to their overall lifestyle, preferences, and behavioural patterns.

Essentially what we need to do here is to get to know them better. But this
doesn’t just mean from an external point of view. We need to uncover the details
about their lives and explore the personal side of their lives and what makes
them tick.

From a psychological point of view we need to get a grasp on their personality

type and the characteristics they’re attracted to so we can understand how to
approach them and resonate with them.
Then specifically based on what we do for them, we want to understand the
challenges they face, when those challenges come about and the state of mind
they’re in as they face them. We do this to uncover the emotions they go through
so we can connect with them on a human level through those emotions.

There’s been a lot of advancements in neuroscience in the last 10 years which

means a better understanding of how the brain works and it explains a lot about
why we do what we do. Essentially, people are able to make faster connections
with things the feel rather than communication they understand because the
feelings are an older part of the brain than conscious understanding.

What this means for Neureomarketers and brands is that connecting with
audiences based on how they’re feeling provides a much more effective way of
resonating with them and ultimately converting them into customers.

[DELIVER REQUIREMENTS AND INSIGHTS]

COMPETITIVE LANDSCAPE
The competitive landscape plays a major role in determining the strategic
direction we go. We can effectively develop a strategy to set ourselves apart from
our competitors before fully understanding what they do and how they attempt
to set themselves apart.

We need to explore what they do from an external point of view but then we
need to dig a little deeper to have a firm grasp on whether or not they’re
succeeding in what they say they do.

In order to do that, we conduct analysis from the point of view of our shared
consumer who’s looking for a solution to their problem. They are the judge, jury
and executioner and have the final say on where our market competitors are
getting it right and where they’re falling short.

The work completed here uncovers patterns that we may take advantage of or
gaps, which reflect the unmet needs of our customers which a fraught with
dissatisfaction and frustration. These emotions become a key influencer and help
to shape our communication strategy later.

[DELIVER REQUIREMENTS AND INSIGHTS]

DIFFERENTIATION STRATEGY
If you go into the market offering the same thing to the same people at the same
price as everyone else, then it’s gonna be very hard to stand out in the market.
If you look at the market landscape from your customer’s point of view, then
another brand coming in and offering the same as what’s already available is not
contributing to anything but market noise.

From their point of view, they wont remember because you haven’t given them a
compelling reason remember you.

When your customer makes a decision on whether to choose one brand over
another, the differentiation strategy is almost always at the core of their decision
whether they know it or not.

A lot of businesses struggle with this section and fail to develop a differentiation
strategy that allows their audience to understand quickly, why they should
choose them over the rest.

One of the reasons businesses struggle with this is because they believe they
need groundbreaking innovation or a completely new product or service to
stand out but that’s not the case. Many effective differentiation strategies are
simple tweaks in the way they operate and in the way they communicate what
they do.

If you want your brand to stand out, then defining an effective differentiation
strategy is key.

[DELIVER REQUIREMENTS AND INSIGHTS]

So let’s take a look at these three key elements and where they fit in to your
overall strategy. So you have your Target Audience, Your Competitors and Your
Differentiation strategy.

These three elements come together to form your POSITIONING STRATEGY,

which is an internal guide that directs the offering and communication of the
offering to your target audience.

It clearly and concisely answers the question as to why your audience should
choose you over your competitors though your positioning strategy and
statement are not part of your customer facing communication.

Instead they offer internal clarity and provide a guide to shape your approach
and messaging framework. The position you take in the market and the
communication that helps your audience understand the value of that difference
are the most critical elements in your entire brand strategy.

All the biggest brands in the world have a clearly defined positioning strategy.
It’s not always obvious to us on the face of it, but they way they communicate
helps us to sub-consciously understand what it is that brand want us to
remember them for.

Brands that don’t have a clearly defined positioning strategy have no way of
helping their audience to understand why they should choose them over their
competitors.

If you don’t have a compelling and defined reason as to why your audience
should choose you over your competitors, they’ll find one that can.

Now one thing I need to stress here JOHN, is that defining your position in the
market doesn’t mean you cant compete where your competitors are providing
value.

Differentiating doesn’t mean you put all of your focus in to one area and neglect
the rest. You still want to provide excellent value in every area of your business.

But you need to define a point of difference and a compelling reason as to why
they should choose you.

If you tie that reason in to what they want, an unmet need or a gap left open by
your audience, then you can position your brand effectively in the market so
your audience remembers you for the right reasons.

Does that make sense? [RESPONSE - DISCUSS]

Do you have any questions about any of the elements in that Strategy Section
JOHN? [RESPONSE - DISCUSS]

BRAND PERSONA

The next section of your strategy is vitally important in making human

connections with your audience.

It contains one element, which is broken up into two key parts.

Brand consumer relationships have changed dramatically in the last 10 years or

so. Back in the 80s and 90s brands and consumers didn’t have much of a human
relationship at all.

Brands communicated with one-way broadcast messages in the form of

advertisements without having any kind of interaction with the end consumer. If
the consumer didn’t feel a connection or had a complaint, they had no voice.

Things are a bit different today.

Word of mouth, which is leveraged by social media, means that the consumer has
a voice that they didn’t have back then and can communicate in open forums
with the brands they choose.

Relationships have gone from one-way broadcast to two-way conversational.

Consumers are used to this now and they expect that their brands have a human
side, a personality and they actually feel like they’re engaging with a person
when they engage with the brand.

This goes for all forms of brand presence from social media interactions to
website copy and even advertisements.

Brands without a personality feel two-dimensional, which means consumers

struggle to make a connection with them. So brands that aren’t making human
connections are at a disadvantage to those that are.

HUMAN PERSONALITY
So the first part of this section is the HUMAN PERSONALITY

I touched on neuroscience earlier as a way of explaining why we do what we do.

But It also explains why we behave the way we behave. We all have an innate
understanding of core personality types and recognise them when we experience
them.

These personality types display specific characteristics that appeal to specific

desires. When someone’s desires match with the right characteristics, there’s an
immediate attraction.

So for example, let’s say you have a desire for freedom and the outdoors and you
experience someone with adventurous characteristics, you’d be far more likely
to want to get to know them better…. Do you see what I mean? [RESPONSE -
DISCUSS]

This science and personality framework gives brands a huge advantage in

approaching their audience. Smart brands can uncover the personality of their
audience and use those desires and characteristics to shape a personality for
their brand so they can make a human connection.

I said smart brands here because this is all still relatively new in the greater
scheme of things. Of course the biggest brands in the world spend a lot of money
on this kid of research, but most other brands don’t consider it.

But if you’re able to extract the characteristics and desires of your audience, you
can build a human personality to appeal to them that can shape everything about
your brand communication from the look and feel of your brand identity and
your website to the tone of voice of your brand message.

[DELIVER REQUIREMENTS AND INSIGHTS]

BRAND VOICE
The next part of this section is your brand voice, which is essentially, an
extension of your personality.

Your personality will define the characteristics we’ll need display in your
communication though your BRAND VOICE along with your BRAND LANGUAGE
AND VOCABULARY will be two of the key delivery methods of those
characteristics along with your visual identity.

As you can see, we’re really getting down into the fine detail here of how your
brand will communicate with your audience but this fine detail is what makes all
the difference.

95% of al buying decisions are made in the sub-conscious and it’s the fine details
like these that have the biggest impact on that sub-conscious decision.

[DELIVER REQUIREMENTS AND INSIGHTS]

So let’s take another look at this section and what it’s made up of.

So the brand element is your human personality and brand voice, which falls
under your brand persona.

This brand persona, which is essentially your human brand, is becoming more
and more of a key strategic element in branding.
From people to brands, the way we categorise, define and decide what or who
we’re attracted to doesn’t change. It’s all based on our desires and then the
characteristics that align with those desires.

Brands that understand the characteristics that their audience is attracted to

have a distinct advantage when it comes to making connections.

A well-developed brand persona also enhances effective communication and

encourages a feeling of two-way engagement.

Again, as I said JOHN, neuromarketing and human brand personas are very
effective strategies that a still under utilised and offer a distinct advantage in the
market to brands that use them.
Did you have any questions about human personality or brand voice?
[RESPONSE - DISCUSS]

COMMUNICATION FRAMEWORK

The next section of your strategy is where the rubber meets the road in terms of
delivering what you want your audience to understand about your brand.

It contains three elements and each of them play a different role in delivering the
message.

Your audience is busy. They have busy lives and don’t have much time for
themselves. When you do get the opportunity to put a message in front of them,
you can’t ask for too much commitment.

Today, on average, it takes about 8 touch points for your audience to feel
comfortable with you enough to remember who you are and what you do.

You can’t and shouldn’t try to drill too much information into your audience in
one sitting. You need to drip feed them little pieces of information at a time so
they fill in the full picture.

Maybe they’ll digest one piece in the morning with their coffee. Another piece on
their lunch break or after a meeting, another piece on the bus or waiting for their
friend or partner and another piece after dinner when they’re sitting on the sofa.

This is the modern consumer. Their attention span is low and they don’t have the
time and patience for long messages that make them think.

If you want them to get the full picture of your message, you need to have a
structure in place where you can drip-feed them on or two pieces at a time.
CORE MESSAGE
One of the most common mistakes brands make today is in relation to their
communication framework.

The two key factors in the core message are the WHAT and the HOW.

Knowing WHAT you want to say has never been more important in this low
attention environment. When we define the difference that you want to mean to
your audience, your WHAT flows from there.

The other key is the HOW. Your personality and tone of voice will represent
HOW your message is delivered from a human connection perspective, though
answering the HOW question is also about the structure of delivery.

“Core Message” is a term that you’ve probably heard and what many brands do is
they define a paragraph that sums up what they want their audience to
understand about their brand.

The problem with this structure is that it doesn’t offer any guidance for everyday
communication. They have a message paragraph that sums up what they do, but
then what?

Should post that paragraph on their social media page and repost again and
again. Or if they should put it on the about page of their website as well as their
home page.

The modern version of a Core Message is not a single paragraph that offers no
guidance. It’s a messaging framework that is made up of very specific key
messages, that act as a guide for all future communication whether you’re
producing website copy, social posts, emails or advertisements.

[DELIVER REQUIREMENTS AND INSIGHTS]

STORYTELLING FRAMEWORK
The next element is the storytelling framework.

Now storytelling has become more and more popular in recent years and that’s
because of neuroscience and our understanding of the human brain. Human’s are
built for story and our brains are able to remember story based information fast
more effectively that information outside of a story.

All of this has been proven through neuroscience in the last decade or so and
that’s why brands are using stories more and more.
But a lot of brands haven’t fully grasped the reason people like stories and their
brand stories reflect that. The tell a story of their orign. How they began, when
they began, where they want to go and why they’re so great.

The problem with stories like this is firstly, they’re boring. Nothing happens and
there’s no emotion. Secondly, the doesn’t allow the audience to connect with it.

People like stories because the look for themselves in them in it and follow the
journey of the character as if they were on the journey themselves. If that story
reflects their own struggles and emotions and uncovers a journey to success,
then they’ll be emotionally hooked.

Brand stories therefore shouldn’t be about the brand. They should be about the
audience and their struggles. That is how brands engage their audience through
story.

[DELIVER REQUIREMENTS AND INSIGHTS]

NAME, TAGLINE & HOOKS

Now this element covers a few different pieces that are miniature messages in
and of themselves.

Often these are the first opportunity you have with your audience to deliver a
message after your visual identity so they should align with the message you
want your audience to understand about your brand.

Now obviously [THE BRAND] already has a name and we would only look at this
if it was something you’re open to. It’s definitely not a necessity and I’ve actually
left it out of the final quote through if you are open to it, we can add it in later.

Effective need to be memorable of course but if they can act as the first message
in your brand experience and that message becomes how your audience refers to
your brand then a name with a message can help to solidify your position.

Whether or not you’re open to a name change, you will certainly require a
tagline.

The tagline is effectively a concise and memorable client facing extension of your
market position. We define what we want our audience to remember us for in
the positioning strategy, though giving them an easy to remember tagline is key
to them remembering.

Hooks are an effective way for brand personnel to deliver the brands message in
conversation. Whether it’s the leaders of the brand or staff, it’s common that
when someone is asked what they do, their response doesn’t reflect the brand
and it’s a missed opportunity.

This is certainly true from the leadership if they find themselves in networking
opportunities. Effective hooks are short phrases and paragraphs that succinctly
communicate what the brand does in a compelling and memorable way.

Hooks delivered in the right way to the right person can open doors for brands in
countless ways and all brand leaders should be armed with them

[DELIVER REQUIREMENTS AND INSIGHTS]

So let’s take another look at these elements in the big picture of the brand
strategy. They are the CORE MESSAGE FRAMEWORK, the STORYTELLING
FRAMEWORK and the NAME TAGLINE AND HOOKS.

All of these form a distinct part of the COMMUNICATION STRATEGY.

An effective communication strategy is not complicated but it does need clarity

and structure. Knowing WHAT to say and having a delivery structure is key to
communicating on modern platforms.

Engaging your audience with a story that speaks directly to who they are, the
problems they have and the emotions they feel will draw customers in and
delivering compelling messages in the earliest stages of communication ensure
that your message is fully aligned from start to finish.

Now there’s obviously a lot more in this section than simply defining a core
message paragraph but did the concept of the structure make sense? [RESPONSE
- DISCUSS]

As I said, exploring a new name is not a necessity, but something we can look
into if you’re open to it… did you have any questions about this section at all…?
[RESPONSE - DISCUSS]

VISUAL EXPRESSION

The final section of your strategic brand contains two elements and this is the
section that’s a little more familiar.

This is where your brand comes to life visually but it’s also the where we get to
emphasise the difference your brand will have when compared to your
competitors.
Most businesses begin to build their brand at this stage. They engage a designer
to design a logo and a website and away they go.

They approach the market with little to no understanding about who their
audience is, the strengths and weaknesses of their competitors, a differentiation
strategy or a clear position, a brand persona, core message or storytelling
framework. Ultimately they don’t have a strategy and that’s a distinct difference.

Your visual brand and presence will also provide an edge because they’re built
on everything that’s come before it.

Your brand will have a persona and characteristics we’ll need to display so we
use the visual identity as another delivery method for these characteristics
which increases the chances of resonating with your audience.

VISUAL IDENTIY
Your visual identity is the first opportunity we get to make an impression with
your audience. Because we’ll have a clear picture of the brand persona and the
characteristics we need to display, strategically developing your brand identity
becomes much easier.

Logo shapes, colours, typography, graphic and patterns all provide us with
opportunities to deliver certain characteristics that resonate with who your
audience is.

The combinations of these elements allow us to produce a look and feel that you
can only capture with visual elements. As the term suggest the Look and Feel of a
brand has the ability for us to make our audience feel a certain way so it is very
much a strategic tool.

We are all visual people and our brain can process images in 13 milliseconds so
although your visual identity is not your brand, it’s a critical tool of your brand to
make instant visual connections.

[DELIVER REQUIREMENTS AND INSIGHTS]

Based on the strategic audit of your brand we’ve conducted a preliminary

discovery for the direction of the look and feel. Now this moodboard is just an
idea and it’s only based on some early insights.

The more detailed our research becomes the more specific we can get, first with
the visual direction and then the brand identity system.
BRAND PRESENCE
The final element of this suggested brand strategy involves your initial brand
presence which would include your website design and build, your social page
branding and business card design and print.

We can also look at other physical collateral such as brochures there’s

opportunity to use them though I’ve kept that off the final quote and we can add
that in later on if required.

Your website and any subsequent brand collateral will follow the look and feel of
your brand identity system which will be set out in your brand style guide.

Based on our initial research and the brief, your website design and build
wouldn’t require any complicated development which will keep your website
costs at a minimum.

[DELIVER REQUIREMENTS AND INSIGHTS]

So lets take a look at these last two visual elements, which are your brand
identity system and your brand presence, which fall under your visual
expression.

Do you have any questions in relation to the visual expression section?

[RESPONSE - DISCUSS]

So this is the complete strategic brand we propose to develop for your business
and it’s broken up into two core segments, which are your BRAND STRATEGY
and your BRAND EXPRESSION.

This last section as I mentioned is the most familiar. Most businesses will pay for
a logo and website and will believe they have a brand. But as you can see from
the detail that we’ve covered here, that’s not the case.

A logo and a website are just that on their own are just visual elements.

When coupled with a strategy and created with that strategy at the core, they
make up a critical section of an overall complete brand. On their own however,
without a strategy behind them, they’re just visual elements that have very little
effective impact.
The processes and suggested strategy that I’ve laid out for you here on the other
hand produces a complete strategic brand, built on modern systems and
frameworks with your audience at the core.

Brands that are build through this process produce a crystal clear direction and
messaging both for brand personnel and customers along with a solid structure
and foundation for growth.

So, lets take a look at the recap and see what this roadmap looks like from an
overview.

We start with your brand substance, which includes your belief, your future
brand, your commitments and your philosophy.

In the next section we have your positioning strategy. The work here involves a
comprehensive audience audit to uncover the detail of the lives of your audience,
what makes them tick and how they feel. A comprehensive competitor audit to
identify the strengths and weaknesses of your competitors, unmet needs of your
audience and potential gaps and opportunities. And your differentiation strategy,
to define the difference you’ll represent to your audience which will shape your
communication framework.

Next we develop your human brand persona based on a scientific personality

framework called archetypes. The personality is developed to display
characteristics specifically to attract your audience.

Your brand personality is brought to life with attitudes and opinions of the
industry and the wider world as well as a brand voice, language and vocabulary
all selected to connect with your audience on a human level.

Your communication framework is developed next starting with your core

message. With your market position at the core we develop your core message
framework build on a series of key messages that acts as a guide for all brand
communication.

We create your brand story framework with your customer centre stage. This
framework provides and end-to-end story made up of story blocks, which
represent your story guide for modern digital channels.

We craft a memorable tagline developed around the difference we want your

audience to remember you for as well as hooks to engage face to face prospects
with.

We develop your brand identity system to include your primary logo and logo
variations, a styled image library and a toolbox of supporting graphic elements
while we bring the intended and correct usage of these elements together in your
brand style guide.
Finally, we bring your brand to life through its initial presence with your Web
design and build which includes your required website copy, social page brand
assets and business card design & print.

So, here’s the itemised quote for the cost of the work.

BRAND SUBSTANCE IS 830

POSITIONING STRATEGY IS 4,250
BRAND PERSONA IS 1,395
COMMUNICATIONS FRAMEWORK IS 3,250
BRAND IDENTITY SYSTEM IS 4,895
BRAND PRESENCE IS 5,925

This brings the total to 19,900

Now I told you in the DISCOVERY SESSION that if you decided to go ahead with
the required work I’d knock the cost of the brand intensive off the quote, that
that brings the cost down to 19, 405.

Now at the moment, I’m filling up my calendar for this quarter and in order to fill
the last few spots, I’m gonna reduce this to 16,990, which is a full $3,000 off the
original price.

Does that work for you?

What ill do is send you the itemised quote with the full details, which includes
the required steps and what’s involved. I’ll also send over the strategic roadmap
report with all of this information itemised for you.