The

Anatomy
of a
Brand
A practical guide to the
intricacies of branding
For marketers and brand
lovers everywhere
Unlock
the
power I love branding. It’s been my career for the last 18 years,
and it’s my passion. Throughout my career one question has
always stayed with me: What exactly is a brand?

of With brands at the heart of modern consumer culture we all have

a good idea, sensing their potency and power, but what’s under the

your surface? What makes a really good brand? How can we improve our
brands to make a difference to our businesses?

brand The answer lies in the detail. In this guide we’ve investigated the many
facets of Branding in the modern age.
We call it The Anatomy of a Brand. It’s a simple reference guide to help
you develop your brand. Packed with advice and practical tips, you can
work from top to bottom or just read the bits that interest you.
You may not become an overnight superbrand, but it might just help
you on your way.
Happy branding.
Ian Morris
Director
Threerooms 2
 How to use
this guide?
Smaller businesses
(1-10 employees)
Use this guide to take stock of
your brand. Create a short Brand
Document that covers each section.
Keep your guide handy and refer to it
often. It will make a difference to the
way you market your business.
Medium businesses
(11-100 employees)
Use this guide to carry out a full
review of your brand. Alongside
your team, work through each topic
in turn. Be collaborative, seeking
everyone’s input. Produce a brand
guide to share with your colleagues
and senior team.
Larger organisations
(100+ employees)
As a large company you should
understand your brand pretty well.
Use this guide to take stock - are there
areas you haven’t considered? Cover
each topic and share the results so that
your whole organisation understands
your brand’s anatomy.
3
How can a good
brand benefit
your business?
First, let’s understand how important your brand is to your business:

1. Branding improves recognition

2. Branding creates trust
3. Branding supports advertising
4. Branding generates new customers
5. Branding builds value (financial and emotional)
6. Branding inspires employees
7. Branding helps generate referrals
8. Branding provides clarity and focus
9. Branding states your business philosophy
10. Branding builds sales
11. Above all, branding sets you apart 4
VISION STRATEGY
(the eyes - p14) (the grey matter - p26)

LOGO STORY
(the face - p18) (the ears - p10)

TONE OF VOICE VALUES

(the mouth - p16) (the heart - p6)

TOUCHPOINTS CONTENT
(the hands and arms - p28) (the stomach - p30)

PERSONALITY GUIDELINES
(the aura - p8) (the stick - p22)

POSITIONING
(the stance - p24)
IDENTITY
(the clothing - p20)

PURPOSE
(the feet - p12)
5
BRAND VALUES
(affairs of the heart) Supportive
Transparent
Inspiring
Like your own personal values, brand values are a
set of guiding principles that affect the choices you
make and the actions you take. Ethical
Having well defined values helps create a clear sense of
purpose and direction for your brand. They’re so simple to Bold
create but so often overlooked important.
Passionate
Often business leaders know their values deep down find
it hard to share them. Documenting your brand values Inclusive
can help with your organisation’s marketing and business
activities. Let your values guide your marketing. It will show
through and help your customers connect with you. Aim for
4-6 distinctive and authentic values that reflect your core
attitudes and principals.

1
Easy, just go for it
6
BRAND VALUES
(affairs of the heart)
Ask yourself
➢ What does your brand really stand for? (What’s not negotiable?)
➢ Think of your brand as a person. What values do they have?
➢ Are these values really unique to you, or just business jargon?
➢ Would your customers agree with your choices?

Agency Tip:
Values are a great way to start your brand review.
Ask each member of your senior team to write down
5 words that they feel reflect your brand’s values.
Bring them together and look for trends.

7
BRAND
PERSONALITY
(the aura)
A Brand Personality is a set of human personality traits applied to
a brand. Ask yourself: Are you the latest maverick set to change the
world, or a trusted leader with decades of experience? You can’t be
both, so make sure you know who you are.
To review or change your Brand’s Personality you need to understand what your
customers think of you. If you’re unable to carry out customer research then ask
your front line staff, call centre or sales teams.
Write down 4 to 6 words or sentences that convey the personality of your brand.
They should be distinctive, authentic and honest. Craft your marketing messages
to convey your Personality.Your brand will be more successful as a result.

2
Go on, give it a try
8
BRAND
PERSONALITY
(the aura)
“What if our brand were a “I was thinking
famous person? I’m thinking of Mr. Bean”
James Bond - sophisticated,
intelligent, daring...”

Agency Tip:
This is good fun. Get your team together and
ask them to list 3 words that describes each of their
colleagues (keep it clean!). Once you’re in the flow
turn the same thought process to your brand.
Then look for trends.
9
BRAND STORY 2
(the ears) Go on, give it a try

We all love a good story. Stories have been key

to our evolution, bringing people together “We’ve all got our own story.
for centuries. Telling an enchanting story is a I only went out for a few ciders,
powerful technique for building relationships, now I’m riding this huge
so use it to your advantage. butterfly”
Your business is not faceless. It’s a living, breathing
team of real people who want to make a difference.
It’s special so let’s shout about it. It’s time to write
your own Brand Story.
Aim for a few short paragraphs, no more than
200 words. Cover the journey that your
brand has taken, with all the interesting
twists and turns. Explain how you started
out, your early goals, how you’ve added
value to people’s lives along the way.
It’s a useful exercise and works great
on the About Us page of your website.

10
BRAND STORY
(the ears)
Ask yourself
➢ Is your Brand Story easy to relate to? Is it engaging?
➢ Is it honest? Does it reflect the truth?
➢ Does your Brand Story connect on a human level?
➢ Is your story unique to your brand?

Agency Tip:
Writing a list of key moments in the life of the
business. Who founded it? What was the world like
in those days? What was the ambition, then and now?
What was the spark that kicked things off?
Get a copywriter involved to smooth it out and
to add a fresh perspective.
11
 2
Go on, give it a try

BRAND
PURPOSE
(the feet, dear boy)
Your Brand Purpose is a concise statement that sums up why
your brand exists; what you do and for whom. It’s just like the
classic company mission statement.
Whilst your Brand Vision is about the future, your Purpose is about the
here and now. Give it a go, but stay away from the jargon.
12
BRAND PURPOSE
(the feet, dear boy)

Example: Brand Purpose

“We help busy creative teams feel happier and more
productive by making simple workplace tools that make
project processes more streamlined.”
- Software Development Company -

Ask yourself
Agency Tip:
➢ Can you walk the walk? - Is your Brand Purpose a
really true representation of your company? Think: how does what we do make a difference to
our customers’ lives? Write several versions and then
➢ Does our Purpose communicate the broader benefits. compile the best bits from each.
Focus on true value, not just the obvious features of
your products or services? 13
BRAND VISION
(the eyes)
Linked to your Brand Purpose, and key Ground breaking Market leader
to your Brand Strategy, your Brand Vision
states clearly where your brand is heading -
your aspirations. Change
Your vision should be a short statement of intent, Innovation
something challenging but achievable. Ensure that
it is time-based so that you have a real target to aim
for. Sharing a clear vision with employees can have
a surprising effect on morale and confidence. But
make sure you keep it short and to the point.
Inspire

Local
Support
Growth
2 Global
Enhanced
Go on, give it a try
14
BRAND VISION
(the eyes)

Example: Brand Vision

“By 2020, through innovation, customer intimacy and
ground-breaking product development, ABC Software will be
the leading developer of online productivity tools in Europe,
changing the way people collaborate.”

Ask yourself
➢ What are your customers going to need from you in Agency Tip:
five or ten year’s time? A Brand Vision comes from the top. Ask Directors to
➢ Where is your industry heading? share their vision with you. Ensure it makes sense to
employees at all levels of your organisation.
➢ How will your Brand Vision make a difference to the
lives of your customers? 15
TONE OF VOICE
(the mouth)
Tone of voice isn’t what you say, but the way
you say it. It’s the style and language you use
when communicating, and it’s a key part of your Disruption
brand identity. Tunnel of
bypass
The way you write and speak can affect how audiences contemplation
perceive and interact with your brand. Are you friendly
or formal, dynamic and exciting or a calm and steady?
Getting your Tone of Voice right ensures that your brand
sounds authentic and helps your audience believe in you.

Trivia amplifier

Noise canal

3 Information
Relevancy rejection chute
Needs some brand know-how
filtration unit 16
TONE OF VOICE
(the mouth)
Ask yours
elf
➢ How do you soun
d to your customers?

➢ Is your content interesting? Does it sound authentic?

of Vo ic e echo your person ality and values?

➢ D oe s yo ur To ne

f Vo ice consistent?
To n e o
➢ Is your

Agency Tip:
Create a mood board of celebrities who have
the right tone for your business. How do they sound?
What words would they use?

17
LOGO I just can’t wait
for the big reveal
(the face of the brand)
This is an easy one. Everyone knows what a logo is,
right? What may not be as clear is how powerful a
good logo can be.
We are all exposed to thousands of logos each week but rarely
analyse what we’re seeing. Logos have a tough job, and thus
need a lot of attention.
A good logo can express your personality, attitudes, style and
USPs, all at once. A poor logo can create a negative impression
or just blend into the crowd. It’s important to get it right.
Never change your logo on a whim, but do think about staying
modern and relevant. Take a step back to review your logo. Is
yours doing the best job for your business?

5
Call the agency!
18
LOGO
(the face of the brand)
Ask yourself
➢ Is your Logo outdated?
➢ Does your Logo stand out from those of your “Ouch”
competition?
➢ Does your Logo suit your industry and appeal
to your customers?
➢ What does your Logo say about you?

Agency Tip:
Create a mood board to compare your logo
with those of your competition and those
that you admire. See how you stack up.

19
BRAND IDENTITY
(the clothing - a fine look indeed)
“Damn, I Feel
Good”
Beyond your logo what does your brand look like? Imagine
that your brand identity is the smart suit that your brand
wears when it’s out on the town. Everything visual about
your brand comes together to form your Brand Identity.
It’s the combination of colours, fonts, tagline and graphic devices - the
‘swoosh’ that your M.D. loves so much. Each element has a significant
effect on the whole identity, so should be selected with care.
A good brand identity can transform a brand, helping to communicate
your brand’s personality and it’s value to customers. Above all
else, it helps differentiate your brand from competitors and builds
recognition well beyond that of your logo.

5
Call the agency!
20
BRAND IDENTITY
(the clothing - a fine look indeed)
Ask yourself
➢ What does your brand identity say about you?
➢ Is your Brand Identity applied consistently?
➢ Is your Identity inspiring? Does it enhance your
business image?

Agency Tip:
As a group, consider how your Brand
Identity fulfils the following seven criteria:
See, feel, hear, taste, smell, speak, people.

21
BRAND GUIDELINES
(the stick - ouch!)
Every Brand needs managing; it’s why the world needs Listen up!
Brand Guidelines. Without Brand Guidelines there would Now, it’s either
be carnage. Imagine a world where Comic Sans prevails in my way or the
an array of garish colours. Yuk.
highway.
Brand Guidelines explain how your brand identity should be applied
correctly. They ensure consistency right across your business.
Consistent branding helps a company look professional and raises
the perceptions of customers.
We recommend that all business have brand guidelines. Even if it’s
just a few pages covering the basics, like your brand colours and
the specific fonts you should use. Larger businesses need detailed
guidelines that cover all aspects of the business, from vehicles to
uniforms, from stationery to signage. Brand guidelines rock.

5
Call the agency!
22
BRAND GUIDELINES
(the stick - ouch!)
Ask yourself
➢ Is your brand identity applied consistently?
➢ Do you look professional to your customers?
➢ Do your brand guidelines cover all of your communications needs?
➢ Are your brand guidelines easy enough to use by your team?

Agency Tip:
Before creating guidelines carry out a marketing audit.
List everywhere that your branding appears. Ensure
your guidelines cover all of these areas.

23
BRAND POSITIONING
(the stance)
Brand Positioning is a marketing fundamental. It’s defined as:
“the place a brand occupies in the minds of consumers relative
to those of your competitors”.
The key take away is that it’s not how you perceive your brand
but how your customers think and feel about it - frequently
it’s a very emotional connection.
Think, what reason has your target customer got to buy your brand over
any others? Are you distinctive and unique? If you don’t have a point of
difference or USP then you’re in trouble. It’s a must-have for any brand.
If you plan to adjust your market position, remember, it’s an internal
activity to change external perceptions. What tactics and activities can
you deploy to change the way audiences consider your brand?

3
Needs some brand know-how
24
BRAND POSITIONING
(the stance)
Ask yourself
➢ When customers hear your name, what do they Agency Tip:
think and feel? Try filling in this sentence: “For [your target audience]
➢ What’s unique about you compared to your who need [market need], [your company name] delivers
competitors? [your brand promise] by [your point of difference].”
➢ Do your messages strengthen your market position?

Example: Positioning Statement Then, distil this down

“For marketing professionals of growing businesses who to create an emotive
want to improve brand image and marketing effectiveness, Brand Positioning Line:
Threerooms offer a full range of brand consultancy and “For your brand
design services that helps companies evolve their brands.” journey”
25
BRAND STRATEGY
(the grey matter)
Brand Strategy is a big topic. It’s perhaps best summed up
as: your long-term plan to turn your brand into a huge success. Awareness
After all, a well-defined and well-executed Brand Strategy
can make a big impact on your brand and business.
For the majority of businesses it’s best to keep things simple.You need
a workable plan to create a unique brand that inspires your customers. Engagement
To start your brand strategy, get to know your customers’ needs.
Review your competitors and work out how your brand fits in to
the market. Is your brand the expensive, high-quality option, or the
low-cost, value option? You can’t be both, and you can’t be all
Communication
things to all people.
Make a plan that moves your brand from where it is now to where
you want it to be. Easier said than done, but well worth the effort. Conversion

4
Not sure? Get help
26
BRAND STRATEGY
(the grey matter)
Ask yourself
➢ How, what, where, when, and to whom, do you
plan to communicate your brand message?
➢ What messages will you put out there?
➢ What’s the time frame of your plan?
➢ How can you effectively monitor the results?
➢ What does success look like?

Agency Tip:
Don’t try to take on the world from
day one. Think about the time and resources
available to you. Create a workable plan that
is both ambitious but achievable.
27
TOUCHPOINTS 4
(the hands and arms) Not sure? Get help

Customer perceptions are Direct Mail Presentations

shaped by their interactions
with your brand touchpoints. Business Cards Billboards Experiences Networking
These are the different ways Signage Emails Stationery Proposals
that you connect with people
to create positive brand Websites Telemarketing
experiences. Vehicles Products
Your brand touchpoints may be Packaging Blogs
many (here are just some) so
keep them in check with regular Social Media PR
reviews and by adhering to your Trade Shows
brand guidelines.
Newsletters
Remember that different
customer groups will interact with Publications
different touch points at different Point of sale
times, so think holistically - does
each touchpoint work in isolation Advertising
and as part of the whole? Services
Offices 28
TOUCHPOINTS
(the hands and arms)
Ask yourself
➢ Are your touchpoints consistent in both
design and tone of voice?
➢ Are you putting the right messages out there?
➢ Is everything consistent and professional?
➢ What impact does each touchpoint have?

Agency Tip:
Carry out an audit to review all your
brand touchpoints. Try sticking colour
prints of each of your different types
of marketing to a large wall to see how
everything works together.

29
CONTENT 4
(the stomach) Not sure? Get help

Advertising still plays a big role in modern marketing,

but people are turning off, taking steps to avoid it.
It’s seen as intrusive and pushy, quickly becoming less
effective. It’s time to consider Content Marketing.
Content Marketing is the art of creating and sharing valuable
information to educate your customers in what you do. It’s a
way of communicating without selling, a non-interruptive form
of marketing.You’ve heard people talk about push and pull
marketing, well this is the pull.
A considered content marketing strategy can turn a prospect
into a lead, a lead into a customer, and a customer into a brand
advocate. Many of the world’s biggest organisations put content
at the heart of their marketing strategy. It’s now a proven method
of customer engagement.
By sharing valuable, free content customers will learn to trust
your expertise and then reward you with their business.
Warning. Creating good content is time-consuming but can be
well worth the effort.
30
CONTENT
(the stomach) How-to guides • Reviews

Ask yourself
➢ What issues affect your customers? How can you write
content that interests them?
Infographics
➢ Is your content loosely related to the benefits of your
products and services?
➢ Would customers share your content with their peers?
➢ How does content fit into your overall marketing strategy? White papers
➢ What different types of content are in your content mix?

Video masterclasses

Agency Tip:
List problems that your customers frequently face. asts • Me
Podc mes
Write content that helps solve each issue. Make it
honest, avoiding ‘the hard sell’.
31
ABOVE ALL else,
just be:

1 - Be consistent in all of your branding.

2 - Be different so that you stand out.
3 - Be professional and don’t cut corners.
4 - Be authentic to connect with audiences.
5 - Be bold and go for it!

32
The end...
(is just the beginning)

We hope you’ve been inspired by our guide.

We’ve only covered the basics so if you need help
transforming your brand from zero to hero then get in touch.
With over 12 years in the business, we know how.

➢ Call us on: +44 (0)115 8577571

➢ Email your brief to: hello@threerooms.com
➢ Learn more at: www.threerooms.com
➢ Visit us at: Threerooms, Strelley Hall, Nottingham, NG8 6PE

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