Brand Spectrum - Final

A guide to Branding
The brand creation/evolution process
The process of branding is the process of defining or refining your focus;
- Who are you?

- What makes you different?
- What unique value you offer?
Then, once defined or refined, being intentional and strategic about making that
tangible for people not just in logos and design, but also in what you say and—
more importantly—do.
- Five Stages of Branding Process

o Stage 1:
Understanding & Discovery
Every branding process should include some aspect of discovery. It’s

not just important for a branding consultant or agency to better
understand who you are, but it’s also for you to better understand
who you are, even if you think you know.
How we talk and what we assume about ourselves is frequently very
different from how our customers talk about us or what they know.
And ultimately they are who will define your brand, we just want to
help shape it in their minds.
In addition to customer research, the discovery stage may include
conducting a brand audit to benchmark your current state; and
examining your corporate history and culture, industry environment,
competitor landscape, reason for being (mission), and plans for the
future (vision). If you have strategic documents like a business plan
or results of a customer satisfaction survey, you’ll have a leg up.
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 Brand Labs & Brand Audits

 Mission & Vision
o Vision Statement
The vision is the “Why”
What we aim to Achieve

Defines your long-term aspirations. It explains
why you are doing what you are doing and the
ultimate good you want to achieve through your
success. Think of your vision as the picture of
where you ultimately want your work to lead you.
General Samples:
Tesla: to create the most compelling car company of the 21st century by driving
the world’s transition to electric vehicles.
Nike: Bring inspiration and innovation to every athlete in the world
*If you have a body, you are an athlete
IKEA: To create a better everyday life for the many people
Google: provide an important service to the world-instantly delivering relevant
information on virtually any topic
Uber: Smarter transportation with fewer cars and greater access. Transportation
that's safer, cheaper, and more reliable; transportation that creates more job
opportunities and higher incomes for drivers.
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o Mission Statement
The mission is the “How”
How we plan to achieve them

Defines the purpose of your work and the effect
you intend to have on the world around you. It
states what you do for others and the approach
you follow as you aim to achieve the aspirations
you have set for yourself, your organization, or
your business. Think of your mission as the route
you will follow to achieve your vision.
General Samples:
Tesla: To accelerate the world’s transition to sustainable energy

Nike: Create groundbreaking sports innovations, make our products sustainably,
build a creative and diverse global team, and make a positive impact in
communities where we live and work
IKEA: to be offering a wide range of well-designed, functional home furnishing
products at prices so low that as many people as possible will be able to afford
them.
Google: To organize the world’s information and make it universally accessible
and useful
Uber: To bring transportation — for everyone, everywhere.
Design Studio Samples:
Brandiet: Is the award-winning brand strategy and design company with offices in
…
Re-public: We develop intelligent and innovative cross-platform design solutions
Esseninternat ional: From startups to industry icons, we evolve ideas and
products into lifestyle brands
Bond-agency: In a complex world, simply wins
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Fable: Award winning, multi-disciplinary design consultancy that designs brand

strategies, visual identities, creative campaigns, print and digital communications,
spatial experiences, and more
Bravo Services: Branding/ Marketing/ Mad Skills
Mad Skills: To be [able] to do/[perform] amazing/[unexpected] things
Creative brand consultancy: Creative studio/ Believes in conscious design
Creativity-led brand design agency/ Unignorable creativity/ Changing perception
Blacksheep: Changing perceptions means changing how things are done.
Aim is to create a positive impact on businesses and brands by encouraging them
to think and act differently / Bringing new perspective to the industry
Industrial color: Founded in 1991, industrial color has evolved into a production
powerhouse of top talent and facilities
Design Bridge: We combine a healthy dose of intuition with intelligence to bring
brands to life through great ideas that reach out, engage and emotionally
connect with people.
Design possibility: Ready to design a healthier and more sustainable future
Approach/ philosophy instead of vision/mission
Strategic design consultancy/ Innovative and meaningful products, services and
experiences/ Design studio and creative agency
World is changing explore the big shifts that are shaping our lives
Pearl fisher: A visionary group of futurists, designers, strategists, and realizers
Digital products that people love to use
Collins: To make brands that can’t be ignored
Redantler: It’s not about us, it’s about what happens next. It’s about the choices
we all make that will shape our collective future
Brandtuitive: We don’t create brands, we reveal them
Tenetpartners: The new principle for growth
Matchstick: Helping brands uncover and express what makes them unique and
how they can drive culture forward
Venthio: It’s how we bring things together that sets you apart
Anchour: We build impactful brands
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Ruckusmarketing: Is a growth partner

Paragraphs: At the heart of our business and the foundation of everything we do
is a simple proposition:
Strategic insight combined with creative ingenuity produces brand (and brand
awareness) that win and win big
Emotive brand: Brand strategy and design agency for those looking to challenge
what is and create what could be
MonogramGroup: Wow Factor / We’d like to wow you!
Pollywog: We succeed when you do
Ignyte: We create brands built for growth
Bulldog Drummond: We unlock the power of brand to transform business, people
and the world
Starfish: Non-traditional perspective / We provide all of the services that
marketing consultants, advertising agencies, and branding agencies deliver under
one roof – without silos or handoffs
Finier: A purposefully small consultancy
Greybox: We believe a well-built brand can become a company’s greatest asset
Sussner: Many brands get lost in the crowd. Our goal is to create standout brand
identities that help marketing leaders re-energize their brand, gain a competitive
edge and achieve impactful results.
Niftic: Is a creative agency that helps mission-focused companies turn customers
into fans.
Vowels: Strategy, branding, marketing and product design all at once
We see brand-building as a holistic exercise and have assembled a
multidisciplinary group of design, marketing and product experts who…
Skidmore: Is a creative studio in … We help brands win on shelves, and IRL.
Global brand: Consistency for brand strategy
Ogroup: We have spent the past 30 years hacking traditional agency models and
have found a better way to build brands with actual purpose and meaning
Lavisual: We create exceptional experiences optimized for business success
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 Costumers & Experiences

o Touchpoints
The varying ways that a brand interacts and
displays information to prospective and
current customers. They have the ability to
influence a consumer’s buying or intend to
purchase all through the five stages of the
buyer purchasing decision-making process:
 Problem Recognition
 Information search
 Evaluation of alternatives
 Purchase decision
 Post-purchase behavior
Through:
 Atmospheric elements
 Technological elements
 Communicative elements
 Process elements
 Employee-customer interaction
 Customer-customer interaction
 Product interaction
Map your customer’s journey and Identify touchpoints

with highest values. Provide a better end-to-end
experience
In order to
Create highly effective marketing campaigns
General Samples:
Toyota Yaris
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 Touch points for service space

Where customers visit and facilities are
there
 Exterior signage
 Internal facilities
 General atmosphere
 Interaction with staff
 Overall look
o Sales History & Process
Sales History:
Summarized data of a company’s revenue from
the sales of a product (goods or services) for a
given time period
Used for
Predicting future sales of a product or sales of a
future products
Sales Process:
A set of repeatable steps that a sales person takes
to take a prospective buyer from the early stage
of awareness to a closed sale
 Prospecting
 Preparation
 Approach
 Presentation
 Handling objections
 Closing
 Follow-up
A result oriented sales process accomplishes the

following tasks:
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 Identifying and qualifying leads to take in

to account only those prospects that
truly have the potential to buy according
to their importance to assign the right
resources to each of them. Successful
salespeople spend more time with their
top revenue producing accounts.
 Impress the customer with the
uniqueness of the product/service and
your company
 Talk about the ‘need’ of the customer
and develop customized value
propositions to solve their business
issue.
 Convince the customer that your
company is the one that can take care of
the ‘need’ and none can do it better
than you can.
 Assess the purchasing power of each
potential customer
 Larger percentage of profitable sales.
 Forge stronger bonds between the
company and the customers through the
sales staff.
 Exploring the possibility of up selling and
repeat business. Ensure repeat business
through adequate customer satisfaction
and proper follow up. It costs five to
eight times more to acquire a new
customer than selling to an existing
customer.
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o Customer Satisfaction (CSAT)
A measure of how products and services supplied

as a company meet or surpass customer
expectations. In a word, satisfaction gap between
the customer’s expectation and their perceived
experience.
 Customer Satisfaction Tools

 1Net Promoter Score
 Live Chat Transcripts
 Social Media Mentions
 Marketing Emails
 Short Message Service (SMS)
 Churn Rate2
 Follow-Up Surveys
 How to calculate Customer Satisfaction

Score
(#) positive responses / (#) total responses X 100 = (%) CSAT

Customer Satisfaction (CSAT) is calculated by dividing all
the positive responses by the total number of responses
and multiplying by 100. This results in your CSAT
percent.
For example, if you have 35 positive responses and a
total of 50 responses, your CSAT would be 70%.
1
NPS is the percentage of customers rating their likelihood to recommend a company, a product, or a
service to a friend or colleague as 9 or 10 ("promoters") minus the percentage rating this at 6 or below
("detractors") on a scale from 0 to 10. Respondents who provide a score of 7 or 8 are referred to as
“passives” and enter into the overall percentage calculation. The result of the calculation is expressed
without the percentage sign.
2
This is the percentage of customers that leave your business over time. If you compare your total
unique survey responses against the number of customers that left your business, you'll have an idea of
how many people left without leaving feedback.
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35 / 50 x 100 = 70%
While many ecommerce businesses might feel pleased if
their CSAT rating is over 70%, the most recent
benchmark for internet retailers is 80%. The
average global Customer Satisfaction benchmark that
includes all industries worldwide is 86%.
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 Key Product & Services
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 Culture & History
Brand culture can be defined as the inherent DNA of the

brand and its values that govern every brand
experience, brand expression, interaction with the
customers, employees, and other stakeholders of the
company along with every touch point.
It is the culture formulated and defined by the company
in which the employees live the core values of the brand
to solve problems of the customers, make strategic and
fruitful decisions, and deliver a high quality and branded
customer experience externally.
 Define the brand culture

 Encourage and endorse the culture
 Hire the employees that embody the values
and traits of the brand
 Reward and recognize
 Work on the brand elements
 Stick to the brand promise
Identifying Your Brand Culture
 Performance culture
Sales and achievement focused
 Restless culture
Always moving and evolving
 Freeform culture
Flexible, organic, unidentified
 Learn fast culture
Demand driven, responsive, second mover
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General Samples:
Google: free meals, employee social gatherings, financial bonuses and

open presentations by high-level executives. Other admirable quirks
include gyms, a dog-friendly environment, and parks. Employees are
thought to be driven, talented and among the cream of the crop. The
message? Care about your employees and they will care for you.
Zappos is one of the most well-known examples of good company culture.
It might sound crazy to offer $2,000 to any employee that completes the
first week’s training and doesn’t think the job is right for them. Zappos
hires according to cultural fit first and foremost. This promotes the culture
and happy employees, which ultimately leads to happy customers.
Twitter is the true definition of a team-orientated environment that
employees rave about. The employees enjoy health and fitness classes,
rooftop meetings, and continued education through Twitter University.
The friendly environment also allows for feedback at all levels of
management through designated meetings. The biggest reason Twitter is
one of the top examples of company culture? People that work at Twitter
believe what they’re doing matters. That will always be the biggest boost
to productivity.
SquareSpace This successful startup is regularly voted as one of the best
places to work in New York City. Its company culture is one that is “flat,
open and creative.” A flat organization is one where there is no (or very
few) levels of management in between staff and executives. SquareSpace
also offers robust benefits and perks, including 100 percent coverage of
health insurance premiums, flexible vacations, attractive office space,
catered meals, stocked kitchens, monthly celebrations, relaxation
spaces and periodic guest lecturers. Solid benefits such as these help a
culture, but are not the sole instigator of successful culture. Down-to-
earth leaders and direct access to management have a great deal of
impact.
REI For outdoor enthusiasts, REI has long been the company to turn to for
great gear. Employees of REI, a cooperative where profits benefit its
member-owners, also agree that this is a place where greatness happens,
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even beyond the beloved camping and outdoor products. REI’s mission is
to equip both customers and employees for the outdoors, not just to have
fun but also in promoting stewardship of the environment. REI says that
its employees give “life to their purpose,” firmly attributing company
success to workers. The CEO of REI has acknowledged that employees can
get benefits anywhere, but allowing outdoors-oriented employees to
immerse themselves in REI culture is what makes it unique. Employees can
win equipment through “challenge grants” where they submit a proposal
for an outdoor adventure that would be challenging. Regular town hall-
style meetings are held where employees can submit questions
anonymously to help management understand what’s happening in
the company.
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 Business Strategy
A business strategy refers to the actions and decisions

that a company takes to reach its business goals and be
competitive in its industry.
It defines what a business needs to do to reach its goals,
which can help guide the decision-making process for
hiring and resource allocation.
A business strategy helps different departments work
together, ensuring departmental decisions support the
overall direction of the company.
o It is important because:
 Planning:
A business strategy helps you identify the
key steps you will take to reach your
business goals.
 Strengths and weaknesses:
A business strategy allows you to identify
and evaluate your company’s strength and
weaknesses, creating a strategy that will
capitalize on your strength and overcome or
eliminate your weaknesses.
 Efficiency:
A business strategy allows you to effectively
allocate resources for your business
activities, which automatically makes you
more efficient.
 Control:
It gives you control over the activities you
are performing to reach your organization
goals, as you understand the path you’re
taking and can easily assess whether your
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activities are getting you close to your

goals.
 Competitive advantage:
By identifying a clear plan for how you will
reach your goals, you can focus on
capitalizing on your strength, using them as
a competitive advantage that makes your
company unique.
o Components of a business strategy:
 Visions and business objectives
What needs to be done and who is
responsible
 Core values
What should/not be done
 SWOT analysis
SWOT stands for strengths, weaknesses,
opportunities and threats. This analysis is
included in every business strategy, as it
allows the company to rely upon its
strengths and use them as an advantage. It
also makes the company aware of any
weaknesses or threats.
 Strengths
What business processes are successful?
What assets do you have in your team’s
knowledge, education, network skills,
reputation?
What physical assets do you have, such as
(customers, equipment, technology, cash,
and patents).
What competitive advantages do you have
over your competition?
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 Weakness
Are there things that your business
processes need improvement
Are there tangible assets that your
company needs, money, equipment
Are there gaps on your team?
Is your location ideal for your success?
 Opportunities
Is your market growing and are there trends
that will encourage people to buy more of
what you are selling
Are there upcoming events that your
company may be able to take advantage of
to grow the business?
Are there upcoming changes to regulations
that might impact your company positively?
If your business is up and running, do
customers think highly of you?
 Threats
Do you have potential competitors who
may enter your market?
Will suppliers always be able to supply the
raw materials you need at the price you
need
Could future development in technology
change negatively impact your business?
Is consumer behavior changing in a way
that could negatively
Are there market trends that could become
a threat?
 Tactics
Saving time and effort
 Resource allocation plan
Who is responsible for allocating resources?
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 Measurement
Tracking output
The business strategy also includes a way to
track the company's output, evaluating how
it is performing in relation to the targets
that were set prior to launching the
strategy.
o Business strategy examples:

 Cross sell more products:
Sell more products to the same customer to
increase cart size
 Most innovative product or service:
Many companies, particularly in the
technology or automotive space, are
distinguishing themselves by creating the
most cutting-edge products. In order to use
this as your business strategy, you will need
to define what "innovative" will mean for
your organization or how you're innovative.
 Improve customer service
Building strong reputation for having
exceptional customer service
 Cornering a young market
Buying a merging competitor while
retaining the users
 Product differentiation
Highlighting the fact that you have superior
technology
 Pricing strategies
Keeping the price low and attracting more
customers
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Give products aspirational value by pricing

them beyond what most ordinary
customers could afford
 Technology advantage
Acquiring other companies
Acquiring employees with unique skills
 Improve customer retention
By identifying key tactics and projects to
retain your customers
 Sustainability
Reducing energy costs
Recycling programs
General Samples:
Tesla: Playing the Long Game .Actually, Tesla's supply chain strategy is one of the
most brilliant moves they've made. They knew early on that batteries would
present not only the biggest technological hurdle to their car, but also the biggest
bottleneck to production. Rather than let this derail them however, they took
complete control of their supply chain by investing in factories that made
batteries themselves. This had the additional benefit of allowing them to use
those same batteries in parallel business ventures such as their Power wall.
Airbnb: Forgetting all about Scalability
HubSpot: Creating an Industry then dominating it
Apple: iPhone Launch Shows Tremendous Restraint .People, and especially tech
companies, get carried away with being first. But you need to think very seriously
about whether 'first mover' or 'smart follower' are the best business strategies
for you.
PayPal: Daring to Challenge the Status Quo
https://fourweekmba.com/business-strategy/
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 Market Environment or business environment
Refers to factors and forces that affect a firm’s ability to

build and maintain successful customer relationships.
The business environment has been defined as the
totality of physical and social factors that are taken
directly into consideration in the decision-making
behavior of individuals in the organization.
o Levels of environment:
 Internal environment
The internal elements of the organization
used to create, communicate and deliver
market offerings
Physical/social factors within the
boundaries of the organization or specific
decision
 External micro environment
Small forces external the company that
affect its ability to serve its customers
 External macro environment
Larger societal forces that affect the
survival of the organization
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 Competitor Landscape
Is a business analysis method that identifies direct or

indirect competitors to help comprehend their mission,
vision, core values, niche market, strengths, and
weaknesses?
To establish a new mind-set which facilitates the
creation of strategic competitiveness
o Competitive landscape profile

o Collect internal resources
o Investigate competitors’ resources
o Verify and validate
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 Research & Analysis

o Site Visits
o Observation
o Interviews
o Surveys
o Focus Groups
A group of people assembled to participate in a

discussion about a product before it is launched,
or to provide feedback on a political campaign,
television series, etc.
Marketers can use the information collected
through focus groups to receive insight on a
specific product, issue, or topic.
6-10 people are recruited based on their purchase
history, demographics, psychographics, or
behavior that typically do not know about each
other.
The main purpose of focus group research is to
draw upon respondent’s attitude, feeling, beliefs,
experiences, and reactions in a way in which
would not be possible using other methods, for
example observations, one-to-one interviews or
surveys.
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o Stage 2:
Articulating & Clarifying
This is where the data and contexyou’ve gathered gets distilled and
turns into words and strategy to shape where the business is now
and where it is you want to go. It’s where we try to articulate
“squishy”• things (like values and corporate personality attributes)
into real words and strategic statements, refining the choice of words
to make them the most accurate and powerful.
It’s where we look at all your audiences (not just customers) and
figure out what’s important to them. And it’s where we tease out
your competitive advantage.
 Core values
The core values of an organization are those values we hold

which form the foundation on which we perform work and
conduct ourselves. The core values are the basic elements of
how we our work. They are the practices we use (or should be
using) every day in everything we do.
General Samples:
Big Commerce: Think big

Blucore: We have lives / We take the long view (we hired you for you, not
just for this job)
Cars.com: One step at a time (inaction is the enemy of innovation)
Cento: Embrace change (no two years will ever look the same at Centro)
Zappos: Deliver wow through service
Heathgrades: Wow every customer, surpass expectation, every time.
Motley fool: Innovation. Search for a better solution, then top it.
Social Solutions: Get stuff done. We Work with a sense of urgency.
Everything is everyone’s responsibility.
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Teachable: Hit heavy, stay small, tight-knit

dynamic teams work with more agility, communication, and freedom than
large-scale companies
Way fair: We hustle and take big risk: we move quickly and we are not
afraid to make mistakes.
Google: You don’t need to be at your desk to need an answer.
Nike: Master the fundamentals.
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 Brand Attributes:
Portray a company’s brand characteristics. They signify the

basic nature of brand. Brand attributes are a bundle of
features that highlight the physical and personality aspects of
the brand.
 Competitiveness
 Distinctiveness
 Passion
 Consistency
 Leadership
 Exposure
 Audience knowledge
General Samples:
Apple is about lifestyle

Imagination, liberty regained, innovation, passion, hopes, dreams and
power to the people through technology
Nike Apparel: Durable, outdoorsy, and capable of handling almost
anything
Uber: Drive, innovation, delight
Starbucks: Satisfaction, Excitement, Sincerity | Creating a coffee culture
Adidas: Positive, brave, undefeated and confident
Pepsi: Sincerity, Excitement, Adventure
Dove: Cleanness, Purity, Innocence
Coca-Cola: Awareness, Association and advocacy
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 Strength and weaknesses
Samples:
Coca-Cola:
S: Brand Image, high brand awareness, popularity
W: Aggressive Competition with Pepsi, Product diversification, Health concerns
Nike:
S: Powerful brand, low cost, diverse brand portfolio, tag line
W: Lack of transparency, poor working conditions, not diverse products, high
price
Apple:
S: Most valuable brand, globally iconic, technology, Liam, expansive in services
(iCloud, Apple TV, Apple card)
W: High price, limited ad & pro, entering the areas of no competency (Netflix >
Constant streaming / Game Streaming/ Apple Maps), Incompatibility, Allegations
of tracking
Dove:
S: Product, real marketing, cost efficiency (celebrity) distribution channel
(premium look)
W: not catering the price sensitive market, Can target male audiences more
purposefully, increasing its reach by further geographic expansive, Involvement
of students from collage & tie up with corporates, Increased competition in this
market segments, global business affected by government+ economics, fake
products
 Opportunities & Threats
Samples:
Coca-Cola:
O: Diversification, developing nations, packaged drinking water, market
the lesser selling products
T: Raw material sourcing (water, indirect competitors (Coffee chains)
Nike:
O: Emerging markets (in Brazil or in India, China for example the market is
growing gradually), Innovative products (wearable technology),
(Combining tech+athletic wear + fashion)
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T: Efficient integration, Right now production depends on independent

manufacture, Marketing budget pressure (3.5 b 2018), and Currency
foreign exchange risks
Apple:
O: Consistent customer growth (retention rate 92%), Qualified
professionals, expansive distribution network, lack of green technology,
smart wearable tech, utilize artificial intelligence, expand music streaming
service, deliver self-driving software development.
T: Coronavirus outbreak (17% of its 260 B), Supply chain disruption, 32% is
affected, counterfeits, increasing competition, market penetration
(Android 72.23% - Apple 24.55 %(, China tariffs, law suits, backdoor
mechanism monopoly of Iphone’s app store (30% cut off for in-app
purchases through app-store)
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 Future casting
It takes real vision to imagine a completely different future to

what’s realistic or possible today. Future casting (also known
as scenario planning) is a methodology that is ideally suited to
generating unconstrained ideas using AI and emerging
technology
Unconstrained mindset
Telling stories from the future backwards
How do we imagine an entirely different future then work back
to make it possible using the right decision
It helps to define the steps to getting there and what will need
to change
Researching & evaluating how the world may change
Identifying trends, and what new products and services may be
needed as a result.
Samples:
One project in 2001 by frog design imagined the newspaper headline:
“Music stars gaining fame through the internet is commonplace now. For examplelily
allen was discovered through Myspace and Justin Bieber gained fame via YouTube.
But back when YouTube didn’t exist, getting signed by a record label was the only
way for singers to gain fame, and so it would be hard to imagine such a situation.
This illustrates the type of shift in vision than can be achieved.”
The particular industry will define how far into the future the focus should be set.
FMCG might only look a few years ahead, where as a slow moving industry,
government or organization with little competition might look ten or more decades
into the future
The goal is to understand the risks in the current business model and opportunities
and trends to capitalize on for value creation
The method presents several future scenarios and guides participants to work
through how they could collectively achieve (or plan to avoid) a certain future
Think about what is possible rather than focusing on current structures
Through storytelling, explain the steps involved in how the imagined future might
have occurred .Start with the ideal future state
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 Business category
 Service business
Provides tangible products (no physical form)
 Merchandising business
Buy and sell without changing product’s form
 Manufacturing business
Buying with the intention of using them as material in
new products
 Hybrid business
Restaurant > all 3
Pixelcutlabs.com / blog / google-my-business-con...
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 Audiences
In speech we have 4 types of audiences
 Friendly: Reinforcing their beliefs

 Apathetic: Convince them that it matters for them
 Uninformed: Educate before taking action
 Hostile: Respect them and their point of view
Audience is a segment within market, Consumer identified as

the best recipient of a particular marketing message
A group of consumers within a predefined target market
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 Target market
Consumers, who care about your product or service and, under

the right conditions, are most likely to spend money with your
company.
A group of consumers within a business aims its marketing
effort and resources
 Buyer’s persona
o Demographics
o Professional role
o Values and goals
o Challenges
o Source of influence
o Buying decisions
o Demographics
o Psychological (Psychographic)
o Behavioral
o Geographic
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A guide to Branding
 Differentiators
A brand’s distinct and unique value that sets itself apart from
its competitors within the market
 It must be true
 Important to potential clients
 Provable
 If you cannot demonstrate that it is true it won’t be
believed
These elements can be defined as differentiators:
 Market responsiveness
 Product or service superiority
 Production efficiency
 Natural or human resources
 Market dominance
 Short-term profit
 Method of sale
 Distribution methods
 Technological advantage
Brand differentiator create competitive advantage
 21 top differentiators for professional service firms
o Specialize in an industry
o Specialize in serving a specific role within your
client’s organization
o Specialize in offering a particular service
o Offer a truly unique technology or process
o Focus on understanding a particular target
audience
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A guide to Branding
o Specialize in serving clients of a certain size

o All of your staff shares a specific characteristics
or credentials
o Specialize in clients that share a common
characteristic
o Focus on solving a specific business challenge
o Have one or more individuals who are visible
experts in their fields
o Offer a unique business model
o Have a specific geographic focus
o Offer access to a unique set of information not
available elsewhere
o Offer a unique set of contacts or relationships
not easily accessible
o Do business with a distinctive level of service
o Distinguish yourself by the clients you have
o Focus on the size of your firm
o Emphasize your relationship with a parent firm
or partner
o Focus on a notable signature accomplishment
o Specialize in producing a unique or very
valuable result
o Look or act differently that all of your
competitors
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A guide to Branding
 Competitive advantage
Advantage over competitors gained by offering consumers

greater value, either by means of lower prices or by providing
greater benefits and services that justifies higher prices
A factor that allow a company to produce goods or services
better or more cheaply than its rivals
Samples:
Apple: Control of software, hardware, retail strategy, product

differentiation, Steve Jobs strategically decision making, Direct sales for
the first time
Nike: Customer loyalty
Tesla: Battery supply chain
BMW: Ability to satisfy the elite class
Mercedes: Marketing strategy
Product centric > customer centric
Tailored products to individuals representing their lifestyle
Gopro: Stronger more identified in action camera market
Starbucks: Starbucks experience / Customer experience, quality price,
location, quality, selection, speed, turnaround service, positioning
differentiation
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A guide to Branding
o Stage 3:
Positioning & Differentiating
* Who are we to our audience? And why is it important?
This stage is the key to your new brand definition or brand evolution.
It’s where we look at you in comparison to your competitors and
define your unique value proposition: the description of the unique
benefit you provide. It’s what sets you apart from the competition
and guides your outreach through branding, marketing, and
messaging.
An articulated value proposition, along with your other strategic
statements, becomes a roadmap or “true north”• to guide you in
business decision-making and evaluating your future opportunities.
Unique value proposition UVP or unique selling propositions Or

unique selling point
The marketing strategy of informing customers about how one’s own

brand or product is superior to its competitors
A clear statement that describes the benefit of your offer, how you
solve your customers’ needs and what distinguishes you from the
competition
Should appear prominently on landing page and in every campaign
An effective value proposition community is what a customer can
expect to receive by using a product.
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A guide to Branding
o Stage 4:
Identifying & Creating
This is the “fun”• and creative stage of expressing your personality

and positioning. It’s no wonder most people want to jump straight
here without doing the introspective homework of brand strategy
(Stages 1 through 3.) But without doing the homework, what is it
based on? It’s likely just an esthetic exercise.
But with the articulation, positioning, and differentiation done and
consensus on what the company or organization stands for, all of
these creative assets can be that much more descriptive, powerful,
and strategically aligned.
The logo becomes just the tip of the iceberg of deep meaning
throughout the organization; the tagline expresses a significant point
of your value proposition; and the visual style and copy voice and
tone are all cohesive to your values and brand personality.
Everything is working together now toward a common goal. And it’s
possible that your new clarity reveals that, to be true to your brand
and value proposition, you need to fine-tune or even redesign some
of your products and services.
 Name
Start by creating a list of the words that relate to your

overarching brand identity. From there words consider the
connotations and implications of each? Are there better
words, synonyms, antonyms that would work too?
Once you have an extensive list of words cross off ones with
potential negative connotations. Then cross off words that are
unfamiliar, and hard to pronounce. Then think about how
those terms will be received abroad.
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A guide to Branding
Next take your favorites and create a broad list of name ideas
Screen this list with your brand objectives in mind.
You will then want to make the remaining names and find out
what other people think. Consumer research will be
immensely helpful at this point
You will want to consider how this brand will be visualized too,
what kind of marketing can you do to achieve your brand
objectives and how does that fit with the name
Repeat this process until you find a name that feels right. It
may take weeks or more hours. Do not rush it get other people
opinions and when you are ready, you can register the name.
Google | Disney | Verizon | lululemon | Nike | Amazon
 Logo
A recognizable graphic design element, often included a name,

symbol or trademark representing an organization or product
used to aid and promote public identification and recognition
 Tagline
Business’ mantra: Who you are and what you stand for
A positive memorable phrase that sticks in your customer’s
head and helps them identify your brand and your marketing
message
Tagline is different from slogan unlike slogans, taglines don’t
usually change
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A guide to Branding
 Types of taglines
o Imperative taglines
Relevant to the brand vision, mission or

personality
For bold, edgy and impactful brands
Nike: Just do it
YouTube: Broadcast yourself
Coca-Cola: Open happiness
o Descriptive taglines
Straightforward tagline, which describes the

brand offering, the benefits, and/or brand
promises in simple words.
Walmart: Save money. Live better
KFC: It’s finger-licking good
o Provocative tagline
Thought-provoking and stimulating crafted to stir

up emotions and make you stop and think
Adidas: Impossible is nothing
Dove: You are more beautiful than you think
o Superlative taglines
The highest degree of comparison. “The best In

class’ excellence is our blood”, etc are some
examples of tagline which use superlative to
position itself as the best in industry.
Budwiser: The king of beers
BMW: The ultimate driving machine
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A guide to Branding
o Interrogative tagline
Some brands use questions to direct you to

perform an action, think in a specific manner, or
communicate any other message.
California milk processor brand: Got milk?
o Specific taglines
These taglines use world cleverly to reveal the

brands’ product or business category and make it
memorable.
Volkswagen: Das Auto— which means “The Car”
Disneyland’s tagline: The happiest place on Earth
Disneyland’s Slogan: Where dreams come true
Where the magic began
Happiest homecoming on Earth
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A guide to Branding
 ULR
A branded link is simply a short link – a shorter version of

a URL you want to share online (especially on services like
Twitter with very strict character limits) -built around
a brand name or related term.
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A guide to Branding
 Narrative
Marketing narratives are tools used to engage and connect

with prospective customers in an emotional way. These
narratives can be used by small business owners to tell the
story of a product, or to explain why a business owner decided
to sell a particular product.
Disney | Guiness | K galleries | Coca-Cola | Manchester United |

Barclaycard | Square | Apple | Fairmont | Vodafone
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A guide to Branding
 Personality
Brand personality is a set of human characteristics that are

attributed to a brand name. a brand personality is something
to which the consumer can relate. A brand personality and
voice are what allow your business to make a personal
connection with your audience.
Brand personality is a framework that helps a company or
organization shape the way people feel about its product,
service, or mission.
A company’s brand personality elicits an emotional response in
a specific consumer segment, with the intention of inciting
positive actions that benefit the firm.
A firm’s brand personality directly creates an emotional
association in the mind of an ideal consumer group
Excitement: carefree, spirited, and youthful
Sincerity: kindness, thoughtfulness, and an orientation toward

family values.
Ruggedness: rough, tough, outdoorsy, and athletic
Competence: successful, accomplished, and influential,

highlighted by leadership
Sophistication: elegant, prestigious, and sometimes even

pretentious
General Samples:
Chupa-chups, Candy, Youthful, lighthearted - print advertisement

Wendy’s, Fast food, Sassy, distinctive, snarky - Twitter
Sharply critical > attractive to younger people
Replay Lincoln Park, Bar, Nostalgic - Retail location
Etro, Clothing brand, Adventurous - Retail storefront
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A guide to Branding
Ceolini
Clothing brand, Rugged - in-store display: its cold outside, frosty look, colorful
winter jackets
Vionic shoes
Shoe brand, Classic - facebook fan page
How to wear it > under 30 seconds video
Mailchimp, Personable – logo, Fun + relatable to mailchimp users > ecommerce
stores and side hustles
Hey Girl, Caring - Print advertisement, Feminine hygine products, Buy one give
one
Coca-Cola, Gregarious (social) - tag line, “Share a coke with” peoples name on it
With friends/ Zack/ Anna/ Chris
Nike, Athletic, Engagement, Getting athletes to endorse its products -
Large display on its landing page for example basketball- themed
P a g e | 43
A guide to Branding
 Voice and tone
Voice and tone humanize your brand and let you take part in
conversations naturally
Voice > Adj

Culture, Community, and Conversation
Voice is the big-picture view of how you communicate on
social media, and tone is the individual instances - the
conversation, the channels, and the interactions – where voice
is applied.
General Samples:
Starbucks: Functional & expressive
Uber: Considerable, simple, bold, and consistent
MailChimp: Clear, genuine and with a bit of dry humor
Informal tone but not inappropriate and never snobbish
Harley-Davidson: Strong, confident and aggressive
Coca-Cola: Positive, friendly and down to earth

Consistent brand voice
Old spice: Male grooming product

Humorous and masculine
Tiffany :Witty, elegant and classic
Your company's tone of voice represents your brand personality

and values. This includes the words you choose and the order in
which you put them and applies to all the content you deliver —
website content, social media posts, emails, and any other formats.
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A guide to Branding
 Key messages
Key messages are the aspects of your business you most want
your audience to know about. They're what make you different
– what makes someone choose you above all others.
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A guide to Branding
 Visual style
 Color palette
o Gather color inspiration

o Determine the color combination you are
starting with including both light and dark tones
o Choose dominant and accent color
o Character
Feminine/masculine
Playful/serious
Luxurious/affordable
Modern/classic
Youthful/mature
Loud/subdued
 Logo design
 Brand identity and style guide
Samples: British airways manual | Drop Box manual | Princeton University
A simple graphic standards guide should include:
o A logo and breakdowns of its anatomy

o A color palette with conversations for web and
print
o A selection on the typography used
o A how-to for using alternative logos
o A list of Dos and Don’ts
 Imagery style
Brand imagery is the aesthetic appearance of your

brand’s core messaging. Just about anything that you
can see, touch, taste, smell or hear is that brand’s
imagery.
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A guide to Branding
For keeping your brand messaging consistent
What emotions do you experience in connection with

particular logos you see on a regular basis, like Mc
Donald’s, Coca-Cola, Apple or even Facebook or twitter?
Each of these images might well inspire a particular
feeling in you.
Some of the elements that go into successful brand

imagery
o Objectives
What values and messages are being
expressed?
What is the purpose behind the visuals?
o Color
Some say that color increases brand
recognition by 80%
o Straightforwardness
Sometimes the best brand logos and images
are the simplest. (Google, Nike, Honda …) /
Straightforward shapes and outlines
o Shape
Most basic geometric shapes have universal
meanings, regardless of race, language group
or culture
Brand image Vs Brand Imagery

Brand Image:
in marketing and advertising, almost nothing is more
essential than brand image. Communicating your values
P a g e | 47
A guide to Branding
reliably will enable you to develop your brand’s image

and allow it to grow organically over time
(Mercedes Benz) consistent brand image
Brand imagery:
is the aesthetic appearance of your brand’s core
messaging, just about anything that you can see, touch,
taste, smell or hear is that brand’s imagery. For instance,
what does your preferred brand of cologne smell like?
How does your favorite fast food burger taste? What
does furniture from IKEA look like? The idea is to
connect the right messages with your target audience so
that they will have strong feelings when they encounter
your brand imagery when there is no opportunity to
touch, feel, taste, or smell something sight quickly
comes the most valuable sense. That’s why these days it
is crucial to use image as a part of your company’s
overall strategy
Brand image vs brand’s identity
Brand identity:
Is how you want the consumer to perceive your product
or brand. It helps to shape the personality of the product
or service. It’s the voice you give your product or service.
Brand image:
Is the perception of your product or brand by
consumers. It’s what they hear.
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A guide to Branding
 Product/ service creation
How an organization gets from a product idea to a tested

system and all product documentation that is required for the
customer-oriented process / could be found by Google trends
 The new product development process
o Ideation
Substitute / combine / adapt / modify / put to

another use / eliminate / reuse, rearrange
Faux fur / phone case + battery pack / nursing bra
/ electric toothbrush / memory foam dog beds /
middleman / duffle bag that doesn’t wrinkle your
suits
o Research
o Product validation / competitive analysis
o Planning
o Prototyping
o Sourcing
o Costing
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A guide to Branding
o Stage 5:
Applying & Extending
This is where the pedal hits the metal in building out and activating
your new brand. Some of the obvious applications are designed
deliverables like websites, signage, business cards, and packaging.
However some of the most critical to the success of your business are
things like shaping employee behavior and the actual customer
experience. These are things that are only tangentially affected or
enhanced by your logo and color choice, but hugely impacted by your
earlier articulation of core values, personality attributes, and
competitive advantage. Likewise, the messaging, strategy, and
content of your brand identity likely play a more powerful role in
shaping word-of-mouth, video, social media, and public relations
than design or your logo will.
These five stages are each critical to building your final brand
strategy and brand identity. Unfortunately, most people spend much
more time on the last two stages and sometimes totally ignore the
truly powerful and business-shaping aspects of Stages 1 through 3.
When great strategy and articulation informs creativity, and when
your value proposition and messaging are designed to benefit and
resonate with your customers, the light bulbs really start to go on
across the organization and with strategic partners. And more
importantly, with customers.
 Environment
 Customer experience
CX is the product of an interaction between an

organization and a customer over the duration of their
relationship. This interaction is made up of three parts.
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A guide to Branding
o The customer journey
The brand touchpoints the customer interacts with the

environments the customer experience, including digital
environment, during their experience
Although 80% of businesses state that, they offer a great
customer experience. This contrasts with the 8% of
customers expressing satisfaction with their experience
o Brand manifesto
A brand manifesto describes your organization

exists, its purpose, and why people should care
about your brand. It’s typically an emotional story
that captivates your audience, emotionally
connects with them, and persuades them to
support your brand. Not only can it build a loyal
customer base, but it can also attract top talent to
your organization.
Samples:
Nike: Best version not the top ones

Fiat: Lifestyle
The north face: Why we explore
Apple: The people who are crazy enough to think they can change the world, are
the ones who do
Write in second or third- person to place your
audience into the story you are telling. Describe
how your brand’s purpose will improve people’s
lives
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A guide to Branding
o Online and mobile
 Website
 Conduct a website analysis

 Optimize your website for SEO
(Search Engine Optimization)
 Keyword research google keyword
tool
 Content
o Link building
o Start content making
o What type of content you
will create
o What topics your content
will focus on
o Who on your team will
create content
o How often you will publish
new content
o What channels you will use
to promote your content
o Build a social media
presence
o Amplify with email
marketing
o Use paid advertising to
speed up your sales cycle.
o Implementation
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A guide to Branding
o Email
Email marketing is a digital marketing strategy

based on sending emails and developing
relationships with prospects and customers. An
effective email marketing strategy convert
prospects to customers and turn first time buyers
into recurring customers.
It is the practice of sending various types of
content to a list of subscribers via email. This
content can serve to generate website traffic,
leads, or even product signups. It is important that
an email campaign’s recipient have 5 in to receive
this content, and that each newsletter offers
something valuable.
 How to create an effective email

marketing campaign
 Use a comprehensive email builder
HubSpot. Mailchimp. Pabbly Email
Marketing, Constant contact
 Include personalization elements in the

copy and excellent imagery
 Personalized filled with interesting
visuals
 Add an appropriate call-to-action
 CTA: tell consumer what you want them
to do
 Make sure it’s designed for all devices
 Responsive design: 73% of companies
today prioritize mobile
 Device optimization when creating email
marketing campaign
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A guide to Branding
 Phase I
Build a sizable email list. For this, you

need to give them a Reason to
subscribe
 Phase II
Follow through with great content

First follow up emails
When to pitch a product
Write a great email newsletter
Using the auto responder
 Phase III
Analytics and segmentation

Rate, click through rate, unsubscribes
Segment your list:
Consumers / Newsletter subs /
Daily mail list
o Video
12 types of marketing videos
 Demo videos
Showcase how your product works
 Brand videos
To build awareness around your brand
 Event videos
 Expert videos
 Educational or how-to videos
To know your business
 Explainer videos
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A guide to Branding
Why thy need your product/service

 Animated videos
 Case study and customer testimonial
videos
 Live videos
 360 & virtual reality videos
 Augmented reality (AR) videos
 Personalized messages
Center your video around the story, not the sale

not the brand
Concentrate on the video you are providing
Make your video feature the best 10 seconds ever
cause 1/5 in less than 10 second exit
Humor! Stop being boring
Optimize your video for SEO
o Social Media
Social media tips for marketing
 Define your goals

 Learn about your target audience
 Select your social media content
calendar
 Let the tools empower your strategy
 Scheduling tools > social pilot
 Use the art of storytelling
 Airbnb > breaking down wall
 What you stand for, your culture, your
values
 Humanize your brand
 Show your audience what goes in your
office, introduce them to your
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A guide to Branding
employees, show the humans behind

your brand
 Use emoticons
 Embrace your mistakes
Hub spot > Pamela Vaughan
 15 minutes of shame
 Optimize your post frequency
 Cut back on the number of hashtags
 Treat each social media channel
uniquely
 Share quality visual content
 Deep dive into social media analytics
o Mobile App Marketing
Mobile App marketing Vs Mobile Marketing

Mobile App marketing is about creating marketing
campaigns with your users at every stage of their
life cycle from when they first download your app
to when they become a regular user and brand
advocate who makes in-app purchases
For mobile app marketing, the magic lies in
performing effective marketing activities designed
to attract new users, improve retention and lower
churn rates
Mobile marketing is any marketing activity that
occurs on a mobile device from responsive web
design and A/B testing on mobile checkout pages
to mobile- only displaying ads and email
marketing
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A guide to Branding
 Word of mouth
Influencing and encouraging organic discussions about a

brand, organization, resource, or event. To put it most
simply, WOM marketers and advertisers seek to create
something worth talking about and then actively
encourage people to talk about it. Word of mouth
marketing differs from naturally accruing word of
mouth, in that it is actively influenced or encouraged by
organizations.
While it is difficult to truly control WOM, research has
shown that there are three generic avenues to manage
WOM for the purpose of WOMM.
o Build a strong WOM foundation: Sufficient

level of satisfaction, trust and commitment
o Indirect WOMM which implies that managers
only have a moderate amount of control:
Controversial advertising, teaser campaigns,
customer membership clubs
o Direct WOM management, which has higher
levels of control:
Paid WOM “agents”, “Friend get friends”
schemes
What drives word of mouth?

Social currency
Triggers
Emotions
Public
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A guide to Branding
 Practical value
 Stories
WOM is shared by customers and triggered by an event

the customers’ experiences. This often starts when a
company does something unusual or unexpected that
motivates customers to share the word about it.
 Brand Booklet
An instruction booklet that tells you how, where and

when your corporate identity should be used. It’s a
rulebook for your logo and your company’s branding
constitution.
Where a set of rules or visual guidelines for a brand are
compiled. The booklet describes the use of all graphic
signs and their possible variations such as color, size,
typographies, iconography, patterns, and textures
associated with a brand.
Should contain
o Cover page
o Table of contents
o Introduction
o Primary logo design
o Logo introduction
o Logo application
o Logo elements
o Clear space and computations
o Incorrect logo application
o Corporate color system
o Corporate colors
o Primary colors
o Secondary colors
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A guide to Branding
o Corporate typography
o Corporate fonts
o Primary fonts
o Secondary fonts
o Font hierarchy
o Corporate iconography
o Grid systems
o Print grid system
o Logo placement
o Columns and grid margins
o Vertical grid system for tables
o Images & blending modes
o Corporate image style
o Corporate image color
o Corporate image black and white
o Blending modes and options
o Image grid systems
o Presentation & other print assets
o Conclusion
o Stationary & Collateral
Items that you use in your day-to-day customer

communication
o Signage and Wayfinding

o Vehicles
o Packaging
 Physical protection
 Information transmission
 Marketing
 Convenience
 Security
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A guide to Branding
 Environmental considerations
 Prevention
 Waste, loss, damage, energy and
material used to make product
 Disposal
 Energy recovery
 Minimization
 Packaging strategies
 Value proposition
 Brand awareness memorable
 Expectations
 Co-branding
 Symbols and icons
 Product labeling
 Written information
o Trade show
o Advertising
 Display ads
 Digital and real buying a space on site
 Pay per click, per 1000
 Social media ads
 Newspaper and magazines
 Outdoor ad
 Radio and podcasts
 Direct mail and personal sale
 Video ads > social media / YouTube
 Product placement
 Mention using in some ways
 Event marketing
 Email marketing
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A guide to Branding
o Ephemera content
Is rich media primarily images and videos, that are

only accessible for a brief period. As a marketing
strategy, it is temporary content that takes
advantage of the fear of missing about (FOMO)
and is designed to elicit an immediate response
from the user. It is the hottest topic and trend in
social media marketing right now
 Public relations
Involves a variety of programs designed to

maintain or enhance a company’s image and the
products and services it offers. It is the process of
maintaining a favorable image and building
beneficial relationships between an organization
and the public communities. Creating distribution.
Sample Video Campaigns:
Pepsi, Halloween | JetBlue and carrying babies | Intuit gives a super bowl spot to a small
business | Adobe calls BS on marketing buzzwords | Google joins to fight against Ebola |
Orchard big cider brand gets #ashappyaspig | Paramount brings the ring girl to life
P a g e | 61
A guide to Branding
 Events
P a g e | 62

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A guide to Branding

The brand creation/evolution process

The process of branding is the process of defining or refining your focus;

- Who are you?

- Five Stages of Branding Process

Every branding process should include some aspect of discovery. It’s

 Brand Labs & Brand Audits

The vision is the “Why”

What we aim to Achieve

The mission is the “How”

How we plan to achieve them

Tesla: To accelerate the world’s transition to sustainable energy

Design Studio Samples:

Fable: Award winning, multi-disciplinary design consultancy that designs brand

Ruckusmarketing: Is a growth partner

 Costumers & Experiences

Map your customer’s journey and Identify touchpoints

 Touch points for service space

A result oriented sales process accomplishes the

 Identifying and qualifying leads to take in

o Customer Satisfaction (CSAT)

A measure of how products and services supplied

 Customer Satisfaction Tools

 How to calculate Customer Satisfaction

(#) positive responses / (#) total responses X 100 = (%) CSAT

 Key Product & Services

 Culture & History

Brand culture can be defined as the inherent DNA of the

 Define the brand culture

Identifying Your Brand Culture

Google: free meals, employee social gatherings, financial bonuses and

A business strategy refers to the actions and decisions

activities are getting you close to your

o Business strategy examples:

Give products aspirational value by pricing

 Market Environment or business environment

Refers to factors and forces that affect a firm’s ability to

Is a business analysis method that identifies direct or

o Competitive landscape profile

 Research & Analysis

A group of people assembled to participate in a

The core values of an organization are those values we hold

Big Commerce: Think big

Teachable: Hit heavy, stay small, tight-knit

Portray a company’s brand characteristics. They signify the

Apple is about lifestyle

 Strength and weaknesses

 Opportunities & Threats

T: Efficient integration, Right now production depends on independent

It takes real vision to imagine a completely different future to

One project in 2001 by frog design imagined the newspaper headline:

Pixelcutlabs.com / blog / google-my-business-con...

In speech we have 4 types of audiences

 Friendly: Reinforcing their beliefs

Audience is a segment within market, Consumer identified as

Consumers, who care about your product or service and, under

These elements can be defined as differentiators:

Brand differentiator create competitive advantage

 21 top differentiators for professional service firms

o Specialize in serving clients of a certain size

Advantage over competitors gained by offering consumers

Apple: Control of software, hardware, retail strategy, product

Positioning & Differentiating