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Concept…! 
Execution!! 
Week 1! 
Problem 
spotting! 
Week 2! 
Creativity 
& Problem 
Solving! 
Week 3! 
Designing 
an MVP! 
Week 4! 
Building a 
Business 
Model! 
Week 5! 
Creating an 
Awesome 
Brand! 
Week 6! 
Protecting 
your idea! 
Week 7! 
Recruiting 
Followers! 
Week 8! 
Making 
Sense of the 
Numbers! 
Week 9! 
Delivering a 
Kick-Ass Pitch!
Bootstrap 
Business 
Seminars! 
Week 5! 
Creating an awesome brand! 
! 
With Paul Thwaites! 
@CityStarters!
The Common Sense Approach 
To Creating A Brand. 
Paul Thwaites. 
Brand Creation Design Consultant.
BUY 
MY 
BOOK.
Rules Of 
Engagement.
EveryCo. 24/7
Only 2 Seconds.
Fans.
“Darhling… try it, 
it’s simply divine!”
What is a Brand?
It’s not a black art.
It needs to be 
simple.
… you should be 
able to write it on the 
palm of your hand.
It’s 2 things.
What you promise. 
+ 
What you deliver.
What you promise. 
+ 
What you deliver.
What you promise. 
Vision 
Personality 
Values 
Identity
What you promise. 
Vision 
Personality 
Values 
Identity
What you promise. 
Vision 
Personality 
Values 
Identity
What you promise. 
Vision 
Personality 
Values 
Identity
What you promise. 
Vision 
Personality 
Values 
Identity
What you deliver. 
People Products Processes
Vision. 
What do we stand for? 
What are we going to be famous for?
Vision.
Values. 
How do we act?
Values.
Personality. 
How do we come across 
– written and verbally?
The Crocodiles 
Ate All The Sharks.
Um.
Let’s Talk **
Serious** Service
Identity. 
What do we look like? 
Logotype 
Iconography 
Fonts 
Colourways 
Style Of Photography 
… and how they work in relation to each other.
The Picture In 
Your Mind’s Eye.
Orange 
or orange?
Identity. 
What do we look like? 
Logotype 
Iconography 
Fonts 
Colourways 
Style Of Photography 
… and how they work in relation to each other.
Time Out… 
Enough Already.
The Picture In 
Your Mind’s Eye.
… and making 
a strategic ass.
Living 
The Brand. 
Brand Delivery… 
People / Products / Processes.
Creating 
Theatre. 
Santa’s Grotto For Adults.
To Recap. 
.
Brand Is About 
2 Things.
What you promise. 
+ 
What you deliver.
What you promise. 
+ 
What you deliver.
What you promise. 
Vision 
Personality 
Values 
Identity
What you deliver. 
People Products Processes
A template for life.
A final thought.
The Common Sense Approach 
To Creating A Brand. 
Paul Thwaites. 
Brand Creation Design Consultant.
Thank You. 
.
Vision 
Personality 
Values 
Identity
End. 
Thank You.
Vision 
Personality 
Values 
Identity 
The Brand Proposition The Brand Experience 
The Brand Experience People Products Processes 
The Brand Experience
Crating an Awesome Brand
Crating an Awesome Brand
Crating an Awesome Brand
Crating an Awesome Brand
Crating an Awesome Brand
Crating an Awesome Brand
Crating an Awesome Brand
Crating an Awesome Brand
Crating an Awesome Brand
Crating an Awesome Brand
Crating an Awesome Brand

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