Branding Bootcamp Week 1

BRANDING BOOTCAMP
Week #1

type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com

THIS WEEK WE WILL . . .


THIS WEEK WE WILL . . .

• Establish a common brand vocabulary

• Deﬁne “brand”

• What You Do vs. How You Do It

• Start to shift how you think about your business


Whether you are branding
on purpose or not, you are
still branding.


WHEN ARE YOU BRANDING?


WHEN ARE YOU BRANDING?
• All the time!

• Everything you do is sending a message (branding)

• Every
interaction with your company strengthens, maintains or
weakens your brand

• Branding is about relationships


WHY SHOULD YOU CARE?


WHY SHOULD YOU CARE?
• Clients don’t buy your business they buy your brand.

• By not working on your brand you are losing money.

• When your brand doesn’t align with your business it creates
mistrust, miscommunication, and misunderstanding.

• Clients
don’t buy from a business they mistrust or
misunderstand.

• Investing in your brand is critically important to your bottom
line.

• "Inside every person is a driving
force, a sense of purpose. This force
is your brand. It is what you stand
for. It is what sets you apart. It's not
a slogan or an ad campaign. It's a
living thing - the net result of
behavior."
• -Elizabeth Talerman


WHAT IS A BRAND?


WHAT IS A BRAND?
• Your brand is an emotional connection.

• It is the experience of your business.

• It is your relationship with your clients.

• It is the promise you make to your clients.

• Itis that “it” factor that separates you from the competition
and makes you special.


YOUR BRAND ...
• IS NOT AN ICON, A SLOGAN, OR A MISSION
STATEMENT

• IT IS AN EMOTIONAL CONNECTION

• IT
IS YOUR CLIENT’S RELATIONSHIP TO YOUR
COMPANY


BRAND MODELS


BRAND MODELS
• Simple, One Dimensional Brand

• Name

• Logo

• Identity (maybe)

• No programs or platforms to add value


COMMUNICATION BRAND
MODEL


COMMUNICATION BRAND
MODEL
• Used by most current companies

• Usemessages to persuade customers to perceive a company,
product, or service in a certain way

• Supported by traditional media

• One sided broadcast creates noise, not value


VALUE BASED BRAND MODEL


VALUE BASED BRAND MODEL
• Delivers
value that the customer can use, beyond your
product or service

• Strengthensrelationships with customers to create an
emotional investment

• Invest
in your customer and your customer will invest in your
company and grow your business

• Fueledby organic customer generated emotion, not campaign
generated emotion

• Not media based

•Help people in big and
small ways whenever you
can


BRAND ECO SYSTEM


• Your customer is your
greatest competitive
weapon


COMPETITIVE ADVANTAGE OF
VALUE BASED BRANDS


COMPETITIVE ADVANTAGE OF
VALUE BASED BRANDS
• Customers are emotionally invested in your brand

• Moves your customers out of the reach of your competitors

• Increases Word of Mouth Marketing because they are talking
about you

• Generatescustomer loyalty so they are more forgiving if
something doesn’t go right


THE BRANDING CYCLE


THE BRANDING CYCLE
• BRANDING: The Foundation

• Sets rules and guidelines that tells marketing how to look and
sound

• MARKETING: The Action Hero

• Takes branding to the next level by spreading the word about the
brand

• SALES: The Closer

• Converts prospects to customers by using branding and marketing


WHAT YOU DO/HOW YOU DO IT


WHAT YOU DO/HOW YOU DO IT
• What you are helping people with/What value you are giving

• How you are helping people/How you are delivering the value

• WHAT you do is the big picture, the emotional payoff for
your client

• HOW you do it is the medium that you provide your service,
the end result that is achieved


EXAMPLE


EXAMPLE
• “We facilitate community and healthy lifestyles.”
The options of how they could do this are almost endless:
■ Exercise (personal trainers, yoga studios, etc)
■ Food (nutritionists, restaurants)
■ Therapy and Life Coaching
■ Travel Guide


• Ask the right questions


• What is the emotional payoff for your clients?

• Focus on the why. Why do you clients keep coming back?

• Find the bigger picture. You are more than your job.

• This is the heart and soul of a brand


• There are two ways to get
through something: the easy
way or the right way


REMEMBER ... YOUR BRAND
IS AN INVESTMENT


REMEMBER ... YOUR BRAND
IS AN INVESTMENT
• Brand-building
activities that are consistently executed over
time ensure the success of your brand.

• Think of it like having money in your savings account. You are
saving some extra good will for a rainy day.

• Neglecting
those activities or making withdrawals from your
account deplete your reserves.

• The reduction may be imperceptible at ﬁrst, but soon all too
noticeably until it is too late and all that is a negative balance.


Branding Bootcamp Week 1

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