BTL Lessons in Branding Part 1

Lessons in Branding
Part 1
btlbrands.com - do better

Hello,
I’m Stu Lewin and I run BTL Brands agency in Soho, London.
Lessons in Branding brings together over 20 years of brand,
design and marketing experience into its simplest form for startups.
But whatever your stage of business, startup or not,
if you’re reading this, I hope it helps.
Feel free to reach out to me with questions at stu@btlbrands.com
Lessons in Branding Part 1
The information in this document and attachments is conﬁdential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.

Jeﬀ Bezos, the CEO of amazon.com, famously described a brand as
“what other people say about you when you’re not in the room.”
Sounds simple, yet is frequently misinterpreted in practise.
Lots of founders fast-track the branding process as they focus
on ‘more important things’ - and lets face it, everything’s
important to get right for a startup. But a smart and solid brand
is critical to your startup’s success.
So before we get into the detail, let’s look at what a brand is...
and what it’s not.

A brand is simply the products, services and people connected
to a company, that come together to create a unique brand
personality with a consistent look & feel.
A brand is not just a random logo, mission statement or pack design.
All brands are looking to compete and win their market with
the best product-market fit.
And by ‘winning the market’ we mean becoming the most loved
and most consistently purchased brand by your target audience.

Neymar Jr (like most professional soccer players) is a loyal brand ambassador for Beats by Dr. Dre and will usually arrive on the team coach for Barcelona F.C. (or the Brazil national team) wearing a pair.
From there, the focus is on finding ways to cultivate your happy customers
online & offline, so they go to become your loyal brand ambassadors,
spreading the good word for you.
Short-cutting the work behind creating your brand will profoundly impact
your business further down the line.
In the rest of this deck you will see clearly why this is so, and
learn how to successfully articulate your brand’s point of difference.

At BTL we’re big believers in the ‘less is more’ way of thinking.
We believe 100% that ‘more is less’.
There were dozens of more original examples that I could have used
to explain the branding process. However, I want this lesson to be
clearly understood, more than clever.
So let’s explore how and why Apple shot to fame as the world’s
most valuable brand by following the ‘less is more’ Golden Circle
branding process.
You’ll probably be familiar with some of this from Simon Sinek’s
famous TedTalk and book “Start with Why”.
The Golden Circle

Why?
The Golden Circle
“Everything we do,
we believe in challenging
the status quo, we believe
in ‘thinking differently’.
(Purpose)

Why?
How?
The Golden Circle
We make products that
are beautifully designed
and user-friendly.
(Process)
(Purpose)

Why?
How?
What?
We make products that
are beautifully designed
and user-friendly.
(Process)
We just happen to make
great computers, laptops,
music players, phones...
wanna buy one?”
(Product)
The Golden Circle
(Purpose)

Most start-ups still start with... What?
(Product)
The Golden Circle

some might be a bit smarter and start with... How?
(Process)
The Golden Circle

but very few start with what’s most important... Why?
(Purpose)
The Golden Circle

Why?
We encourage you, and every startup, to start with an engaging Why?
(Purpose)
The Golden Circle

Why?
How?
and then move on to a compelling How?
(Process)
The Golden Circle

Why?
How?
What?
and finish with a relevant What?
(Product)
The Golden Circle

What?
“We push ourselves,
and our clients,
to ‘do better’ every day...
(Purpose)
The Golden Circle
Even brand agencies need to
have their branding straight,
so here is ours...
Why?

What?
by challenging brands
to discover and express
their true character...
(Process)
The Golden Circle
Why?
How?
and our clients,
(Purpose)

What?
by challenging brands
to discover and express
their true character...
(Process)
with a bold approach to
identity, packaging & digital”
(Product)
The Golden Circle
Why?
How?
What?
and our clients,
(Purpose)

Now it’s your turn…
Print the next slide and have a go at creating a Golden Circle for your brand.
You may ﬁnd it easier to work with a pencil and an eraser so that you can try it a few times.
Good luck!
The Golden Circle

The Golden Circle
What?
- - - - - - - - - - - - - - - - - -
(Process)
- - - - - - - - - - - - - - - - - -
(Product)
Why?
How?
What?
- - - - - - - - - - - - - - - - - -
(Purpose)
Write your ‘WHY’ here...
Write your ‘HOW’ here...
Write your ‘WHAT’ here...

That’s it for Part 1 of Lessons in Branding.
In Part 2 we dig deeper into these and begin deﬁning your brand proﬁle.
Feel free to reach out to me with questions at stu@btlbrands.com
See you soon.
The Golden Circle

Thank you
See you in Part 2
Contact
Stu Lewin - Founder & Creative Director
Telephone: +44 (0)203 589 6098
Mobile: +44 (0)7907 969799
Email: stu@btlbrands.com
Web: btlbrands.com
London: 3rd Floor, Unit 2 Wedgwood Mews, 12-13 Greek Street, Soho, W1D 4BB
Barcelona: Gran Via de les Corts Catalanes 623, 1.2, 08010

BTL Lessons in Branding Part 1

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BTL Lessons in Branding Part 1