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5 Brand Elements for a Killer Branding Strategy
2
5 elements of branding
It’s difficult to define
what a brand is.
Maybe that’s because a brand
is a mix of values, promises
and identifiers that are
communicated both visually
and textually.
3
5 elements of branding
A brand also includes unseen
and unspoken things, like
emotions, desires and a
customer’s self-image.
4
5 elements of branding
“A brand for a company is like
a reputation for a person. You
earn reputation by trying to do
hard things well. People
notice that over time. I don't
think there are any shortcuts.”
- Jeff Bezos, CEO, amazon.com
#1:
5 elements of branding
5
Brand
positioning
statement.
(what you do, for whom
and how you do it.)
5 elements of branding
6
7
5 elements of branding
A template to get you started.
[Brand] provides [target
audience] with [unique value]
than any other [your Industry]
by [proof points].
8
5 elements of branding
An example.
“Warby Parker was founded with a rebellious spirit and a lofty
objective: to offer designer eyewear at a revolutionary price,
while leading the way for socially conscious businesses."
5 elements of branding
9
#2: Brand
promise.
5 elements of branding
10
(how you aspire to connect
with your customers.)
11
5 elements of branding
Start here.
A brand promise should
complete this sentence:
“We promise…”
12
5 elements of branding
• Coca-Cola: To inspire moments of optimism and uplift.
• Nike: To bring inspiration and innovation to every athlete in the world.
• Starbucks: To inspire and nurture the human spirit – one person, one
cup and one neighborhood at a time.
Examples.
5 elements of branding
13
#3: Brand
differentiators.
14
5 elements of branding
(what unique value you
offer to your customers.)
15
5 elements of branding
To differentiate.
Good news. If you’ve worked through your brand positioning statement,
you may have already identified your differentiators in the proof points.
A brand attribute is a differentiator if it:
• Communicates a specific benefit
• Is a unique claim that isn’t being or cannot be made by a competitor
• Speaks to a specific audience’s needs
16
5 elements of branding
An example.
Toms’ “One for one” program
is an example of a powerful
brand differentiator.
#4:
5 elements of branding
17
Brand
personality.
18
5 elements of branding
(personification of your
brand with human traits.)
19
5 elements of branding
Make it human.
People relate to people.
Personifying your brand by giving it human traits helps you create a
recognizable and memorable brand. Brand personalities usually
appear in a brand guide and take the form of a list of 3-5 traits.
20
5 elements of branding
Examples.
• Harley-Davidson is rebellious, independent, free-spirited
• Dove is real, simple, empowering
• Jeep is adventurous, outdoorsy, rugged
5 elements of branding
21
#5: Brand
story.
22
5 elements of branding
(an authentic expression
of what your brand does
and stands for.)
23
5 elements of branding
The real story.
A brand story isn’t fiction.
It’s a truthful narrative about who your brand is and how it touches
peoples’ lives—in real ways.
24
5 elements of branding
Guinness’ “Pursuit of More” brand campaign is a great example of
brand storytelling. It honors the deep roots of the 255-year old brand
and highlights the brands connection to people and communities.
An example.
Read more on our blog.
25

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5 Brand Elements for a Killer Branding Strategy

  • 2. 2 5 elements of branding It’s difficult to define what a brand is. Maybe that’s because a brand is a mix of values, promises and identifiers that are communicated both visually and textually.
  • 3. 3 5 elements of branding A brand also includes unseen and unspoken things, like emotions, desires and a customer’s self-image.
  • 4. 4 5 elements of branding “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. People notice that over time. I don't think there are any shortcuts.” - Jeff Bezos, CEO, amazon.com
  • 5. #1: 5 elements of branding 5 Brand positioning statement.
  • 6. (what you do, for whom and how you do it.) 5 elements of branding 6
  • 7. 7 5 elements of branding A template to get you started. [Brand] provides [target audience] with [unique value] than any other [your Industry] by [proof points].
  • 8. 8 5 elements of branding An example. “Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses."
  • 9. 5 elements of branding 9 #2: Brand promise.
  • 10. 5 elements of branding 10 (how you aspire to connect with your customers.)
  • 11. 11 5 elements of branding Start here. A brand promise should complete this sentence: “We promise…”
  • 12. 12 5 elements of branding • Coca-Cola: To inspire moments of optimism and uplift. • Nike: To bring inspiration and innovation to every athlete in the world. • Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Examples.
  • 13. 5 elements of branding 13 #3: Brand differentiators.
  • 14. 14 5 elements of branding (what unique value you offer to your customers.)
  • 15. 15 5 elements of branding To differentiate. Good news. If you’ve worked through your brand positioning statement, you may have already identified your differentiators in the proof points. A brand attribute is a differentiator if it: • Communicates a specific benefit • Is a unique claim that isn’t being or cannot be made by a competitor • Speaks to a specific audience’s needs
  • 16. 16 5 elements of branding An example. Toms’ “One for one” program is an example of a powerful brand differentiator.
  • 17. #4: 5 elements of branding 17 Brand personality.
  • 18. 18 5 elements of branding (personification of your brand with human traits.)
  • 19. 19 5 elements of branding Make it human. People relate to people. Personifying your brand by giving it human traits helps you create a recognizable and memorable brand. Brand personalities usually appear in a brand guide and take the form of a list of 3-5 traits.
  • 20. 20 5 elements of branding Examples. • Harley-Davidson is rebellious, independent, free-spirited • Dove is real, simple, empowering • Jeep is adventurous, outdoorsy, rugged
  • 21. 5 elements of branding 21 #5: Brand story.
  • 22. 22 5 elements of branding (an authentic expression of what your brand does and stands for.)
  • 23. 23 5 elements of branding The real story. A brand story isn’t fiction. It’s a truthful narrative about who your brand is and how it touches peoples’ lives—in real ways.
  • 24. 24 5 elements of branding Guinness’ “Pursuit of More” brand campaign is a great example of brand storytelling. It honors the deep roots of the 255-year old brand and highlights the brands connection to people and communities. An example.
  • 25. Read more on our blog. 25