1. Brand Workshop
Presentation
Ideas to ponder before,
during and after you
develop a new brand

2. • Review your Current Brand (if exists)
• Brainstorm on new Ideas
• Establish Basis for Brand Process
• Develop/Define Corporate Identity
Workshop Goals

3. • Brand Position
• Brand Promise
• Brand Personality
• Brand Story
• Brand Associations
• Brand Identity
Agenda
Successful
branding
begins with a
well-defined
brand that is
RELEVANT
to your
market.

4. Describe:
•What you do
•Your audience/customer
•Why they buy from you
•Why are you better than your competition
•How are you UNIQUE
It is better to be CLEAR, than CUTE
What is your Brand Position?

5. • The Brand Promise is the
single most important
thing that you promise to
deliver to your customers.
• Consider what customers
should expect EVERY time
they interaction with you.
What is your Brand Promise?
The business
decisions you make
should be weighed
against this brand
promise to be sure
that it fully reflects
this promise, or at
the very least does
not contradict it.

6. • What words best
describe your company’s
personality?
• How do you want to be
perceived by your
customers and even by
your own employees?
What are your Brand Traits?
Think about your
brand traits as
personality traits you
might use to describe
a person you know.
Wouldn’t you choose
the traits that are
MOST CONSISTENT
about that person, the
ones that best represent
who they are?

7. • A story about your history and background
• Your story should highlight how your
products/services grew from your background
• A brand story needs to illustrate your unique
philosophy or methodology and how it
impacts what you offer
• Finally it should summarize your offerings
What is your Brand Story?

8. • Name
• Logo
• Tagline
These are the “clothes you wear”
to illustrate your brand
“personality” and include:
What are your Brand Associations
When creating a brand
or rebranding a
company, we first
establish the brand
position, promise, traits
and story prior to
developing any of the
elements listed here.
We want to make sure
the clothes fit!
This is also considered your
“Corporate Identity.” The following
slides have several exercises to
help you establish your perfect fit!
• Imagery
• Colors
• Fonts

9. Developing your
corporate Identity
Exercises to make sure
you get the perfect fit!

10. 1. Is it still relevant?
2. Does it reflect the diversity of your company and
or product?
3. Is it easy to remember?
4. Is it different from your competition?
5. Is it too geographically centered?
6. What is your reputation in the industry?
7. Did you buy the domain name?
Start with your company name

11. 1. Original and distinctive
2. Legible
3. Simple
4. Memorable
5. Easily associated with the company
6. Easily adaptable for all graphic media
7. It needs to work on your website
What makes a good logo?

12. Create a company word list
1.
2.
3.
4.
5.
6.
7.
8.
What image do you
want to convey?
creative
personal
advanced
technological
bargain
fast
expertise
growing
professional
slick
fun

13. Distinguishing features
1.
2.
3.
4.
5.
6.
7.
8.
What sets you apart
from the competition?
Price
Quality
Service
Depth of product
line
Location
Convenience
Support
Speed of delivery

14. Who are you trying to reach?
1.
2.
3.
4.
5.
6.
7.
8.
Define your perfect
customer:
Consumer?
- Age/Sex, etc.
Business?
- What industry
- What department
What position do
they hold?
Vertical Markets?
Buying habits?

15. The Creative Elements
Name of company
Tagline or slogan
Visual/graphic (logo)
• Abstract?
• Realistic?
• Symbolic?
• Typographical?
The creative
process begins:
After collecting the
information from the
preceding slides,
the elements can be
designed to reflect
the culture of the
company.
The message is
focused creating a
cohesive brand that
a company can
stand behind.