BTL Lessons in Branding Part 2

Lessons in BrandingPart 2

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

btlbrands.com - do betterLessons in Branding Part 2

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.

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 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.

“Everything we do,we believe in challenging the status quo, we believe in ‘thinking differently’.(Purpose)

btlbrands.com - do betterLessons in Branding Part 2

Brand ProfileIn Lessons in Branding Part 1we looked at the importance of a brand’s Golden Circle,using Apple as an example.

We are going to take thebrand purpose from Part 1and use that to start buildingyour brand profile.

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.

Purpose

Positioning

Proposition

Personality

Persuasion

btlbrands.com - do betterLessons in Branding Part 2

Brand ProfilePart 2 delves into a process called The 5 P’s which will help define your brand profile.

The 5 P’s are the building blocks for all brands. Get these right and the rest is easy... well,easier. On the next few pages we will breakThe 5 P’s down into five simple steps.

PS: As you’re reading through the steps,think about what your The 5 P’s could beand jot down your thoughts.

Ready? Let’s go.

Most companies today are fixated on theirbrand engagement rather than brand profile.

There is a lot of competition between companies to see whose brand engages most with its consumers.

Data analytics services obsess over the number of social content that’s liked, followed, tweeted, shared and commented on.

But does quantity always equal quality?

btlbrands.com - do betterLessons in Branding Part 2

Brand Profile

btlbrands.com - do betterLessons in Branding Part 2

Brand ProfileHowever, a word of warning …

Before your brand can compete successfully in the very busy engagement arena,one driven by pay per click ad campaigns that can wreck you startup’s marketing budget, make sure that your brand profile is ready.

And that means you’ll need to do some basic housekeeping first so it’s fit for purpose.

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.

WHY...does your brand exist?• what does it do?• why does it do it?

InternalExpression

btlbrands.com - do betterLessons in Branding Part 2

Brand ProfileThe 5 Ps

Purpose

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.

WHY...does your brand exist?• what does it do?• why does it do it?

InternalExpression

HOW...is your brand perceived?• generic or specialist• local or global• basic or premium• expensive or cheap

btlbrands.com - do betterLessons in Branding Part 2

Brand ProfileThe 5 Ps

Positioning

Purpose

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.

WHY...does your brand exist?• what does it do?• why does it do it?

WHAT...does your brand promises to deliver?• values• services• products• benefits

InternalExpression

HOW...is your brand perceived?• generic or specialist• local or global• basic or premium• expensive or cheap

btlbrands.com - do betterLessons in Branding Part 2

Brand ProfileThe 5 Ps

Proposition

Positioning

Purpose

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.

WHY...does your brand exist?• what does it do?• why does it do it?

WHAT...does your brand promises to deliver?• values• services• products• benefits

InternalExpression

HOW...is your brand perceived?• generic or specialist• local or global• basic or premium• expensive or cheap

WHO...does your brand ‘look & feel’ like?• behaviour• visual identity• tone of voice• colour palette

btlbrands.com - do betterLessons in Branding Part 2

Brand ProfileThe 5 Ps

Personality

Proposition

Positioning

Purpose

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.

Personality

Proposition

Positioning

Purpose

Persuasion

WHY...does your brand exist?• what does it do?• why does it do it?

BRAND MESSAGE• the combination of the 5 P’s to create a simple, relevant and unique brand message that connects with minds and hearts

WHAT...does your brand promises to deliver?• values• services• products• benefits

InternalExpression

ExternalExpression

HOW...is your brand perceived?• generic or specialist• local or global• basic or premium• expensive or cheap

WHO...does your brand ‘look & feel’ like?• behaviour• visual identity• tone of voice• colour palette

btlbrands.com - do betterLessons in Branding Part 2

Brand ProfileThe 5 Ps

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.

btlbrands.com - do betterLessons in Branding Part 2

Brand ProfileThe 5 Ps

Before you make a start on thinking aboutyour brand profile,here our interpretation of what Apple’s 5 P’s may be:

To challenge the status quo with everything we do...

We are makers of beautifully designed productswith simple and user-friendly interface design...

We create superior innovative products that aid the user’s creativity

and productivity...

Purposeful. Intelligent.

Unique.Simple.Smart...

Think Different.

Personality

Proposition

Positioning

Purpose

Persuasion

The distillation of a successful brand profile, its core essence,should be encapsulated in the brand message.

On the next pages you will find some examples of successful brand messages.

btlbrands.com - do betterLessons in Branding Part 2

Brand Profile

btlbrands.com - do betterLessons in Branding Part 2

Brand Profile

btlbrands.com - do betterLessons in Branding Part 2

Brand Profile

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.

That’s it for Part 2 of Lessons in Branding.

In Part 3 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.

btlbrands.com - do betterLessons in Branding Part 2

Brand Profile

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.

btlbrands.com - do better

Thank youSee you in Part 3ContactStu Lewin - Founder & Creative DirectorTelephone: +44 (0)203 589 6098Mobile: +44 (0)7907 969799Email: stu@btlbrands.comWeb: btlbrands.comLondon: 3rd Floor, Unit 2 Wedgwood Mews, 12-13 Greek Street, Soho, W1D 4BBBarcelona: Gran Via de les Corts Catalanes 623, 1.2, 08010