Elements to create a stand out brand for business success.

How to create a stand out Brand

What is branding?

What people typically reference as branding?

• The name• The logo• The identity system – colour used, font, layout etc

• These simply communicate an identity, a presence• They provide a label that meaning can be attached to. • They provide a useful rallying point, but it is the meaning and

associations that you attach to these that is the brand.

So what is branding?

Brand: A persons gut feeling about a product, service or company.Branding: A company’s effort to build lasting value by delighting customers so that more people buy more things for more years at a higher price.

The way we want customers to perceive, think, and feel about our brand versus competitors.

What makes up this emotional response?

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Every Brand

Touchpoint

Sales people

Ads

Packaging

Product performance

What people say about

you

After sales service

What you say and where you say it

Website

Digital

To build a differentiated and successful brand you need to consider all of the layers of your brand. They all work together.

Brand layers

BRAND

IdentityWhat we believe inWhat we stand for

Our personality and how we express it

BehaviourHow we act and behave

The relationships we form and experiences people have of us

+PerformanceWhat we do and how we deliver it

The value we deliver+

Communication

=

REPUTATIONHow others perceive us

Brand strategy elements

Personality

What we say and how we act – Messaging,Brand experience

ValuesBelief system

Essence

InternalExternal

As a starting point

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Before you go to work on your brand you need to have clarity on the following:• Mission• Vision• Clear idea of target audience (who are they, what do they need,

what drives them, what influences their decisions)• Clarity on your service/product

A Brand that wants to be a little of everything will

eventually amount to a lot of nothing.

Your onliness statement

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You need to be different to everyone else out there!

Our _________________________

is the only ____________________

that _________________________

Get to the point with a one sentence positioning statement

How do you describe yourself. Boil it down to one simple descriptive sentence that summarises what you do and provokes people to ask how and why?

Positioning statement templates

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Template #1For (target audience), (brand) is the (frame of reference) thatdelivers (benefit/point of difference) because only (brandname) is (reason to believe).

Template #2For (your target) who wants / needs (reason to buy yourproduct/service), the (your product or service) is a (category)that provides (your key benefit). Unlike (your main competitor),the (your product/service) (your key differentiator).

Translating the what to why

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The emotional value that we provide to our audiences and how we support this.

Proof Point (feature - the what) Benefit (the why - how does this make a difference to your customers lives)

Every powerful brand or organisation has at its core a

substance that gives it strength.

You need a belief system...

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Harley Davidson’s Brand Belief System

We will let your attitude towards life and personal expression roar!

Apple’s Brand Belief System

Computers and technology should enable us to do things that can change the world by being radically ‘easy’ to use… and

overlay this with standout design.

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As a brand what do you believe in?

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What you believe in, what is fundamental to achieving your brand vision and making a real difference to the lives of your audience.

Get to the point, think deep and make it emotional.

It may help to start with “We believe….”

Brand values

Brand values are designed to unite, inspire and guide brand-led behavior. Enabling employees to emotionally connect with the brand and empowering them to deliver memorable and valuable brand experiences.

Virgin’s Values

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We think customer

• Our customers are at the heart of everything we do

• We are passionate about creating an outstanding flying experience

• We deliver consistently high service internally and externally

We lead the way

• We lead by example

• We have the courage to think differently

• We innovateWe do the right thing

• We always put safety first• We act with integrity and honesty

• We create a sustainable and inclusive environment for our people and the community

We are determined to deliver

• We do what we say we're going to do

• We are responsive• We are committed to excellence in all we

do

Together we make the difference

• We work together to achieve success• We consider our impact on others

• Our people set us apart

What values does your brand live by?

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- Make them unique - if everyone is creative or entrepreneurial then there will be nothing differentiated about your values.

- Think about how you want to behave.- Remember they are not necessarily your personal values but

your brand/company’s values.- Choose four to five only.

Brand Personality

A summary of your desired persona.Human-like characteristics that you project to the world through all brand touch points.This directs your brand visuals, what tone of voice your collaterals are in, what type of logo (brandmark) you should have etc.

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What is your brands personality?

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5min to work through your brand personality exercise.

Don’t think about the brand as your personality - what would be appealing to your target audience.

Personality Traits

Down to earth, family oriented, conventional, blue-collar, typical AussieHonest, sincere, real, ethical, thoughtful, caringWholesome, original, genuine, ageless, classic, old-fashionedCheerful, sentimental, friendly, warm, happy

Daring, trendy, exciting, off-beat, flashy, provocativeSpirited, cool, young, lively, outgoing, adventurous, passionateImaginative, unique, humorous, surprising, artistic, funUp-to-date, independent, contemporary, innovative, aggressive

Reliable, hardworking, secure, efficient, trustworthy, careful Intelligent, technical, corporate, serious

Successful, leader, confident, influential

Upper Class, glamorous, good-looking, pretentious, sophisticatedCharming, feminine, smooth, sexy, gentle

Outdoorsy, masculine, earthy, active, athleticTough, rugged, strong, no-nonsense

EssenceThe soul of your brand.A guiding philosophy, built on a compelling truth that expresses what the brand stands for in a simple and powerful manner.

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Harley Davidson’s Brand Essence

The Freedom of Individualism

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Apple’s Brand Essence

The Intuitive Soul of Technology

Brand essence examples

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King Island Dairy: Tradition and Indulgence from an Isolated Island

Nike: The Spirit of Competition

Aged care brand: Bounty of care

Aged care service provider: Care that shines

Skin care brand: The sanctuary of skin confidence

Personal finance brand: Unlocking life’s opportunities

What sits at the heart of your brand?

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It’s time to create your brand essence.

Keep it short and simple.Keep it grounded in the ‘why’ not the ‘what’.It’s internal - not your tag line.Explore something multi-dimensional.

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Circle of influence here

Bringing it it all together

Now that you understand your why and your brand you are ready to create a name.

Now that you understand your ‘why’ and your

brand you are ready to create a name.

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What’s in a name?

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Your brand name should be memorable, distinctive and the platform on which to build a differentiated brand.1. Evokes a sense of your compelling point of difference2. Different to those of your competitors3. Brief - 4 syllables or less4. Appropriate, but not so descriptive as to be generic or devoid of spirit5. Easy to spell6. Straight forward to pronounce7. Provides opportunity for ‘brand play’8. Legally ownable9. Web domain available

It’s not easy, it’s harder than naming your first baby.

Don’t forget there is more to your brand then your name and you can wrap meaning around it with your other brand touch points,

Where to start?

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• Literal concepts• product category (travel, music, fashion)• product function (discovery, sharing, tracking)

• Figurative concepts• extend your list of roots to names, objects, phrases, moments

and feelings that are loosely related to your core business.• Look up synonyms• List examples and types• Make up words that sounds good.• Words in other languages.• Explore words that mean themes that relate to your brand.

If you need a little help: startupstash.com/naming/

namingforce.com

You’re now ready to wrap the visuals around the

foundations.

Designing your brand identity (logo and visuals)

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• As a start up you may need to consider a phased approach.• Not all designers are created equal.• You get back what you invest.If you must use crowd sourcing, some tips:• Put a clear brief together (target audience, personality,

competitor examples (what to avoid).• Gather examples of other brands you like.• Ask them to apply your logo to marketing collateral so you can

see how the fonts, colours, shapes, images and graphics work together.

• Be clear on what you want back.

We know that your brand is much more than your logo so where else can your brand play out?

The customer journey/experience

You have a say and influence on how your brand will be perceived and delivered at every point of interaction with your customer. You need to put your best foot forward, always!

Creating a customer journey map

A Customer Journey map is a visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organization, service, product or brand, over time and across channels.

Key elements of a customer journey map

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1. Personas: the main characters that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of the user

2. Behavioral stages3. Describe how your customer at each behavioral stage.

1. Creating a persona

The main characters that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of the user• Gender• Age• Income• Family status• Where do they live• What do they like to do?• What’s important to them?• What behavior defines them?

2. Define your behavioral stages

Each stage a customer goes through when deciding and choosing your brand.

Retail: Research, choosing, driving to chop, parking, walking to shop, time in shop, purchase, leaving, coming back/or notMobile app: Aware, search, install, use, feedback, refer, deleteFood and drinks: Aware, choosing, ordering, paying, waiting for food, eating, feedback, repeat order

3. Customer Journey elements

Customer element DescriptionUser Needs What does the user need from you at each stage of the journey?

User goals What is the users goal at each stage of the journey. Try to dig deep and fully understand your customer – you may need to do some research.

User Expectations What do they expect?

Touchpoints A point of interaction between your company and customer involving a specific human need in a specific time and place. Each touchpoint is an opportunity to strengthen relationships with your customer.

Channel What channel can you use to communicate to them?

Processes On this step you are to describe interactions that occur on each stage. Try to use everyday language and words your customers operate where possible.

Experience Emotional journey – how does the customer feel? How your customer feels across the stages and touchpoints. Try to impersonate your persona along this emotional journey.

Problems What barriers and problems occur for the user at different stages?

Pain Points What are the pain points likely to arise?

Ideas What ideas so you have to improve the customer experience?

A well considered and differentiated brand is key to your business

success it shouldn't’t be an after thought.