BOOTSTRAPPING YOUR BRAND �#BRANDUP

INTRODUCTIONS �

Dawn Weathersbee : Messaging : @dawnnwb Jess Warren : Graphic Design : @itsheyjess Sam Fagan : Web Design : @suprsamfagan

#BRANDUP

WHAT YOU WILL DO TODAY �

#BRANDUP

•  Learn Why You Need to Develop a Set of Brand

Guidelines

•  Learn the Basic Elements of a Set of Brand Guidelines

•  Identify Your Brand Personality Characteristics

•  Identify Your Market Position

TOC : SAMPLE BRAND GUIDE �

WHO ARE YOU? �

Photo by Paul Stevenson

#BRANDUP

WHY????

WHO ARE YOU? �

#BRANDUP

MISSION VS VISION STATEMENTS �

Mission Statement The purpose of your company. It guides your accomplishments. It may include the who (your audience), what you offer and how you differ.

Vision Statement What you are pursuing through your company’s mission. The difference you’ll make in the world. Foresight for the future. Tagline Succinct message that distills the mission and/or vision.

#BRANDUP

EXAMPLE: BOY SCOUTS �

Mission Statement To prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law. Vision Statement The Boy Scouts of America will prepare every eligible youth in America to become a responsible, participating citizen and leader who is guided by the Scout Oath and Law. Tagline Prepared. For Life.

#BRANDUP

EXAMPLE: CREATIVE COMMONS �

Mission Statement Creative Commons develops, supports, and stewards legal and technical infrastructure that maximizes digital creativity, sharing, and innovation. Vision Statement Our vision is nothing less than realizing the full potential of the Internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity. Tagline Share, Remix, Reuse — Legally

#BRANDUP

WHO ARE YOU? �

#BRANDUP

WHO ARE YOU? �

#BRANDUP

Photo by Brett Jordan

WHO ARE YOU? �

#BRANDUP

Photo by DryHundredFear

WHO ARE YOU? �

#BRANDUP

WHO ARE YOU? �

#BRANDUP

Above All Else, Levi’s is Authentic

Brand Values Brand Emotions

Quality

Originality

Integrity

Trust

Comfort

Affinity

ACTIVITY #1 �Workbook �

basic // high-end futuristic // nostalgic graceful // rugged budding // accomplished dynamic // steady relatable // mysterious current // timeless complex // simple humble // brash open-minded // opinionated cheeky // respectful casual // formal

vibrant // subtle progressive // traditional niche // mass-market experimental // conventional organic // industrial professional // playful idealistic // realistic sincere // clever adventurous // daring geeky // wise approachable // exclusive intuitive // technical

laid-back // aggressive emotional // analytical scientific // artistic imaginative // practical multifaceted // focused fun // serious vintage // modern energetic // calm rational // radical quiet // bold crafted // standardized refined // raw welcoming // reserved

#BRANDUP

ACTIVITY#2 �Workbook �

1.  Client’s name is …

2.  She/he is … years old.

3.  If she/he could vacation anywhere, it would be

4.  She/he can’t live without … & …

5.  She/he would describe him/herself as …

#BRANDUP

HOMEWORK#1 : �Write Two More Personas �

Workbook �

#BRANDUP

MARKET POSITION �

Product / Price / Promotion / Place •  Levis is selling apparel. •  Golden Chiropractic is selling chiropractic,

massage, and health-based products. •  Dawn sells marketing communications services

and products.

#BRANDUP

MARKET POSITION �

Product / Price / Promotion / Place •  Levis has one of the lower price points in denim.

•  Dr. Goldi prices according to her local market for similar offerings.

•  Dawn prices according to project scope, client, and market norms.

#BRANDUP

MARKET POSITION �

Product / Price / Promotion / Place

•  Levis uses all traditional advertising and social media channels for it campaigns.

•  Goldi uses Facebook, Instagram, Twitter, Yelp, Live Events, and Mail Chimp.

•  Dawn uses Email, Twitter, Pinterest, Online Groups, Live Networking, Relationship Marketing, and Trainings.

#BRANDUP

MARKET POSITION �

Product / Price / Promotion / Place

•  People look for Levis online and in physical store locations, global.

•  People find Goldi through referrals on Yelp, through friends and community members, and through health care providers, local.

•  People find Dawn through referrals and networking, nationwide.

#BRANDUP

•  Product: Features, Details, Distinctions

•  Price: High-end vs. Low-end, Luxury vs. Basic

•  Promotion: Online, print, advertising, social media, email, etc.

•  Place: Website, store, office, etc.

HOMEWORK#2 : the 4P’s �Workbook �

#BRANDUP

HOMEWORK#3 : Perceptual Grid �Workbook �

* comparison based on Product �

#BRANDUP

THANKS! ��

See You Tomorrow! ���

Dawn Weathersbee : @dawnnwb

Jess Warren : @itsheyjess

Sam Fagan : @suprsamfagan