Branding 101 Worksheet

Branding 101 - Developing Your Brand Identity

• Brand Association
  • Just Do It
  • Where shipping is a pleasure
  • You're in good hands
  • We have the meats
  • I'm loving it
  • Like a good neighbor
  • Relentless pursuit of perfection
• What a Brand Is NOT
  • Your logo
  • Your slogan
  • Your promotional literature
• What Is Your Brand
  • A brand is 2 things
    • A promise you make to your customers
    • The perception the public has of your business
    • The goal is to shorten the distance between the two points
• 5 Elements of developing your brand
  • What's your why
    • Simon Sinek
      • Golden circle
      • Start with your why
      • People don't care what you do, until they understand why you do it
        
      • Your why informs your value and business culture
        
  • Who's your tribe
    • If "everybody" is your customer, nobody is your customer
      • Define your avatar
        • Target customer's age, race, gender, psycho-graphics, buying habits, ect
  • What's your value
    • Stop speaking in terms of What you do
      • Speak to your customer's pain point
      • Nobody cares
        • WIIFM
    • Your perceived value is based on the size of the problem you solve
      • Doctors are valued more than fast food workers
  • What's your voice
    • Your brand's voice should be authentic to your values and culture
  • Craft your message
    • Once you have your story in place, understand your customer, can articulate your value, and know how you want to communicate, you can now craft your message.
• Bonus points
  • Customer service is absolutely critical to developing your brand
    • Underpromise and overdeliver
  • Your systems will help your business scale
    • Better systems means the ability to accomplish more
      • Automate as much as possible
      • Outsource as much as you can
  • Treat your business like a business

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