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An evolution-focused branding firmBRANDING 101

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You will be able to: understand the branding industrydecipher good from bad creative

effectively evaluate creative partnersbuild your business with heightened focus

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Life as we know it

is a Design

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Ex. The Morning Routine

Breakfast Process Dressing Process Traffic Control Process

Logical Traffic

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Design is the single most impactful yet under-valued

skill mankind has ever acquired, because it shapes every aspect of our lives.

THE POINT:

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Have the materials and skills to score investment.

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So, Branding?

HISTORY OF BRANDING:

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Have the materials and skills to score investment.

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HISTORY OF BRANDING:

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Have the materials and skills to score investment.

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HISTORY OF BRANDING:

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Have the materials and skills to score investment.

Protection

for producers

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HISTORY OF BRANDING:

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Have the materials and skills to score investment.

Protection

for consumers We get to recognize the brands we know and trust. We can feel smart, safe and make decisions based on what we like.

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The primary function of a brand is to instill trust.

HISTORY OF BRANDING:

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Have the materials and skills to score investment.

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Branding = Logo

WHAT IS BRANDING:

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Have the materials and skills to score investment.

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Branding = System

WHAT IS BRANDING:

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Have the materials and skills to score investment.

product

service

strategy

brand architecture

brand positioning

name

visual identity

brand voice

Visual communications

brand journey

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Branding System = Experience

WHAT IS BRANDING:

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Have the materials and skills to score investment.

Build fertile environment for sustainable growth & opportunity

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Branding is a means to focus your development

towards an informed goal.

WHAT IS BRANDING:

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Have the materials and skills to score investment.

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AppleStrengths:great products, easy store experience, helpful sales people, premium user experience, hyper-connected web of services, will often fix/replace for free

Touchpoints:advertisements, website, store, sales representatives, packaging, products themselves, partnerships with web browser, software integration, apps, online app or music store, repair/replace experience

Takeaway:Apple builds an environment for opportunistic growth: users become not merely buyers but advocates, disciples, ambassa-dors for the brand due to the stellar experience at every touchpoint.

Empathetic to customers: provides customers with breaks, deals, and stellar services so customers can’t leave feeling like they’ve been wronged or abused by apple. Eliminating pain points of the buying cycle.

STRONG: CASE STUDY

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Have the materials and skills to score investment.

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McDonald’sWeaknesses:Old, out-of-touch, stale, bad publicity, irrelevant to target market, overly broad target market (everyone), lack of definition, lack of story or mission

Touchpoints: advertisements, stores, packaging, product

Takeaway:No voice or definition: McDonald’s has made itself the ultimate ink-blot. It has no power over its own definition now, and has left itself for everyone else to interpret.

Slow to innovate: McDonald’s has compensated for its lack of growth by expanding its offerings, which has only weakened it more. They have not focused on the core of their business and built it from a truthful place.

SOUR: CASE STUDY

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Have the materials and skills to score investment.

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Keys to BrandingMake the hard decisions and trash the irrelevantBe honest. What are your strengths and weaknesses?Be empathetic. Understand exactly who you want to sell to and why they need you.Don’t use your imagination alone. Use logic.“Good looking” is not the point of branding. “Clear and communicative” is.Experiment but learn to boost your ego, and business, by admitting your failures.

WHAT IS BRANDING:

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Have the materials and skills to score investment.

Failures try to be everything to everyone, nobody cares very much about them.Bulding Better Brands, Scott Lerman

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DefinitionWhat problem do you solve? What is your solution?What is your target audience? Who are you selling to?

CharacterDescribe what you do in one sentence.Now describe what you do in 5 words or less.List 5 words that describe best your company’s personality.Think about: What do we do? What are our core capabilities?

Arena & Competitive ReviewList your competition - record their distinguishing attributesList your assets, strengthsMake chart of assets vs. competitionThink about: What do we own and control? What are our products and services? How do we do things? What are our core skills? Do we have a special mission or ideal?

AdvantageWhat insight will attract target market to us most?

BRANDING PROCESS: BEGINNING

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Have the materials and skills to score investment.

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Next Steps:Make competitive mood boards

Make inspiration, personality relevant moodboards

Then, hire a designer and execute strategies

BRANDING PROCESS: BEGINNING

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Have the materials and skills to score investment.

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OUR PROCESS

Insight Positioning Creation Promotion GrowWe learn with you and through you about every-thing that influences your business and how your environment impacts sales.

With a rich understanding of your environment, we help you define your place in the world and stake it out.

We create materials that authentically communicate and establish a strong connection with the people you need most.

We create inbound and outbound channels for ef-fective communication with target audiences. We craft the right place at the right time.

You are the owner of a whole new world of op-portunity. We share in the triumph and get ready for the next steps.

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TAKE ACTION

Stoked!Thank you for this opportunity to help you grow! Good luck branding and building!

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Thank you.BRANDING 101

Emense, Inc.Website: emense.isContact: Erin Devine, edevine@emense.is, 630.453.1782Skype Name: readhereplease