a branding journey

A BRANDING JOURNEYmake your brand memorable

WHAT IS ABRAND?

A LOGO + A NAME

A LOGO + A NAME

do not make a brand!!

A BRAND IS MUCHMORE COMPLEX

“Brand is just a perception, and perceptionwill match reality over time. Sometimes it

will be ahead, other times it will be behind.But a brand is simply a collective impression

some have about a product.”

Elon Musk

Have you tried this?

Being Cheaperread ‘free’

Being Convenient

Long Story Short

Being Cheaper Being ConvenientTakes TimeNot a Good Idea

A good brand story = a memorable brand

ONCE UPON ABRAND...

Bememorable

Thinklong term

What you want to achieve

CreateConsistency

Connectwith clients

Standout

HOW TO MAKE A BRANDMEMORABLE?

Some kind ofmagic portion

Simple design

Good Story

Unique Personality

Good knowledge of customers

Some kind ofmagic portion

Simple design

Good Story

Unique Personality

Good knowledge of customers

unless you selling the rainbow and unicorns

No more than2-3 main brand colours

A simple andeasy to

identifysymbol

A unique look and feel

That being said, here’s the most important thing

you’ll change it later when you are big enough

Don’t obsess over your logoor brand colors

pick something and stick with it!

Some kind ofmagic portion

Simple design

Good Story

Unique Personality

Good knowledge of customers

When reading or hearing a storyour brains reacts as if we

part of it.

My 3 favourite Brand story frameworksfor start ups

1. The PSS Story

Problem Solution Success

Example: Dropbox

“Drew Houston, Dropbox founder, was tired of forgetting his USB, so he thought of a cloud based

file hosting system that would solve his problem.”

The ProblemThe Product asthe solution

2. The Underdog Story

Small business passionate about products and

customers

Big corporate business with impersonal customer

service

vs

Example: Equity Bank

“Equity bank entered the market with a clear goal: Banking majority poor customers rejected by big

banks.”

The UnderdogThe Big Dog

3. The Higher Purpose Story

Strong company culture

+

Vision going beyond the product.

Example: Toms Shoes

“Toms Shoes came up with the tag One for One, meaning that for every purchased pair of Toms gives a pair to someone in need. TOMS exists to

improve lives.”

2 elements that arepart of TOMS culture

What’s right for you depends on the actions you want to inspire

Mainly sales focused. You want people to

solve problems using your products

Mainly relationship focused. You want people to have an

emotional connection to your products.

Mainly inspiration focused. You want

people to drive change and make the world a

better place.

PSS Story Underdog Story Higher Purpose Story

1 2 3

Some kind ofmagic portion

Simple design

Good Story

Unique Personality

Good knowledge of customers

5 dimensions of brand personality

1 2 3 4 5

Sincerity Excitement Competence Sophistication Ruggedness

Down-to-earthFamily-oriented

Small-town

HonestSincere

Real

WholesomeOriginal

CheerfulSentimental

Friendly

DaringTrendy Exciting

SpiritedCool

Young

ImaginativeUnique

Up-to-dateIndependent

Contemporary

ReliableHard-working

Secure

IntelligentTechnical

Corporate

SuccessfulLeader

Confident

Upper-classGlamorous

Good Looking

CharmingFeminine Smooth

OutdoorsyMasculine Western

ToughRugged

The Magician

The Creator

The Innocent

The Explorer

The Sage

The Lover

The Ruler

The Hero

The Caregiver

The Maverick

The Jester

The Regular Guy/Girl

12 main brand archetypes

Some kind ofmagic portion

Simple design

Good Story

Unique Personality

Good knowledge of customers

Forgive me for stating the obvious but:

You can’t build a memorable brand if you don’t know what’s

memorable to your customers!

Let me givean example

Let me givean example

Mainly sales focused. You want people to

solve problems using your products

Mainly inspiration focused. You want

people to drive change and make the world a

better place.

Company X’ customers are mainly young freelance designers like this cool handsome young man

This might be memorable to them: good & innovative design, a dribble social media link, references to freelance work, good looking mobile version of website…

Let me givean example

They mainly sell to 40+ corporate sales

VPs

This might be memorable to them: testimonials of other

enterprise customers, strong focus on KPI, ROI

and e�ciency, a professional, formal

Doesn’t care much about KPI and ROI

Doesn’t care about your brand’s Dribble

profile

Cool, cool, but how do you know what’s memorable to customers?

1. Hang-out in the same places as they do 2. Do one-on-one interviews 3. Look at the content they share 4. Study the look and feel of so�wares

they use

Becoming memorable is our first challenge.

And here’s how we are going to achieve that!

What do you have right now?

Step 1

more catchy? less generic? New Name?

more catchy? less generic? New logo ?

the most important part is to bring designharmony to the brand.

Real colour scheme and design feel? ?

Step 2

whats your story and how do you tell it?

Personality ? Archetype?

the most important part is to bring designharmony to the brand.

Real colour scheme and design feel?

STEP 3:

We want to try a very di�erent brand personality: Example..

2

Excitement

DaringTrendy Exciting

SpiritedCool

Young

ImaginativeUnique

+

The Maverick

STEP 4:

Which customers will this resonate with?

But that’s not all! Being memorable also means building a memorable customer experiencewhich we’ll cover the next time we meet :)

WE’VE GOT MEMORABLEBRANDING COVERED.

Hope you enjoyed the presentation and I’d love to hear from you!!

magugz@brand2d.com

@onlymagugz

THAT’S IT FORNOW FOLKS.