The ABC’s of Branding: A Workshop

blog.marcbinkley.ca@marcbinkley

Step 1 – Today with You• 30 minutes• Brief overview of Branding and Marketing• Provide a framework of collaboration to learn about you and your brand

Step 2 – Creative Process• Fill in, compile and analyze your brand squares • Craft an emotional brand message – Start with Why, then How, then What• Present a vision for your brand that each stakeholder can be proud of and relate to

Step 3 – Activation • Develop a capacity to listen for conversations about your brand and industry• Map out an engagement map to tell your story across multiple touch points• Diarize weekly marketing duties for the whole year with quarterly goals• Deliver valuable content with frequency and consistency across your core channels

Thank You

Step 1 – Overview of Branding

Draw Your Ideal Customer Write 3 words they use to describe you

Start With Why – Simon SinekWhat’s your purpose, cause or belief? Communicate from the inside out.

Inside out – Inspired Communication

Everything we do we believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We happen to make great computers, want to buy one?

Outside in – Typical Noise

We make great computers, they’re beautifully designed, simple to use and user friendly. Want to buy one?

People Don’t Buy What you do, They buy Why you do it – S.Sinek

“I've learned that

people will forget what you said, people will

forget what you did, but people will never forget how you

made them feel.”Maya Angelou

“There is no such place as a market.

A market is simply a group of consumers

who share a common problem or desire.

If you can show them that you can solve their problem, at a price they’re willing to pay –

then you have a market”Len Potts

Step 2 – Creative Process

What You Do is the Proof of What you Believe

• A brand is a promise wrapped up in an experience. So what’s yours? – Ross Smith, Mindshelf.com

• Is the consumer experience consistent across all consumer touch points?

• How do you want customers to feel about you?

Len Potts – 4 Tough Questions

1. Who are we talking to and what is their problem?

2. What is the one thing we want to say to them?

3. Why should they believe us?

4. How do you want them to ‘feel’ about you?

Branding Exercise

• Fill in each of the Brand Squares with 10 words or less consider each of these

– Consumers point of view– Your point of view– Your staff’s point of view

• Have multiple stakeholders complete this task

1. What do you Do? 2. Who do you do it for?

4. Why do you do it better? 3. Why do you do it?

Brand Squares - Keywords

Developing a Positioning Statement

• From the previous squares, identify key words

• Use key words to craft sentences about your brand and your unique value to the client

• Begin this sentence with why you do it, how you do it then what you do

Developing A Positioning Statement

Why do you do what you do?

How do you do it?

What is it that you do?

Step 3 – Activation

Feel free to contact me @marcbinkley for personalized assistance on this phase