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INTRODUCTION

It's hard to love a manufacturer, it’s hard to love the trademark.Just as it is difficult to be grateful to an application or to havefeelings for a gadget. People love brands. The product satisfiesthe need, and the brand gives emotions and has an aura, incontact with which someone, for example, feels like Steve Jobs.

This workbook is a practical document that was designed byGingersauce specifically for people who understand theimportance of branding: the ones building a brand, or wantingto become a better brand strategist or designer.

After going through this workbook a) the brands will have a complete set of theirbrand guidelines; b) designers will understand branding deeper, also receiving anidea of what questions to ask the brand before designing visuals for it.

“The most important concept in marketing is the brand.If you are not a brand, you do not exist. Who are youthen? You are an ordinary commodity " – Philip Kotler

2Copyright Gingersauce Technologies LTD. All rights reserved 2020

OVER THE FOLLOWING PAGES, WE DIG INTO FOUR KEYPHASES ON HOW TO CREATE A REMARKABLE BRAND.

Phase 1:BRANDCOREIDENTITY

Phase 2:BRANDVERBALIDENTITY

Phase 3:BRANDVISUALIDENTITY

Phase 4:BRANDPRESENTATIONGUIDELINE


BRAND COREIDENTITY

PHASE 1:

Establish the branding core to define the brandessence.

The core of branding consists of mission andvalues, the brand's vision of the world, the legend— everything that concerns the ideology of thebrand, and what connects it with the client anddifferentiates from competitors.


Step 1. KEY CUSTOMER.Express for whom everything is planned? The more specific you describe your target person,the easier it will be to understand how to enter their world with your offer.

Name and surname (nickname)

AgeProfessionIncomeLifestyleArchetype

Biography Motivation Barriers

Media Technologies Favorite brands

Character, ambition Taste Delights


Step 2. COMPETITORS.Express your benefits in comparison to your competitors and highlight them.

What are the strengths andweaknesses of your competitors?

What are your competitors doingwrong?

What are the main differencesbetween you and your competitors?

Why should people choose you?


Step 3. MISSION. Step 5. DIFFERENTIATION.

Step 6. VALUES.Step 4. VISION.

Express what you want to change inpeople’s lives.

Express one thing that makes yourbrand exceptional and unique.

Express beliefs that drive yourcompany.

Express the direction the company isheading to.

What is your company fighting for? Complete the sentence:

Our brand represents the only __________ (product

category) that is ___________ (different from others).

What are the company’s directionand inspiration?

Complete the sentence: We exist to…

Complete the sentence: We believe that….


YOU DON'T WANT TO: Chooseoverused words with no meaning.

1. Trust2. Profit3. Style4. Uniqueness5. Comfort6. Traditions7. Reliability8. Quality9. Taste10. Service

YOU WANT TO: Pick values that holdtrue to who you are as a brand.

VALUES. CONTINUATION.

1. Focus on the user and all else will follow.2. It’s best to do one thing really, really well.3. Fast is better than slow.4. Democracy on the web works.5. You don’t need to be at your desk to need ananswer.6. You can make money without doing evil.7. There’s always more information out there.8. The need for information crosses all borders.9. You can be serious without a suit.10. Great just isn’t good enough.

Any company. The Google Brand.

Examples of meaningful values:Examples of overused values:


BRAND VERBALIDENTITY

PHASE 2:

Determine the branding verbal identity to definethe brand style and tone of voice.

Brand verbal identity is an emotional brand image,in other words: emotional connection betweenconsumers and the brand. Competitors can copyfeatures, services, and distribution channels, but bycreating an emotional image of the brand, thecompany can obtain a really strong differentiator.

OK!

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Step 1. PERSONALITY AND ENERGY."Revive" your company, imagine it as a living person.

Ruggedness

SincerityGenuine, open-armed

Down-to-earth, family-oriented, honest,

sincere, real, sentimental, original,

wholesome, cheerful, thoughtful.

Examples: McDonald’s, Nivea, Pampers,

Whole Food Market, Home Depot,

Hallmark, Chevrolet.

Excitement

Competence

Sophistication

Outdoorsy, tough

Courageous, masculine, western,rugged, active, brutal, unsentimental.

Examples: Marlboro, HarleyDavidson, Nike, Guiness, Levi’s, REI,Jeep.

Exciting, emotional

Daring, trendy, spirited, cool, independent,

dynamic, imaginative, up-to-date.

Examples: Snickers, Pixar, Axe, Porsche, Absolut,

RedBull, Apple, Virgin.

Competent, skillful

Reliable, hard working, secure,

intelligent, technical, corporate,

successful, leader, confident.

Examples: Google, Domestos, Ariel,

Gillette, CNN, IBM, Toyota.

Refined, tempted

Upper class, glamorous, good-

looking, charming, feminine,

smooth.

Examples: Lamborghini, Baileys,

L'Oreal, Tiffani, Four Seasons,

Mercedes, Calvin Klein.

What is the personality of your brand?


Step 2. PERSONALITY AND ENERGY.Define the emotional connection that should emerge between your person and your company.

1. PARTNERSHIP

"You help me achieve my goals."(The Economist)

2. FRIENDSHIP

"You're always there, cheering meon." (Amazon)

3. AFFAIR

“I enjoy every minute with you.Even if it doesn't last long. "(Martini)

4. DEPENDENCE

"I can't do without you: you give mewhat others can't give." (Apple)

5. BENEFICIAL RELATIONSHIP

"You help me grow in the eyes ofothers and I use you." (LouisVuitton)

6. GUILTY PLEASURE

"I wouldn't tell anyone, but youmake me happier."(McDonald’s)


Step 4. SYMBOLS AND ASSOCIATIONS.

What do you want your brand to be associated with?

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Brand

Attributes:

Functionaladvantages:

User images:

Brand personality:

Organizational programsand values:

Advantages ofself-expression:

Social benefits:

Create a map of all the associations and symbols, and constantly work on building a foundationfor the things you wrote.

Fill in qualities, divided into groups, you want to have associated with your brand.

Copyright Gingersauce Technologies LTD. All rights reserved 2020

BRAND VISUALIDENTITY

PHASE 3:

After determining the brand’s personality, time tothink about how to express it visually. Brand visualidentity is a collection of design elements thatvisualize a brand. Combined in a system, they allowall your communication to speak in one consistentvoice.


BRAND DESIGN SYSTEM INCLUDES:

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Logo: an image, text, or shape that is the core of yourbrand identity system identifying your product orservice. On a deeper level, it has to convey theattributes, values, and personality of your companytoo.

Brand Colour Palette: a unique color combinationthat expresses the personality of your brand. Choosingyour branding colors is easy if the process starts withlearning the emotional associations of each color first.

Brand Font: a set of fonts that tell a story by bringinga voice and personality to your work. Different fontsevoke different emotions, so choosing them is an art.There are three main groups — serif, sans serif, andscript.

Typography: arranging text in an engaging, andinteresting way that gets the message across mostappropriately. It includes the layout, spacing, sizes,hierarchy, color, and integration of type across avariety of mediums.

Imagery: the result of all the visuals that representyour brand’s identity. The images that make up yourbrand imagery can appear in a variety of forms, frombillboards to Instagram, websites to print ads — butthey all visually communicate with your potentialcustomer, and thus need to influence your total brandimage.

Brand Mark: a graphical symbol which becomes theprimary visual signifier of a brand, it’s a kind of asubsection of logo design. Brand marks remove allletters, words, and names from your logo, to conveymeaning exclusively through imagery.

Brand Pattern: a pattern made from elements of theLogo, Brand Mark, or other graphical assets generatedin the production of a brand identity.

Layouts: the ratios and distribution between yourbrand elements. Here is where the brand elementscome together to form a whole that is much morethan the sum of its parts.


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TYPOGRAPHY

Montserrat Regular

Montserrat Bold

IMAGERY

BRAND FONT

Aa Bb Cc Dd Ee Ff Gg Hh Ii Ji Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Ji Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Header 1Header 2

Header 3

BRAND MARK BRAND PATTERN

LAYOUTS

LOGO BRAND COLOUR PALETTE

GINGERSAUCE BRAND DESIGN SYSTEM [EXAMPLE]

OK!

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BRANDPRESENTATION

GUIDELINES

PHASE 4:

A brand style guide is the finish line of thisprocess. As the only thing moreheartbreaking than a poorly designedbrand identity is a beautifully designedidentity that is never used or usedincorrectly.

The use of a brand book allows brands toexplain their vision to stakeholders andteammembers. Once all involved teammembers have a direct vision of their brandidentity, they can communicate it to theaudience efficiently.


GINGERSAUCE — AN AUTOMATED TOOL FOR BRAND BOOK BUILDINGGingersauce is a smart assistant that allows you to create awesome, market-standard brandbooks faster and more efficiently. A wizard will assemble your visuals, help you choose a unifiedstyle, and come up with a framework for a professional brand book.

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Our team created the first professional branding tool with the aim tosimplify the branding process and to provide a helping hand for designers,and branding agencies.

Exclusively for those who’ve completed this workbook and are now seekingfor the brand book creation, we’re gifting you a promo code for 15%discount to use Gingersauce.

Make your business into a BRAND. With Gingersauce.

USE THE PROMO CODE: CREATEABRAND15


http://Gingersauce.co

https://app.gingersauce.co/

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FINISH LINE

When we consider the idea of brands beyond products, they becomerepresentations, symbols, or elements in our lives. Rolex is the sign of agood Swiss watch. McDonald's is recognizable thanks to its golden archesand bright colors. Nike is both a sportswear distributor and a company thatpushes people to “Just do it”. They’re all brands.

Brands do more than just symbolize. They attract or repel, in part by “thepersonality of the brand.” As with people, that attraction is the startingpoint for a relationship. You have a sense of the personality of Amazon, “theeverything store,” as being accessible, cheap, and fast. Or take thatMarlboro man! — do you want to be as cool as a cowboy man? Brands aren’tjust things you buy. They’re beliefs you buy into. Or not.

The idea of brands is really a point of view. Brands are complex symbols.And we want you to broaden your perception of what your company canbe. We really hope we, at Gingersauce.co, encourage you to start building aBrand.


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Thank you for reading our Branding Workbook. If you think it was useful, pleaseshare it with a person who will also find it valuable. Let’s make more businesses

into brands, together!

If you liked the document, you can receive another cool PDF called ‘8 Secrets of asuccessful brief: how to make a better impression?’ by simply following us on

Instagram, and sending a text '8 SECRETS' to our direct messages. We love sharingour experience with you.

With love,Yours Gingersauce.


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