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1) Your brand is not what YOU think it is. It is what THEY think it is.2) Make branding decisions based on what appeals to your target market.3) Be clear and consistent with the message of your brand.4) Put your branding in the right places.

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For ____________________________________ (state the target market)who want or need ___________________ (state what they lack)my company provides _______________ (state what you give them)that benefits them by ________________ (state the primary benefit)so they can ____________________________ (state the positive outcome)

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For engaged couples who are planning a wedding

who want or need eco-friendly event styling for their wedding

my company provides eco-friendly styling to showcase their wedding theme

that benefits them by customizing their wedding while protecting the environment

so they can have their big day look perfect, protect the environment, and not spend time on décor!

For nonprofit development officers

who want or need an impressive, eco-friendly event within a limited budget

my company provides eco-friendly, professional, affordable styling options

that benefits them by showcasing a professional, eco-friendly fundraiser to impress donors

so they can create a high-quality perception to get more donations within budget.

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1) Be specific. Be precise. 2) Multiple target markets? Multiple brand statements. 3) Tailor the outcome to show exactly how you help.4) The brand statement is your core messaging.

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Question #1: B2B or B2C?

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Build Your Demographic – B2BIndustryMissionCompany SizeRoleTheir Target MarketCompany CultureOther Key Attributes

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Build Your Demographic – B2CGenderAgeRelationshipsCultureReligionLanguageOther Key Attributes

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Comfort /

Pleasure

Cause

Affiliation*

Profit /

Gain

Preventing

Loss

BelongingAvoidance

of Pain

Pride /

Prestige

What is your target market’s pain point?

• B2B – Motivated by economic factors: some combination of Profit / Gain, Preventing Loss, and Cause Affiliation

• B2C – Could be motivated by any combination

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The Problem You Solve: _________________________________________ Buyer Motivation: _________________________________________ Emotional Appeal? Yes / NoWhich Emotion?: _________________________________________

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The Problem You Solve: Creating a unique, eco-friendly event look for them. Buyer Motivation: Cause, Pleasure, Prestige?Emotional Appeal? Yes Which Emotion?: Pride…(which emotions do YOU think of?)

The Problem You Solve: Creating a low-cost, professional, eco-friendly event. Buyer Motivation: Profit/Gain, Preventing Loss, Cause AffiliationEmotional Appeal? NoWhich Emotion?:

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GeographyInternationalNationalRegional/ProvincialCity/CountyNeighborhood

Spending Their TimeOffice, SchoolHomeSocial mediaCurrent EventsMagazines, NewsStoresExclusive Clubs / Groups

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NewslettersMailSocial MediaBulletin BoardsGroupsAdvertisements, BrochuresMember Discounts

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Apple = Innovation

“Think Different.”Packaging and Design.

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Cards Against Humanity = Offensively Humorous

“Cards Against Humanity is a party game for horrible people. Unlike most of the

party games you've played before, Cards Against Humanity is as despicable and

awkward as you and your friends.”

FAQs = “Your dumb questions.”

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SERIF

Formal

Traditional

Respectable

Reliable

Authoritative

Good for print –

body of content

SANS SERIF

UniversalSimpleStableClean

Good for web –body of content

Script

FeminineFancyElegantCreative

Good for invitations

DISPLAY / DECORATIVE

EXPRESSIVEAMUSINGUNIQUEBOLDMEMORABLE

Good for headlines

MODERN

COOL

DISTINCT

PROGRESSIVE

STYLISH

Good for

niche markets

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The Meaning of Words Changes

with Different Fonts and Visuals

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Order, logic, security

Energy, power, masculinity

Connection, community, femininity

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Tostitos Logo = 2 people happily dunking a chip in salsa

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1. Be where the people are. Often.

2. Listen

3. Create Goodwill

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It takes at least 7 touches to……convert a “lead” into a sale. …build trust!

Byproducts:Recency IllusionReferrals

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1. Businesses from other industries with a similar target market.2. Local businesses with similar traffic.3. Businesses in the same industry with which a mutual

agreement can be made for outsourcing or overflow business.

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