BRANDING BASICS - A Get Ignited, Get Excited! Guide from AGLOW MARKETING
What’s in this guide?
Why do I need a brand strategy?
- 3 simple exercises to develop your brand strategy
- Branding Element or Style Guide Checklist
- Foundation for all marketing efforts
- Ensure your actions are supporting
your brand
- Keep your team delivering
the same message
When should I use it?
Have a Group Brainstorming Session to create:
1. BRAND POSITION
2. BRAND PROMISE
3. BRAND PERSONALITY
What if I need more help?
Call Laura at 317.437.4203 we’d love to work with you!
Exercise 1: BRAND POSITION
a.
Who does our company serve?
Audience #1:
Audience #2:
b.
Audience #3:
Audience #1:
Audience #2:
Audience #3:
c.
Who is our competition?
Competitor #1:
Competitor #2:
d.
What is it that we do different/better/more unique than the competition?
What do we offer each audience?
Put it All Together by completing these statements:
Our organization serves A by providing them B
Our organization is unique because we offer D
www.aglowmarketing.com
BRANDING BASICS - A Get Ignited, Get Excited! Guide from AGLOW MARKETING
Exercise 2: BRAND PROMISE
e.
What is the problem we are solving?
f.
What is the emotional pull we use to make people feel good about using our
product/service or supporting our mission?
g.
What do we promise to provide our customers in every experience with us?
Put it All Together by completing this statement:
Our organization promises our customers they will receive G
IMPORTANT: Can your organization keep your promise? Why or why not?
Exercise 3: BRAND PERSONALITY
h.
What keywords and personality traits do want people to use to describe our company?
Customers
Partners
Employees
i.
What comes to mind when people hear our organization’s name? Ask 3 people!
Response 1:
Response 2:
Response 3:
Put it All Together by completing these statements:
Our organization is known for being:
www.aglowmarketing.com
BRANDING BASICS - A Get Ignited, Get Excited! Guide from AGLOW MARKETING
Exercise 4: BRANDING ELEMENT or SIMPLE STYLE GUIDE CHECKLIST
1. Branding Strategy
2. Logo - Have professionally created artwork to avoid changes to your logo.
3. Color Scheme - Include primary and complimentary colors.
Note: Be sure to include correct file name.
Note: Be sure to include Pantone, RGB, CMYK and HEX numbers. Designer can provide info.
4. Fonts - Include online and offline fonts
5. Tagline - Include proper uses and common misues.
6. Mission Statement - Specify when and where to use it.
7. Key Marketing Messages - What messages do your audiences want or need to hear?
9. Imagery Style - Is it modern, retro, stock images, etc.?
Note: Use a Focus Group to make sure your message is the right one.
8. Tone & Voice for all written materials - Is it conversational, formal, etc.?
Are all your items checked? Congratulations!
Put it All Together in one document and make available to everyone on your team.
Did you know?
Aglow Marketing offers training, brand strategy sessions and wide variety of
services to help you Illuminate your brand. If you’d like more help, please
call Laura Sweeney at 317.437.4203 or e-mail her at laura@aglowmarketing.com.
We’d love to work with you!
www.aglowmarketing.com