David Tyreman - Brand Identity Specialist
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CONTACT INFORMATION

Your Name

Your Email Address


Please write a short 'story' about why you started your business or chose to do what you do. What was important about that moment when you decided to go for it? You can also include what your vision was, what motivated or inspired you, how you discovered your idea or noticed there was an opportunity you could capitalize on.



(Your Company's) Brand Profile
(Your Tag Line Here- this represents your promise)

YOUR BUSINESS

Brand Overview
1. Describe your business in lay terms.


Selling Points: Why do people buy from you?
2. List all possible reasons.


Problems That Your Business Solves
3. List all possibilities.


The Cause We Champion:
If your business were a cause, what cause would you be championing? What do you stand for, what do you believe in for your market, what rights do you fight for them? What could you campaign for that would help your market, improve their lives or gain their support and enthusiasm? (Examples: An English pub/restaurant championed a campaign for real gravy, which supported its focus on traditional, delicious authentic pub food. A TV channel championed the cause of making wellness accessible to the masses. Whole Foods champions a cause that their customers deserve access to a wide variety of organic foods.)

4. Who is your company for?
YOUR MARKET
Community Niche/Super Niche

Demographics:
Statistical data relating to the population and particular groups within it.

5. List all the demographics you know about your market. Be as concise as possible.


Psychographics:
The classification of people according to their attitudes, aspirations and other psychological criteria.

6. List the top three psychographics traits OR buttons you want your brand identity to push OR the traits you plan to stimulate within your market.


7. Where is your market? Where do they reside, hang out, congregate?
YOUR BRAND IDENTITY
Diferentiation

Your Brand Identity Persona:
The flavor, the feeling, the experience. A comprehensive concept, which includes all the tangible and intangible traits of a brand, like beliefs, values, prejudices, features, interests and heritage. A brand personality makes your company’s product unique, it describes brands in terms of human characteristics and is seen as a valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people.

8. List three character traits that encompass the persona of your brand identity including its personality, attitude and values. These words represent ideas beyond your business, product or service.
(To complete this section refer to sessions #4 & 5 of the World Famous Brand Identity DVD program.)
(These words will be used to ensure brand consistency across all brand touch points. They are also used as a call to action when developing new components, such as marketing materials, voice mail recordings, web content etc.)


The Vicarious World:
How users, the market, customers or clients live through your brand. The vicarious world for any brand is the intangible place that we transport people to when they think about or engage with our brand. It is the meaning, the idea, the attitude or the spirit of our offering. It represents higher purpose or highest and best use. For example the Wall Street Journal is a newspaper yet the vicarious world it transports readers to is that of prestige, status and quality. For the new Mini Cooper the vicarious world is cool, hip and sexy. Even though Ralph Lauren is essentially part of the apparel industry he knows his vicarious world is really the ‘Lifestyle’ industry. Even though Richard Branson is essentially part of the airline industry (with Virgin Atlantic) he knows his vicarious world is really the ‘Entertainment’ industry.

9. What industry are you REALLY in?


10. What is your brand’s vicarious world all about?


Brand Promise:
What we can guarantee, a promise that will never be broken. The brand promise relates to expectations that we generate in the market place. The brand promise can be underlying (such as the Body Shop NEVER testing products on animals, using recyclable packaging and environmentally safe product ingredients and/or overt in nature (such as Starbucks promising great coffee every time). Our brand promise generates confidence and certainty for our users and is an important component of their relationship with us. To revisit The Wall Street Journal, their brand promise would include thorough, reliable in depth reporting that the reader can rely on. They would be breaking their brand promise if they began running ‘National Enquirer’ type stories suggesting Michael Jackson is a space alien.

11. What is your brand promise?


Your Brand Credo:
Your Brand Credo is about your beliefs, point of view and approach to what you do as a company. Your Brand Credo allows you to express your guiding principles.

12. Please bullet point your list of beliefs so that anyone reading it can get a feel for the attitude, values and personality of your brand.


Positioning:
Positioning is of prime importance to your brand identity. Positioning involves a matrix of factors that help you determine where you fit into your market for utmost results. The positioning matrix consists of seven factors:
  • Brand Identity Type: Their are various types of Brand Identity including: CAUSE DRIVEN: a brand identity built around a cause (Body Shop), LIFESTYLE, a brand identity built around the idea of an aspirational life the consumer relates to wanting (Polo Ralph Lauren), ATTITUDE represent a larger feeling and adds a greater sense of purpose (Nike), ICONIC defined as having aspects that contribute to the consumer’s self-expression and personal identity (Apple), DESIGNER named after the designer of the product or sometimes the service (Tommy Hilfiger), CELEBRITY a brand built around an individual (Donald Trump) or can simply be a RETAIL Brand, BUSINESS TO BUSINESS Brand, CONSUMER Brand or SERVICE Brand. A brand identity can also be a combination of types.

  • Hierarchy: Positioning also includes where you choose to place yourself in a hierarchy scale for example liquor companies may have a product that is positioned as an ultra-economy, economy, mid-level, premium, ultra-premium or super-premium brand. Hamburgers run the positioning gambit from fast food to gourmet. Where in the scale is the best fit for your brand identity?

  • Modus Operandi: You are positioned by your MO which is the form and style you use represent your brand identity, such as: Traditional, Conservative, Contemporary, Sophisticated, Hip, Old-School, New School, Economy, Prestige, State of the Art, etc. Where on the MO scale do you choose to place your brand identity?

  • Delivery System: You are positioned by how you deliver your value to the market for example are you a product driven brand, a service driven brand, relationship driven brand or a combination? How do people get what you provide? Is it product or service or both, do you ship it, do they come to you, do they join or enroll, do they purchase regularly or infrequently?

  • Geographic: Positioning for your company, product or service can include your specific geographic locations: for example gas stations often position them selves at busy intersections to capture the most traffic. Geographic positioning also includes e-commerce by way of on-line alliances, affiliations and where and how you plan to be found on-line. Where will you be located and where will you not be located? For example Grey Goose, an ultra-premium vodka, have specific guidelines on where they will allow their brand to be seen (such as high profile golf events) and where they will never allow it to be seen (such as events oriented toward youth).

  • Intellectual: Where you plan to be positioned in the minds of your customers: for example, as their expert, their assistant, their support, their motivator, their newest technology, their safest, their best, their most innovative provider etc. For example: a multi-level-marketing (MLM) representative positioned herself as the go-to expert to help support, inspire, motivate and guide other representatives toward sales success.

  • Size: How BIG do you want to present yourself as being? A titan, THE industry leader, a family company, David or Goliath? Specialty store or Department store, Warehouse or hole in the wall.

13. What is your business positioning?
YOUR ADDED VALUE

Your Added Value
14. Use your answers from Session 6 of the World Famous Brand Identity Program here


Add Value Solutions: “All problems are opportunity in disguise”.
15. List potential opportunities for your business as you address each of your complaints from “Your Added Value”.
APPLY YOUR BRAND IDENTITY TO YOUR BUSINESS

Brand Touch Points:
Fried egg concept: The yolk is your company’s business, the egg white is everywhere your company touches the world.

16. List EVERY place and every way your business touches the world. Apply your brand identity to EVERY single place your company touches the world. (Continue to add to this list in the future).


Zone-out-Zones:
Places where your market is not engaged in the experience of doing business with you. This list could include your voice mail message, your web site, your sales process, business card, tradeshow presence or even your waiting room.

17. List each area where your business has zone-out-zones


Brand Plan - Engaging the Market

18. Brand Strategy Notes:



 
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