Coaching Session 6 – Brand Creation

Lesson Notes

In this lesson:

  1. The Definition of Branding
  2. Brand Integrity
  3. How to Develop Brand Value
  4. Brand Identity

Branding

A marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products. It is a distinguishing mark or personality to your product or services that makes it stand out from the crowd.

What is a Brand

Identification or Identifier

A brand allows your product to be clearly seen, to make your target market understand your offer clearly, and to quickly identify popular and in-demand products.

Promise

A brand assures your target market that they will find the same quality no matter where or when you buy the product or service.

Asset

It is a reputation in the market ensuring that the customer is buying the best product in its category. A good and strong brand can drive a premium price in the market.

Perceptions

A set of perceptions is the sum total of everything individuals believe, think, see, know, feel, hear, and experience about a product, service, or organization.

Mind Share

A mind share is a unique position a company or offering holds in the customer’s mind, based on their past experiences and what they expect in the future.

Brand Integrity

Your company and its reputation will be perceived by your customers through your products and service delivery.

Brands that started small

  1. National Bookstore
  2. Jollibee
  3. Mang Inasal
  4. Greenwich
  5. Goldilocks
  6. Potato Corner

Brand Value

Purpose, Goals, Values & Value Proposition

Brand Purpose

How do you intend to change the life of your Target Audience?

What is your reason for being beyond making money?

How will it change your customer’s life?

The Dove brand’s purpose is about improving the confidence of women around the world.

Brand Goals

How do you intend to achieve your purpose?

  • Be the industry leader
  • Be the number one advocate for women
  • Be the icon of luxury
  • Be the best-known eco-friendly company.

Brand Values

What kind of values do you intend to communicate through your brand?

  • Excellence
  • Speed
  • Safety
  • Family

Unique Value Proposition

What is that unique benefit that will differentiate your brand from all the brands in the product category?

Course Exercise

Review your Customer Profile:

How will you create a brand that will address their needs?

With your customer in mind creates the following:

  1. Brand Purpose
  2. Brand Goals
  3. Brand Values
  4. Unique Value Proposition

Brand Identity

  • Brand Name
  • Visual Elements
  • Personality

Brand Name

Brand Names should be easy to remember and simple enough to be understood, pronounced, and spelled. It should represent your brand and resonate with your target market.

  1. The Founder or Creator’s name.
  2. A description of what the brand does or a process.
  3. A place/location
  4. Invented

Brand Personality

A set of human characteristics is attributed to a brand name.

  • Sincere
  • Exciting
  • Competent
  • Sophisticated
  • Rugged
  • Friendly

Visual Identity

The visual representation to communicate your brand’s purpose, value proposition, personality, and intrinsic ability.

  • Logo
  • Colors
  • Slogan
  • Fonts/Typefaces
  • Photos
  • Symbols
  • Other Visual Assets: Photos, Videos

Course Exercise

  • List down 3 proposed Brand Names
  • Define the personality of your Brand
  • Sketch your Logo or Mark
  • Create your color palette
  • What Fonts do you intend to use?

 

Portfolio

For your application assignment:

Create branding slides for your business. Include the following:

  1. Brand Purpose
  2. Brand Goals
  3. Unique Value Proposition
  4. Logo
  5. Color Palette
  6. Fonts

 

Email Subject: BPD – Portfolio 6

 

PORTFOLIO SUBMISSION GUIDES:

1. Video-On-Demand (VOD) Access
Submit your portfolios to courses@surgedigital.agency.
You can submit individually per coaching session or submit all required portfolios as one, in one email (attach your Google Drive).

2. VOD with Class Coaching
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

3. VOD with Mentoring
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

4. Premium Members
Submit your portfolios to courses@surgedigital.agency.
Please submit all required portfolios as one, in one email (attach your Google Drive).

 

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”

 

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