Branding-Guide

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4. Categorize With all participant’s selected brand attributes, you will need to distill this information down. To begin, you’ll want to group the words into similar categories. For example, from the list above, you might want to group the following together as they all carry a similar underlying sentiment: • Bold • Brave • Confident • Powerful • Proud • Extrovert It wont always be possible to fit all the words neatly under several groups, but the idea is that you start to group similar thoughts and sentiments of the words. Here’s an example of the attributes from above grouped: Bold Distinctive Kind Artistic Brave Recognized Passionate Creative Confident Exclusive Genuine Cultured Powerful Independent Honest Inspired Proud Mold-Breaking Trustworthy Extrovert Individual Assured
5. Group Discussion & Distillation Now that you have all (or most) of your chosen words grouped, it’s time for everyone to discuss each grouping and distill each grouping into one word that everyone feels works best and articulates the brand you’re trying to craft. Your final goal should be to settle on 3-4 words that truly represent the brand you want to build. There is no formal process to this, as it becomes a matter of debate. In larger groups, your group mediator should act as a devil’s advocate here making sure to challenge other group members on their stance. As an example, I decided on the following four brand pillars: Cultured Bold Independent Genuine The 3-4 words you select now become your brand pillars and serve as a very important foundation for the rest of your brand, so choose carefully. 6. How To Use Brand Pillars Making use of your brand pillars is simple. These 3-4 words should become a part of your brand as much as your company name and logo. As you move forward with your business, whether you’re creating an ad, choosing a hero image for your website or a new promotion, or even selecting your shipping packaging, you’ll want to do a check against your brand pillars. It’s as simple as asking yourself: “Does this image, packaging, or ad, embody our brand pillars?”.
Page 1 and 2: A BETTER BRAND: ECOMMERCE BRANDING
Page 3 and 4: Why I Wrote This Branding Guide The
Page 5 and 6: If you follow this guide, in the en
Page 7 and 8: So if a brand is in fact expectatio
Page 9 and 10: 2. BRAND VISUAL ASSETS (LOOKS) A br
Page 11 and 12: Your brand promise is what you work
Page 13 and 14: This brand development process can
Page 15 and 16: Here are some of the major elements
Page 17: 2. Set A Timer Set a timer for ten
Page 21 and 22: BONUS: Teaching design fundamentals
Page 23 and 24: IDENTIFYING A COLOR PALLET The colo
Page 25 and 26: DESIGNING YOUR LOGO Finally. It’s
Page 27 and 28: 2. Complete Worksheet B Each partic
Page 29 and 30: SELECTING YOUR TYPOGRAPHY Next up i
Page 31 and 32: CHOOSING A PHOTOGRAPHY STYLE Photog
Page 33 and 34: Another alternative is to use diffe
Page 35 and 36: Usually when I’m done a branding

Branding-Guide

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