Branding-Guide

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Controllable Brand Elements Controllable brand elements are the things you have some level of control over and the opportunity to craft. This guide will teach you how to develop these controllable elements. 1. BRAND PERSONA (PERSONALITY) A brand persona is a set of human characteristics that are attributed to a brand name and is the personality in which you deliver your customer experiences. A brand persona is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. Keep in mind that customers are more likely to purchase a brand if the brand’s persona is similar to their own or in which they aspire to be. You brand persona can be reflected in every touch-point with your visitors and customer’s including everything from your policies (strict, lenient, friendly), the tone you use to communicate with customers in emails (Richard, vs. Hello Sir vs. Hi Richard vs. Hey Richard!), and even through your advertisement’s image and copy. When you define the persona of your brand, you can much more effectively communicate it and relate to your core customers through all your marketing touch-points.
2. BRAND VISUAL ASSETS (LOOKS) A brand’s visual assets are the things that are front facing and can include everything from the look and feel of your website, the color pallet you use, your logo, your ad designs and even your packaging and unboxing experience. Humans are a very visual species so your visual assets are really important. The fact that most people sum a brand up by it’s logo supports that notion. Your brand’s visual assets help to create a style and mood while also reflecting the brand persona and providing an overall visual representation of your brand. Uncontrollable Brand Elements Uncontrollable brand elements are things that add or subtract from your brand that are out of your immediate and direct control. Although through your controllable brand assets above, you can positively or negatively influence the uncontrollable brand elements on the following page:
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: So if a brand is in fact expectatio
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 and 18: 2. Set A Timer Set a timer for ten
Page 19 and 20: 5. Group Discussion & Distillation
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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