TECHNIQUE: Brand Narrative

TECHNIQUE: Brand Narrative

There are a few key lines you should always be able to explain about your brand. Complete the following lines and be prepared to recite them whenever someone asks about your company Our core customers are people who need… [what is the problem you’re trying to solve]...
A brand is a point of view

A brand is a point of view

In the 60 Minute Brand Strategist, Idris Mootee posits that one way to describe a brand is that it is a “point of view.” What a fantastic way to describe it. A brand is your unique point of view on how to deliver your type of product. Do you believe your product...
TECHNIQUE: Brand Aspiration

TECHNIQUE: Brand Aspiration

This exercise helps you to explore new ways to describe your brand by relating it to other famous brands. Tell the group: Let’s start by thinking about some brands that you aspire to. Show them a list of the top 100 brands: Here are the world’s top 100 brands. What if...
EXERCISE: Turning negatives to positives

EXERCISE: Turning negatives to positives

If you’re a small business that has any kind of public awareness, you’re bound to get at least some negative reviews. No company is perfect. Even Four Seasons, French Laundry and Nordstrom don’t have perfect scores. First of all, as any social media marketer will tell...
The epitome of branding is naturalness

The epitome of branding is naturalness

It’s not about launching a new branding campaign. It’s not about your sub brands and umbrella brands and endorsement brands and corporate brands, or your entire brand architecture. You don’t need to refresh your logo again. You don’t need to develop a complicated...
Brands are made in the space between the ads

Brands are made in the space between the ads

Music is the space between the notes. —Claude Debussy As marketers, we are naturally inclined to believe that it’s all the wonderful strategies, executions and promotions we do that shapes the brand and the perception consumers have towards our product. People see our...