Building your Brand. Know the right questions to ask when creating a brand for a client.

1. Building Your Brand
Identity: Big Questions
To Ask Yourself
Presented By: Cedrick S. Zabala (@cedzabala)

2. BRANDING

5. 4 MOST IMPORTANT PART TO BUILDING
OUT YOUR BRAND IDENTITY
RESPONSIVE &
CONSISTENT
AUTHENTIC
BRAND
STRATEGY
BRAND STORY
BRAND

6. CREATING A BRAND STRATEGY
A brand, like a product and a website, is never truly
“done.”

7. BRAND VISION
•Where do you see your
business/organization going?
•What are your goals?
•How is your business going to have an
impact?

8. OUR BRAND VISION CAN BE BROKEN
DOWN INTO THESE KEY COMPONENTS:
•Purpose – What is the
fundamental purpose
behind your business that
inspires everyone in and
outside of the organization
to do what they do — and
love doing it?

10. STARBUCK’S
PURPOSE
To inspire and nurture
the human spirit one
person, one cup and
one neighborhood at a
time.

11. OUR BRAND VISION CAN BE BROKEN
DOWN INTO THESE KEY COMPONENTS:
•Position – What is the
fundamental idea that you
own in the consumer’s
mind?

15. OUR BRAND VISION CAN BE BROKEN
DOWN INTO THESE KEY COMPONENTS:
•Promise – What
is the value that
you promise to
deliver to the
consumer?

17. • Share moments, share life. • Value from Innovation

19. MANTRA
• Your mantra is a short 3-5 word
phrase or motto that you live your
business, and hopefully life, by.
• It quickly explains their core belief,
and what you can expect from their
products.
• Having a company mantra helps
increase brand equity.

20. AUTHENTIC
ATHLETIC
PERFORMANCE

21. EMOTIONAL
IDENTIFIER
DESCRIPTIVE
IDENTIFIER
BRAND FUNCTION
Fun Folks Food
Fun Family Entertainment
Ultimate Driving Experience
Real beauty Personal Care Skin Care

22. OUR BRAND VISION CAN BE BROKEN
DOWN INTO THESE KEY COMPONENTS:
•Brand Story – What is your
unique hero tale?
•Instead of being the hero in the
story, invite your audience into
the story!

23. BRAND ESSENCE
Company
Core Values
Character
Personality
and Voice
Brand
Expressions

24. BRAND ESSENCE
•Core values - What principles are going to
shape your company’s culture and support
your brand vision?
• Think of what truly unique values you have and
build those into your daily routine as a company.

25. BRAND
CHARACTER
What is your backbone made
of? What’s negotiable and
what is not?

30. THE 12 BRAND
ARCHETYPES
You can use them to hack the
mind of your audience
to create enduring
connections.

31. BRAND ESSENCE
• Personality and Voice –
How do you present
yourself? Do you have a
sense of humor or are you
honest to a fault? Are you a
casual brand or a “suit and
tie” mentality?

33. Voice:
Clean and playful humor.
Responses should be
upbeat, optimistic and
positive. Avoid being
sarcastic or mocking
customers, followers or
other brands.
Voice:
Funny

34. BRAND VOICE
• Grammar & Terminology
• Post Formatting
• Hashtag Usage
• Visual Guidelines

35. BRAND EXPRESSIONS – How does your brand come to
life across the broad spectrum of media? What type of
content are you going to be known for? How are your
customers going to experience your brand?

36. BRAND DIFFERENTIATION
Be unique! Originality is way more fun.
• Competitive Analysis - “experience the competition” to get a feel
for each of the players in our space from a customer perspective.
• Unique Selling Proposition (USP) - What do you have that the
competition does not? How do you position the brand in such a way
that no one can replicate you. This goes back to understanding the
one thing that you are best at, and turning that into a message.

37. BRAND AUDIENCE

38. IDEAL
CUSTOMER
PROFILE
A categorical description of a
customer that would benefit
immensely from your offering and
provide you with significant value
in exchange.

39. RECAP: WHAT IS YOUR BRAND?
BRAND PURPOSE
• Vision
• Mission
• Brand Promise
• Mantra
• Brand Story
BRAND ESSENCE
• Core Values
• Brand Character
• Personality
• Voice
• Brand Expression
BRAND DIFFERENTIATION
• Competitive Analysis
• Unique Selling Proposition
• Brand Audience
• Personas (Buyer, Non-Buyer,
Influencer)

40. SUMMARY
• Brand Identity should be responsive, consistent, authentic and has
a story and strategy.
• Brand Strategy includes identifying the Brand’s Vision: Purpose,
Position, Promise, Mantra and Story.
• A Brand’s essence includes the core values, character, personality
and voice, and brand expressions.
• We have to know who is buying from us in order to properly position
our brand, our content, our everything.