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IN A LAND OF STRIPES
BRAND WORKBOOK
N
HO
TL
things simple for other small businesses, or a fruit vendor’s “IT” may be driven by
Y
the vision of creating a sustainable local food economy. Either way, these brands
WHY YOU DO
are rooted in thoughts, ideas, and opinions that drive everything they do and tell
WHAT YOU DO
a story about who they are, where they come from, and why consumers should
believe in them.
To identify your “IT”, you must dig deep into your brand and understand what
“IT”
emotional, human reasons it has for existence. But, even though we want to
communicate from the inside out (communicating the “why we do”, not the “what
we do”), it’s usually easiest to start simple—the “what”—and work our way inward,
allowing each piece to build off each other.
On the next page, we’ll walk you through some steps to help uncover your
brand’s core — your brand’s “IT”.
1
What do you do?
2
How do you do it?
3
Why does what you do
matter to people?
(This is where we identify the
meaning behind your brand.)
2 “THE ONE”
Your Spots’ Best Friend
Every brand has an ideal customer. We call this “The One”.
This section will help profile your “One”.
The perfect customer values the kind of work that your organization does best
(and better than your competitors). Their budget matches your pricing and their
personal identity aligns with your brand’s persona.
This is the ideal situation for everyone. It leads to better work, more satisfaction,
and higher margins. So, while every customer can’t be the perfect fit, your brand
should be intentionally crafted in a way that maximizes the number of ideal clients
coming through your door.
1.
2.
3.
4.
5.
6.
7.
3 BRAND PERSONA
Trading Stripes For Spots
Your brand persona is the bridge that connects your brand’s meaning with those that
identify with that meaning.
Just like a person, your brand persona should exude personality and depth. It
should be inviting and contagious, with a rich mix of human traits such as humor,
charm, warmth and other desirable traits that are irresistibly attractive to those
“THE
“IT”
you are trying to reach — “The One”.
1. Brand Voice: What does your brand sound like? What are your stories?
BRAND ONE!”
What are your key messages? Is your voice attractive or descriptive?
Does it contain personality traits such as charm, wit, and humor? Is anyone
listening? Why should they?
Your Brand is the bridge that
2. Brand Style: What does your brand look like? Is it properly dressed for the connects your “It” with “The One”.
occasion? Does it get noticed? Is it time for style make-over? Would “The One”
be attracted to your style?
3. Brand Behavior: Does the behavior of your brand match what it says it is?
Beyond your voice and style, does your brand behavior say that you are
authentic? How can you not just “say”, but actually “do”?
Use the cards on the next page to help shape and define your brand’s unique persona following these directions:
COMMUNITY
INSPIRATIONAL CANDID CLEVER NATURAL TRENDY OUTDOORSY
MINDED
HEALTH
UNDERSTATED ELITE QUIET TRADITIONAL FUNKY IRONIC
CONSCIOUS
1B
R AND VOICE 2 BR
AND ST YLE 3B
R AND BEHAVIOR
What are your stories? What are your key What does your brand look like? Is it properly Does the behavior of your brand match what it
messages? Is your voice full of personality dressed for the occasion? Does it get noticed? says it is? What are some new behaviors that
or full of descriptive content? Is anyone Is it time for a style make-over? Would “THE ONE” will improve your brand perception and/or the
listening? Why should they? be attracted to your style? experience for your customers?
Use this page to write in the findings from each of the main exercises in one place. This will serve as a miniature brand guide as you move forward.
OUR “IT”
1.
2.
3.
“THE ONE” —
4.
TOP 7 ATTRIBUTES
5.
6.
7.
VOICE:
OUR BAND
ST YLE:
PERSONA
BEHAVIOR:
CONNECTING “IT”
WITH “THE ONE”
“Spot–On”
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After working through each of these exercises, your organization will have a M RM UI
DI
ER
E ER G
BS
FO
RD
/
O
DS
N
LO
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strong start on defining the core of your brand and informing a comprehensive NE IA ES DA
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PA AT ST IND
brand strategy. ER PS G
M
BUS D /B
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ECT
MA RP.
RK
The bad news is that this is just the beginning. Defining a brand through these PUBLIC IL CO CHUR
E
MA
RELATIO . BRO
NS CORP
exercises is only the first step to successfully executing a full brand strategy.
AD SPECIALTIES BRAND CORP. VIDEOS
ANNUAL
The good news is that isn’t quite as scary as it seems by looking at the huge PACKA
GING PERSONA SALE
REPORTS
GN S SU
list of touchpoints that this will effect. We never advise brands to try to tackle TD
ESI PR PPO
RT M
O DUC H ICS PR
OD
UC ATER
everything at once. It’s too difficult to execute well when you allow yourself to P R
RA
P T OD TL
ITE
IALS
LE
G EN N
EW UC RA
M
focus on so many things. C TC TU
E
H I N RE
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POWERPOINTS
POINT-O
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As you begin any new project, no matter the media, begin first by looking at
D
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IN
DIS
MA
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CE
EC
IN
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your brand. This gives you the opportunity to integrate that strategy across
HOW
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EX
HO
NT
O
SYST
N
each touchpoint as it becomes relevant, and without being overwhelmed by the
UT
ES
S
DES
AD
EM
idea of doing it all at once.
TRA
TR
ASE
Never lose sight of the importance of your brand. Reference the brand elements
Brand Touchpoints
that you’ve outlined in these exercises frequently. Don’t let them sit on a shelf
collecting dust.
Flying Hippo is a one-of-a-kind breed of branding and digital agency. We’re most definitely hip — our
branding and creative teams have consistently produced internationally award-winning creative work
for our clients. And, yes, we’re off-the-charts nerds as well — and proud of it. Our nerd team consists
of some of the brightest programmers and strategists around to make sure that all of that exceptional
creative work not only looks great, but functions just as well.
If you’re looking for a unique team of branding experts, award-winning creatives, ultra-savvy digital
strategists, and true-blue nerds to help grow your business, you’ve come to the right place.
Contact us to set up a full-day Spotted Zebra Brand Workshop with our team where we’ll walk through
exercises like these to discover and define your irresistible brand.
FLYINGHIPPO.COM