3.3. Branding Strategy Summary

Considering  this business overview now, we will tackle the branding strategy (which also considers up to a point elements of marketing):Branding is the experience you create around the business’s scope and your product or services.Setting up a brand strategy helps you communicate that experience in the best way. 


Branding Strategy Summary - it consists of the following categories:

A. Fundamentals

B. Your Offer

C. Brand Personality: Visual and Voice

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A. Fundamentals:

  • Purpose or Why, Brand’s story
  • Values
  • Mission - what your business strives to do
  • Goals
  • Unique selling proposition & tagline
  • Do you support a cause or a movement?
  • Brand Message or Meaning (purposeful and intentional)
  • Target audience or Ideal client 

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B. Your Offer

As you probably know, people don’t buy “things”, no matter if they are products or services, they buy experiences and furthermore, they actually buy a better versions of themselves.

You must be able to communicate very easily and clearly what you do, because people are used to categorize stuff: “Nicole sells ceramic stuff” or “Joanne teaches FB ads”… 

Make it easy for them to associate you with an activity!

When mind mapping your offer, you should consider these elements:

- measuring unit of your product or service: 1 hour of coaching, 1 painting, 1 piece of soap of 250 g, etc, followed by a very brief description (soap: consider the aroma types or sizes if you have one aroma); try to identify also your product / service mix in this phase (e.g. soap 250g olive oil aroma; soap 100g olive oil aroma; soap 250g roses aroma; soap 100g roses aroma … you get the concept)

- format: online, offline, mix 

- before / during / after sale  products or services you offer (if applicable) / bonuses —  before: sending a freebie with interior design criteria  or --> after: like 1 hour online session of how to best pick the angle on a wall after delivery

- result of using this product or service - what is the outcome or the transformation of someone working with you? what pain points or struggles do you solve for that customer?

- core action you want your customer to feel or take -  like learn a new skill or feel more confident - bring in as many details as you can think of.


Think of them as your customer’s journey: 

- I purchase an online live yoga package of 8 hours, 

- offered for the upcoming 8 weeks, 

- with a bonus of 1 hour yoga in week 9 

- because i want to feel energized and mindful in my mind and body...

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C. Brand Personality / Identity: Visuals & Voice

Purpose: Visual branding / style will differentiate yourself from all entrepreneurs that sell the same or similar services or products. 

Your visual branding or identity will help you communicate your brand and create that experience for the audience.

You communicate with your audience using a specific voice and visuals.

C1. Visuals include:

  •  Photography - creating your signature style in photography actually helps you creating a recognizable brand *** Pictures are visual marketing and one of the best ways to connect with your customers ***
  •  Colour palette - the emotional response to your brand
  •  Logo - primary and alternative & submarks
  •  Fonts / typography
  •  Patterns, textures, shapes, icons
  •  Illustrations, graphics, layouts, symbolism
  •  Stationery, packages, 
  •  Music, videography.

C2. Brand’s voice is related to:

  •  words and phrasing
  •  metaphors, themes, stories
  •  CTA buttons

We use brand’s visuals and voice in:

- the website’s copy, 

- social media captions,

- emails

- print materials

- all touchpoints.

Branding and marketing strategies are distinctive ones, but highly inter-connected and we will consider more ideas in next topics in this module.

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Challenge : Mindmap Your Branding Strategy (include also related marketing elements)

Use the same type of decision tree or mind mapping models from above.Write down for each elements a 2-3 words description, your first impression.Add to each elements what channel you use: social media, website, zoom, phone calls, shop, etc.

The purpose of this topic is to bring you more clarity on:

- what are the elements of a branding strategy

- what visual branding / brand identity / brand personality consists of

- understand the massive importance of your photography as visual marketing:

 “A picture is worth a thousand words’!

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