For the next (at least) 90 minutes we will discuss in weird detail many things about your business, your customers, and your competition. Don’t fight it. Dive in and embrace the weirdness. You might just be surprised with the valuable insights that result.

    • 00. What is Branding?
    • 01. Who are you?
    • 02. Who is your ideal customer?
    • 03. Who is your competition?
    • 04. Your logo.
    • 05. SWOT Analysis.
    • 06. Conclusion.
  • Present for meeting:

    Branding is the act of shaping how a company, organization, or individual is perceived by those who experience it.

    Components of a Brand:

    • Name
    • Logo
    • Tagline
    • Culture / Personality Voice / Messaging

    Why is Branding Important?

    • Attract ideal customers
    • Helps customers identify with your business
    • Helps develop customer loyalty
    • Increase marketing effectiveness
    • Sell more easily

    How do you know if you are doing it right?

    Within 5 seconds of viewing your marketing material a prospect should be able to identify:

    • What you offer
    • How it will make their lives better
    • What they need to do to buy it
  • 01. WHO ARE YOU?

    What is your UVP (Unique Value Proposition)?

    Check out these UVPs - they help you understand real quick what the brand does for its customers. That's what you want to do, too.

  • UVP Examples:


    At PepsiCo, we aim to give consumers choices. Our full range of food and beverages are designed to bring a smile to anyone’s face, anytime, anywhere. They are available in over 200 countries and territories and tailored to meet the tastes and preferences of our local consumers.


    To create a better everyday life for the many people.

    Charles Schwab

    Helping investors help themselves.

  • Now for your own UVP

    We're going to answer some questions to help uncover your UVP.

  • (Celebrity? Type of person?)

  • List your persona's core values
  • Personality

  • CreativeNeutralLogical
  • CuriousNeutralTraditional
  • FocusedNeutralAll over the place
  • ChattyNeutralReserved
  • ExtrovertNeutralIntrovert
  • GenerousNeutralMe, me, me!
  • RelaxedNeutralAlways stressed
  • Glass is half fullNeutralGlass is half empty
  • Tea, pleaseNeutralCoffee addict

  • Let’s discuss your “Heroes” a bit…

  • 04. YOUR LOGO


    These are essential to your marketing planning!

  • Key Assumptions

    What are we assuming the situation will be for the next period for the following:

  • SWOT Analysis

    We're going to explore Strengths, Weaknesses, Opportunities, and Strengths for your product or service. Strengths and weaknesses are internal (and are things you can likely control), while opportunities and threats are external to your organization.

    TIP: It is also useful to do a SWOT on other major products/services, your competitors, your major market segments, and your organization as a whole.

  • Use this SWOT and Key Assumptions information to inform your business objectives!


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