INTRODUCTION TO BRANDING
Brand Management is the learned art of preserving the value, mission and experience of your business.
Preserving these things as you grow is very important. Imagine having a child - let’s call her, Suzy. Today Suzy is 5 and ever since Little Suzy entered the world, you’ve been doing all you can to make sure she is well taken care of - you feed her, clothe her, teach her how to speak, help her learn to walk - all the skills and necessities to make sure she is alive. But just because Suzy is alive doesn’t mean she is living. In addition to being fed, clothed, sheltered and schooled, Suzy also requires emotional nurturing, encouragement and support. These things feed Suzy’s soul and the condition of Suzy’s soul will determine her experience in the world. And Suzy becomes responsible for her own soul condition as an adult and will need to manage it for the rest of her life for an optimal life experience.
Makes sense, right?
The brand does for the business what the soul does for the human.
Here’s what this section will cover:
Establish a brand identity
A brand identity includes colors, feelings, personality and voice. After identifying all of these things through a series of questions, we will create our own Brand Guide. This guide is what corporations use to make sure their brand looks, feels and sounds the same everywhere they are on and offline. Being the same everywhere helps develop trust between the brand and audiences.
2. Define a target audience
In marketing, “avatars” are basically imaginary people who match the people who feel most aligned to your brand. By defining the audience, we are able to also define the best places to find them online and offline as well as knowing their thoughts and feelings.
Download the Portal Progress Checklist
Use the checklist (downloaded from the link above) to manage your progress in this section.