BRANDING WORKSHOP With Lucy Wang Creative Director of

BRANDING WORKSHOP With Lucy Wang (Creative Director of Experimentum)

01. BRAND PROPOSITIONS

The Lean Canvas 1. Distinguish between customers and users. Identify them if you have multiple user roles in your product. 2. Split broad customer segments into smaller ones. Start with a specific customer in mind. 3. Work on your Lean Canvas for ONE of your key customer segments TODAY, however you can explore every key customer segment in your own time, i. e. the user (non-paying), the customer (paying). 4. While DOING THIS, THINK in the PRESENT, use a CUSTOMER-CENTRIC approach, i. e. have an prescribed order when FILLING OUT.

3 1 7 2 6 5 1 4 5

1 3 Top 3 problems Top 3 features 6 Key activities You measure 5 Customer acquisition costs Distribution costs Hosting People, etc. 2 Single clear message that states why you are different and worth buying 7 1 Can’t be easily copied or bought Target customers 4 Path to customers 5 Revenue model Life time value Revenue Gross margin

Problem and Customer Segments 1. List top 3 problems 2. List existing alternatives if you want: how early adopters address these problems today? 3. Identify other user roles: i. e. in blog platforms like wordpress, the blog author is the customer, and the reader is the user. 4. Hone in on possible early adopters: define your prototypical customer.

Brand Proposition = unique value proposition BRAND PHILOSOPHY: - Write a few sentences using the Unique value proposition and other segments from the Lean Canvas to create your Brand Philosophy/Vision. - The Vision statement that is about WHY. BRAND PROMISE: - Write a few dot points on the brand’s unique offers to its consumers. Highlighting your unique selling point and define the position in the market, differentiating that brand from its competition. - The Mission statement that is about the WHAT and WHO. BRAND VALUE: - Write a few dot points on the unique value proposition - the solution and advantage that makes the brand valuable to its customers. - HOW the company deliver the benefits to potential customers.

WHAT YOU SHOULD HAVE NOW: 1. A CLEAR LEAN CANVAS 2. BRAND PHILOSOPHY 3. BRAND PROMISE 4. BRAND VALUE = YOUR BRAND’S GOAL!

02. BRAND STRATEGY

The Brand Story Canvas 1. The Brand story canvas is an extension to the Brand Philosophy, which allows us to create an unique identity for your brand. 2. History, Purpose, Story, Ambition, Personality/Archetypes, Mood boards, Semiotics, Copy – Tone of Voice.

Who created your business, when and where? We’re _____and we exist to _______. We created _____ for ______because ______is ______we are passionate about creating a world where______was created by ____who____. Why do you do what you do? What is your goal? Discover your archetype Signs and symbols? What are your colours, looks and feels, textures? What do you sound like in writing? Your persona voice?

Brand Archetypes 1. Visit: www. brandpersonalities. com. au Go to the archetypes…and Write down the most RELEVANT archetype you feel that your brand is. You can have multiple archetypes! No more than 3 please!

Brand Personality 2. Jennifer Aaker’s Brand Dimensions - Sincerity – down to earth, honest, wholesome, cheerful - Excitement – daring, spirited, imaginative, up-to-date - Competence – reliable, intelligent, successful - Sophistication – upper class, charming - Ruggedness – outdoorsy, tough Which defines you Brand?

Brand Mood Boards Go to: www. canva. com/learn/make-a-mood-board You can use Canva for creating your own moodboards. So in the meantime: 1. Go to PANTONE website: https: //www. pantone. com/colorfinder#/pick? pantone. Book=pantone. Solid. Coated. V 3 M 2 2. Select 3 colours that define your Brand’s archetype/personality

Brand Semiotics 1. Freestyle doddling any ideas that comes into your mind about your brand as a symbol – working on our Right Brain, don’t think too much just let it flow! 2. Now I will come around and have a look at each. 3. Analyse the best ones and continue to explore in the symbol, again let it flow but in a more systematic and organised manner, neater! 4. I will come around and have another look. 5. You shall select the favourite of your choice and I will explain WHY.

Brand Tone of Voice Your brand may have a specific - TONE OF VOICE Boil down the values of your business into a few key words. These can be adjectives such as intelligent, professional, frank or witty. Equally, they can be phrases or non-descriptive words such as love, think, best friend, push yourself. Look for these around your office – in the emails you send, the posters on walls, notes on the fridge, etc. Asking colleagues for ideas is also likely to turn up an assortment of different types of results, from which you can identify recurring themes. e. g. Apple: innovate, inspire, dream. Innocent: cheeky, fun, everyday. Red Bull: adventure, try, adrenaline.

WHAT YOU SHOULD HAVE NOW: 1. A BRAND STORY CANVAS 2. BRAND ARCHETYPE/PERSONALITY 3. BRAND MOODBOARD 4. BRAND SEMIOTIC IDEAS 5. BRAND TONE OF VOICE = YOUR BRAND STRATEGY!

03. BRANDING COMMUNICATION & PRODUCT RESEARCH STRATEGY

The Storytelling Canvas 1. The Storytelling canvas is an extension to both the Lean and the Brand Story Canvases, which allows us to effectively develop a communication and product research strategy for our Brand’s key product. 2. Online, Real World, Owned Media, Earned Media, Paid Media, Brand Touchpoints, Customer Persona Profile building (this is either the User or the Customer – look at Lean Canvas again).

How will you tell your story on your website and social pages? Pre-purchase, purchase and post purchase How will you tell your story through the media you own and control? How will you tell your story through the media you can contribute to and influence? How will you tell your story in your environment or on your packaging? What they look like – age, gender, ethnicity Their job – profession, skill, income Their family and friends Lifestyle The brands they would buy from Interests and hobbies How will you tell your story through advertising or other paid communications?

Brand Touch Points Also Look in: https: //www. cannycreative. com/how-todefine-brand-touchpointsfor-a-winning-customerexperience/

Brand Customer Persona Also Look in: https: //www. forbes. com/sites/forb esagencycouncil/2018/03/14/howto-craft-the-ideal-user-persona-for -your-brand/#4 b 761 b 376 ead

WHAT YOU SHOULD HAVE NOW: 1. A STORYTELLING CANVAS 2. BRAND TOUCHPOINTS BRAINSTORM 3. BRAND CUSTOMER PERSONA = YOUR BRAND COMMUNICATION AND PRODUCT RESEARCH STRATEGY!

Q&A

BRANDING WORKSHOP With Lucy Wang (Creative Director of Experimentum)