Brand Architecture: Crafting Your Brand Purpose

2. Congratulations! • By downloading this template, you’re already on your way to developing or transforming your brand.

3. Executive summary • This document was developed for these reasons: • To share the importance of brandarchitecture, specifically brand purpose • To provide exercises that you can do to inform your brand purpose • To provide guidelines to help you craft the final brand purpose

4. What is Brand Architecture? • The structure of your brand throughout your organization, including the essence, purpose, promise, personality and attributes. • You can read about the definitions of each here: • http://redbamboomarketing.com/strong-brands-have-a-defined-brand-architecture/

5. Getting Started: Brand Purpose • On the next few slides are exercises that you can do alone (if you are a sole proprietorship) or with other members of your organization. The idea is that anyone involved in these exercises will have their “fingerprints” on the brand. So it becomes more REAL. It is ideal to do these exercises in a workshop environment - face to face. However, they can be completed individually as a virtual workshop. • These exercises will ultimately help you craft your brand purpose, which should follow these guidelines: • Precise, memorable, easy tosay • Encapsulates currentmessaging • Clarifies your brand’s impact onaudience • Relevant across all segments of yourtarget

6. Branding Workshop goals: Ask yourself? • Does your brand clearly express what you do? • Does your executive team and staff speak the same language when it comes to brand statement? • Does your brand help you differentiate your services from your competitors? • Does your messaging clearly state what your company does? • Are you expanding to new markets? Geos? • Is there something about your brand identity(logo) that you dislike or is conflictive with your current positioning? • Is your brand modern and up to date?

7. Branding Goals: Why are you doing this? • Write your goals here.

8. Brand Purpose Example: Starbucks Breakdown: One short phrase says itall What StarbucksDoes Sells coffee Starbucks obviously does more—mugs, bottles, coffee machines, pastries, tea, etc.—but this statement succinctly captures the company’s fundamentalpurpose. Best practice: Crafting a message withpurpose How it Impacts People’sLives Provides them with a high quality, trendy beverage To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

9. Brand Purpose Example: Google What Google does: How it impacts people’s lives: organize the world’s information make information universally accessible and useful Google obviously does more—smartphone operating systems, social media, etc.—but this statement succinctly captures the company’s fundamental purpose.

10. Branding Workshop Exercise: 5 Whys What does [Insert name of Organization] deliver/do? [fill in your answer here] • Now ask yourself, why is that important? (fill in the boxes below) Why #1 Why is that? Why is that? Why #2 Why is that? Why #3 Why is that? Why #4 Why #5

11. Branding Workshop Exercise: 5 Whys Example An asphalt and gravel company might begin by saying: “We make gravel and asphalt products.” • After a few whys, it could conclude that making asphalt and gravel is important because: • The quality of the infrastructure plays a vital role in people’s safety and experience • Because driving on a pitted road is annoying and dangerous • Because 747s cannot land safely on runways built with poor workmanship or inferior concrete • Because buildings with substandard materials weaken with time and crumble in earthquakes From such introspection a purpose emerges: “To make people’s lives better by improving the quality of man-made structures."

12. Branding Workshop Exercise: Word Association • Write a list of 24 words that describe your brand (attributes). Write each on a separate piece of paper. Shuffle. • Take out a pair of attributes at a time, look at both attributes and choose which one you want/are nearer to (X or Y) • Put the discarded ones in one pile and the keepers in another Word Association • Take the keepers and organize them into piles of very strong, strong and least strong associations (you now have 3 piles) • MAKE NOTE OF THESE • Look at the discarded pile and give yourself the opportunity to exchange up to 5 words from this pile into the keepers pile (they must be exchanged, not added) • Put these in the correct category – very strong, strong or least strong associations • MAKE A NOTE OF THESE • From your keepers pile choose the three most strong associations you think you have NOW and the three you would most like to be associated with you in the future • MAKE A NOTE OF THESE

13. Branding Workshop Exercise :Draw your Brand • If [Insert name of Organization] were a person, what would it be like? -draw the person. • What are its hobbies? • Where does it live? • What are its characteristics • Who are its friends • What does it like or dislike? Etc? DRAW

14. Branding Workshop Exercise: What Car? • If [Insert name of Organization] were a car, what kind of car would it be? Spend 5 minutes thinking about the question, then write down your answer and the reason behind your choice. Paste a picture of the car you chose here. INSERT NAME OF CAR HERE [Insert your explanation here.]

15. Branding Workshop Exercise: What Animal? • Now, what if [Insert name of Organization] were an animal? Think, write, and explain! Paste a picture of the animal you chose here. INSERT NAME OF ANIMAL HERE [Insert your explanation here.]

16. Finale: Crafting your Brand Purpose • By consolidating and synthesizing the output of these brand workshop exercises you are now ready to craft your brand purpose. Follow the directions on the next slide and use these guidelines: • Precise, memorable, easy tosay • Encapsulates currentmessaging • Clarifies your brand’s impact onaudience • Relevant across all segments of yourtarget

17. Finale: [Insert name of Organization] Brand Purpose • Answer these questions: • What does [Insert name of Organization] do? • What impact are we having on lives of people that we are serving? • • People get: • • People can:

18. Prepared by Red Bamboo Marketing • We are a team of global marketing experts who help growing companies grow faster with performance-driving marketing strategies. • If you need help with this brand workshop, contact us today for a free 30-minute brand purpose consultation. Download useful marketing tools and resources here! Jennifer Garcia Head of Marketing Strategy p: 732-768-0594 e: jgarcia@redbamboomarketing.com www.redbamboomarketing.com