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\n<\/figure>\n\n\n\nBranding is the box your customer puts you in when they are thinking about buying what you are selling. In a busy, skeptical, overcrowded marketplace, the human brain creates shortcuts for itself \u2014 this is the biggest reason you need to have a firm and solid brand \u2014 so that when your customer is thinking about buying what you\u2019re selling YOUR company name is the first to pop up in their mind.<\/p>\n\n\n\n
While there are many other reasons\u00a0branding<\/a>\u00a0is a good idea, this is the only one that matters to customers and revenue-hungry entrepreneurs. A clear brand strategy informs decision-making and helps businesses distinguish themselves in a competitive market.<\/p>\n\n\n\n Branding exercises are guided activities that help you create an understanding of your company, its vision, and its customers. These exercises serve as tools to help focus your marketing messages, help you with customer interactions, and maintain a consistent and captivating brand. A branding workshop can be an effective way to engage participants in these exercises, fostering creativity and ownership in developing your brand identity.<\/p>\n\n\n\n Every\u00a0brand<\/a>\u00a0needs a fresh take and a fresh message that resonates with a new generation of potential customers.\u00a0 To help you with that, I\u2019ve pulled together the latest simple branding exercises that you can do fairly quickly either on your own or with your team.<\/p>\n\n\n\n 68% of your customers have no idea why they should choose you! I saw this statistic many years ago \u2013 so don\u2019t ask me where it came from, but it rang so true to me, that I remembered it.<\/p>\n\n\n\n If you\u2019ve ever said \u201cI need more customers\u201d or if your customers are\u00a0complaining about your price<\/a>\u00a0\u2014 you\u2019ve got a branding problem. That means that they don\u2019t know WHY they should choose you or understand your brand’s values.<\/p>\n\n\n\n Image via\u00a0Shutterstock\u00a0<\/a>By\u00a0By\u00a0<\/a>chatiyanon<\/a><\/p>\n\n\n\n Fortunately, there are several branding exercises you can use right now to help you define your brand and distinguish it from competitors. See below for ten simple brand building activities you can try today. Developing a compelling brand story can also enhance engagement and connection with your audience.<\/p>\n\n\n\n 1 \u2013 Top of Mind\u00a0\u2013 When I want *, I go to _<\/em>*. What are the blanks for your business?<\/p>\n\n\n\n 2 \u2013 Be Your Best Brand\u00a0\u2013 Who are you? What are you committed to? What do people count on you for?<\/p>\n\n\n\n 3 \u2013 Develop a Brand Persona\u00a0\u2013 Grab a photo of a person that you feel represents your company. Write a backstory. Give the photo a personality, goals, and struggles.<\/p>\n\n\n\n 4 \u2013 Transformer\u00a0\u2013 People buy transformation. What did you customer struggle with before purchasing? What are their results now? Make a list of all the ways that your product or service TRANSFORMS their life.<\/p>\n\n\n\n 5 \u2013 This Not That\u00a0\u2013 Play a game of opposites. Is your company modern or classic? Funny or serious?<\/p>\n\n\n\n 6 \u2013 Infomercial\u2013 Draw a comic with your company jumping in to save the day and solve your ideal client\u2019s problem.<\/p>\n\n\n\n 7 \u2013 Build a Swipe File\u2013 Grab great content from across all industries. Save it in a safe place to get inspired later. Benefit from the hard work and research of others. Then, apply it to your company.<\/p>\n\n\n\n 8 \u2013 The Spin\u00a0\u2013 Imagine one of your favorite companies took over your business. What would they change? Choose a couple of those changes as ideas to implement.<\/p>\n\n\n\n 9 \u2013 Write a Manifesto or \u201cWe Believe\u201d Statement\u00a0What do you believe? Write it down in bulleted list form.<\/p>\n\n\n\n 10 \u2013 Try it on For Size\u00a0\u2013 What feedback are you getting on your current business branding? What are your customers questioning? Try to give all the answers and retool if necessary.<\/p>\n\n\n\n All of these are also great brand workshop exercises, branding exercises for clients or branding activities for students!<\/p>\n\n\n\n When I want********<\/em> I go to ***<\/em>***_ (insert your name here)<\/p>\n\n\n\n Go get some index cards or sticky notes<\/p><\/li> On each sticky note write something that your customer WANTS when they are buying what you are selling<\/p><\/li> Now look for where you can be more specific \u2014 add those descriptions to your \u201cwant\u201d note or create a new note<\/a>. This exercise helps ensure that everyone is on the same page regarding the brand identity and strategy.<\/p><\/li>\n<\/ol>\n\n\n\n Your brand also serves as a shortcut to likability. Your brand should clearly communicate the personality of your business; are you a luxury brand or a budget brand. Are you soft, friendly and casual or are you cutting edge, techie and formal? Different strokes for different folks.<\/p>\n\n\n\n In this exercise, the branding questions<\/a> may seem lofty and irrelevant to your business, but when you look at your own buying behavior, you will see that it\u2019s truer than you might imagine. You\u2019ve heard the phrase that people buy from those they know, like and trust. That is easily and intuitively understood. But do you KNOW why people know, like and trust you? Understanding your brand’s personality is key to answering that bigger question. A lot of business owners don\u2019t.<\/p>\n\n\n\n Who are you being in the world?<\/p><\/li> What are you committed to?<\/p><\/li> What can people count on you for?<\/p><\/li>\n<\/ol>\n\n\n\n Just for fun, make a list of your favorite brands and see if you can answer these questions for THEM \u2014 you’ll notice that it’s pretty easy. But when you try to do it for yourself, it’s a little more challenging. If you get stuck, pull in some friends, associates, and customers into the exercise, ask them these questions and see what you learn.<\/p>\n\n\n\n Gillette launched a controversial ad campaign where they took their decade\u2019s old tag line \u201cGillette, the best a man can get\u201d and asked themselves \u201cWho are we being in a world where some men exhibit bad behavior?\u201d<\/p>\n\n\n\n This was a BOLD move on their part and received lots of criticism, but they did this because there is a new generation of men shaving who are asking themselves this question.<\/p>\n\n\n\n Whether you agree or disagree, with the commercial or their point of view, take the time to think through how Gillette approached this very branding exercise and see if you uncover some startling updates to your brand.<\/p>\n\n\n\n Before you dismiss this as too confrontational, remember that there is a new generation of consumers both in B2C and B2B who demand that you are clear about what your brand stands for. They are buying your story and not just your product.<\/p>\n\n\n\n Brands are a lot like people. They actually have personalities and, like people, these persona’s or archetypes resonate with their ideal customer.<\/p>\n\n\n\n In the same way that we choose our friends, we choose our brands \u2014 in short, they complete us.\u00a0 In this exercise, you’re going to\u00a0create a brand persona<\/a>\u00a0where you create your brand as a real human being.\u00a0 Here is what you’ll need to pull that together:<\/p>\n\n\n\n A Photo:<\/strong>\u00a0Here you can choose a photo of a person who most represents your brand qualities.\u00a0 You can even choose the photo of the founder or you can do an illustration.<\/p><\/li> A Backstory:<\/strong>\u00a0For this, use the company’s history and attribute it to a human being.\u00a0 Companies are founded by people, so look back on what the founder’s motivations were, their life, their values, their passions, etc.\u00a0 You’d be surprised at how much of that is infused into the company’s brand.<\/p><\/li> Psychographic Attributes:<\/strong>\u00a0For this section, focus on the corporate culture. Is your company detail oriented or creative and free?<\/p><\/li> Demographic Identifiers:<\/strong>\u00a0You can look back on the company’s history and the history of its founders or you can do a summary of your employee’s demographics.<\/p><\/li> Goals & Motivations:<\/strong>\u00a0This is another area where you can look to your employees or your team as inspiration. Is your organization active with community and volunteering or are they more focused on activities and financial pursuits?<\/p><\/li> Roadblocks:<\/strong>\u00a0What are the perceived obstacles that your organization faces that get in the way of your goals<\/p><\/li> Moto:<\/strong>\u00a0Is there a quote or motto that best reflects the personality of your business?<\/p><\/li>\n<\/ul>\n\n\n\n This kind of exercise is a great way to collect information from your team and employees to give you insight of all the moving parts inside your organization.\u00a0 You may be surprised by what you find.<\/p>\n\n\n\n People don’t buy products and services, they buy TRANSFORMATION! Stop and think about this.<\/p>\n\n\n\n It’s easy to see that people buy transformation when you think of products or services such as weight loss or beauty.\u00a0 But the desire for transformation is very real even in the world of B2B products such as machines or software.<\/p>\n\n\n\n Take out a sheet of paper or jump into a document and create three columns; BEFORE, CUSTOMER, PRODUCT, and AFTER<\/p><\/li> Place your ideal customer persona picture or just draw a stick figure of your ideal customer in the top middle block.<\/p><\/li> Put your product or service in the lower middle block.<\/p><\/li> In the BEFORE column \u2013 make a list of how their situation occurs for them when they are dealing with the problem that you solve.<\/p><\/li> In the AFTER column \u2013 make a list of all the ways that your product or service TRANSFORMS their life.<\/p><\/li>\n<\/ol>\n\n\n\n It should look something like this chart from\u00a0Ryan Deiss and Digital Marketer<\/a><\/p>\n\n\n\n You can also see a\u00a0full video class<\/a>\u00a0on this process with detailed examples directly from Ryan Deiss.<\/p>\n\n\n\n This is a fun kids game that can be easily adapted as a branding exercise to help you understand exactly what sets you apart from the competition.<\/p>\n\n\n\n The name of the game is simple.\u00a0 You can brainstorm this on your own or you can enroll your team in the game.\u00a0 Make a list of brand attributes but focus on opposites.\u00a0 For example:<\/p>\n\n\n\n Funny not serious<\/p><\/li> Friendly not stilted<\/p><\/li> Detail oriented not obsessive<\/p><\/li>\n<\/ul>\n\n\n\n Here’s an example of what this branding exercise might look like:<\/p>\n\n\n\n I’ve been using these five powerful questions for so many branding style exercises. In this version, I’m asking you to engage the right side of your brain and create a visual picture.<\/p>\n\n\n\n Draw a stick figure of your ideal customer right before they want what you are selling<\/p><\/li> What problem are you solving for your customer? Draw a representation of that.<\/p><\/li> What is their perceived notion of how the problem is solved? Add a thought bubble of what your customer is thinking.<\/p><\/li> How do others say this problem is solved?< Add a \u201cchorus\u201d of competitors and write what they might be saying.<\/p><\/li> How do you believe this problem is solved? Show yourself as a HERO. Guide them to the solution.<\/p><\/li>\n<\/ol>\n\n\n\n The beauty of using images and thought bubbles to brainstorm your branding messages is that it accesses a completely different part of your brain. By simply drawing out your customers’ situation, problem and possible solutions, you will come up with new ideas and messages that you may not have considered in the past.<\/p>\n\n\n\n How many times have you found yourself having to write something about your business, or maybe\u00a0create a websit<\/a>e, sales page, email, brochure or ad and come up with NOTHING! Not just writer’s block, but complete empty-head. You need what we marketers call a swipe file.<\/p>\n\n\n\n The idea behind a swipe file is super simple \u2014 take what works and converts and adapt it for yourself and your marketing. It’s a super easy way to take advantage of the testing, that others have done and apply it for your own\u00a0marketing process<\/a>.<\/p>\n\n\n\n A swipe file is really nothing more than a folder or notebook (can be on your computer or in your drawer). The purpose of this exercise is to collect words, phrases, headlines and bullet points that best describe the benefits that you offer to your customers.<\/p>\n\n\n\n Here are some tips and tools to help you master the art of swiping:<\/p>\n\n\n\n Get some screen capture tools.<\/strong>\u00a0I use\u00a0Jing<\/a>\u00a0from TechSmith. You can also use the\u00a0Evernote web clipper<\/a>.<\/p><\/li> Create folders or notebooks<\/strong>\u00a0for your swiped content. Great content comes in all shapes and sizes, so you’ll want a place to keep it all. Evernote is a great way to put all your swipes in one place.<\/p><\/li> Sign up for email lists.<\/strong>\u00a0The best place to get great ideas is by signing up for marketing experts’ email lists. Find those experts who you know are running million dollar marketing programs and sign up for their downloads and emails. You will find a TON of great ideas, phrases and content that you can adapt for your own.<\/p><\/li> Set time aside to process.<\/strong>\u00a0Once you’ve established the habit of grabbing great content, you’ll want to set aside time to process it all. Find time slots either daily (as a coffee break) or weekly to process what you’ve found and adapt it for your own.<\/p><\/li>\n<\/ol>\n\n\n\n If you’re feeling a little stuck \u2014 this branding exercise will get your creative juices flowing and, like some of the other exercises here, will get you focused on how you are the same and how you are different than other brands.<\/p>\n\n\n\n Pick a brand that you know and like<\/strong>. It really helps if you are intimately familiar with the brand.\u00a0 Pick a brand that is in a completely different industry or category from yours.\u00a0 The more different, the better.\u00a0 \u00a0If you own a coffee shop, don’t pick Starbucks or even McDonald’s, pick something like Southwest Airlines.<\/p><\/li> Choose a brand that has addressed a challenge<\/strong>\u00a0you are also facing in your business. For example, you might choose Virgin because it has been able to shake up a tired market, or Netflix because it reinvented the movie viewing experience, or Disney because you love the magical, emotional connection it has with its consumers.<\/p><\/li> Delve into all the magic moments,<\/strong>\u00a0big and small, that make that brand special. Get as specific as possible. For example, if you are spinning with Apple, make a list of all the distinctive elements from the blue-shirted employees, the hand-held checkout, the Genius Bar in the stores, the unique intuitive touch screens, and the anticipated and orchestrated product releases.<\/p><\/li> Pretend this inspirational brand took over your business.<\/strong>\u00a0What would they add, transform and change? It’s useful to be as specific as possible. Don’t just say: \u201cStarbucks would make my dry-cleaning business more customized.\u201d Go further and think through the idea. Maybe you would have a large services menu displayed at the front of the store displaying daily specials or different \u201csizes\u201d of starch.<\/p><\/li> Draw and describe in detail one or two of your favorite ideas,<\/strong>\u00a0then write down three steps to move this idea forward. For your ideas to become a reality, you need to go deeper into how they would work and have a clear action plan for next steps. Drawing your idea and explaining it in a paragraph helps to make sure it is fully formed.<\/p><\/li> Take small steps to implement your ideas;<\/strong>\u00a0include specific dates for completing tasks. In the dry-cleaning \u201cmenu\u201d idea above, they might include: 1) list out services that could be included in the menu; 2) two hours of online research into chalkboard displays for purchase; 3) create a production plan and budget by a fixed target date.<\/p><\/li>\n<\/ol>\n\n\n\n Creating a tag line or a marketing message statement is often difficult and overwhelming because it feels like you’re supposed to just come up with this single amazing, brilliant statement that perfectly reflects your brand.<\/p>\n\n\n\n You don’t.<\/p>\n\n\n\n Instead, why not just make a list of all the things you believe in when it comes to your business and how your customers experience your business.\u00a0 The list doesn’t have to be perfect, it doesn’t have to be brilliant.\u00a0 In fact, it’s best if your list is laid out in bullets with simple language anyone can understand.<\/p>\n\n\n\n Here’s a video by the Digital Marketer team that serves as a great example:<\/p>\n\n\n\n Notice that they incorporate \u201cbeliefs\u201d from all facets of life \u2013 some are funny, some are silly and some you may not agree with, but it definitely gives you a sense for WHO Digital Marketer is.<\/p>\n\n\n\n If this example feels like too much (even for you) then check out how Buffer did it:<\/p>\n\n\n\n The lesson here is \u2014 write down what you believe because when you share who you are and what you believe, your ideal customers will come to YOU.<\/p>\n\n\n\n The last exercise isn’t really a branding exercise as much as it is a practice. Don’t make the mistake of thinking that branding is a project that you do or buy and implement. Instead, think of these as \u201cshopping expeditions\u201d where you work on a branding message or idea and then try it on for size.\u00a0 In other words, work on these exercises, then implement what you’ve learned and USE it with your team, with your customers with your audiences.<\/p>\n\n\n\n Your brand identity is tied to your brand’s personality, and brand values<\/a>. So, if you want a strong brand identity, you have to make sure that everything is aligned; your visual brand identity, your marketing strategy, your core values, and company culture on the one side. Then all of these have to align with your marketing team, sales team, target audience, and external communities.<\/p>\n\n\n\n While you might be able to maintain your visual elements and digital marketing, your branding efforts will fall flat if your target audience doesn’t believe you.<\/p>\n\n\n\n Pay attention to the feedback:<\/p>\n\n\n\n What type of reaction did you get from the person when you gave them your branding message?<\/p><\/li> Pay attention to body language and note when the person \u201clit up\u201d or \u201cgot it\u201d make a note of it \u2014 that’s a keeper.<\/p><\/li> Notice when someone is confused and asks questions.\u00a0 What questions did they ask, where did they need clarification? Then incorporate that into your message.<\/p><\/li>\n<\/ul>\n\n\n\n Branding isn\u2019t just for your business name or logo<\/a> \u2014 everything you do around your business should have a clear brand communicated throughout, reflecting your brand’s mission and values. I strongly recommend creating a branded image as soon as you have your branding exercises completed. There\u2019s nothing quite like seeing your brand come to life in professional design to get your entrepreneurial juices flowing.<\/p>\n\n\n\nWhat are branding exercises?<\/strong><\/h2>\n\n\n\n
Why \u201cDefining Your Brand\u201d Activity is Important<\/strong><\/h2>\n\n\n\n
![\"Branding](\"http:\/\/diymarketers.com\/wp-content\/uploads\/shutterstock_587484014-choose-pick2-800x534-2.jpg\" "\\"\\"")
\n<\/figure>\n\n\n\nList of Branding Exercises with Branding Exercise Templates<\/strong><\/h2>\n\n\n\n
Here is the branding exercise template for each one.<\/h4>\n\n\n\n
#1: Top of Mind<\/em><\/strong><\/h3>\n\n\n\n
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Grab Your \u201cWhen I Want\u201d Worksheet (no email required)<\/em><\/strong><\/a><\/h3>\n\n\n\n
People Choose You Because of Who You ARE and Not What You DO<\/strong><\/h4>\n\n\n\n
#2: Be Your Best Brand<\/em><\/strong><\/h3>\n\n\n\n
And these three questions will get to the root of the know-like-and-trust-factor.<\/strong><\/h4>\n\n\n\n
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An Example from Gillette<\/em><\/strong><\/h3>\n\n\n\n
#3: Develop a Strong Brand Persona<\/h3>\n\n\n\n
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#4: Transformer<\/em><\/strong><\/h3>\n\n\n\n
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\n<\/figure>\n\n\n\n#5: This Not That<\/em><\/strong><\/h3>\n\n\n\n
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\n<\/figure>\n\n\n\n#6: Infomercial<\/em><\/strong><\/h3>\n\n\n\n
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#7: Build a Swipe File<\/em><\/strong><\/h3>\n\n\n\n
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#8: The Spin<\/em><\/strong><\/h3>\n\n\n\n
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#9: Write a Manifesto or \u201cWe Believe\u201d Statement<\/em><\/strong><\/h3>\n\n\n\n
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\n<\/figure>\n\n\n\n#10: Try It On For Size<\/em><\/strong><\/h3>\n\n\n\n
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How to Bring Your Brand Identity To Life<\/h2>\n\n\n\n
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