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com

Brand
Strategy video
tutorials

Guide to discovery session

How to run strategy workshops by Arek Dvornechuck

© COPYRIGHT 2020 929.245.9811

AREK DVORNECHUCK [email protected]
BRANDING EXPERT EBAQDESIGN.COM
CONTENTS

Brand Strategy Guide

Bridge the gap between business and design. Get actionable
insights,aligntheteam,anddesignwithcon4dence.

01
BRAND CORE
Clarify the brand internally

02
BRAND POSITIONING
Position brand in the market

03
BRAND PERSONA
Define your brand personality

2
CONTENTS

9 Branding Exercises
01. Find the purpose behind what you do. p. 7
02. Have a vision of where you’re going. p. 17
03. Determine your core values and philosophies. p. 26
04. Know your target audience to resonate with them. p. 36
05. Analyze your market to find opportunities. p. 43
06. Prioritize goals to bring awareness. p. 51
07. Define the personality of your brand. p. 58
08. Project a compelling voice for your brand. p. 64
09. Craft a memorable tagline to seal the deal. p. 72

3
INTRO

Before you start

print it out or
use on computer

Demand attention Hand out worksheets Transcribe / record

Make sure that everyone has Make sure everyone has work- I you’re using a whiteboard, have
blocked out 3-hour session and sheet copy for themselves someone transcribing it into
that they don’t have distractions. and a pen to follow along. the templates provided.

WOR K S H EE TS I N DES I G N FI LE DOWNLOA D WORK S HE E TS FACILITATO R’S SCRIPT

4
Start with defining the core of your brand.

BRAND
5
CORE
 Brand Core
Define the core
of your brand.

Brand Core Brand Positioniong Brand Persona

Personality
Audience
Purpose

To organize NYC visitors’ experiences,

so that they can enjoy holidays fully
and at peace.

Brand Core
Market

To be the most curated way

Vision

Firstly, start with your brand core,

Voice
of travelling to New York. which includes your purpose, your
vision, and your brand values.

Service - Passionate to serve others.

Tagline
Values

Goals

Competency - Be informative.
Peace - A stress-free environement.

6
 01
First, find the purpose behind what you do.

7
BRAND CORE

1 Brand Purpose — What’s the greater good behind your work?

Brand Core Brand Positioniong Brand Persona

Brand Purpose

Personality
Audience
Purpose

To organize NYC visitors’ experiences, Know why you’re in business and talk
so that they can enjoy holidays fully about it to rally your team and foster
and at peace. connection with your audience.

Market
Vision

Voice
Tagline
Values

Goals

8
BRAND CORE

1 Brand Purpose — State what you do. 3 min

WHAT WHAT
CONTRIBUTION List all the products you sell, services custom
youoer,orthejobsyouperform. travel guides

commynity HOW group &

events private tours

WHY
community photography
events services
IMPACT

welcome
souvenirs &
packages
gifts
*Credit: Simon Sinek hotel
partnerships

9
BRAND CORE

1 Brand Purpose — State how you do what you do. 3 min

WHAT
CONTRIBUTION custom
travel guides

commynity HOW group &

HOW
events local expertise private tours
List all the values, actions and guiding
principles that make you stand out.
& knowledge
WHY
community customer innovative & photography
events centric modern services
IMPACT

fast &
welcome personal
souvenirs &
packages
gifts
*Credit: Simon Sinek hotel
partnerships

10
BRAND CORE

1 Brand Purpose — State why you do what you do. 3 min

WHAT
CONTRIBUTION custom
travel guides

community HOW group &

events local expertise private tours
& knowledge
WHY
WHY
customer
sustainably peace & innovative & photography
De4newhatyourbrandstandsfor.
centric
energy serenity modern services
What’s your purpose, cause or belief?
IMPACT

fast &
welcome personal
souvenirs &
packages
gifts
*Credit: Simon Sinek hotel
partnerships

11
BRAND CORE

1 Brand Purpose — State your contribution to others. 3 min

WHAT
CONTRIBUTION custom
to organize NYC visitors’ experiences Contribution travel guides
sustainably
Whatisthespeci4ccontributionyou group &
energy HOW
to enhance visitors’ stay in NYC make to the lives of others? It starts private tours
local expertise
with an action verb — list on page 17
to guide people to discover best of NYC & knowledge
WHY
community customer peace & innovative & photography
events centric serenity modern services
IMPACT

fast &
welcome personal
souvenirs &
packages
gifts
*Credit: Simon Sinek hotel
partnerships

12
BRAND CORE

1 Brand Purpose — State the impact it makes on them. 3 min

WHAT
CONTRIBUTION custom
to organize NYC visitors’ experiences travel guides
welcome HOW group &
to enhance visitors’ stay in NYC packages private tours
local expertise
to guide people to discover best of NYC & knowledge
WHY
community customer peace & innovative & photography
events centric serenity modern services
IMPACT

to enjoy holidays fully and at peace Impact

fast &
What’s the impact? What’s the result
to feel comfortable and happy welcome
sustainably personal
of that contribution? Impact is what souvenirs &
packages
energy
you allow others to do or to be?
to create unforgettable memories to share gifts
*Credit: Simon Sinek hotel
partnerships

13
BRAND CORE

Write your Purpose Statement

Combine your primary contribution and impact
to draft the purpose statement.
put it in the
worksheet

To organize NYC visitors’ experiences , so that they can enjoy holidays fully at peace .
CONTRIBUTION IMPACT

To inspire others to do the things that inspire them, so that together we can change
the world for better.

14
BRAND CORE

Causes To Support
END EXTREME POVERTY IN ALL END HUNGER, ACHIEVE FOOD ENSURE HEALTHY LIVES
FORMS BY 2030. SECURITY & IMPROVE NUTRITION AND PROMOTE WELL-BEING

ENSURE INCLUSIVE AND QUALITY ACHIEVE GENDER EQUALITY AND ENSURE AVAILABILITY OF WATER
EDUCATION FOR ALL EMPOWER WOMEN AND SANITATION

ENSURE ACCESS TO AFFORDABLE PROMOTE ECONOMIC GROWTH BUILD INFRASTRUCTURE, PROMOTE

& SUSTAINABLE ENERGY & PRODUCTIVE EMPLOYMENT INDUSTRIALIZATION

REDUCE INEQUALITY WITHIN AND MAKE CITIES AND COMMUNITIES ENSURE RESPONSIBLE CONSUMP-
AMONG COUNTRIES SUSTAINABLE AND SAFE TION AND PRODUCTION PATTERNS

TAKE URGENT ACTION TO COMBAT CONSERVE OCEANS AND SEAS FOR PROMOTE SUSTAINABLE USE OF
CLIMATE CHANGE AND ITS IMPACTS SUSTAINABLE DEVELOPMENT TERRESTRIAL ECOSYSTEMS

PROMOTE PEACE, JUSTICE PROMOTE GLOBAL PARTNERSHIP

AND INCLUSIVE INSTITUTIONS FOR SUSTAINABLE DEVELOPMENT

15
BRAND CORE

Action Verbs
Knowledge Understand Apply Analyze Evaluate Create
De4ne Interpret Solve Connect Criticize Design
Identify Classify Change Relate Reframe Modify
Describe Compare Relate Devise Judge Role-Play
Recognize Contrast Complete Correlate Defend Develop
Explain Infer Use Illustrate Appraise Rewrite
Recite Relate Teach Distill Value Pivot
Memorize Extract Articulate Conclude Prioritize Modify
Illustrate Paraphrase Discover Categorize Plan Collaborate
Quote Cite Transfer Take Apart Grade Invent
State Discuss Show Problem-Solve Revise Write
Match Distinguish Demonstrate Dierenatiate Re4ne Formulate
Recognize Delineate Involve Deduce Grade Invent
Select Extend Dramatize Conclude Argue Imagine
Examine Predict Produce Devise Support Inspire
Locate Indicate Report Subdivide Evolve
Record Translate Act Calculate Decide
List Inquire Prepare Order Pivot

16
 02
Secondly, have a vision of where you’re going.

17
BRAND CORE

2 Brand Vision — Where your brand is heading?

Brand Core Brand Positioniong Brand Persona

Personality
Audience
Purpose

To organize NYC visitors’ experiences,

so that they can enjoy holidays fully
and at peace.

Brand Vision
Market

To be the most curated way

Vision

nRuencelong-termbusinessdeci
-

Voice
of travelling to New York. sion to ensure the brand is navigat-
ed towards the right direction.

Tagline
Values

Goals

18
BRAND CORE

2 Brand Vision — State where your brand is now 3 min

Now 5 years 10 years 15 years

- one CEO strartup

- self funded
- bootsrtraped
- got name & logo
- working on branidng

ASPIRATION IDEAL
Now
Write a short description of
the current state of your busi-
ness. Where are you now?

*Credit: Jake Knapp

19
BRAND CORE

2 Brand Vision — State where your brand will be in 5 years 3 min

Now 5 years 10 years 15 years

- one CEO strartup - 10 % travel market

- self funded - 10M in sales
- bootsrtraped - 100K customers
- got name & logo - NYC office
- working on branidng - Team of 50

ASPIRATION IDEAL
5 years
What do you want to achieve?
Where do you see your brand
in 5 years in terms of growth?

*Credit: Jake Knapp

20
BRAND CORE

2 Brand Vision — State where your brand will be in 10 years 3 min

Now 5 years 10 years 15 years

- one CEO strartup - 10 % travel market - 100M brand by 2030

- self funded - 10M in sales (guides) - Ai, VR intewgration
- bootsrtraped - 100K customers - other locations (US)
- got name & logo - NYC office - interactive products
- working on branidng - Team of 50

ASPIRATION IDEAL
10 years
What will your brand look like
in 10 years? How big will it be?
what market share you have?

*Credit: Jake Knapp

21
BRAND CORE

2 Brand Vision — State where your brand will be in 15 years 3 min

Now 5 years 10 years 15 years

- one CEO strartup - 10 % travel market - 100M brand by 2030 - 1B brand by 2035
- self funded - 10M in sales - Ai, VR intewgration - leader in travel planning
- bootsrtraped - 100K customers - other big cities (US) - top 100 cities (worldwide)
- got name & logo - NYC office - interactive products
- working on branidng - Team of 50

ASPIRATION IDEAL
15 years
What impact will you have
on your industry in 20 years?
How will your brand expand?

*Credit: Jake Knapp

22
BRAND CORE

2 Brand Vision — State your aspirations for the brand growth. 3 min

Now 5 years 10 years 15 years

- one CEO strartup - 10 % travel market - 100M brand by 2030 - 1B brand by 2035
- self funded - 10M in sales - Ai, VR intewgration - leader in travel planning
- bootsrtraped - 100K customers - other big cities (US) - top 100 cities (worldwide)
- got name & logo - NYC office - interactive products
- working on branidng - Team of 50

ASPIRATION IDEAL
Aspiration
The most personalized NYC experiences.
If it all goes right how will you impact
The most customized way to visit NYC. the category? Here you can use su-
perlatives like “the world’s best”.
A go-to guide for demanding NYC visitors.
*Credit: Jake Knapp

23
BRAND CORE

2 Brand Vision — Define your ideal future state. 3 min

Now 5 years 10 years 15 years

- one CEO strartup - 10 % travel market - 100M brand by 2030 - 1B brand by 2035
- self funded - 10M in sales - Ai, VR intewgration - leader in travel planning
- bootsrtraped - 100K customers - other big cities (US) - top 100 cities (worldwide)
- got name & logo - NYC office - interactive products
- working on branidng - Team of 50

ASPIRATION IDEAL
Ideal
The most personalized NYC guide.. A world full of meaningful travels.
De4netheidealfuture,4nal-desti
The most customized way to visit NYC. A stress-free and weelcoming world. nation or desired end state. How
can your brand change the world?
A go-to guide for demanding NYC visitors. A world without boring trips.
*Credit: Jake Knapp

24
BRAND CORE

Write your Vision Statement

Combine your primary aspiration and category
or use ideal to draft your vision statement.
put it in the
worksheet

A world without boring trips .

IDEAL

To be the most curated way , of travelling to New York .

ASPIRATION CATEGORY

Tobethepremierpurveyorofthe4nestcoeeintheworld.

To be the world’s best quick service restaurant experience.

25
 03
Thirdly, determine your core values and philosophies.

26
BRAND CORE

3 Brand Values — What are your guiding principles?

Brand Core Brand Positioniong Brand Persona

Personality
Audience
Purpose

To organize NYC visitors’ experiences,

so that they can enjoy holidays at
peace and to the fullest.

To inspire people to do things that

Market
Vision

Voice
inspire them, so that together we can
change the world.

Brand Values
Service - Passionate to serve others.

Tagline
Values

Goals

Determine your core values and

Competency - Be informative.
create a culture and driving force
Peace - A stress-free environement.
for what to stand for in the world.

27
BRAND CORE

3 Brand Values — Describe negative experiences with brands. 5 min

Negative Positive

The agency doesn’t deliver, excuse after excuse. Negative Experience

Experiences

Confused tour guides that have no plan. Describe negative experiences you
Unreasonably time compressed experience. had with brands in similar category.
Missed the opportunity to visit some attractions. Or4gureoutwhatcouldgowrong.
Feelings

*Inspired by: Denise Lee Yohn

28
BRAND CORE

3 Brand Values — Describe negative feelings about brands. 5 min

Negative Positive

The agency doesn’t deliver, excuse after excuse.

Experiences

Confused tour guides that have no plan.

Unreasonably time compressed experience.
Missed the opportunity to visit some attractions.

I felt like I was taken advantage of. Negative Feelings

Feelings

I felt mislead and frustrated. Focus on feelings that this negative

I felt like I just wasted money. experience left you with. How did
Frustrated about time and opportunity loss. that bad experience make you feel?

*Inspired by: Denise Lee Yohn

29
BRAND CORE

3 Brand Values — Describe positive experiences with brands. 5 min

Negative Positive

The agency doesn’t deliver, excuse after excuse. Our experience was the best thing we could have done.
Experiences

Confused tour guides that have no plan. Organized, enthusiastic and knowledgable tour guide.
Unreasonably time compressed experience. We went everywhere and it all was interesting.
Missed the opportunity to visit some attractions. It seemed like exactly what I was looking for.

Positive Experience
I felt like I was taken advantage of. What’d be the opposite, the desir-
Feelings

I felt mislead and frustrated. able experience that you wish you
I felt like I just wasted money. had? Turn negative into positive.
Frustrated about time and opportunity loss.

*Inspired by: Denise Lee Yohn

30
BRAND CORE

3 Brand Values — Describe positive feelings about brands. 5 min

Negative Positive

The agency doesn’t deliver, excuse after excuse. Our experience was the best thing we could have done.
Experiences

Great customer experience

Confused tour guides that have no plan. Positive
Organized, Feelings
enthusiastic and knowledgable tour guide.
The projest was done in a timely maner.
Unreasonably time compressed experience. We went
Howeverywhere
would that andpositive
it all wasexperience
interesting.
Great attention to details.
Missed the opportunity to visit some attractions. It seemed
make likeyou
exactly what I was What’d
feel internally? looking for.
be
the desirable positive feeling?

I felt like I was taken advantage of. I was happy and excited during the whole time!
Feelings

I felt mislead and frustrated. The time went by so fast, but it was so woth it.
I felt like I just wasted money. I feel like it was the best deal ever.
Frustrated about time and opportunity loss. I felt welcomed and as if I belong there.

*Inspired by: Denise Lee Yohn

31
BRAND CORE

Define your top Brand Values

Pick 3 to 5 top values to ensure those positive experiences
and feelings. Describe shortly what they stand for.

put it in the
worksheet

Service — Passionate to serve other people. Leadership Thecouragetoshapeabetterfuture.

Competency — Be informative, leverage knowledge. Collaboration Leveragecollectivegenius.

EnthusiasmBehappyaboutcreatingjoyfulexp. Accountability — If it’s to be, it’s up to me.

PunctualityBewellorganizedbutRexible. Passion — Committed in heart and mind.

Peace — Create a stress-free environement. Diversity — As inclusive as our brands.

32
BRAND CORE

Core Values
Values commonly used by brands & businesses.

Authenticity Contribution nRuence Pleasure

Achievement Creativity Inner Harmony Punctuality
Adventure Curiosity Justice Recognition
Authority Determination Kindness Reputation
Autonomy Enthusiasm Knowledge Respect
Balance Fairness Leadership Responsibility
Beauty Faith Learning Security
Boldness Friendships Love Self-Respect
Compassion Fun Loyalty Service
Challenge Growth Meaningful Work Spirituality
Citizenship Happiness Openness Stability
Community Honesty Optimism Success
Competency Humor Peace Trustworthiness

33
Secondly, position your brand in the market.

BRAND
34
POSITIONING
 Brand Positioning
Position your brand
in the market

Brand Core Brand Positioniong Brand Persona

Personality
Audience
Busy travelers who value their time
Purpose

To organize NYC visitors’ experiences,

so that they can enjoy holidays fully and look for help in selecting rele-
and at peace. vant activities to enjoy real NY.

We help NYC visitors who are busy Brand Positioning

and confised to experience authentic
Market

To be the most curated way

Vision

Secondly, develop your positioning

Voice
New York, unlike other generic travel
of travelling to New York. strategy, which includes your audi-
guides our solutions are unique and ence, your market and your goals.
customized by locals.

Service - Passionate to serve others. To inspire people to do things that

Tagline
Values

Goals

Competency - Be informative. inspire them, so that together we can

Peace - A stress-free environement. change the world.

35
 04
Know your target audience to resonate with them.

36
BRAND POSITIONING

4 Target Audience — Who is your primary customer?

Brand Core Brand Positioniong Brand Persona

Target Audience

Personality
Audience
Busy travelers who value their time
Purpose

To organize NYC visitors’ experiences, Understand your audience well so

so that they can enjoy holidays fully and look for help in selecting rele- that you can address their problems
and at peace. vant activities to enjoy real NY. and needs with relevant solutions.

Market

To be the most curated way

Vision

Voice
of travelling to New York.

Service - Passionate to serve others.

Tagline
Values

Goals

Competency - Be informative.
Peace - A stress-free environement.

37
BRAND POSITIONING

4 Target Audience — Give your audience a label (demographics) 5 min

Goals Problems

Muhammad - busy
professional in his early
Impact 30’ lives in Riyadh Desires

Label
Who is the most common customer? Man or
women? What’s her/his name? What are the
basic demographics? Age, Location, Job etc.

*Inspired by: Davis Douglas

38
BRAND POSITIONING

4 Target Audience — What are their goals and objectives? 5 min

Goals Problems

Enjoy best of NYC.

Create memorable experiences.
Have unforgettable holidays.
Make local, authentic connections.
Travel with peace of mind.

Muhammad - busy
professional in his early
Impact Goals
30’ lives in Riyadh Desires
Whatobjectivesandgoalscustomershave
asitrelatestoyouroering?Whatkindof
strategic aspirations or hopes they have?

*Inspired by: Davis Douglas

39
BRAND POSITIONING

4 Target Audience — What problems and challanges they face? 5 min

Goals Problems

Enjoy best of NYC. Too much information.

Create memorable experiences. Lack of personalization.
Have unforgettable holidays. Cultural differences.
Make local, authentic connections. Time constraints / busy.
Travel with peace of mind. Unclear process.

Muhammad - busy
professional in his early
Impact Problems Desires
30’ lives in Riyadh
What are the problems your customers face
before they can get what they want? What
are their pain-points and core challenges?

*Inspired by: Davis Douglas

40
BRAND POSITIONING

4 Target Audience — How does it impact them internally? 5 min

Goals Problems

Enjoy best of NYC. Too much information.

Create memorable experiences. Lack of personalization.
Have unforgettable holidays. Cultural differences.
Make local, authentic connections. Time constraints.
ImpactTravel with peace of mind. Unclear process.
What do they fear because of those prob-
Muhammad - busy
lems? How does it impact them internally?
professional in his early
Impact What emotions & feelings they go through? Desires
30’ lives in Riyadh

Overwhelmed by data.
Frustrated by irrelevant info.
Fear of not fitting in.
Feel in constant rush.
Confused and lost.

*Inspired by: Davis Douglas

41
BRAND POSITIONING

4 Target Audience — What are their desires and wants? 5 min

Goals Problems

Enjoy best of NYC. Too much information.

Create memorable experiences. Lack of personalization.
Have unforgettable holidays. Cultural differences.
Make local, authentic connections. Time constraints.
Travel with peace of mind. Desires Unclear process.
What they desire to experience? Imagine
Muhammad - busy what would be the best case scenario. List
professional in his early the opposite of their problems & fears.
Impact 30’ lives in Riyadh Desires

Overwhelmed by data. Empowered by useful data.

Frustrated by irrelevant info. Enjoy smooth journey.
Fear of not fitting in. Feel welcomed & accepted.
Feel in constant rush. Feel at peace & relaxed.
Confused and lost. Be organized & coordinated.

*Inspired by: Davis Douglas

42
 05
Analyse your market to find opportunities.

43
BRAND STRATEGY

5 Market Analysis — Who are your direct competitors?

Brand Core Brand Positioniong Brand Persona

Personality
Audience
Busy travelers who hate wasting time
Purpose

To organize NYC visitors’ experiences,

so that they can enjoy holidays fully and need help in selecting relevant
and at peace. activities to enjoy real NY.

We help NYC visitors who are busy Market Research

and confised to experience authentic
Market

To be the most curated way

Vision

Lookforgapsinthemarketto4nd

Voice
New York, unlike other generic travel
of travelling to New York. whatdierentiatesyou&howyou
guides our solutions are unique and can stand out & stand for something.
customized by locals.

Service - Passionate to serve others.

Tagline
Values

Goals

Competency - Be informative.
Peace - A stress-free environement.
BRAND POSITIONING

5 Market Analysis — Choose two extremes, things people care 5 min

EXTREMES Y
Extremes
X Personalized experience. Pick two extremes. Choose to stand
for something, not everything. Find
Y Destination focused.
something that people care about.

DIFFERENCE
X

BENEFIT

*Credit: Seth Godin

45
BRAND POSITIONING

5 Market Analysis — Analyze the competitive landscape. 5 min

EXTREMES Y
X Personalized experience.
Real New York Tours Localike Sukoon
Y Destination focused.

Top Dog Tours NYC NY Adventure Club

USA Guided Tours NY

DIFFERENCE
Competitors
Plot the options your audience have on X
this chart. Who are your competitors?
List at least 5 to 10 direct competitors.

Lonely Planet
TripAdvisor
BENEFIT Travelocity

Google Trips
Kayak Expedia
*Credit: Seth Godin

46
BRAND POSITIONING

5 Market Analysis — Find the difference you make in the market. 5 min

EXTREMES Y
X Personalized experience.
Real New York Tours Localike Sukoon
Y Destination focused.

Top Dog Tours NYC NY Adventure Club

USA Guided Tours NY

DIFFERENCE
Difference
NYC guides customized by locals. Lookforgapsinthemarketto4nd X
whatdierentiatesyou&howyou
Hand-picked & personalized experiences. can stand out among competition.

Lonely Planet
TripAdvisor
BENEFIT Travelocity

Google Trips
Kayak Expedia
*Credit: Seth Godin

47
BRAND POSITIONING

5 Market Analysis — State the end-benefit to your audience. 5 min

EXTREMES Y
X Personalized experience.
Real New York Tours Localike Sukoon
Y Destination focused.

Top Dog Tours NYC NY Adventure Club

USA Guided Tours NY

DIFFERENCE

NYC guides customized by locals. X

Hand-picked & personalized experiences.

Lonely Planet
TripAdvisor
BENEFIT Travelocity
Benefit
Authentic / real New York. Whatistheendbene4t?Statewhat
Google Trips
your brand does for the target audi-
Meaningful experiences to share. Kayakthat is
ence Expedia
emotional & intangible.
*Credit: Seth Godin

48
BRAND POSITIONING

Write Your Positioning Statement

put it in the
worksheet

We help NYC visitors who are busy and confused

CUSTOMER PROBLEM

to achieve/experience authentic New York , unlike other generic travel guides

BENEFIT COMPETITIVE ALTERNATIVE

our solutions are unique and customized by .

DIFFERENCE

We help all consumers who want to purchase products online to experience quick
delivery, unlike other online retailers our solutions are customer-centric with passion
for innovation, and commitment to operational excellence.

49
BRAND POSITIONING

Sample Extremes
Speed Networkeect
Price Imminence
Performance Visibility
Ingredients Trendiness
Purity Privacy
Sustainability Professionalism
Obviousness Dizculty
Maintenance cost Elitism
Safety Danger
Security Experimental
Edginess Limited
Distribution Personalized

50
 06
Set marketing goals to bring awareness.

51
BRAND STRATEGY

6 Awareness Goals — How customers will find about you?

Brand Core Brand Positioniong Brand Persona

Personality
Audience
Busy travelers who hate wasting time
Purpose

To organize NYC visitors’ experiences,

so that they can enjoy holidays fully and need help in selecting relevant
and at peace. activities to enjoy real NY.

We help NYC visitors who are busy

and confised to experience authentic
Market

To be the most curated way

Vision

Voice
New York, unlike other generic travel
of travelling to New York.
guides our solutions are unique and
customized by locals.

Awareness Goals
Service - Passionate to serve others. Do first - Website, Email Marketing,

Tagline
Values

Goals

Brainstorm and prioritize how cus-

Competency - Be informative. Itinerary template.
tomers will learn about your brand.
Peace - A stress-free environement. Plan - Blog, Social Media.
List all awareness goals & initiatives.

52
 6 Awareness Goals — List all initiatives that bring awareness 5 min

AWARENESS High impact

Awareness
Website
List all the marketing initia-
Blog tives that you can take to
bring awareness and get peo-
Social media ple to learn about your brand.

Itinerary template

Email marketing

Press releases Difficult Easy

Direct mail

Trade show

Promotional items

Business cards
*Inspired by: Jose Caballer
Low impact

53
 6 Awareness Goals — What’s the impact and difficulty of each? 5 min

AWARENESS High impact

Website
Blog Website
Blog Social media
Email marketing
Social media

Itinerary template Itinerary template

Impact & Difficulty
Email marketing siteasyordizculttodo?Howlong
does it take? How much does it cost?
Press releases Difficult Easy
And how’d that impact your business?
Direct mail Business cards
Trade show
Trade show
Promotional items Direct mail
Promotional items
Press releases
Business cards
*Inspired by: Jose Caballer
Low impact

54
BRAND POSITIONING

Awareness Goals
Word of mouth Promotional items
Email Marketing Events
Blog (content marketing) Direct mail
Socila Media Marketing Press releases
Social Media (organic) Tradeshows
Videos Search marketing (SEO)
Reeralprogram Telemarketing
Azliateprogram Point-of-Purchase Marketing
Flyers Guest Posting
Brochures nRuencerMarketing
Stationery design Pay per click (PPC)
Business cards TV Ads
Website Community engagement
Landing page Event sponsorhip

55
Thirdly, develop the persona of your brand.

BRAND
56
PERSONA
 Brand Persona
Develop the persona
of your brand.

Brand Core Brand Positioniong Brand Persona

Personality
The Explorer 70% and The Sage 30%.

Audience
Busy travelers who hate wasting time
Purpose

To organize NYC visitors’ experiences,

and need help in selecting relevant We love planned exploration and
so that they can enjoy holidays fully
activities to enjoy real NY. smart adventures. We hate misinfor-
and at peace.
mation and being trapped.

We help NYC visitors who are busy

Brand Persona We are informative and personal, but
and confised
To thirdly,
inspire tode4ne
people experience
to doyour authentic
things that
Market

To be the most curated way we’re not authoritative or imposing.

Vision

And human

Voice
New persona,
York,
inspire them,unlike other
sowhich
that genericwetravel
together can
of travelling to New York. brand includes We are enthusiastic and passionate,
guides
changeourthesolutions aretagline.
world.and unique and
personality, voice but we’re not wild or impetuous.
customized by locals.

Service - Passionate to serve others. Do first - Website, Email Marketing, Travel stress-free.

Tagline
Values

Goals

Competency - Be informative. Itinerary template. Customized by locals

Peace - A stress-free environement. Plan - Blog, Social Media. Authentic experiences

57
 07
Define the personality of your brand.

58
BRAND PERSONA

7 Brand Personality — If your brand was a person who’d it be?

Brand Core Brand Positioniong Brand Persona

Brand Personality

Personality
The Explorer 70% and The Sage 30%.

Audience
Busy travelers
brandwho hate wasting time
Purpose

To organize NYC visitors’ experiences, Give your a human side by

and needits
helppersonality
in selecting relevant We love planned exploration and
so that they can enjoy holidays fully de4ning tobuild
activities to enjoy real NY. smart adventures. We hate misinfor-
and at peace. relationship with your customers.
mation and being trapped.

We help NYC visitors who are busy

and confised to experience authentic
Market

To be the most curated way

Vision

Voice
New York, unlike other generic travel
of travelling to New York.
guides our solutions are unique and
customized by locals.

Service - Passionate to serve others. Do first - Website, Email Marketing,

Tagline
Values

Goals

Competency - Be informative. Itinerary template.

Peace - A stress-free environement. Plan - Blog, Social Media.

59
BRAND PERSONA

7 Brand Personality — Select your brand archetype 3 min

tor Innoc
ARCHETYPAL MIX Crea ent

n
vatio Safet

Sa
Inno y

le
Ru

ge
Kn
l
ro

ow
nt

le
Co

dg
*Credit: Margaret Mark and Carol S. Pearson

giver

Explo
Provide Explore

Freed
Structure Spirituality

ice
Care

Serv

rer
m o
nging Desire

n
man

ratio

w
Pursue Leave

Outla
Belo

Libe
Every

Connection Legacy
Archetype
En

er
j

w
oy

Select archetypal mix to make you resonate with your

Po
m
en

n
Je

customers. Based on the research you’ve done

Intimso far,

ia
tery
t

acy Mas
st

ic
ag
er

pickthearchetypethatwould4tyourpersonalitybest.

M
Love
r Hero

60
BRAND PERSONA

7 Brand Personality — Define your archetypal mix 3 min

tor Innoc
ARCHETYPAL MIX Crea ent

n
70% Explorer Archetypal Mix vatio Safet

Sa
Inno y

le
Ru

ge
Keepyouarchetypalmixre4ned&

Kn
30% Sage

l
ro

ow
focused e.g. 70% of core archetype

nt

le
Co

dg
*Credit: Margaret Mark and Carol S. Pearson and 30% of secondary archetype.

giver

Explo
Provide Explore

Freed
Structure Spirituality

ice
Care

Serv

rer
m o
nging Desire

n
man

ratio

w
Pursue Leave

Outla
Belo

Libe
Every

Connection Legacy
En

er
j

w
oy

Po
m
en

n
Je

Intim

ia
tery
t

acy Mas
st

ic
ag
er

M
Love
r Hero

61
 BRAND PERSONA

Archetypes: Drive & Fear

Innocent Sage Explorer Outlaw Magician Hero

Simplicity Wisdom Adventure Change Belief Growth

Drive

Honesty Expertise Exploration Liberation Transformation Mastery

Complexity Ignorance Con4nement Conformity Doubt Downfall

Fear

Deceit Misinformation Immobility Dependence Stagnation Incompetence

Lover Jester Everyman Caregiver Ruler Creator

Aection Happiness Connection Service Power Originality

Drive

Sensuality Positivity Equality Gratitude Success Imagination

Rejection Sadness Isolation Neglect Weakness Familiarity

Fear

Loneliness Negativity Exlusion Blame Failure Duplication

*Credit: Margaret Mark and Carol S. Pearson

62
BRAND PERSONA

State your Attitudes

With your archetypal mix in mind, answer these
questions in the way your brand views them. put it in the
worksheet

What do you love and why? We love planned exploration and smart adventures. .

What do you hate and why? We hate misinformation because it gets us stuck. .

We love revolution because we want to change the world for the better.
We hate regulations because they restrain our freedom of choice.

63
 08
Project a compelling voice for your brand.

64
BRAND PERSONA

8 Brand Voice — How do you sound to others?

Brand Core Brand Positioniong Brand Persona

Personality
The Explorer 70% and The Sage 30%.

Audience
Busy travelers who hate wasting time
Purpose

To organize NYC visitors’ experiences,

and need help in selecting relevant We love planned exploration and
so that they can enjoy holidays fully
activities to enjoy real NY. smart adventures. We hate misinfor-
and at peace.
mation and being trapped.

We help NYC visitors who are busy

Brand Voice We are informative and personal, but
and confised to experience authentic
Market

To be the most curated way we’re not authoritative or imposing.

Vision

De4neyourtoneofvoicetoset

Voice
New York, unlike other generic travel
of travelling to New York. guidelines for how you want to We are enthusiastic and passionate,
guides our solutions are unique and
sound to your target audience. but we’re not wild or impetuous.
customized by locals.

Service - Passionate to serve others. Do first - Website, Email Marketing,

Tagline
Values

Goals

Competency - Be informative. Itinerary template.

Peace - A stress-free environement. Plan - Blog, Social Media.

65
BRAND PERSONA

8 Brand Voice — Are you funny or serious 1 min

HUMOUR

Funny Serious

FORMALITY
Funny or Serious
How do you sound to others? Are you

Casual tryingtobehumorous?Oristhesubject Formal

approached in a more serious way?

RESPECT

Sassy Respectful

ENTHUSIASM

Enthusiastic Matter-of-fact

66
BRAND PERSONA

8 Brand Voice — Are you casual or formal 1 min

HUMOUR

Funny Serious

FORMALITY

Casual Formal

RESPECT
Casual or Formal
Are you formal and keep it professional at
Sassy all cost? Or more Informal and Casual? Respectful

ENTHUSIASM

Enthusiastic Matter-of-fact

67
BRAND PERSONA

8 Brand Voice — Are you sassy or respectful 1 min

HUMOUR

Funny Serious

FORMALITY
Sassy or Respectful
Doyouapproachthesubjectinarespectful

Casual way? Or do you take a sassy approach? Formal

RESPECT

Sassy Respectful

ENTHUSIASM

Enthusiastic Matter-of-fact

68
BRAND PERSONA

8 Brand Voice — Are you enthusiastic or matter-of-fact 1 min

HUMOUR

Funny Serious

FORMALITY

Casual Formal

Enthusiastic or Matter-of-fact
RESPECT
Do you seem to be enthusiastic about the
subject?Areyouexcitedabouttheoofer?
Sassy
Or is the writing dry and matter-of-fact? Respectful

ENTHUSIASM

Enthusiastic Matter-of-fact

69
BRAND PERSONA

Project your Tone of Voice

Withyourtoneofvoiceinmind,4llintheblanks
to describe how you want to sound to others.
put it in the
worksheet

We are informative & personal , but we’re not authoritayvtive or imposing .

We are enthusiastic & passionate , but we’re not wild or impetuous .

We’re funny, but not sarcastic. We’re authoritative, but not bossy.
We’re friendly, but not sappy. We’re sympathetic, but not cheerful.

70
BRAND PERSONA

Tone of Voice
List of Detailed Tone Descriptors

Authoritative Formal Passionate Snarky

Caring Frank Playful Sympathetic
Cheerful Friendly Professional Trendy
Coarse Fun Provocative Trustworthy
Conservative Funny Quirky Unapologetic
Conversational Humorous Respectful Upbeat
Casual Informative Romantic Witty
Dry Irreverent Sarcastic
Edgy Matter-of-fact Serious
Enthusiastic Nostalgic Smart

71
 09
Craft a memorable tagline to seal the deal.

72
BRAND PERSONA

9 Brand Tagline — What’s your mantra that creates interest?

Brand Core Brand Positioniong Brand Persona

Personality
The Explorer 70% and The Sage 30%.

Audience
Busy travelers who hate wasting time
Purpose

To organize NYC visitors’ experiences,

and need help in selecting relevant We love planned exploration and
so that they can enjoy holidays fully
activities to enjoy real NY. smart adventures. We hate misinfor-
and at peace.
mation and being trapped.

We help NYC visitors who are busy

We are informative and personal, but
and confised to experience authentic
Market

To be the most curated way we’re not authoritative or imposing.

Vision

Voice
New York, unlike other generic travel
of travelling to New York. We are enthusiastic and passionate,
guides our solutions are unique and
but we’re not wild or impetuous.
customized by locals.

Brand Tagline
Service - Passionate to serve others. Do first - Website, Email Marketing, Travel stress-free.

Tagline
Values

Goals

Distill your message into a few

Competency - Be informative. Itinerary template. Customized by locals
concise and memorable words
Peace - A stress-free environement. Plan - Blog, Social Media. Authentic experiences
that can tell your brand story.
BRAND PERSONA

9 Brand Tagline — Create a mind map to fuel creativity. 3 min

Mind Map
Use keywords from
previous exercises to
draw a mind map.

Sukoon Travel Group

74
BRAND PERSONA

9 Brand Tagline — Create a mind map to fuel creativity. 3 min

Mind Map
Find synonyms, related
words & phrases.
peace of mind
informative competency

experiences Sukoon Travel Group New York

personalized Statue of Liberty

travelling

75
BRAND PERSONA

9 Brand Tagline — Create a mind map to fuel creativity. 5 min

stress-free
helpful wisdom
organized relaxed serenity expertise

peace of mind
informative competency
I love NY
authentic

unique experiences Sukoon Travel Group New York Manhattan

iconic city
like a local
personalized Statue of Liberty
travelling

hand-picked holidays tours American dream

curated exploring freedom
76
BRAND PERSONA

9 Brand Tagline — Brainstorm imperative taglines. 3 min

Imperative Descriptive Superlative Provocative Specific

Travel stress-free
Just explore

Imperative
Commands action
and usually starts
with a verb.

Just do it
KU C
Y U YY

77
BRAND PERSONA

9 Brand Tagline — Brainstorm descriptive taglines. 3 min

Imperative Descriptive Superlative Provocative Specific

Travel stress-free Customized by locals

Just explore Explore more. Save time.

Descriptive
Describes the
service, product, or
brand promise.

Just do it Expect more. Pay less.

KU C Imagination at work.
Y U YY Ideas worth spreading.

78
BRAND PERSONA

9 Brand Tagline — Brainstorm superlative taglines. 3 min

Imperative Descriptive Superlative Provocative Specific

Travel stress-free Customized by locals Explore best of New York

Just explore Explore more. Save time. The must-see NYC

Superlative
Positions the compa-
ny as best in class.

Just do it Expect more. Pay less. A diamond is forever.

KU C Imagination at work. King of beers.
Y U YY Ideas worth spreading. Ultimate driving machine.

79
BRAND PERSONA

9 Brand Tagline — Brainstorm provocative taglines. 3 min

Imperative Descriptive Superlative Provocative Specific

Travel stress-free Customized by locals Explore best of New York Explore best of NY.
Just explore Explore more. Save time. The must-see NYC What’s freedom?

Provocative
Thought-provoking;
frequently a question.

Just do it Expect more. Pay less. A diamond is forever. Got milk?

KU C Imagination at work. King of beers. Where else?
Y U YY Ideas worth spreading. Ultimate driving machine. Where’s the beef?

80
BRAND PERSONA

9 Brand Tagline — Brainstorm specific taglines. 3 min

Imperative Descriptive Superlative Provocative Specific

Travel stress-free Customized by locals Explore best of New York Explore best of NY. Explore like a local
Just explore Explore more. Save time. The must-see NYC What’s freedom? Travel your way.
Have a custom trip.
Authentic experiences.

Specific
Revealsthespeci4c
business category.

Just do it Expect more. Pay less. A diamond is forever. Got milk? Happy hunting.
in Different Imagination at work. King of beers. Where else? Love the skin you’re in.
pen appine Ideas worth spreading. Ultimate driving machine. Where’s the beef? Drivers wanted.

81
BRAND PERSONA

9 Brand Tagline — Select three best taglines. 3 min

Imperative Descriptive Superlative Provocative Specific

Travel stress-free Customized by locals Explore best of New York Explore best of NY. Explore like a local
Just explore Explore more. Save time. The must-see NYC What’s freedom? Travel your way.
Have a custom trip.
Authentic experiences.

put it in the
worksheet

Just do it Expect more. Pay less. A diamond is forever. Got milk? Happy hunting.
KU C Imagination at work. King of beers. Where else? Love the skin you’re in.
Y U YY Ideas worth spreading. Ultimate driving machine. Where’s the beef? Drivers wanted.

82
Brand Strategy for Sukoon Travel Group you’ll end up with
something like this

Brand Core Brand Positioniong Brand Persona

Personality
The Explorer 70% and The Sage 30%.

Audience
Busy travelers who hate wasting time
Purpose

To organize NYC visitors’ experiences,

and need help in selecting relevant We love planned exploration and
so that they can enjoy holidays fully
activities to enjoy real NY. smart adventures. We hate misinfor-
and at peace.
mation and being trapped.

We help NYC visitors who are busy

We are informative and personal, but
and confised to experience authentic
Market

To be the most curated way we’re not authoritative or imposing.

Vision

Voice
New York, unlike other generic travel
of travelling to New York. We are enthusiastic and passionate,
guides our solutions are unique and
but we’re not wild or impetuous.
customized by locals.

Service - Passionate to serve others. Do first - Website, Email Marketing, Travel stress-free.

Tagline
Values

Goals

Competency - Be informative. Itinerary template. Customized by locals

Peace - A stress-free environement. Plan - Blog, Social Media. Authentic experiences
CONGRATULATIONS

You’ve made it!

Congrats on becoming a brand new brand strategist!
Now you have everything you need to get out there and run
strategy workshops with your clients to build successful brands!

Having your strategy written on one page, or one white- You will feel safe and strong about your process and as
board is the key to building a successful brand. a result it will attract powerful clients.

Use this guide to run brand strategy workshops with And most importantly, you will level up as a designer,
your clients prior to doing any type of design work. chargepremiumfeesandrunprojectseortlessly.

With a proven strategy framework, you clients will see

youasacompetent,strategicdesignerratherthanjust
hands to do the design work.

84
OUTRO

What’s next?
check out sample
delivery document

Research & Insights Strategy Brief Brand Identity

Clean up the worksheets and per- Deliver the brand strategy and Based on the strategy with design
form additional research if neces- propose design directions. directions & proposal, develop &
sary to draw insights. Send a 3-option proposal. delivery brand identity system.

F ILLED O UT W OR K S H E E TS S TRATE GY BRIE F BRAND ID ENTIT Y W O RK

85
AREK DVORNECHUCK
BRANDING EXPERT

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