How To Build A Brand

How to Build A Brand - FREE Downloadable Template
Instructions: Download or Make A Copy of this template and use it to build a brand for your business.
● Step 1 - Download this template. Go to file --> download --> choose either .DOCX or PDF format
OR Make a copy of this template. Go to file --> make a copy --> add it to your Google Drive
● Step 2 - Plug in your data.
● Step 3 - Keep updating this plan as your brand evolves. This is a living document.
Target Audience: Who are you trying to attract? Be specific.

Template | How to Build a Brand
Demographic:
Age: Income:
Gender: Lifestage:
Geography: Socioeconomic status:
Psychographic:
Activities & Lifestyle:
Values:
Frustrations/ Pain Points:
Desires and Aspirations:
Influences over
purchasing decisions:
Target Audience Summary: What does the audience care about when considering the product? What are
the consumer needs and wants? Why are they coming to you? Keep this short and sweet.
Competitor Analysis: Briefly discuss the competition, their positioning, branding, and content strategy to
identify market realities.
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Notes On Top 3 Competing Brands
Competitor 1
● Online Store
● Blog
● Youtube
● Instagram
● Facebook
Competitor 2
● Online Store
● Blog
● Youtube
● Instagram
● Facebook
Competitor 3
● Online Store
● Blog
● Youtube
● Instagram
● Facebook
Differentiation Strategy: How is your brand different from competitors? How is the industry perceived? How is
your company or product to stand out in the market?
Positioning Statement: Write one using this formula:
We offer [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION]. Unlike [THE

ALTERNATIVE], we [KEY DIFFERENTIATOR].
Choose a Brand Name: Write one by filling out this brainstorm exercise and combing related words.
Word Brainstorm: Write down a list of keywords that people may search in relation to your product. Then write
down a list of words describing what you do. Lastly write a list of more metaphorical words that target emotion and

aspiration
Keywords Descriptors Metaphors
Brand Name Ideas: Combine words from above to create a brand name, or simply use them as jumping off point
for new pairings and word associations.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Chosen Brand Name: Choose your favourite one from the list above.
Write a Slogan: Keep it short and sweet. Ask yourself “what are we trying to accomplish?” “what are we
promising our customers?”. Then use that to write a slogan by using the following options.
● Stake your claim

● Make a metaphor
● Adopt your customers attitude
● Leverage labels
● Make it rhyme
● Describe it literally

Slogan Brainstorm: Write at least 6 iterations before you settle on the final Slogan.
Slogan Idea #1
Slogan Idea #2
Slogan Idea #3
Slogan Idea #4
Slogan Idea #5
Slogan Idea #6
Chosen Slogan: Choose your favourite one from the list above. Or create a new one inspired by them.
Brand Colors: What feelings are you trying to evoke? What impression do you hope to convey. Is it formal?
Sophisticated? Casual? Funny? Shocking? These can be translated into brand colors.
Main Color Secondary Color Tertiary Color Accent Color
Hex code: Hex code: Hex code: Hex code:

Font Pairing: Amazing font pairings and good font hierarchy are essential for communicating your desired
message. Choose 2 fonts total. Use 1 for the Heading and Subheading. Use the other one for Paragraph.
Heading:
Type Font Type Style Type Size
Subheading:
Paragraph:
Design Your Logo: What is the single most important message the audience needs to get from the logo?
Logo Content: What is the single most important message the audience needs to get from the logo? List symbols,
images, or icons that can be used to translate this message visually:
Main Message: Visual Ideas:

Logo Inspiration: Attach links to images of other logos that you think would be a good reference. Add any links to
photography to help communicate the mood your going for
Design Inspiration Photography References:
Sketch your Logo: If you’re not an artist don’t worry! The goal is to make your logo simple enough that a child can
draw it from memory. Just get your idea on the page and hire a designer to finish it up:

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How to Build A Brand - FREE Downloadable Template

Target Audience: Who are you trying to attract? Be specific.

Geography: Socioeconomic status:

Activities & Lifestyle:

Frustrations/ Pain Points:

Desires and Aspirations:

Build your Shopify Store using a 14 day FREE trial

Positioning Statement: Write one using this formula:

We offer [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION]. Unlike [THE

Build your Shopify Store using a 14 day FREE trial

Keywords Descriptors Metaphors

● Stake your claim

Build your Shopify Store using a 14 day FREE trial

Main Color Secondary Color Tertiary Color Accent Color

Hex code: Hex code: Hex code: Hex code:

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Main Message: Visual Ideas:

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Design Inspiration Photography References:

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