This workshop is more about building your business with a killer brand strategy with high impact and low cost. A strong brand foundation affects everything from product development to customer acquisition, and creates new opportunities for loyalty, recognition and even a boost in funding. We will learn how to clearly define your brand message, and start to use language and images as tools to generate sales for your business.

1. Build a Brand
Your Clients LOVE

2. They are looking for
a job as babysitters

3. They need babysitters

4. Your Audience
How well do you understand them?
What do you sell and which problems
do you solve?
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Who has these problems?
Which target will you address?
What do you know about them?

5. Your Audience
How well do you understand them?
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Habits
Hobbies
More Information = Better Conversion
Age
Gender
Where they live or work
Socieconomic/cultural level

6. Your Audience
How well do you understand them?
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Just Ask them
and Research the Market:
Forums, Blogs, Social Network Groups, Quora, Reports,
Analytics…

7. Build your Right Brand Style
The Brand Pyramid
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Features and Attributes
Focus in your positive and tangible Assets
Functional Benefits

8. Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Emotional Benefits
How does your
product/service make the
consumer feel?

9. Build your Right Brand Style
The Brand Pyramid
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
The Brand Persona
The way a brand speaks,
behaves, thinks, acts,
and reacts

10. Build your Right Brand Style
The Brand Pyramid
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
The Brand Essence
One word that fundamentally underpins what this brand stands for
1. Unique
2. Intangible
3. Single minded
4. Experiential
5. Meaningful
6. Consistently Delivered
7. Authentic
8. Sustainable
9. Scalable

11. Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan

12. Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Vision Statement
Describes what you want your company to become in the future.
Amazon
"Our vision is to be earth's most customer centric company; to build
a place where people can come to find and discover anything they
might want to buy online."

13. Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Vision Statement
What are your most important products and services?
What products and services will you never offer?
What is unique about doing business with your brand?
How would your customers describe your brand?
Where do you want your company to be in five years?

14. Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Mission Statement
A mission statement defines the purpose of the company.
Nordstrom:
“We work relentlessly to give customers the most compelling
shopping experience possible. The one constant? John W.
Nordstrom's founding philosophy: offer the customer the best
possible service, selection, quality and value”.

15. Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Mission Statement
What are the specific market needs the company exists to address?
What does the company do to address these needs?
What are the guiding principles that define the company's approach?
Why do customers buy from you and not your competition?

16. Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Value Proposition
It is your product or service's unique value, and how it benefits customers.
Warby Parker:
“We offer designer eyewear at a revolutionary price”

17. Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Value Proposition
To whom are you speaking? (Target market, demographic, and
persona)
Which market segment does your product or service serve?
What is your brand promise? (Both rational and emotional)

18. Build
your
Right
Brand
Identity

19. Build your Right Brand Identity
Develop an emotional connection with your clients
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
A memorable Brand Name
Short, simple and easy to remember
Stands out and piques interest in your consumers
Congruent with your image, message and industry
Different from your competition
Unique and positive

21. Energetic, sexy, bold
Build your Right Brand Identity
Develop an emotional connection with your clients
Creative, friendly, youthful
Sunny, inventive, optimism
Growth, organic, instructional
Professional, medical, tranquil, trustworthy
Build a Brand your Clients Love - Chema López - LINE Chemataiwan

22. Spiritual, wise, evocative
Build your Right Brand Identity
Develop an emotional connection with your clients
Credible and powerful
Simple, clean, pure
Fun and flirty
Rural, historical, steady
Build a Brand your Clients Love - Chema López - LINE Chemataiwan

23. Build your Right Brand Identity
Develop an emotional connection with your clients
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Serif
Simple but Respectable
Sans Serif
Objective and Modern
Script
Elegant and
Affectionate
Display
Friendly , Grab Attention
Modern
Progressive , Bold, Chic

24. Build your Right Brand Identity
Develop an emotional connection with your clients
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Abstract Graphic Symbols Word Mark
Letter Mark Combination Mark
Emblem

25. ATENTO new Brand Identity
How to Become an Appealing and Friendly Company
BEFORE
Quite Competitive
No differentiation
Sterile Feeling
Bad Reputation
Build a Brand your Clients Love - Chema López - LINE Chemataiwan

26. ATENTO new Brand Identity
How to Become an Appealing and Friendly Company
TARGETs
Top Leading
Companies
End Consumers
Staff
Build a Brand your Clients Love - Chema López - LINE Chemataiwan

27. Build a Brand your Clients Love - Chema López - LINE Chemataiwan

28. ATENTO new Brand Identity
How to Become an Appealing and Friendly Company
Build a Brand your Clients Love - Chema López - LINE Chemataiwan

32. THANK YOU
Q&A

33. Bibliography
FERRARO, Vince. “Brand Strategy Development”.
SOMALO, Nacho. “Todo lo que hay que saber de Marketing y
Comunicación Online”.
Web Resources
Hubspot
Destaca tu Empresa en Internet sin Pagar - Chema López - LINE Chemataiwan