This document provides guidance on developing brand guidelines. It introduces the presenters and outlines the topics to be covered, including developing a brand personality, mission and vision statements, and market positioning. Examples are given of mission and vision statements from well-known brands like the Boy Scouts and Creative Commons. Activities guide identifying brand personality traits and creating brand personas. The document instructs on analyzing a brand's market position in terms of its product, price, promotion and place using the 4Ps framework. Homework assignments include writing additional personas, creating a perceptual grid comparing brands, and analyzing brands using the 4Ps.

1. BOOTSTRAPPING YOUR BRAND
#BRANDUP

2. INTRODUCTIONS
Dawn Weathersbee : Messaging : @dawnnwb
Jess Warren : Graphic Design : @itsheyjess
Sam Fagan : Web Design : @suprsamfagan
#BRANDUP

3. WHAT YOU WILL DO TODAY
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• Learn Why You Need to Develop a Set of Brand
Guidelines
• Learn the Basic Elements of a Set of Brand
Guidelines
• Identify Your Brand Personality Characteristics
• Identify Your Market Position

4. TOC : SAMPLE BRAND GUIDE

5. WHO ARE YOU?
Photo by Paul Stevenson
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6. WHY????
WHO ARE YOU?
#BRANDUP

7. MISSION VS VISION STATEMENTS
Mission Statement
The purpose of your company. It guides your accomplishments. It may
include the who (your audience), what you offer and how you differ.
Vision Statement
What you are pursuing through your company’s mission. The difference
you’ll make in the world. Foresight for the future.
Tagline
Succinct message that distills the mission and/or vision.
#BRANDUP

8. EXAMPLE: BOY SCOUTS
Mission Statement
To prepare young people to make ethical and moral choices over their
lifetimes by instilling in them the values of the Scout Oath and Law.
Vision Statement
The Boy Scouts of America will prepare every eligible youth in America
to become a responsible, participating citizen and leader who is guided
by the Scout Oath and Law.
Tagline
Prepared. For Life.
#BRANDUP

9. EXAMPLE: CREATIVE COMMONS
Mission Statement
Creative Commons develops, supports, and stewards legal and
technical infrastructure that maximizes digital creativity, sharing, and
innovation.
Vision Statement
Our vision is nothing less than realizing the full potential of the Internet
— universal access to research and education, full participation in
culture — to drive a new era of development, growth, and productivity.
Tagline
Share, Remix, Reuse — Legally
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10. WHO ARE YOU?
#BRANDUP

11. WHO ARE YOU?
#BRANDUP

12. Photo by Brett Jordan
WHO ARE YOU?
#BRANDUP

13. Photo by DryHundredFear
WHO ARE YOU?
#BRANDUP

14. WHO ARE YOU?
#BRANDUP
Above All Else, Levi’s is Authentic
Brand Values Brand Emotions
Quality
Originality
Integrity
Trust
Comfort
Affinity

15. ACTIVITY #1
Workbook
basic // high-end
futuristic // nostalgic
graceful // rugged
budding // accomplished
dynamic // steady
relatable // mysterious
current // timeless
complex // simple
humble // brash
open-minded // opinionated
cheeky // respectful
casual // formal
vibrant // subtle
progressive // traditional
niche // mass-market
experimental // conventional
organic // industrial
professional // playful
idealistic // realistic
sincere // clever
adventurous // daring
geeky // wise
approachable // exclusive
intuitive // technical
laid-back // aggressive
emotional // analytical
scientific // artistic
imaginative // practical
multifaceted // focused
fun // serious
vintage // modern
energetic // calm
rational // radical
quiet // bold
crafted // standardized
refined // raw
welcoming // reserved
#BRANDUP

16. ACTIVITY#2
Workbook
1. Client’s name is …
2. She/he is … years old.
3. If she/he could vacation anywhere, it would be
4. She/he can’t live without … & …
5. She/he would describe him/herself as …
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17. HOMEWORK#1 :
Write Two More Personas
Workbook
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18. MARKET POSITION
Product / Price / Promotion / Place
• Levis is selling apparel.
• Golden Chiropractic is selling chiropractic,
massage, and health-based products.
• Dawn sells marketing communications services
and products.
#BRANDUP

19. MARKET POSITION
Product / Price / Promotion / Place
• Levis has one of the lower price points in denim.
• Dr. Goldi prices according to her local market
for similar offerings.
• Dawn prices according to project scope, client,
and market norms.
#BRANDUP

20. MARKET POSITION
Product / Price / Promotion / Place
• Levis uses all traditional advertising and social
media channels for it campaigns.
• Goldi uses Facebook, Instagram, Twitter, Yelp,
Live Events, and Mail Chimp.
• Dawn uses Email, Twitter, Pinterest, Online
Groups, Live Networking, Relationship Marketing,
and Trainings.
#BRANDUP

21. MARKET POSITION
Product / Price / Promotion / Place
• People look for Levis online and in physical
store locations, global.
• People find Goldi through referrals on Yelp,
through friends and community members, and
through health care providers, local.
• People find Dawn through referrals and
networking, nationwide.
#BRANDUP

22. • Product: Features, Details, Distinctions
• Price: High-end vs. Low-end, Luxury vs. Basic
• Promotion: Online, print, advertising, social
media, email, etc.
• Place: Website, store, office, etc.
HOMEWORK#2 : the 4P’s
Workbook
#BRANDUP

23. HOMEWORK#3 : Perceptual Grid
Workbook
* comparison based on Product
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24. THANKS!
See You Tomorrow!
Dawn Weathersbee : @dawnnwb
Jess Warren : @itsheyjess
Sam Fagan : @suprsamfagan