BTL Lessons in Branding Part 1

Lessons in BrandingPart 1

btlbrands.com - do better

http://www.btlbrands.com/




























http://www.btlbrands.com/#/anysharp



Hello,I’m Stu Lewin and I run BTL Brands agency in Soho, London.

Lessons in Branding brings together over 20 years of brand,design and marketing experience into its simplest form for startups.

But whatever your stage of business, startup or not,if you’re reading this, I hope it helps.

Feel free to reach out to me with questions at [email protected]

btlbrands.com - do betterLessons in Branding Part 1

The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.

mailto:[email protected]?subject=Hello




Jeff Bezos, the CEO of amazon.com, famously described a brand as “what other people say about you when you’re not in the room.”

Sounds simple, yet is frequently misinterpreted in practise.

Lots of founders fast-track the branding process as they focus on ‘more important things’ - and lets face it, everything’s important to get right for a startup. But a smart and solid brand is critical to your startup’s success.

So before we get into the detail, let’s look at what a brand is...and what it’s not.



http://amazon.com

http://amazon.com

A brand is simply the products, services and people connectedto a company, that come together to create a unique brandpersonality with a consistent look & feel.

A brand is not just a random logo, mission statement or pack design.

All brands are looking to compete and win their market withthe best product-market fit.

And by ‘winning the market’ we mean becoming the most lovedand most consistently purchased brand by your target audience.




Neymar Jr (like most professional soccer players) is a loyal brand ambassador for Beats by Dr. Dre and will usually arrive on the team coach for Barcelona F.C. (or the Brazil national team) wearing a pair.

From there, the focus is on finding ways to cultivate your happy customersonline & offline, so they go to become your loyal brand ambassadors,spreading the good word for you.

Short-cutting the work behind creating your brand will profoundly impactyour business further down the line.

In the rest of this deck you will see clearly why this is so, andlearn how to successfully articulate your brand’s point of difference.


At BTL we’re big believers in the ‘less is more’ way of thinking. We believe 100% that ‘more is less’.

There were dozens of more original examples that I could have used to explain the branding process. However, I want this lesson to be clearly understood, more than clever.

So let’s explore how and why Apple shot to fame as the world’smost valuable brand by following the ‘less is more’ Golden Circle branding process.

You’ll probably be familiar with some of this from Simon Sinek’s famous TedTalk and book “Start with Why”.


The Golden Circle

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en

Why?



The Golden Circle “Everything we do,we believe in challenging the status quo, we believe in ‘thinking differently’.(Purpose)

Why?

How?



The Golden Circle

We make products that are beautifully designed and user-friendly.(Process)

“Everything we do,we believe in challenging the status quo, we believe in ‘thinking differently’.(Purpose)

Why?

How?

What?

We make products that are beautifully designed and user-friendly.(Process)

We just happen to make great computers, laptops, music players, phones... wanna buy one?”(Product)



The Golden Circle “Everything we do,we believe in challenging the status quo, we believe in ‘thinking differently’.(Purpose)

Most start-ups still start with... What?

(Product)The information in this document and attachments is confidential and may also be legally privileged. It is intended only for the use of BTL Brands Ltd and partners.


The Golden Circle


some might be a bit smarter and start with... How?

(Process)


The Golden Circle


but very few start with what’s most important... Why?

(Purpose)


The Golden Circle


Why?

We encourage you, and every startup, to start with an engaging Why?

(Purpose)


The Golden Circle


Why?

How?and then move on to a compelling How?

(Process)


The Golden Circle


Why?

How?

What?

and finish with a relevant What?

(Product)


The Golden Circle

What?

“We push ourselves,and our clients,to ‘do better’ every day...(Purpose)



The Golden CircleEven brand agencies need tohave their branding straight,so here is ours...

Why?

What?

by challenging brandsto discover and expresstheir true character...(Process)



The Golden Circle

Why?

How?


What?

by challenging brandsto discover and expresstheir true character...(Process)

with a bold approach toidentity, packaging & digital”(Product)



The Golden Circle

Why?

How?

What?



Now it’s your turn…

Print the next slide and have a go at creating a Golden Circle for your brand.

You may find it easier to work with a pencil and an eraser so that you can try it a few times.

Good luck!


The Golden Circle



The Golden Circle

What?

- - - - - - - - - - - - - - - - - -(Process)

- - - - - - - - - - - - - - - - - -(Product)

Why?

How?

What?

- - - - - - - - - - - - - - - - - -(Purpose)

Write your ‘WHY’ here...

Write your ‘HOW’ here...

Write your ‘WHAT’ here...


That’s it for Part 1 of Lessons in Branding.

In Part 2 we dig deeper into these and begin defining your brand profile.

Feel free to reach out to me with questions at [email protected]

See you soon.


The Golden Circle








btlbrands.com - do better

Thank youSee you in Part 2ContactStu Lewin - Founder & Creative DirectorTelephone: +44 (0)203 589 6098Mobile: +44 (0)7907 969799Email: [email protected]: btlbrands.comLondon: 3rd Floor, Unit 2 Wedgwood Mews, 12-13 Greek Street, Soho, W1D 4BBBarcelona: Gran Via de les Corts Catalanes 623, 1.2, 08010



http://www.btlbrands.com

http://www.btlbrands.com

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BTL Lessons in Branding Part 1