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Let’s Talk About How to Build a Brand

It’s about more than fancy fonts and clever logos

Felicia C. Sullivan
Feb 18, 2019 · 31 min read
Credit: MicrovOne/iStock/Getty Images Plus
Image: Felicia C. Sullivan

1. Brand Platform Development

2. Brand Expression

3. Brand Expansion

4. Brand Authority

Brand Platform Development

Step 1: Customer, Competitor, and Company Evaluation and Insights

Know Your Customer

Image: Felicia C. Sullivan

Know Your Competition

Credit: Lorissa Shepstone

Know Your Company

Brand Exercise #1: Brand Evaluation and Assessment

I. The Essentials

II. Brand Questions

III. Product/Services

Brand Exercise #2: Brand Reflection

Step 2: The Elevator Statement

Step 3: The Signature Story

The Science Behind Effective Stories

Step 4: Positioning and Purpose

Brand Positioning

Brand Purpose

Credit: faithie/Adobe Stock

Exercise 1: Fast on Your Feet

Exercise 2: First, Only, and Best

Exercise 3: Find Your Promise

Step 5: Benefits and Reason to Believe

Step 6: Brand Personality and Tone of Voice

Brand Personality

Brand Tone of Voice

Step 7: SWOT Analysis

Step 8: Messaging Strategy

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Felicia C. Sullivan

Written by

Marketing Exec/Author. Work in Human Parts, OneZero, Forge, Index & Marker. Hire me: t.ly/bEnd7 Brand & Content eBooks: t.ly/ZP5v List: https://cutt.ly/9j7Ngvz

Marketing Made Simple

F*ck faux marketers. You’re getting 21 years of my data-driven marketing & brand experience

Felicia C. Sullivan

Written by

Marketing Exec/Author. Work in Human Parts, OneZero, Forge, Index & Marker. Hire me: t.ly/bEnd7 Brand & Content eBooks: t.ly/ZP5v List: https://cutt.ly/9j7Ngvz

Marketing Made Simple

F*ck faux marketers. You’re getting 21 years of my data-driven marketing & brand experience

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