This presentation gives a short definition of branding and explains the anatomy of a strategic brand. The main focus is on brand strategy which breaks down to two parts : the Internal brand and the Positioning. The internal brand consists of four elements: the Purpose, the Vision, the Mission and the Values. Convenient ways to do the positioning are presented too. Ways to define a brand's audience are analyzed too, introducing the "audience archetypes", a set of 12 personas that each one represents a type of consumer.

1. BUSINESS
BRANDING
BUILDING UP A STRATEGIC BRAND

2. WHAT IS BRANDING?
First of all …
Branding ≠ Marketing
Branding is not the same as Marketing although these two have the same goal: To appeal
to the audience and help the business grow.
Marketing attracts the audience and Branding makes them stay, building connections and
nurturing relationships.
Both are very important and needed when building a brand.
To do so , we need a strong and well-defined strategy. Strategy is more needed than ever
in the business sector, regarding the digital transformation of our world, and the power
given to consumers.

3. THE ANATOMY OF A STRATEGIC BRAND
Brand
Brand
Strategy
Internal
Brand
Positionin
g
Brand
Expression
Character
Verbal
Expressio
n
Visual
Expressio
n
Not visible to
the audience
Visible to the
audience

4. Consists of 4
elements:
1.Purpose
2.Vision
3.Mission
4.Values
Depends on :
1.Audience
2.Competitio
n
3.Differentia
tor
Consists of:
1.Brand
Personality
2.Brand
Voice
Consists of :
1. Name,
Tagline,
Promise
2. Core
Message
(divided to
smaller
messages)
3. Storytelling
(converted to
micro-stories)
Consists of:
1.Visual ID
( Logo, Colors ,
Typography,
Images)
2. Presence
(Website,
Social Media,
Physical
stores etc)
What
the
audience
sees
What
the
audience
feels

5. BRAND STRATEGY : INTERNAL BRAND
PURPOSE
A brand purpose is the reason why the business keeps doing what it does, other than the financial
benefits.
It can be an inner belief that has been cultivated inside the company, or an aligned belief our
audience has, or both.
To find our brand purpose we can ask a simple question :
“Aside from commercial intent, why do we do what
we do?”
VISION
The brand vision has to do with the future and the ambitions of the brand. The question to answer
in this case is:
“Where our brand aspires to go, what does it aspire to be
and/or what impact does it aspire
to have?”

6. BRAND STRATEGY : INTERNAL BRAND
MISSION
The brand mission is the rulebook that indicates the everyday steps we take to get closer to the
vision. We can be committed to a group of people, and idea or a feeling. To find our mission, we can
ask:
“What the brand is committed to in order to achieve the
vision?”
VALUES
Our core values subconsciously affect our audience in the buying process. Did you know that 95%
of purchases are made subconsciously nowadays?
Each value should be specific and unique. Generic words like “equality” are not so good. Adding a
verb and creating a phrase works much better. For example, “Embracing equality in the
workplace”.
In order to find our core values, we can research the type of audience
experience we want and what do we want to say to them.

7. BRAND STRATEGY : POSITIONING
WHAT IS POSITIONING?
It is the art of designing a brand’s offer and image, so it occupies a clear space in the mind of
audience. Before designing it, we need to know our audience, our competition and the things that
make us differ.
AUDIENCE
To define our audience, we can create personas. Each one represents a type of person in our
audience and his/her demographic and psychographic characteristics are being written down. We
can also note his/her feelings about the problem, and the product that solves the problem.
We can gather important information about them and investigate their interests and the things
they get excited about.

8. BRAND STRATEGY : POSITIONING
COMPETITORS
There are plenty of useful tools to monitor competitors such as Google search, Semrush or even Glassdoor.
We can collect data from these tools and then organize the important information. A good idea might be,
creating a spreadsheet with the names of the competitors and rate each characteristic them on a scale 1-10.
Then study the weaknesses and the strong points and adjust our positioning accordingly.
DIFFERENTIATOR
A differentiator is the brand experience the audience gets with us and can’t get elsewhere, it is basically what
we want to be known for. Using a positioning map is very helpful when trying to define the differentiator. The
question that needs to be answered here is :
“What is the one thing we do differently from our competitors that adds value to our
audience and enhances experience?”

9. BRAND STRATEGY : POSITIONING
POSITIONING STRATEGY
One of the most important things when creating a positioning strategy is to define a Positioning
Statement. To do so, we can use the Positioning Statement Template first introduced
by a book called “Crossing the Chasm”.
For….. (write target group)…..
Who….( write a need/a want/an opportunity)……
The ….(write the product)…. is a ….(write the product category)……
That….(write the key benefits of the product)…..
Unlike….( write the competitive alternative)…….
Our product….(write the brand’s differentiator)……
POSITIONING STATEMENT TEMPLATE

10. AUDIENCE
ARCHETYPES
In order to address our audience, it is very important to
know who they are.
Archetypes are broad categories based on
behavioral characteristics, that precisely
describe certain types of people.
There are 12 different archetypes and each one of them
represents a unique persona. They are separated in 4 big
groups :
1. Leave Legacy
2. Pursue connection
3. Provide structure
4. Explore spirituality

11. ARCHETYPES

12. ARCHETYPES : LEAVE LEGACY
1. OUTLAW
Who : A rebel with a desire to change the world that fears conformity.
Quote : “The rules are made to be broken”
How to get them: Prove that you see the world, as they do.
Business examples : Harley Davidson
2. MAGICIAN
Who : A person who believes can do anything with a desire for power that fears ignorance and doubt.
Quote : “ Anything is possible”
How to get them: Present a strong vision and a capability for change.
Business examples : Coca Cola
2. HERO
Who : The person who wants to be the best with a desire for mastery and a fear for cowardice and
incapability.
Quote : “Where there’s a will, there’s a way”
How to get them: Present messages like “Prove them wrong”, “Become better”
Business examples : Nike

13. ARCHETYPES : PURSUE CONNECTION
1. LOVER
Who : Someone who wants to be desired with a fear of rejection.
Quote : “I only have eyes for you”
How to get them: Give them red carpet treatment.
Business examples : Chanel, Alfa Romeo
2. JESTER
Who : Someone who doesn't take himself seriously and desires fun with a fear of boredom.
Quote : “ If I can’t dance, I am not doing it”
How to get them: Make them laugh and have fun
Business examples : M&Ms
2. EVERYMAN
Who : A friendly and easy person who want to fit in and fears exclusion.
Quote : “You’re just like me, I’m just like you”
How to get them: Show that you drive connections between people, show you are a friendly brand.
Business examples : IKEA

14. ARCHETYPES : PROVIDE STRUCTURE
1. CAREGIVER
Who : A selfless human being with a need of protecting others fearing helplessness.
Quote : “ Love your neighbor as you love yourself”
How to get them: Recognize their help / support to others.
Business examples : Unicef
2. RULER
Who : A dominant person with a desire for power that fears weakness and failure.
Quote : “ Power isn’t everything, it’s the only thing”
How to get them: Show them they deserve rewards for their hard work, and make your service the
reward.
Business examples : Rolex
2. CREATOR
Who : Someone with a desire of creating new and original things fearing duplication.
Quote : “If it can be imagined, it can be done”
How to get them: Inspire to unlock imagination.
Business examples : Adobe.

15. ARCHETYPES : EXPLORE SPIRITUALITY
1. INNOCENT
Who : A positive person that want everyone to be happy and craves safety. Fears complexity.
Quote : “ Life is simple, simplicity is elegant”
How to get them: Show that you agree that the most wholesome things are underrated and pure.
Business examples : Dove
2. SAGE
Who : Someone who is passionate about knowledge and wisdom fearing insanity and ignorance.
Quote : “ The truth is the key”
How to get them: Show them the path to wisdom.
Business examples : Google , BBC.
2. EXPLORER
Who : Someone who pushes himself out of the comfort zone, fearing immobility.
Quote : “Don’t fence me in”
How to get them: Acknowledge modern confinements and encourage celebrating the journey.
Business examples : The North Face, Jeep.

16. CONCLUSION
Archetypes is a very good way
to interpret your audience. We
should keep in mind that the
audience doesn’t always match
to one single archetype.
Sometimes we need two or
more.
To sum up, a good business
branding requires breaking
down the brand in smaller
parts, and analyzing the
characteristics of each, so it
can be easily managed and
defined carefully. When it
comes to audience, we can
always use archetypes to
ensure the best positioning.