{"id":61161,"date":"2016-01-12T05:00:37","date_gmt":"2016-01-12T13:00:37","guid":{"rendered":"https:\/\/brandsfortheheart.com\/?p=953"},"modified":"2020-11-20T22:53:29","modified_gmt":"2020-11-21T06:53:29","slug":"breakthrough-brand-blueprint","status":"publish","type":"post","link":"https:\/\/brandsfortheheart.com\/articles\/breakthrough-brand-blueprint\/","title":{"rendered":"The Breakthrough Brand Blueprint"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<\/p>\n<h1 id=\"the-breakthrough-brand-bluepri\">The Breakthrough Brand Blueprint<\/h1>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-57351 size-full\" src=\"https:\/\/brandsfortheheart.com\/wp-content\/uploads\/2016\/01\/1.-brand-breakthrough-vancouver-brand-designer-name-your-business-diy-branding.png\" alt=\"vancouver , naming your business, branding your business, re-branding your business, branding a startup, brand authenticity, creating a tagline, creating a manifesto, creating a vision statement, creating a logo, vancouver brand development, how to create an authentic business\" width=\"560\" height=\"315\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Imagine manifesting your visionary idea into a brand that creates a ripple effect of change throughout the world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Except that it\u2019s not always clear how to navigate through the process of branding, especially if you\u2019re on a budget and have limited resources.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re an impact entrepreneur looking to start a movement and you\u2019re ready to take your brand to the next level and make an impact then you\u2019ll want to make sure your brand has a home run for these 14 ingredients:<\/span><\/p>\n<div class=\"_form_23\"><\/div>\n<p><script src=\"https:\/\/brandsfortheheart.activehosted.com\/f\/embed.php?id=23\" type=\"text\/javascript\" charset=\"utf-8\"><\/script><\/p>\n<hr \/>\n<h2 id=\"\u00a0express-your-purpose\">1.\u00a0Express your purpose<\/h2>\n<p><span style=\"font-weight: 400;\">Your brand\u2019s purpose is unique to you, which is why it is one of the best ways you could <a href=\"https:\/\/brandsfortheheart.com\/articles\/how-to-differentiate-your-social-enterprise\/\" target=\"_blank\" rel=\"noopener noreferrer\">differentiate your brand<\/a><\/span><span style=\"font-weight: 400;\">. As an impact entrepreneur, it\u2019s important to reflect and share your brand\u2019s story about: why do you do what you do?<\/span><\/p>\n<hr \/>\n<h2 id=\"-compelling-vision\">2. Compelling vision<\/h2>\n<p><span style=\"font-weight: 400;\">Articulate a clear vision to guide your business decisions. Your vision is a long-term view of your strategic path and the impact you intend to make. Having it clear and concise, will save you costly mistakes such as re-naming and re-branding later on, which once you\u2019ve already established your brand in the market can be a big hassle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having a well-grounded vision provides clarity for you and anyone else in your company, and acts as a metric so that you know when you\u2019ve made the impact that you originally set out to make. A transparent vision will also help align important company decisions with achieving your goal. When brainstorming a vision statement, avoid statements such as \u201cwe will achieve X revenues\u201d that are too self-serving. Instead, <a href=\"https:\/\/brandsfortheheart.com\/?p=931\" target=\"_blank\" rel=\"noopener noreferrer\">create a vision statement<\/a> that will also appeal to your customers, and connect with them on an emotional level.<\/span><\/p>\n<hr \/>\n<h2 id=\"-brand-truths\">3. Brand truths<\/h2>\n<p><span style=\"font-weight: 400;\">Brand truths are a set of underlying behavioural values specific to each of us. They help govern our behaviour, inspire us, and guide our moral compass, especially in situations where what is \u201cright\u201d isn\u2019t always clear.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a social entrepreneur, your business is practically an extension of you, and should therefore embody your own values. Within a business context, your own brand values affect the your brand\u2019s corporate culture, the talent you attract, and also drives your business strategy.<\/span><\/p>\n<hr \/>\n<h2 id=\"-brand-positioning\">4. Brand positioning<\/h2>\n<p><span style=\"font-weight: 400;\">A positioning statement is generally used internally or in pitches to describe your business. Clarity and specificity is key when positioning your brand: \u00a0Rather than having the best quality or service, narrow down on the details of what <\/span><span style=\"text-decoration: underline;\"><b>really<\/b><\/span><span style=\"font-weight: 400;\"> sets your product or service apart. Another approach to this question is to think\u2026 what do you want to be famous for?<\/span><\/p>\n<p><strong><span style=\"font-weight: 400;\">You should also be thinking about who your ideal customer is. Again, get <\/span><span style=\"text-decoration: underline;\"><b>really<\/b><\/span><span style=\"font-weight: 400;\"> specific with this\u2026 It might feel like you\u2019re pigeonholing your business with such a narrow target, because brand positioning is counterintuitive. Less is more, and by focusing on a specific target, you\u2019ll be able to direct your energy and resources most effectively and build your brand\u2019s reputation. That\u2019s not to say you can\u2019t broaden your target in the future, when you\u2019ve better established your business. Having said that, in the early days it\u2019s vital to narrow your focus.<\/span><\/strong><\/p>\n<hr \/>\n<h2 id=\"-brand-differentiation\">5. Brand differentiation<\/h2>\n<p><span style=\"font-weight: 400;\">A brand becomes famous in the industry by being the first, the best, or the only.<\/span> <span style=\"font-weight: 400;\">So if beauty is in the eye of the beholder as they say, your brand needs to exude appeal and stand out to your customers. Although you may know why and how your business is unique, your customers may not know why and so it\u2019s important to <a href=\"https:\/\/brandsfortheheart.com\/articles\/how-to-differentiate-your-social-enterprise\/\" target=\"_blank\" rel=\"noopener noreferrer\">differentiate your social enterprise\u2019s business model<\/a><\/span><span style=\"font-weight: 400;\">. Let customers know why you\u2019re unique effectively by using language that they are are familiar with and that will resonate with them.<\/span><\/p>\n<hr \/>\n<h2 id=\"-3-key-messages\">6. 3 key messages<\/h2>\n<p><span style=\"font-weight: 400;\">As an social entrepreneur starting up a brand, you\u2019re likely an expert in your field. It\u2019s easy to overlook the fact that the words and industry jargon you\u2019re familiar with may not be familiar with your customers. For this reason, put yourself in the shoes of the customer and hypothetically think what kind of language you would use if you didn\u2019t know what you know today.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Relationships are built based on connections, which is why your brand needs to use language that customers will click with and understand. In other words, the more empathic you are and can get into your customer\u2019s head and then mirror that inner conversation for your customer the more likely your messaging will turn leads into sales. <\/span><\/p>\n<hr \/>\n<h2 id=\"-brand-promises\">7. Brand promises<\/h2>\n<p><span style=\"font-weight: 400;\">Call it a <\/span><a href=\"https:\/\/brandsfortheheart.com\/articles\/list-135-tagline-business-names-examples-impact-brands\/\"><span style=\"font-weight: 400;\">tagline<\/span><\/a><span style=\"font-weight: 400;\"> or a slogan, your brand promise is simply a truthful statement of what your business is committed to providing your customers. It\u2019s your opportunity to briefly describe in a nutshell what your business is promising while also creating an emotional connection and\/or pulling on the heartstrings of your customers. It should be memorable, concise and have personality.<\/span><\/p>\n<hr \/>\n<h2 id=\"-wow-customer-experience\">8. Wow customer experience<\/h2>\n<p><span style=\"font-weight: 400;\">Take your customers on a journey. Create an experience that will knock their socks off\u2026 beginning even before any purchase is made, when the purchase occurs, and finally, after the sale has been made. By brainstorming creative ways to improve the customer experience, you\u2019re leveraging your potential leads and creating a happy and satisfied customer base. This will help you to attract more customers, stand out from your competitors, and amplify the buzz surrounding your business!<\/span><\/p>\n<hr \/>\n<h2 id=\"-manifesto\">9. Manifesto<\/h2>\n<p><span style=\"font-weight: 400;\">A manifesto is a key brand activation piece of information that should set the tone for your company\u2019s culture and inspire customers. It\u2019s a statement summarizing what your brand stands for, and typically includes the following elements:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The company\u2019s vision<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Who the \u201cwe\u201d is, or rather, the followers that make up your tribe<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The common enemy that all the members of your tribe oppose<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Truths that your brand and your followers share<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Behavioural triggers that will resonate with your fol<\/span><span style=\"font-weight: 400;\">lowers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Small wins that inspire your followers and contribute towards the shared vision<\/span><\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-62805\" title=\"lululemon bag\" src=\"https:\/\/brandsfortheheart.com\/wp-content\/uploads\/lululemon-bag-300x215.jpg\" alt=\"lululemon bag\" width=\"300\" height=\"215\" srcset=\"https:\/\/brandsfortheheart.com\/wp-content\/uploads\/lululemon-bag-300x215.jpg 300w, https:\/\/brandsfortheheart.com\/wp-content\/uploads\/lululemon-bag.jpg 355w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Recognize this? It\u2019s the instantly recognizable red, black, and white reusable bag that Lululemon puts your purchase in when you\u2019ve bought something from the store. Lululemon incorporated their brand manifesto into the design of their product bag. It\u2019s a brilliant way to help publicize their company values and spread their lifestyle movement.<\/span><\/p>\n<hr \/>\n<h2 id=\"-product-offering\">10. Product offering<\/h2>\n<p><strong><span style=\"font-weight: 400;\">So what exactly are you offering? Describing your product offer may be simple, but there are better ways to approach it than others. You may have a fantastic product, but it might not get the great response you know it deserves because your product positioning isn\u2019t as effective as it could be. Positioning your product around a result that\u2019s highly desired by your customers is an extremely powerful way for you to name your product.<\/span><\/strong><\/p>\n<hr \/>\n<h2 id=\"-brand-architecture\">11. Brand architecture<\/h2>\n<p><span style=\"font-weight: 400;\">When building a house, one of the first steps taken is determining its architecture. Similarly, developing your brand architecture is an important step in the early stages of brand development. Getting clarity on this early is important to avoid the expensive task of rebranding down the road. Here are a few architecture types that your brand could choose:<\/span><\/p>\n<ul>\n<li>Monolithic brand architecture &#8211; the company name is used to brand all product offerings (EX: Virgin Atlantic, Virgin Mobile, Virgin Active)<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Semi monolithic brand architecture &#8211; Different product categories have unique names (EX: Apple\u2019s iPod and iPhone, versus Apple\u2019s MacBook Air and MacBook Pro)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Endorsed brand architecture &#8211; Various brand names that are linked by the master brand (EX: Dove, Lipton, and Axe are fall under the Unilever brand)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Free standing brand architecture &#8211; Each product offering has its own brand that stands separate from others (EX: Proctor and Gamble is made up of individual brands such as Tide, Head and Shoulders, and Pampers)<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2 id=\"-naming-strategy\">12. Naming strategy<\/h2>\n<p><span style=\"font-weight: 400;\">Naming your business is a pivotal moment in the branding process. That\u2019s because what your brand name is says a lot about your business. Choose a brand name that&#8230;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">is original and has a good feel<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">aligns with the long-term vision of your business<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">makes it easy for customers to identify you without confusing you with another company<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">is in accordance with trademark laws<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">is simple and not overly complicated<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">I\u2019ve gone into more detail about naming your brand and provided more tips to creating a lovable\u00a0business name in my article <\/span><a href=\"https:\/\/brandsfortheheart.com\/?p=938\" target=\"_blank\" rel=\"noopener noreferrer\"><b>here<\/b><\/a><span style=\"font-weight: 400;\">. It is important to keep in mind, however, that your name isn\u2019t the only way to communicate your brand to customers. It\u2019s what you do with your name that will make it great. \u00a0<\/span><\/p>\n<hr \/>\n<h2 id=\"-design-elements\">13. Design elements<\/h2>\n<p><span style=\"font-weight: 400;\">What your brand looks like says a lot, as visual elements of a brand can convey nonverbal information. For that reason then, it is important to build and maintain a professional image around your brand. Your brand\u2019s design is also a great way to communicate more about your brand<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the five critical design elements of your brand:<\/span><\/p>\n<ul>\n<li><b>Logo design<\/b><span style=\"font-weight: 400;\"> that doesn\u2019t necessarily says everything about your brand, but rather builds on a concept<\/span><\/li>\n<li><b>Graphic element<\/b><span style=\"font-weight: 400;\"> that works in harmony with your other visual elements, such as a mascot <\/span><\/li>\n<li><b>Colour palette<\/b><span style=\"font-weight: 400;\"> for a consistent use of colour and communicate personality<\/span><\/li>\n<li><b>Font palette<\/b><span style=\"font-weight: 400;\"> that can express the personality of your brand<\/span><\/li>\n<li><b>Photography<\/b><span style=\"font-weight: 400;\"> that is stylized consistently across all the photos your brand uses<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2 id=\"-inspiring-event\">14. Inspiring event<\/h2>\n<p><span style=\"font-weight: 400;\">Inspire your customers and get them engaged by <a href=\"https:\/\/brandsfortheheart.com\/articles\/20-examples-of-how-you-can-create-a-movement-for-your-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">starting a movement <\/a><\/span><span style=\"font-weight: 400;\">. Provide the means for people to connect with your brand and belong in a community of likeminded individuals through simple steps like creating a Facebook group will provide a platform for members of your community can meet and connect. Establish a relationship with your customers by providing a cause for them to rally behind while inspiring change and impact. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jamie Oliver, for example, is well-known for his culinary skills, but also for leading the Jamie Oliver Food Revolution. It\u2019s a movement focused on empowering individuals with cooking skills and educating youth on healthy eating through different organized food education programmes. The members of this movement are a community, working towards a healthier world.<\/span><\/p>\n<hr \/>\n<div class=\"_form_23\"><\/div>\n<p><script src=\"https:\/\/brandsfortheheart.activehosted.com\/f\/embed.php?id=23\" type=\"text\/javascript\" charset=\"utf-8\"><\/script><\/p>\n<hr \/>\n<p>In the comments,\u00a0I\u2019d love to hear &#8211; What brand movements are you a part of?[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text] The Breakthrough Brand Blueprint &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Imagine manifesting your visionary idea into a brand that creates a ripple effect of change throughout the world. Except that it\u2019s not always clear how to navigate through the process of branding, especially if you\u2019re on a budget and have limited resources. [&hellip;]<\/p>\n","protected":false},"author":761,"featured_media":59104,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"__cvm_playback_settings":[],"__cvm_video_id":"","footnotes":""},"categories":[1,112,824,111],"tags":[121,124,128,151,221,247,251,272,296],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>14 Ingredients In The Recipe For Creating A Famous Brand<\/title>\n<meta name=\"description\" content=\"If you\u2019re an impact entrepreneur looking to start a movement, you\u2019ll want to make sure your brand has these 14 ingredients for creating a famous brand\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandsfortheheart.com\/articles\/breakthrough-brand-blueprint\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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