2. Congratulations!
By downloading this template, you’re already on your way to developing or transforming your brand.

3. Executive summary This document was developed for these reasons:
To share the importance of brand architecture, specifically brand purpose
To provide exercise that you can do to inform your brand purpose
To provide guidelines to help you craft the final brand purpose

4. What is Brand Architecture?
The structure of your brand throughout your organization, including the essence, purpose, promise, personality and attributes. You can read about the definitions of each here:

5. Getting Started: Brand Purpose
On the next few slides are exercises that you can do alone (if you are a sole proprietorship) or with other members of your organization. The idea is that anyone involved in these exercises will have their “fingerprints” on the brand. So it becomes more REAL. It is ideal to do these exercises in a workshop environment - face to face. However, they can be completed individually as a virtual workshop.
These exercises will ultimately help you craft your brand purpose, which should follow these guidelines:
Precise, memorable, easy to say
Encapsulates current messaging
Clarifies your brand’s impact on audience
Relevant across all segments of your target
These exercises will ultimately help you craft your brand purpose, which should follow these guidelines:
Precise, memorable, easy to say
Encapsulates current messaging
Clarifies your brand’s impact on audience
Relevant across all segments of your target

6. Branding Workshop goals: Ask yourself?
Does your brand clearly express what you do?
Does your executive team and staff speak the same language when it comes to brand statement?
Does your brand help you differentiate your services from your competitors?
Does your messaging clearly state what your company does?
Are you expanding to new markets? Geos?
Is there something about your brand identity(logo) that you dislike or is conflictive with your current positioning?
Is your brand modern and up to date?

7. Branding Goals: Why are you doing this?
Write your goals here.

8. Brand Purpose Example: Starbucks
Breakdown: One short phrase says it all
What Starbucks Does
Sells coffee
Starbucks obviously does more—mugs, bottles, coffee machines, pastries, tea, etc.—but this statement succinctly captures the company’s fundamental purpose.
Best practice: Crafting a message with purpose
How it Impacts People’s Lives
Provides them with a high quality, trendy beverage
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

9. Brand Purpose Example: Google
What Google does:
How it impacts people’s lives:
organize the world’s information
make information universally accessible and useful
Google obviously does more—smartphone operating systems, social media, etc.—but this statement succinctly captures the company’s fundamental purpose.

10. Branding Workshop Exercise: 5 Whys
What does [Insert name of Organization] deliver/do? [fill in your answer here]
Now ask yourself, why is that important? (fill in the boxes below)
Why #1
Why is that?
Why #2
Why is that?
Why #3
Why is that?
Why #4
Why is that?
Why #5

11. Branding Workshop Exercise: 5 Whys Example
An asphalt and gravel company might begin by saying:
“We make gravel and asphalt products.”
After a few whys, it could conclude that making asphalt and gravel is important because:
The quality of the infrastructure plays a vital role in people’s safety and experience
Because driving on a pitted road is annoying and dangerous
Because 747s cannot land safely on runways built with poor workmanship or inferior concrete
Because buildings with substandard materials weaken with time and crumble in earthquakes
From such introspection a purpose emerges:
“To make people’s lives better by improving the quality of man-made structures."

12. Branding Workshop Exercise: Word Association
Write a list of 24 words that describe your brand (attributes). Write each on a separate piece of paper. Shuffle.
Take out a pair of attributes at a time, look at both attributes and choose which one you want/are nearer to (X or Y)
Put the discarded ones in one pile and the keepers in another
Word Association
Take the keepers and organize them into piles of very strong, strong and least strong associations (you now have 3 piles)
MAKE NOTE OF THESE
Look at the discarded pile and give yourself the opportunity to exchange up to 5 words from this pile into the keepers pile (they must be exchanged, not added)
Put these in the correct category – very strong, strong or least strong associations
MAKE A NOTE OF THESE
From your keepers pile choose the three most strong associations you think you have NOW and the three you would most like to be associated with you in the future
MAKE A NOTE OF THESE

13. Branding Workshop Exercise : Draw your Brand
If [Insert name of Organization] were a person, what would it be like? -draw the person.
What are its hobbies?
Where does it live?
What are its characteristics
Who are its friends
What does it like or dislike? Etc?

14. Branding Workshop Exercise: What Car?
If [Insert name of Organization] were a car, what kind of car would it be? Spend 5 minutes thinking about the question, then write down your answer and the reason behind your choice.
Paste a picture of the car you chose here.
INSERT NAME OF CAR HERE
[Insert your explanation here.]

15. Branding Workshop Exercise: What Animal?
Now, what if [Insert name of Organization] were an animal? Think, write, and explain!
Paste a picture of the animal you chose here.
INSERT NAME OF ANIMAL HERE
[Insert your explanation here.]

16. Finale: Crafting your Brand Purpose
By consolidating and synthesizing the output of these brand workshop exercises you are now ready to craft your brand purpose. Follow the directions on the next slide and use these guidelines:
Precise, memorable, easy to say
Encapsulates current messaging
Clarifies your brand’s impact on audience
Relevant across all segments of your target

17. Finale: [Insert name of Organization] Brand Purpose
Answer these questions: What does [Insert name of Organization] do? What impact are we having on lives of people that we are serving? • People get: • People can:

18. Prepared by Red Bamboo Marketing
We are a team of global marketing experts who help growing companies grow faster with performance-driving marketing strategies. If you need help with this brand workshop, contact us today for a free 30-minute brand purpose consultation.
Download useful marketing tools and resources here!
Jennifer Garcia
Head of Marketing Strategy p: e: