Brand & Communication Workshop
Gordon Seirup
@coppergordon
gordon@copperleafcreative.com
How do you describe your company
and what you do?
What makes your business remarkable?
How does it stand out?
What do you want potential clients
to think about your business?
What is the one thing you want a customer to remember about your business?
Select the primary and secondary benefits your marketing should focus on:
- Service
- Unusual Offer
- Unusual Product
- Quality
- Experience
What do your clients/customers
care about when they are
doing business with you?
What are you really selling?
Why do your customers
need your product?
What is going to make
your customers buy?
Identify the word that best describes your brand’s personality as:
- Strongly associated
- Moderately associated
- Balanced
- Not applicable
"Strongly Fast"
For example:
Do you see your brand’s personality as:
Slow or Fast
Playful or Serious
Mellow or Vibrant
Small or Large
Affordable or Expensive
Conservative or Liberal
Wise or Youthful
Classic or Modern
Formal or Casual
Unique or Standard
Established or New
Fast or Slow
Wholesome or Exotic
Masculine or Feminine
Fancy or Simple
Warm or Cool
Fixed or Flexible
Soft or Hard
Solitary or Sociable
Generous or Thrifty
Delicate or Bold
Simple or Complex
Grey or Colorful
Quiet or Loud
Raw or Refined
Rare or Commonplace
Sporty or Elegant
Reserved or Brash
Select the primary and secondary
tone of voice of your marketing
material should carry:
- Energetic
- Conservative
- Playful
- Funky
- Elegant
- High-Tech
- Personable
- Bold
- Soft
Select the primary and secondary image you would like your brand
to present to the world:
- Professional
- Casual
- Content-Driven
- Visually Focused
- High-End
- Edgy
Select a primary personality dimension
of your business:
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness
Color
What 2 or 3 colors do you associate with your industry?
What colors have historically been associated with your brand?
What 2 or 3 colors do you currently feel best fit your brand?
There are 6 fundamental logo types:
Wordmark
Simple, Adaptable, Non-representational, Name Recognition
Abstract Mark
Ambiguous, Emotive, Interpretive
Pictoral/Iconic Mark
Promotes Brand Culture, Tangible, Anthropomorphic Potential
Letterform
Iconic, Simple, Independent
Emblem
Perceived Strength, Distinctiveness, Unity
Character/Mascot
Friendly, Mass Appeal, Attention-getting
There are 12 distinct photo types:
Candid Photos
Staged Photos
Portrait Photos
Conceptual Photos
Silhouette Illustrations
Conceptual Illustrations
Icons
Background Textures
Graphical Photos
Motion-Blur Photos
Realistic Illustrations
Cartoon Illustrations
Gordon Seirup
@coppergordon
gordon@copperleafcreative.com
Brand & Communication Workshop
By Gordon Seirup
