A Study Guide on Branding by The Good Kids

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A Study Guide On Branding

“Branding” has become a buzzword; its use tossed

FIRST THINGS FIRST...

Branding Defined

around in conversation about everything from celebrity brands like Michael Jordan to some of the largest branded companies like Target and Google. Put simply, a brand is a business’ reputation built over time.

BRANDS ARE REPUTATIONS More than a name (Michael Jordan, Target, Google), a brand includes all of the company’s intangible qualities (excellence, fun, helpful). Well branded businesses connect with customers on an emotional level, get commitment, and enjoy referrals and recommendations. Because a brand is reputation, we all have one. It’s what we do with the brand that makes all the difference.

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B R A N D I N G S T U DY G U I D E

T H E R E S U LT S

What’s in it for me? 01

AT T R AC T I D E A L C U S TO M E R S

Do you really want to serve everyone? Even the cranky, complaining types? We didn't think so! Strategic branding appeals to ideal customers, not every Tom, Dick and Harry.

AT T R AC T TO P TA L E N T

Businesses have enough to contend with without worrying about the competition. Strategic branding separates you from the pack by putting the focus on your onlyness.

Your brand doesn't just attract customers, it attracts (or detracts) prospective staff. Be the brand that people are pining to work for by determining and declaring your mission.

COMMAND A PREMIUM PRICE

B U I L D C U S T O M E R L OYA L T Y Well branded companies gain family-member status with their customers. Exceptional products matter, but what matters most is your ability to form emotional connections.

G R OW YO U R B R A N D E Q U I T Y What's your net worth? More when you have a reputable brand! There's real value in the recognition and customer loyalty that accompanies great brands.

If it looks expensive, it can be expensive. The best brands pay attention to every detail. Polished fonts, logos and icons consistently used are a must and so is captivating copy.

R E N D E R C O M P E T I T I O N I R R E L E VA N T

C L A I M YO U R B R A N D P O S I T I O N When you're all selling widgets, how can you claim the top rung? By building your reputation (aka brand). It’s easy to replicate a product, but hard to rip off a brand's persona.

INCREASE REVENUE Add up reasons 1-8 and you'll reap the reward of increased revenue. Oh, and did you notice we didn't say a word about the need to advertise? Let branding do the talking.

B R A N D I N G S T U DY G U I D E

T H E R E S U LT S START

Do you have a logo?

Let’s have some fun. Could your logo use a refresh?

YES

Do you want to feel confident in what your logo represents? Well that’s a bummer! If you aren’t proud of it, neither are your customers. Give us a call so we can help!

Do you want an experienced brand team that can help you along the way?

What are you waiting for? Give us a call!

Do you want to increase your company revenue?

Do you want your brand to have a good reputation that grows with your goals?

YES

You may want to reconsider starting a company.

Even non-profits generate revenue. Are you sure?

Fiverr is good for quick logos that mean nothing.

YES

You’re in the right place! We build brands that appearl to your ideal customer, build loyalty, and lead to sales.

A free consult is a great place to start! Give us a call and we’ll share some possibilities.

YES

Does the current logo represent your company well?

YES

Do you want to build a loyal customer base?

STARTING FROM SCRATCH

Do you want to make money?

Are you tired of competiting with others in your industry?

YES

ALREADY HAVE

Great! Consider a Brand Audit to ensure your company is using its current brand to its full potential.

3 STEPS TO SUCCESS

Branding Process We take a strategic approach that sets the foundation for long-term success in everything we create because your brand deserves the best.

S T R AT E GY

IDENTITY

ROLLOUT

This phase of the branding

It’s time to get creative! Using the

A great first impression is hard to

process takes an inside look at a

strategic roadmap from step one,

beat, which is why we step in to

company (mission, vision, values),

we dive into visuals and

support each brand rollout. Clients

identifies its key target audience,

messaging to tell your brand story

receive a scripted series of

and analyzes the industry’s

in an impactful way.

announcements that share the

market to find the company’s unique brand position and promise. Brand strategy builds a roadmap that sets the brand apart and aligns your team.

This is where we create a brand’s logo, colors, fonts, and define the

CRUSH YO U R GOALS

‘why’ behind its brand to communicate its brilliance.

imagery style along with writing

We also create a brand guidelines

the tone of voice, tagline, and key

book that includes the company's

talking points. Brands destined to

story, strategy and graphic

attract a company's ideal audience

elements to guide internal teams

come alive in step two of our

through brand decisions.

branding process.

B R A N D I N G S T U DY G U I D E

Better Branding Begins Here Budgets are as variable as the clients we cater to, which is why we offer three brand service platforms. From budding entrepreneurs to tenured corporations, we're confident one of the options to the right will be the right option for you.

K I C KS TA RT

AMPLIFY

PROSPER

Perfect for entrepreneurs looking to kickstart their company.

Perfect for existing companies looking to reinvigorate their brand.

Perfect for mature companies looking to cement their legacy.

B R A N D D I S C OV E RY

BRAND AUDIT

CUSTOMER RESEARCH

BRAND RESEARCH

B R A N D D I S C OV E RY

BRAND POSITIONING

CUSTOMER RESEARCH

BRAND RESEARCH

STARTUP BRAND IDENTIT Y

S U RV E Y DATA & I N S I G H T S

CUSTOMER RESEARCH

( LO G O W O R DM A R K , C O LO R S , F O N T S , I M A G E RY S T Y L E )

BRAND POSITIONING

S U RV E Y DATA & I N S I G H T S

BRAND IDENTITY

BRAND POSITIONING

STARTUP BRAND MANUAL

$8,500

2 months

( LO G O W O R DM A R K , LO G O I C O N , C O LO R S , F O N T S , I M A G E RY S T Y L E , PA T T E R N S , ICONS, OR HEADSHOT) USB DRIVE

BRAND NAMING BRAND IDENTITY ( LO G O W O R DM A R K , LO G O I C O N , C O LO R S , F O N T S , I M A G E RY S T Y L E , PA T T E R N S , ICONS, OR HEADSHOT)

BRAND MANUAL B R A N D R O L LO U T

$14,000

BRAND ARCHITECTURE

3 months

LO G O A N I M AT I O N USB DRIVE A DVA N C E D B R A N D M A N U A L B R A N D R O L LO U T

Custom Pricing & Timeline

“ We came to The Good Kids looking to get help improving the Frontier Village tourism experience. We knew we were missing out on attracting more visitors due to deferred maintenance and the absence of a consistent brand presence. Through their unique approach, T H E Y N O T O N LY R E VA M P E D T H E V I S U A L LOOK OF FRONTIER, BUT NOW WE HAVE A STRAGEGIC ROADMAP TO HIT OUR LONGTERM GOALS.

I was so impressed every step of the way and loved their personal approach in helping my team u t i ve Exe ce c t o r Dir

Searle Swedlund FRONTIER VILLAGE

succeed. Now we’re fully equipped to tackle the tourism season with confidence and ease knowing the guests will have a great time and want to keep coming back!”

B R A N D I N G S T U DY G U I D E

EASY TIGER

Get Brand Ready New Brand/Rebrand Prep Checklist By now, you're amped about

Get buy-in from leadership on the importance of branding

the potential heights your

Establish specific goals you want to achieve with your branding efforts

company can achieve through better branding. Before you search the yellow pages and sign contracts, slow down and

Identify internal stakeholders that will make up your branding team Ensure availability of each team member for all branding meetings Choose the point of contact from your team for the project Establish an estimated branding budget based on project size and complexity

consider the new

Define a realistic timeline based on internal and external factors

brand/rebrand checklist.

Begin gathering existing collateral for the discovery phase Research, vet, and find the right brand studio for the job

B R A N D I N G S T U DY G U I D E

OK, NOW YOU’RE READY

Picking The Right Partner The branding process is collaborative

H AV E VA L U E S A N D C U L T U R E T H A T A L I G N W I T H YO U R OW N ?

G U A R A N T E E TO P  T I E R TA L E N T A N D INDUSTRY EXPERTISE?

D E M O N S T R AT E I N T E N T I O N A L S T R AT E GY B E H I N D D E C I S I O N S ?

H AV E A P R O C E S S F O U N D E D O N CUSTOMER RESEARCH?

and intimate and can mirror a marriage. You'll likely experience the honeymoon phase, realization phase, rebellion phase

H AV E A T R A C K R E C O R D O F S U C C E S S SHARED THROUGH CASE STUDIES?

and reassessment phase. This marriage will work when you consider who your committed to.

WHEN IT COMES TO A BRAND STUDIO Text here that explains the value in having the right customers. Text here that explains the value in having the right customers.

W A L K T H E T A L K BY H AV I N G A KICK ASS BR AND OF THEIR OWN?

E XC E L A T C R E A T I V E E X E C U T I O N S P E C I F I C A L LY W I T H B R A N D I N G ?

S E E M F L E X I B L E A N D F R I E N D LY T O T H E I N E V I TA B L E C H A N G E S T H AT WILL ARISE?

B R A N D I N G S T U DY G U I D E

“ Mighty Mo is a small town roastery with big ambitions. I knew that in order to compete on a global scale, I needed to step up our branding. My first and only call was to The Good Kids.

THEIR DESIGN SKILLS WERE O U T S TA N D I N G A N D T H E WAY THEY WORKED WAS REFRESHING. I wanted to, but couldn't get away with a simple request for packaging design. Rather, I was encouraged to think through my “why” and really understand my “who”.

r wne

Brian Jackson MIGHT Y MISSOURI C O F F E E C O M PA N Y

The results of our rebrand were exceptional! We already see that our sales goals are in reach, and we are excited to be competing with bigger companies on a world scale.”

B R A N D I N G S T U DY G U I D E

Bo L a d ss y

Most Eligible Brand Team Four full-timers come together to form The Good Kids. Each staff member brings a unique educational and experiential background that helps them/us create well-rounded brands.

The t Ar tis

Ben Brick

CREATIVE DIREC TOR

Ashton Hauff

S T R AT E GY D I R E C T O R

Yo u r N ew BFF

Get to know each/us by browsing their bios online at thegoodkids.co/about. Yo u B l o on g d

Dot Frank

ACCOUNT MANAGER

Jackson Murphy GRAPHIC DESIGNER

B R A N D I N G S T U DY G U I D E

THESE BUSINESSES DIG BRANDING AND DIG US.

Cali

B R A N D I N G S T U DY G U I D E

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