DIY

the WORKSHEETS

BRAND BUILDER

These worksheets are to assist you in building a chronicle of your results from the DIY Brand Builder
Program. It is advised that you print out these pages and use them to record your discoveries as you

progress through the steps. Upon completing the program keep these important results results in a binder
for safe-keeping.

The completed document will represent a very powerful strategy for you to follow when addressing your

brand in the marketplace. You will discover deficiencies with your brand, as well as strengths to grow on.
Make it a goal to correct any of these deficiencies to further strengthen your brand.

GOOD LUCK ON YOUR JOURNEY TO STRATEGICALLY REFOCUS YOUR CORPORATE BRAND!

DATE: _______________________________

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

DIY

BRANDING TEAM

BRAND BUILDER

Use this page to document the contact information from each member of your Branding Team:
NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

DIY

BRANDING TEAM

BRAND BUILDER

Use this page to document the contact information from each member of your Branding Team:
NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

NAME:__________________________________________________________________________

TITLE_________________________________________DEPARTMENT______________________

PHONE EXTENSION:_____________ EMAIL:___________________________________________

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND CHARACTER VALUES

DIY

BRAND BUILDER

Brand character values are a fixed set of ideals that are the basis from which decisions are made.
They are the soul of your company. Ignore the Character Values and you deny your company its identity.
Record your brainstorming results below, as well as the definition of each:

VALUE #1

Definition:
VALUE #2

Definition:
VALUE #3

Definition:
VALUE #4

Definition:
VALUE #5

Definition:
DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND PERSONALITY TRAITS

DIY

BRAND BUILDER

Brand Personality Traits are the characteristics that resonates your companys outward attitude from top
to bottom.
Record your brainstorming results below, as well as the definition of each:

TRAIT #1

Definition:
TRAIT #2

Definition:
TRAIT #3

Definition:
TRAIT #4

Definition:
TRAIT #5

Definition:
DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND CORE BRAND MESSAGE

DIY

BRAND BUILDER

The Core Brand Message is the essential message that your company uses to explain what it does in
the marketplace. It is the basis for all other messages used in marketing and sales.
Record your brainstorming results below, as well as the definition of each:

CORE BRAND MESSAGE

We do this by:

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND UNIQUE SELLING POINT

DIY

BRAND BUILDER

Your Unique Selling Point is the thing or category that absolutely sets you apart in the marketplace,
builds stronger relationships with customers and distances your brand from commodity forces.
Record your brainstorming results below, as well as the definition of each:

UNIQUE SELLING POINT

We can achieve this by:

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

DIY

BRAND BUILDER

BRAND MARKET RESEARCH RESULTS

Up to this point in the program, it has been the Branding Team's opinion. The research completed will
validate the findings so far or will question certain results. If the latter is the case, then the Branding
Team must address the deficiencies and make it right before moving on.
List any deficiencies discovered in the analysis:

Once validation is complete, put the research results in this document after this page.

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND COMPETITIVE ANALYSIS

DIY

BRAND BUILDER

Take all of your copies of the Competitive Analysis and store them in an envelope and include the
envelope with this document.
List any deficiencies discovered in the analysis:

Put the envelope in this document after this page.

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND COLOR ANALYSIS Part One

DIY

BRAND BUILDER

List your competitiors and record what colors they are using in their Brand Image:
COMPANY NAME

COLOR#1

COLOR#2

COLOR#3

COLOR#4

RECORD THE MOST POPULAR COLORS. These are the ones to stay away from when you are
choosing colors as part of a differentiation strategy.

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND COLOR ANALYSIS Part Two

DIY

BRAND BUILDER

Upon completing the color analysis of the competition using the Color Opportunities Analysisdocument,
use the Pantone and CMYK charts to assist the Branding Team in choosing colors that are in your
areas of opportunity. In other words, the areas of the spectrum where the competitors colors are not
sitting. Record these chosen colors here:
PANTONE COLORS:

CMYK COLORS:

Match as close as possible to Pantone Colors.

C = Cyan, M = Magenta, Y = Yellow, K = Black

Record your color choices again on the following Icon page:

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

DIY

BRAND ICONS

BRAND BUILDER

Brand Icons are sensory cues that can be effectively used to trigger the senses to identify your brand.
It can be visual, tactile, odor or audible.
Record your Icon Discovery results below (include your new icon colors):

If you have any visuals that came as a result of this discovery, put them in an envelope and
insert them into this document after this page.

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND STANDARDS

DIY

BRAND BUILDER

The Branding team should look at the Corporate Brand image and determine useage rules for the logo,
and palette colors. It would also be useful to choose fonts that are acceptable in promotional materials.
You are trying to establish consistencies in everything the brand does from its visual elements. This will
help other stake-holders make a brand image decision. Answering the questions here will help develop
rules. It is advisable to get the assistance of a graphics person to put visuals to the rules to better show
what consistencies the brand demands. Then attach the visuals to this document.
Brand logo/collateral use:
Determine what the minimum and maximum sizes are acceptable. Besides the full color version of the
logo, is there one for black and white, one grey-scale and reverse (white on color)? How close can other
elements and copy be from the logo so that it has room to breath in a layout? Determine if a logo can or
cannot be altered. ie: can it be skewed or stretched in any way. I would suggest not. Where on a page
should you logo be placed? can it be placed inside shapes? Can it be rotated?
Should anyone attempt to recreate, italicize, outline, or change logotype or any element of files? If you
have other variations of your logo, what are the accepted colors and uses? When printing promotional
materials where should the logo appear? For example in print you could say that it must always appear
in the bottom third of the page, on television - also the bottom third, etc.
Spell it all out. Use the materials that your team put together for the image audit to determine
rules for all of your collateral materials. Attach the results here, after this page.

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND REASSURANCES

DIY

BRAND BUILDER

Now that the DIY Brand Builder Program is complete. Each member of the Branding Team must
become an advocate of the new brand strategy. In doing so, it is expected that each develop a statement
outlining their intentions in promoting the brand.
Record these individual statements below:
NAME:________________________________________ TITLE:_______________________________

NAME:________________________________________ TITLE:_______________________________

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND REASSURANCES

DIY

BRAND BUILDER

Record these individual statements below:

NAME:________________________________________ TITLE:_______________________________

NAME:________________________________________ TITLE:_______________________________

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND REASSURANCES

DIY

BRAND BUILDER

Record these individual statements below:

NAME:________________________________________ TITLE:_______________________________

NAME:________________________________________ TITLE:_______________________________

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

BRAND REASSURANCES

DIY

BRAND BUILDER

Record these individual statements below:

NAME:________________________________________ TITLE:_______________________________

NAME:________________________________________ TITLE:_______________________________

DIY BRAND BUILDER THE BRANDING EXPERTS 2007

DIY

BRAND BUILDER
POST DIY BRAND BUILDER

It is advisable for the Branding Team to get back together again and see if the strategy is still being
adhered to. If any short-comings should result from this re-visiting, then they should be addressed.
Issues arising since the implementation of the new brand strategy should be dealt with to further
strengthen the brand. Use this page to record the proposed date to meet. 6 months would be a good
minimum target time period.
Brand Strategy Post-Mortem date:_____________________________________________________

* The DIY Brand Builder Program is the exclusive property of The Branding Experts.

Any inquiries can be directed to Ed Roach at ed@thebrandingexperts.ca.

Keep up on brand issues at our blog which can be accessed from www.TheBrandingExperts.ca.

DIY BRAND BUILDER THE BRANDING EXPERTS 2007