EXTENDED VERSION CREATED BY GINGERSAUCE.

CO
 “The most important concept in marketing is the brand.
If you are not a brand, you do not exist. Who are you

INTR
then? You are an ordinary commodity " – Philip Kotler

It's hard to love a manufacturer, it’s hard to love the trademark.

ODUC
Just as it is difficult to be grateful to an application or to have
feelings for a gadget. People love brands. The product satisfies
the need, and the brand gives emotions and has an aura, in
contact with which someone, for example, feels like Steve Jobs.

TION This workbook is a practical document that was designed by

Gingersauce specifically for people who understand the
importance of branding: the ones building a brand, or wanting
to become a better brand strategist or designer.

After going through this workbook a) the brands will have a complete set of their
brand guidelines; b) designers will understand branding deeper, also receiving an
idea of what questions to ask the brand before designing visuals for it.

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 OVER THE FOLLOWING PAGES, WE DIG INTO FOUR KEY
PHASES ON HOW TO CREATE A REMARKABLE BRAND.

Phase 1: Phase 2:
BRAND BRAND
CORE VERBAL
IDENTITY IDENTITY

Phase 3: Phase 4:
BRAND BRAND
VISUAL PRESENTATION
IDENTITY GUIDELINE

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 BRANDING STEPS
What steps will you go through in this workbook?

Brand Core Identity Brand Verbal Identity

Key Customer Personality and Energy
Brand Style
Competitors Connection
Mission
Vision
Values Symbols and Associations
Differentiation

Brand Visual Brand Presentation Guidelines

Identity Brand Visual Identity Captured in
Gingersauce
1. Logo 1. Logo Versions • Logo & Icon Proportions • Clear
Space • Minimum Size • Logo Misuse
2. Brand Color Palette 2. Color Palette
3. Brand Font, Typography 3. Fonts
4. Imagery 4. Imagery
5. Brand Mark 5. Icon Favicon
6. Brand Pattern 6. Featured Icons
7. Layouts 7. Mockups

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 PHASE 1:

BRAND CORE
IDENTITY
Establish the branding core to define the brand
essence.

The core of branding consists of mission and

values, the brand's vision of the world, the legend
— everything that concerns the ideology of the
brand, and what connects it with the client and
differentiates from competitors.

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 Step 1. KEY CUSTOMER.
Express for whom everything is planned? The more specific you describe your target person,
the easier it will be to understand how to enter their world with your offer.

Name and surname (nickname)

Age
Profession
Income
Lifestyle
Archetype

Biography Motivation Barriers

Media Technologies Favorite brands

Character, ambition Taste Delights

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 HOW TO SEE IF YOU HAVE SOMETHING TO OFFER TO YOUR KEY CUSTOMER?
Complete this box. If you have things to write down, you can have a place in your audience’s life.

For the Key Person who

We are
By offering
Because only we

TIPS:

For the Key Person who has a problem.

We are a guide.
By offering them a plan.
Because only we know how to help them avoid failure.

P.S. Inspired by the book ‘Building a Story Brand’, Donald Miller.

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 Step 2. COMPETITORS.
Express your benefits in comparison to your competitors and highlight them.

What are the strengths and What are the main differences
weaknesses of your competitors? between you and your competitors?

What are your competitors doing Why should people choose you?
wrong?

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 Step 3. MISSION. Step 5. DIFFERENTIATION.
Express what you want to change in Express one thing that makes your
people’s lives. brand exceptional and unique.

What is your company fighting for? Complete the sentence:

Complete the sentence: We exist to… Our brand represents the only __________ (product
category) that is ___________ (different from others).

Step 4. VISION. Step 6. VALUES.

Express the direction the company is Express beliefs that drive your
heading to. company.

What are the company’s direction

and inspiration?

Complete the sentence: We believe that….

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 VALUES. CONTINUATION.

YOU DON'T WANT TO: Choose YOU WANT TO: Pick values that hold
overused words with no meaning. true to who you are as a brand.

Examples of overused values: Examples of meaningful values:

1. Trust 1. Focus on the user and all else will follow.
2. Profit 2. It’s best to do one thing really, really well.
3. Style 3. Fast is better than slow.
4. Uniqueness 4. Democracy on the web works.
5. Comfort 5. You don’t need to be at your desk to need an
6. Traditions answer.
7. Reliability 6. You can make money without doing evil.
8. Quality 7. There’s always more information out there.
9. Taste 8. The need for information crosses all borders.
10. Service 9. You can be serious without a suit.
10. Great just isn’t good enough.

Any company. The Google Brand.

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 PHASE 2:

BRAND VERBAL
IDENTITY
OK!
Determine the branding verbal identity to define
the brand style and tone of voice.

Brand verbal identity is an emotional brand image,

in other words: emotional connection between
consumers and the brand. Competitors can copy
features, services, and distribution channels, but by
creating an emotional image of the brand, the
9
company can obtain a really strong differentiator.

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 Step 1. PERSONALITY AND ENERGY.
"Revive" your company, imagine it as a living person.

Ruggedness Competence
Outdoorsy, tough Competent, skillful
Courageous, masculine, western, Reliable, hard working, secure,
rugged, active, brutal, unsentimental.
intelligent, technical, corporate,
Examples: Marlboro, Harley
successful, leader, confident.
Davidson, Nike, Guiness, Levi’s, REI,
Jeep. Examples: Google, Domestos, Ariel,
Gillette, CNN, IBM, Toyota.

Sincerity Sophistication
Genuine, open-armed Refined, tempted

Down-to-earth, family-oriented, honest, Excitement Upper class, glamorous, good-

sincere, real, sentimental, original, looking, charming, feminine,
Exciting, emotional
wholesome, cheerful, thoughtful. smooth.
Daring, trendy, spirited, cool, independent,
Examples: McDonald’s, Nivea, Pampers, Examples: Lamborghini, Baileys,
dynamic, imaginative, up-to-date.
Whole Food Market, Home Depot, L'Oreal, Tiffani, Four Seasons,
Examples: Snickers, Pixar, Axe, Porsche, Absolut,
Hallmark, Chevrolet. Mercedes, Calvin Klein.
RedBull, Apple, Virgin.

What is the personality of your brand?

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 Step 2. CONNECTION.
Define the emotional connection that should emerge between your person and your company.

1. PARTNERSHIP 2. FRIENDSHIP 3. AFFAIR

"You help me achieve my goals." "You're always there, cheering me “I enjoy every minute with you.
(The Economist) on." (Amazon) Even if it doesn't last long. "
(Martini)

4. DEPENDENCE 5. BENEFICIAL RELATIONSHIP 6. GUILTY PLEASURE

"I can't do without you: you give me "You help me grow in the eyes of "I wouldn't tell anyone, but you
what others can't give." (Apple) others and I use you." (Louis make me happier."
Vuitton) (McDonald’s)

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 Step 3. BRAND STYLE.
Find the brand’s features, flaws, "wrinkles" and present them to people through design or
content. This creates a clear brand image.

Appearance: Sound:
What does the brand look What does the brand sound like?
like? Brand Style Tonality
Color Rhythm
Shade Loudness
Form
Shape
Font
Language:
How does the brand
communicate?
Lexicon
The brand words
Manner

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 Step 4. SYMBOLS AND ASSOCIATIONS.
What do you want your brand to be associated with?

Create a map of all the associations and symbols, and constantly work on building a foundation
for the things you wrote.

Attributes: Brand personality:

Brand
User images: Social benefits:

Functional Organizational programs Advantages of

advantages: and values: self-expression:

Fill in qualities, divided into groups, you want to have associated with your brand.

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 SYMBOLS AND ASSOCIATIONS. CONTINUATION.

Examples:

Attributes, focus of Social benefits:

attention: Hyatt House — the hotel has added
Product characteristics (Crest, Volvo). large lobbies, barbecue facilities in the
Social campaigns (Avon, Patagonia).
courtyards, advanced entertainment

Brand
systems, pool tables, and
Design (Calvin Klein, Apple). multifunctional playgrounds in the
Quality (Lexus, Southwest Airlines). rooms, all to provide "meetings".
Imaginary user image (Nike, Mercedes).
Internationality (VISA, Ford). When a brand-driven community is
formed around a person's lifestyle or
Symbols (Tiffany, McDonald's). values, social benefits emerge. The
strength of a community united by
common interests and ideas.

User images:
Crayola — inspired and creative
children.
Emotional benefits:
Apple — people with dreams of Nike gives a feeling of energy and
Organizational health.
creating grand things. Brand personality:
programs and Apple empowers creativity.
values: Energizer: an energetic and
McDonald’s has a medical cheerful, tireless person who
service for children. never runs out of energy.
Functional
KitchenAid — cook to heal. Zara: bold, fashionable,
advantages: P&G — helping children start a exciting, and creative. Advantages of self-
Microsoft is an innovative healthy life and gain access to Hallmark: sincere, expression:
company. learning. sentimental, warm, natural,
moral, eternal, competent, A person can feel cooler wearing
Dove is a company that Toms — when buying a pair of clothes from Zara, more successful
shoes, a similar pair also goes and even creative.
creates products with the with a Lexus car, and much more
most moisturizing effect. to low-income countries. creative using Apple gadgets.

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 PHASE 3:

BRAND VISUAL
IDENTITY
After determining the brand’s personality, time to
think about how to express it visually. Brand visual
identity is a collection of design elements that
visualize a brand. Combined in a system, they allow
all your communication to speak in one consistent
voice.

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 BRAND DESIGN SYSTEM INCLUDES:
Logo: an image, text, or shape that is the core of your
brand identity system identifying your product or
service. On a deeper level, it has to convey the
attributes, values, and personality of your company
too.
Brand Font: a set of fonts that tell a story by bringing
a voice and personality to your work. Different fonts
evoke different emotions, so choosing them is an art.
There are three main groups — serif, sans serif, and
script.
Imagery: the result of all the visuals that represent
your brand’s identity. The images that make up your
brand imagery can appear in a variety of forms, from
billboards to Instagram, websites to print ads — but
they all visually communicate with your potential
customer, and thus need to influence your total brand
image.
Brand Pattern: a pattern made from elements of the
Logo, Brand Mark, or other graphical assets generated
in the production of a brand identity.
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Brand Colour Palette: a unique color combination
that expresses the personality of your brand. Choosing
your branding colors is easy if the process starts with
learning the emotional associations of each color first.
Typography: arranging text in an engaging, and
interesting way that gets the message across most
appropriately. It includes the layout, spacing, sizes,
hierarchy, color, and integration of type across a
variety of mediums.
Brand Mark: a graphical symbol which becomes the
primary visual signifier of a brand, it’s a kind of a
subsection of logo design. Brand marks remove all
letters, words, and names from your logo, to convey
meaning exclusively through imagery.
Layouts: the ratios and distribution between your
brand elements. Here is where the brand elements
come together to form a whole that is much more
than the sum of its parts.
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 GINGERSAUCE BRAND DESIGN SYSTEM [EXAMPLE]

LOGO BRAND COLOUR PALETTE BRAND FONT

Montserrat Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Ji Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Montserrat Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Ji Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

TYPOGRAPHY IMAGERY OK! LAYOUTS

Header 1
Header 2

Header 3

BRAND MARK BRAND PATTERN

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 PHASE 4:
BRAND
PRESENTATION
GUIDELINES
A brand style guide is the finish line of this
process. As the only thing more
heartbreaking than a poorly designed
brand identity is a beautifully designed
identity that is never used or used
incorrectly.
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The use of a brand book allows brands to
explain their vision to stakeholders and
team members. Once all involved team
members have a direct vision of their brand
identity, they can communicate it to the
audience efficiently.
20
 GINGERSAUCE — THE FIRST PROFESSIONAL TOOL FOR BUILDING
BRAND BOOKS
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choose a unified style, and come up with a framework for a professional brand book.

Our team created the first professional branding tool with the aim to
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and branding agencies.

Exclusively for those who’ve completed this workbook and are now seeking
for the brand book creation, we’re gifting you a promo code for 15%
discount to use Gingersauce.

USE THE PROMO CODE: CREATEABRAND15

Make your business into a BRAND. With Gingersauce.

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 BRIDGE: THE BRAND’S WAY
To become a brand each company needs to build a “bridge” to enter the key customer’s
world. How? By following this path below.

BRAND

What do your
Our mission: What do we Emotional customers
We exist to … promise? difference have in mind?
Tone of voice
Our archetype, Insight
Who are we? Our vision: Our main value personality, and
What is the most connection. We discovered
We believe that… important thing for that …
us?

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 FINISH LINE

When we consider the idea of brands beyond products, they become

representations, symbols, or elements in our lives. Rolex is the sign of a
good Swiss watch. McDonald's is recognizable thanks to its golden arches
and bright colors. Nike is both a sportswear distributor and a company that
pushes people to “Just do it”. They’re all brands.

Brands do more than just symbolize. They attract or repel, in part by “the
personality of the brand.” As with people, that attraction is the starting
point for a relationship. You have a sense of the personality of Amazon, “the
everything store,” as being accessible, cheap, and fast. Or take that
Marlboro man! — do you want to be as cool as a cowboy man? Brands aren’t
just things you buy. They’re beliefs you buy into. Or not.

The idea of brands is really a point of view. Brands are complex symbols.
And we want you to broaden your perception of what your company can
be. We really hope we, at Gingersauce.co, encourage you to start building a
Brand.

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 Thank you for reading our Branding Workbook. If you think it was useful, please
share it with a person who will also find it valuable. Let’s make more businesses
into brands, together!

If you liked the document, you can receive another cool PDF called ‘8 Secrets of a
successful brief: how to make a better impression?’ by simply following us on
Instagram, and sending a text '8 SECRETS' to our direct messages. We love sharing
our experience with you.

With love,
Yours Gingersauce.

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 FOR NOTES

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