# tactiq.io free youtube transcript
# 21 Brand Building Process Steps (Branding To Marketing)
# https://www.youtube.com/watch/eDEKqpW8Mis

00:00:00.080 what's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this video  
00:00:04.320 you're going to learn an in-depth highly valuable 21-step brand building process  
00:00:09.680 so you can stop fumbling around in the dark with tactics  
00:00:13.200 and use this proven step-by-step method to build a strategic brand  
00:00:27.280 now if you're new to the channel and you want to build brands that go beyond the visuals using  
00:00:30.640 strategy psychology and creative thinking then you're in the right place hit that subscribe  
00:00:34.320 button and the notification bell if you want to fast track your results make sure you grab  
00:00:38.000 the pro brand strategy blueprint it's a free download and the link is in the description  
00:00:42.160 now look there's no question that the brand building process has most definitely evolved  
00:00:47.200 building a brand in the 2020s is no longer the same as it once was unfortunately for most  
00:00:52.560 businesses consumers aren't mindless moths with shiny object syndrome no they're smarter than  
00:00:58.960 that and they're getting smarter as well they have real challenges standing in the way of real goals  
00:01:05.440 and a good looking logo simply isn't enough to get them over the line to really influence them  
00:01:11.200 into that buying decision so you need to first understand them and then build a brand around  
00:01:16.720 them if you want to have any chance of influencing them so in this video i want to give you a highly  
00:01:21.920 detailed 21-step brand building process that you can follow step by step to build a successful  
00:01:28.160 brand now look chances are this isn't your first rodeo and you've got a solid idea of what a brand  
00:01:34.000 is but the meaning of a brand can be different from one person to the next so let's start  
00:01:38.960 with a simple definition a brand is the entity developed by a business to shape the perception  
00:01:45.040 and build a reputation of the business in the market so now that we have that simple definition  
00:01:50.880 in place what is brand building well building a brand or brand building are the activities  
00:01:56.640 undertaken by the business to actively shape that perception and to build that reputation and they  
00:02:02.880 do this by creating strategic communication and experiences across all touch points  
00:02:08.880 building a brand doesn't happen overnight it happens over time by communicating  
00:02:13.440 a consistent message and then consistently delivering on the promise that that message  
00:02:18.640 conveys time and again and this is how reputations are developed and this is how brands are built now  
00:02:24.480 when it comes to forging an effective brand there are three core pillars that the brand is built  
00:02:29.840 upon and if you overlook or under develop any one of these three pillars then the chances of success  
00:02:36.080 for your brand are significantly reduced so let's have a look at these three pillars  
00:02:41.120 now the first pillar is brand strategy now the strategy phase is all about clarity specifically  
00:02:47.040 it's about defining who we are who we're for why they should care and how we'll show them  
00:02:54.080 now most businesses they simply skip this step and so their identity and their marketing lacks the  
00:03:00.000 clarity needed to really influence once you're clear on these key questions the brand billing  
00:03:05.600 process becomes so much easier the next pillar is the brand identity now the brand identity is  
00:03:11.360 probably the most well represented branding pillar across all businesses because quite  
00:03:16.080 simply very few businesses in the world don't have a logo of some kind but the brand identity system  
00:03:22.240 itself is more than just a logo the term system refers to the individual visual elements of the  
00:03:28.800 brand all working together in cohesion the visual branding elements are designed to communicate the  
00:03:34.960 attributes of the brand visually and then we have brand marketing now branding without marketing  
00:03:41.120 is like an engine without fuel you can have the best product or service in the world an enticing  
00:03:46.800 position a compelling message and an engaging identity but unless you have the means to get  
00:03:52.320 your brand in front of your audience it doesn't matter marketing is where the rubber meets the  
00:03:57.600 road and the message of the brand is delivered across a variety of touch points which can include  
00:04:03.280 social media profiles websites environmental point of sale advertising content marketing videos email  
00:04:10.800 marketing seminars industry events and printed material to name a few now the importance of  
00:04:17.200 brand building is regularly overlooked i've heard overly optimistic entrepreneurs stating that their  
00:04:24.320 idea was so good that they simply needed to turn on the marketing for guaranteed success  
00:04:29.520 now needless to say i've never come across a business that found branding success simply by  
00:04:35.040 turning on the marketing for any marketing tactic let alone strategy to have any kind of success  
00:04:41.520 it must be finely tuned to the brand it represents the more accurately tuned marketing and branding  
00:04:47.440 are the more likely the right message will be delivered to the right audience with the right  
00:04:52.400 method and only when a business can achieve these things can they build an actual brand that will  
00:04:58.800 grow over time now if you're building a brand for yourself or you're a professional brand builder  
00:05:03.520 building brands for clients having a solid brand building process in place is absolutely critical  
00:05:09.360 the following process is used by some of the biggest and most successful brands in the world  
00:05:14.800 and if you follow this process step by step and adopt it into your own business or your own agency  
00:05:20.320 to build brands that connect with your audience you'll have a much better chance at success step  
00:05:25.280 number one the human brand build an entity to connect now the first step to this process is  
00:05:31.680 a really important one because it's about shifting the mindset to what you're actually building here  
00:05:37.040 most people think of building a brand as a visually appealing representation of their  
00:05:41.760 business though we connect with brands in the same way that we connect with people  
00:05:46.640 as people we connect with others through the signals they send including their looks  
00:05:51.120 their style their traits their behavior their personality and their communication to name a few  
00:05:56.640 so don't think of building your brand as building a corporate entity think of it as building a human  
00:06:02.640 entity designed to connect with other humans step number two brand purpose start with why now as  
00:06:10.240 people were all very different but one of the traits that make us similar is our need to feel  
00:06:15.600 like we're here for a reason and that we serve some kind of purpose now if you know what your  
00:06:20.960 purpose is and you spend your days living that purpose the work you do doesn't really feel like  
00:06:25.920 work at all because you're living your purpose purpose-driven brands really do attract personnel  
00:06:32.160 and customers who believe what the brand believes now simon sinek's ted talk start with why which  
00:06:38.400 is an overview of his book outlines how brands that know their why are much better positioned  
00:06:44.560 to serve their audience to find your brand's purpose identify why the brand exists beyond money  
00:06:50.880 step number three brand vision define the future brand now no one attempts to build a brand to fail  
00:06:58.160 every brand is built with aspirations of success but most brand leaders never really take the time  
00:07:04.240 to think about what success looks like now as stephen covey once famously said  
00:07:08.560 in his best-selling book seven habits of highly effective people to begin with the end of mind  
00:07:14.080 means to start with a clear understanding of your destination so the steps that you take are always  
00:07:19.680 in the right direction brands and brand leaders who understand exactly where they want to go  
00:07:25.200 can make better decisions to get the brand to its destination for your brand to stand any chance of  
00:07:30.720 success first get clear on what success looks like and document it in your vision statement  
00:07:36.480 step number four brand mission outline the brand's commitments now a brand's mission represents the  
00:07:42.400 commitments the bran will undertake to achieve its aspirational vision for that future now when i say  
00:07:48.560 commitments we're not talking here about a to-do list of tasks that the leadership has to take  
00:07:54.400 off on a week by week or a month by month basis instead the mission of the brand is a commitment  
00:08:00.000 to deliver a specific something in a specific way that distills the brand philosophy as in  
00:08:06.400 this is the way we do things around here and this is what we're committed to doing now the brands  
00:08:12.720 that are driven by passionate leaders who really are committed to a mission that they outline  
00:08:18.160 they develop a reputation for that philosophy so get clear on what your brand's philosophy is and  
00:08:24.480 how you want to specify your commitments as a brand step number five brand values define how  
00:08:31.120 you'll show up now as people we tend to gravitate towards other people who share the same values  
00:08:37.840 that we have the more aligned we are to others in our values the more likely we are to have grounds  
00:08:43.520 for a strong connection brands that display values which are aligned with their audience  
00:08:48.400 they create a solid foundation for customer relationships now look the whole reality is  
00:08:53.760 brand values have been misused by businesses and aspiring brands for years as a piece of marketing  
00:08:59.920 but values are not displayed in our words they're displayed in our behaviors so in order for brand  
00:09:05.840 values to be in any way effective they must first be actionable and then they must be acted upon  
00:09:11.600 brand values are not a marketing tool they define what the business holds dear how they'll show up  
00:09:17.600 to the market and they should influence business decisions so get clear on what's important to  
00:09:23.360 you in the way you do business then create concise and actionable statements as a guide for decisions  
00:09:30.080 step number six segment your market identify the market consumers now markets are simply groups of  
00:09:37.120 people who want or need what the business is offering now when we refer to the technology  
00:09:43.600 market for example we're referring to the groups of people in the market for technological goods or  
00:09:49.200 services when it comes to strategically defining the brand's plan the first protocol is to identify  
00:09:55.360 the market and the segments within that market a physiotherapist as an example needs to understand  
00:10:01.600 the segments that make up the market of people who are looking for their services so when we think  
00:10:07.440 about physiotherapists there are different groups of people in the market for that kind of service  
00:10:12.720 and these groups can include people recovering from an injury people who play sports people with  
00:10:18.560 back and neck problems pregnant women who need relief and children with developmental challenges  
00:10:24.480 to name a few now each one of these groups is a segment in the market which the physiotherapist  
00:10:29.360 needs to understand before defining who they actually want to help and the same is true for  
00:10:34.720 any other business in any other market one of the most important steps in the brand building process  
00:10:40.560 is determining the existing market segments understand the different groups of people  
00:10:45.360 in your market and what makes the people in that group similar to each other step number seven  
00:10:51.440 target your market identify your ideal customers now the next strategic brand building step to get  
00:10:57.840 clear on is who your target market is the people that you want to target and these are the groups  
00:11:03.360 or the segments of the market that your brand wants to go after so using our physiotherapist  
00:11:08.560 again as an example although she could probably help everybody in the market for a physiotherapist  
00:11:14.240 and those services targeting everybody is often a per strategy getting crystal clear on the exact  
00:11:20.320 segments she's better placed to target will likely achieve much better traction and much  
00:11:25.520 better results so for example if the therapist is a mother and she has specialist training in  
00:11:32.000 women's health physiotherapy chances are she'll be better able to resonate with that market segment  
00:11:37.920 than the other segments so once you've identified the segments that make up your market define which  
00:11:43.760 group of people you want to target and how or why you may be better placed to resonate with them  
00:11:49.760 step number eight competitor research analyze the competition now with a clear picture on  
00:11:55.920 the segments that make up your market and how you'll target those segments the next brand  
00:12:00.400 building process step is to understand the brands already serving your target audience  
00:12:06.080 so competitor research allows you to analyze the competition to uncover  
00:12:10.480 what your competition is doing well but most importantly where they're leaving gaps now  
00:12:15.760 the reality is many business owners look to their competition as a roadmap for success but  
00:12:21.600 replication is not the end goal of competitive analysis this step in the brand billing process  
00:12:27.200 is about uncovering opportunities to be different or more relevant to your target market than those  
00:12:33.440 competitors so effective competitive analysis is about uncovering those unique opportunities to  
00:12:39.600 give your audience an alternative option to the ones that they already have so take the time to  
00:12:45.600 analyze your competitors and uncover unique ways that you can give your target audience something  
00:12:51.200 a little bit different step number nine position your brand define how you're different now brand  
00:12:57.760 positioning is where the rubber meets the road in the strategic brand building process now at  
00:13:02.720 this point you'll have done some heavy lifting in the research and analysis of your market  
00:13:07.680 the segments that you want to target and the competitors already serving those segments  
00:13:12.880 now it's time to define the reason that you'll provide your audience to choose your brand over  
00:13:18.000 that competition now your differentiation strategy as in how you're different from your competitors  
00:13:24.240 outlines the unique point of difference your brand offers the market now as a rule of thumb the more  
00:13:30.240 your audience values this difference the more likely they are to choose your brand over those  
00:13:35.920 competitors or to even pay a premium for what you offer now not every brand or every strategy can  
00:13:43.600 achieve that radical differentiation but the more unique your experience is the more chance it has  
00:13:50.400 of gaining traction so when defining your position don't play it safe go all out be bold and don't be  
00:13:56.720 afraid to ruffle the feathers of your competitors step number 10 brand archetypes uncover  
00:14:02.480 your brand's personality type now archetypes are a scientific framework of personality types  
00:14:08.640 developed by psychiatrist carl jung in the early 20th century now the framework provides a  
00:14:14.080 foundation of all personality types which brand strategists and leaders can use to develop the  
00:14:20.320 personality for their brand now to use this framework effectively you must first identify  
00:14:26.000 the personality of your audience and second align it to the personality most likely to attract that  
00:14:32.560 audience now look brand archetypes are not to be used as a standalone technique when it comes to  
00:14:37.440 defining a brand's personality the framework is simply used as the foundation on which  
00:14:42.560 the personality is developed so take the time to first understand the 12 personality archetypes and  
00:14:49.200 understand where your audience fits and how your brand can align step number 11 brand personality  
00:14:55.760 create a tangible persona now the personality of the brand has become increasingly important in  
00:15:02.160 the last 10 years or so if you think back to the 90s very few brands had much of a  
00:15:07.520 personality and messaging across the board came across as really robotic and really corporate  
00:15:13.920 but today on the other hand more and more brands are letting their hair down and loading up their  
00:15:19.760 messaging with personality to endear themselves to their audience so if you want to see some of  
00:15:24.880 the most successful brands that use personality in their messaging then look no further than the  
00:15:29.600 likes of harley davidson red bull the dollar shave club old spice and diesel jeans to name a few now  
00:15:36.080 these are brands that understand their audience how they speak and the attributes that get them  
00:15:40.960 excited which just so happen to be the attributes that these brands are built on so when you're  
00:15:46.880 ready to bring your brand to life as a walking talking charming representation of your business  
00:15:53.360 identify the traits that get your audience in the mood and generously season your messaging  
00:15:59.040 with those traits step number 12 brand messaging craft a core message and framework now good looks  
00:16:06.080 noble values and charming personality aside when your brand gets its chance at the podium it'll  
00:16:11.840 better have something relevant and enticing to say and this is where most businesses and brands  
00:16:17.760 get it completely wrong they pour half their time effort and budget into making their brand look  
00:16:24.000 good and the other half of their budget to google or facebook for their chance on stage  
00:16:29.520 and when they finally get there they've got very little to say of any kind of influence  
00:16:34.720 but it's only when you really take the time to understand your audience how they're feeling and  
00:16:39.520 what they really desire can you craft messaging that really taps into the emotional brain and  
00:16:45.360 despite the countless articles around core message directing you to create some kind of body of text  
00:16:51.200 your core message are a collection of key messages that work together to shape the perception of your  
00:16:57.040 brand over multiple touch points so define the perception that you want to create in the market  
00:17:03.040 and craft a framework of messages that will work together to shape that perception step number 13  
00:17:09.200 brand story define a storytelling framework now the human brain is wired for story and  
00:17:15.599 there are no shortage of research papers by neuroscientists highlighting how the brain  
00:17:21.920 responds to story versus factual information now our brains are wired for story because  
00:17:27.839 complex language the written word and manuscripts they're all relatively new in the grand scheme of  
00:17:33.040 things for millions of years stories were the only effective way that people could pass on knowledge  
00:17:39.120 and wisdom from one generation to the next so it's become part of our dna when we hear a story we're  
00:17:45.440 hardwired to find out the resolution so we can learn from the journey of the protagonist and  
00:17:51.040 brands are able to leverage this hardwiring by crafting stories about their audience  
00:17:56.000 the journey they're on the challenges they face and ultimately the outcomes they seek so step into  
00:18:01.840 the shoes of your audience bring the journey to life and craft a narrative of success that looks  
00:18:07.680 sounds and feels just like the audience it was written for step number 14 brand identity design  
00:18:14.240 a visual identity system now at this stage the whole a brand is not a logo headline has had its  
00:18:20.000 moment in the sun most business owners understand that they need a strategy behind the brand to have  
00:18:25.680 any kind of success but as much as we might speak about the importance of strategy it can be very  
00:18:30.800 easy then to overlook the importance of the visual brand there is no form of communication  
00:18:37.040 quite like visual communication visuals bypass the complex analytical part of the brain  
00:18:43.680 for processing in milliseconds by our primitive reptilian brain so the brand  
00:18:48.960 identity therefore provides the opportunity for the brand to get their foot in the door  
00:18:53.840 long enough to make a visual impression now there are many brand identity elements at play in a  
00:18:59.120 well-designed system including the logo typography color image style icons and motion graphics  
00:19:06.000 more strategic and cohesive these elements are the more impact they'll have on the brand experience  
00:19:11.760 so bring the strategy work to the table when designing your brand identity and lead with  
00:19:16.000 the traits that get your audience in the mood step number 15 brand presence create the brand's assets  
00:19:22.880 now once you have a well-designed brand born from strategy it's time to bring the brand to life in  
00:19:27.840 the digital and the physical world a brand is not a physical thing it lives in the mind as a  
00:19:33.040 perception though it needs a presence where your audience congregates to shape that perception  
00:19:38.320 today that perception can be created in the digital or the physical world  
00:19:42.320 and can include websites social media profiles blogs video platforms environmental designs point  
00:19:49.040 of sale brochures business cards vehicle wraps and many many more so define the environments  
00:19:54.640 where your brand will engage your audience and design the assets that can most effectively  
00:19:59.520 deliver your brand's message step number 16 brand offer create a compelling offer for your brand  
00:20:06.400 now the brand building process clearly defines who the brand is for why it's different and why the  
00:20:12.080 audience should care but once the groundwork has been laid by the brand's strategic messaging over  
00:20:17.840 multiple touch points the brand's offer plays an instrumental role in the buying decision how a  
00:20:23.440 brand's products or services are packaged up into a compelling offer is often the difference between  
00:20:29.120 a visitor converting or not more often than not the challenge your audience is trying to overcome  
00:20:34.480 is not an isolation and it's often coupled with other challenges the more relevant challenges  
00:20:39.840 addressed the more compelling the offer brands that are able to creatively package their products  
00:20:45.200 into an offer that helps the audience to overcome multiple challenges provides a convincing argument  
00:20:51.360 that all the obstacles on their path have been considered so think about what your audience  
00:20:56.800 is actually trying to achieve and what other challenges you can help them remove and increase  
00:21:02.640 the perceived value of your offer step number 17 the buyer's journey forge your funnel steps  
00:21:09.520 now the buyer's journey is different for every brand but every brand has a buyer's journey  
00:21:15.760 these are the steps your audience typically take on route to becoming a customer now as  
00:21:20.480 a rule of thumb the higher the price point of the product or service the longer the buyer's journey  
00:21:25.520 ultimately your brand needs to guide your audience from the cold outer periphery where they know  
00:21:30.880 little to nothing about the brand to the warm inner circle where they choose that brand over  
00:21:36.800 the competitive alternative to do this effectively you must understand the emotional state of the  
00:21:42.080 audience at each step the questions that they have and what they need to progress to the next step an  
00:21:48.400 effective sales funnel maps the buyer's journey and offers interesting or valuable breadcrumbs  
00:21:53.920 to entice the user to progress one step at a time so step into the shoes of your audience  
00:22:00.080 identify the questions they have and craft an engaging funnel to guide them through the buyer's  
00:22:05.760 journey from a cold lead to a hot new customer step number 18 marketing strategy create a plan  
00:22:12.400 for marketing execution now armed with a strategic message an engaging identity a compelling offer  
00:22:19.040 and an enticing funnel your brand is ready to be amplified to the world your marketing strategy is  
00:22:24.800 your brand's plan to identify where your audience congregates and how to place the right message  
00:22:30.320 in the right environment at the right time to influence perceptions and ultimately action now  
00:22:36.160 as we've already covered every market is different and where people go for their passion for their  
00:22:42.000 learning for their entertainment or for the curiosity varies drastically the platforms  
00:22:47.520 media and tools at a brand's disposal can include organic social media search engine marketing  
00:22:53.360 television digital display networks billboards paid social media print advertising radio blogs  
00:23:00.640 search engine optimization and events now while many of these platforms and tools are pay to play  
00:23:07.120 many are attainable with time and effort rather than dollars and budget now of course the paid  
00:23:13.200 platforms are more immediate and they guarantee eyes on your message while organic options  
00:23:19.440 take longer and there are definitely no guarantees there for example writing an article on your blog  
00:23:25.600 might only cost you the time it takes to write and post the article though that article might take  
00:23:31.600 much longer to attract searchers when compared to google ads which guarantees you those top  
00:23:37.040 spots creating your marketing strategy is about positioning budgets and congregations to find  
00:23:43.040 the right balance of engagement for your brand so identify where your audience is what they're  
00:23:48.880 looking for the type of media or message to engage and the resources at your disposal to define a  
00:23:55.120 marketing plan for your brand step number 19 brand awareness raise the awareness of your brand now  
00:24:02.480 once all of your ducks are in a row and your brand is launched it becomes a game of balance between  
00:24:07.600 consistency and optimization now the first goal is brand awareness when a brand is launched the  
00:24:14.720 market most likely doesn't even know it exists and raising brand awareness aims to change that  
00:24:20.560 now obviously the more people within your target market that are aware that your brand exists  
00:24:25.040 the more chance your brand will be remembered in that buying decision identifying the congregations  
00:24:30.240 of your audience is the key to making your brand awareness campaign as effective as possible it's  
00:24:36.400 not about spreading your message as far and wide as possible it's about really getting your message  
00:24:41.760 in front of as many of the most relevant people as possible so focus your brand awareness campaign  
00:24:47.360 channels and double down on your efforts to raise that awareness step number 20 brand adoption  
00:24:53.600 increase your conversion rates now once your brand starts to gain awareness the visitors will follow  
00:24:59.920 whether that's to your website or to your retail store making the most of those visitors is a game  
00:25:05.440 of conversion optimization now of course this is part of your ongoing funnel management but  
00:25:11.200 knowing where the holes are in your pipeline enhances the effectiveness of your buyer's journey  
00:25:16.960 now there are many ways that might improve your brand experience to enhance those conversion rates  
00:25:22.720 including ux design ui design shop layout cart experience headlines copywriting interior design  
00:25:30.560 calls to action sales support and email sequences so analyze your visitors and watch  
00:25:36.560 how they respond and optimize your experience to guide them more effectively to your inner  
00:25:42.000 circle and step number 21 brand advocacy turn happy clients into marketing machines  
00:25:48.720 now brand advocacy is one of the most effective and underutilized way of generating more customers  
00:25:54.960 for your brand happy customers who have been through your entire buyer's journey and come  
00:25:59.680 out the other side with the outcome that they had hoped for are pure gold these happy customers are  
00:26:05.680 all potential walking talking tweeting vlogging mini marketing machines ready and willing  
00:26:11.600 to sing your brand's praises now of course many businesses have these potent weapons at  
00:26:16.880 their disposal but they simply don't activate them with an effective advocacy program when your brand  
00:26:23.040 begins to generate these happy clients make sure you continue to nurture the relationship before  
00:26:28.400 engaging them to share their experience and a pro tip here create an incentive they'll value  
00:26:34.400 to sweeten the deal now look in this digital world of low attention and high competition it  
00:26:39.840 might be tempting for business owners to spend as little as possible to get themselves a logo  
00:26:44.800 throw up a landing page and drive some traffic to that landing page with some facebook ads  
00:26:49.840 but those that take shortcuts and tell themselves that they're building a brand are living in a  
00:26:54.080 world of fluffy rainbow unicorns the process of building a brand is not a short-term task that  
00:27:00.080 you can knock over in a few days it's a methodical process with critical steps that you simply can't  
00:27:06.400 overlook in truth it's a mountain of work with absolutely no guarantees but if you're prepared  
00:27:12.160 to take the long road do things in the right way and consider who you're serving and what  
00:27:17.520 they need at every step along the way you have every chance of building a successful brand  
00:27:23.200 now when you're ready to build your brand one of the best ways to learn and to find inspiration is  
00:27:28.800 by looking at the best the strategic elements they use and how they use them if you want to  
00:27:34.080 check out 10 brand strategy examples from some of the best brands in the world then this video  
00:27:39.040 will help you out until next time brand like a master and I'll see you in the next video
00:27:52.800 you



bullet summary please