What's up brand Builder Stephen Houraghan here at BrandMasterAcademy.com and in this video you're
going to learn an 11-step branding deck template to nail your presentation so you can articulate
your Brand's core identity and value proposition in an engaging way and capture the attention of
your dream clients without breaking a sweat so what is a branding deck well simply put your
Brand's Bible it encompasses everything your brand represents your values your mission your
story your visual identity and your product or service lineup think of it as a snapshot
of your Brand's Soul captured beautifully in one impactful presentation it's not just a deck
a two-year brand is translated into slides now before we dig any deeper I just want to clarify
something about branding decks or a branding deck as they're also known now you can present your
brand to external people and you can present your brand to internal people so for example you could
present to a group of new hires and staff in the onboarding process as part of your brand culture
more employer branding processes so that they buy into the brand and where it's going you can
also present your brand to potential investors Partners or even clients so they literally buy
into your brand whether that's through seed funding Partnerships or simply subscriptions
now of course depending on who you're speaking to will determine what elements you include and what
elements you leave at now every brand deck should be tailored to specific audiences that you're
presenting to or at least tailored to a specific group of people so what's the difference between
brand deck pitch deck branding kit branding style guide with so many decks and kits floating about
it's really easy to get lost in what they all are so let's break them down one by one let's start
with The Branding deck or the brand deck now as we discussed this is your Core Essence captured
in a concise presentation it's the Beating Heart of your brand making sure everyone's on the same
page from your employees to your clients is a really important part of branding so think of
Audi's brand deck not only providing guidance but also acting as a representation of the
brand itself next up is the pitch deck now on the other hand the pitch deck is a vehicle that drives
your Brand's story to potential investors it's an elevator pitch on steroids convincing stakeholders
why they should buy into your vision imagine airbnb's pitch deck that led to the 31 billion
valuation next of course you have The Branding kit now a branding kit is your visual costume
that your brand wears it contains all of your visual elements such as your logos your color
palettes your fonts your imagery that make your brand Visual and make it unique so ultimately
your brand kit is like the suitcase of Essentials that your brand will wear whenever it steps into
the public and then of course we have the brand star guide or the brand guidelines now the brand
guidelines are the rule book that ensures that your brand looks sounds and feels consistent
across all channels it's the referee ensuring that everybody's playing the game right and sticking to
the rules so while the brand guidelines and the Star Guide are traditionally print based they are
more and more being represented by a branding deck so why is a branding deck important well it's not
simply a nice to have anymore it's an essential Compass guiding your Brand's Journey it ensures
that everybody inside and outside the organization understands your Brand's mission where it's going
the vision the values the personality and what makes the brand memorable in the sea of all those
other brands just like Apple's iconic minimalistic and Innovative brand image so let's break down the
internal and the external deck so an internal brand deck is the rallying cry for your team
setting the direction and creating a united front it's your Brand's heartbeat pulsating through
your organization this deck isn't Consumer facing instead it aims to keep brown reps aligned and how
the brand communicates on the front lines it gives that direction internally so what is an external
brand deck on the other hand well an external brand deck is your Brand's face to the world
it's the story that you tell your clients your customers and your stakeholders luring them in
to your brand Universe there are many reasons that you might decide to introduce climb facing brand
decks which can integrate well with proposals presentations and promotional content so can
internal and external brand decks both be used well absolutely think of your internal and your
external brand decks as two sides of the same coin they should work in harmony ensuring that
your brand speaks with one consistent voice one side focuses inwards and the other side focuses
outwards all singing from the same source so let's dive a little deeper and look at some of
the most critical elements of a branding deck number one is your brand DNA which is like the
soul of your organization now these deep-seated beliefs and principles that guide your Brand's
actions and decisions are really really important it's those unique elements and philosophies that
are embedded in your brand making it truly stand out in a crowded market then we have your target
audience you have to clearly Define who these people are you need to know their tastes their
preferences and their needs and this goes beyond simple demographics and psychographics and it
digs into the understanding of their behaviors and their attitudes and their Lifestyles Of Who
these people are where they're going and what they really really want next up is your brand
position which is where you stake a claim in the market how do you differentiate yourself from
your competition is crucial for example the Dollar Shave club's affordable direct-to-consumer model
was a game changer in the industry that's what you want to aim for for your brand something that sets
you apart and gives people a compelling reason to choose you over them next of course we have
of your brand personality which is just like it sounds it's the character that your brand exudes
and it's more than just a set of attributes it's about creating a Persona that can engage that can
entertain and build an emotional connection with your audience this personality should permeate
every interaction that your brand has with the public next we have your brand communication
which is essentially the voice of your brand it's what you say and how you say it it's all
about articulating your mission and your goals and your promises to your customers it's about
consistency in the messaging and ensuring that your Brand's voice resonates with your audience
building trust and credibility along the way and of course let's not forget it's all about
telling your audience what's in it for them and how we can fit into their lives to make it better
moving on to the visual elements your logo is the visual Cornerstone of your brand now this little
piece of design carries a lot of weight it needs to be simple yet memorable effectively conveying
your Brand's personality at a glance then up we have your typography which may seem like a minor
detail but it is a vital aspect of your Brand's visual identity the fonts that you choose their
size their spacing their Arrangement they all contribute to the perception of your brand just
like how a well-written message can Captivate your audience well chosen typography can really
evoke a certain mood and reinforce your Brand's personality next up is your color palette now
these are specific Shades that will represent your Brand's various contexts there are tones there are
opacities and how you use them is really important and there need to be some guides around how these
are used so whether you're designing your website creating a brochure or painting your office walls
these colors will play a significant role so for example Coca-Cola's use of red and white
has globally become recognizable underlining the power of a well-chosen color palette now
your image style refers to the specific ethic of your brand that is maintained across all images
now this could range from the type of photographs that you use the filters applied or the art style
adapted into your graphics a consistent and attractive image style can really enhance your
Brand's visual appeal and create a more memorable impression on your audience then we have your
graphics now your graphics include any visual elements or designs used across your Brand's
communication materials now these can be patterns icons infographics or any other visual assets
of that kind now they need to be consistent and align with your overall visual identity creating
a cohesive and easily recognizable look and lastly we have the product line or list of services now
this is the tangible aspect of your brand and it's what you're offering to your customers is
all about and it should align with everything else that we've discussed so far so whether
you're providing a broad array of products or services to Niche markets the should really
embody your Brand's DNA and cater to your target audience and reinforce your Brand's position in
the market so these are really important it's all about how you bring value into the world and
why your audience would choose you now branding decks are typically put together by professional
designers using professional tools such as Adobe or figma and that said more and more brands are
developing their decks in-house there are some incredible resources out there to help you build
your brand decks sites like canva and slides go offer a plethora of templates while unsplash and
pixel provide high quality images to add that visual wow factor but remember resources are
only as good as the strategy behind them now look branding decks are more than just pretty slides
they're the foundations of your Brand's house and by creating a compelling consistent brand
deck you'll Captivate not only your team but your clients and stakeholders setting the stage for
brand success but before we wrap this up Here's a thought provoking Quest question now if your
brand were a person what would this personality look like what's the story it would tell but if
you walk away with anything about branding decks then walk away with this your branding deck is
all about selling your brand selling your brand internally selling your brand externally it's so
important that the person who is presenting this branding deck has already bought into who the
brand is now it should be the leaders but if it's not the leaders then it should be someone who has
definitely brought bought in to that branding deck to that brand to where the brand is going
because when this brand deck is delivered if that person doesn't believe in this brand and where
it's going it will show in the presentation if they do believe on the other hand that enthusiasm
and that belief in where the brand is going will be communicated not just through the decks but
through the delivery itself so go forth develop your brand decks present your brand decks and get
the buy-in from people you're trying to influence now if you want to dive deeper into brand strategy
G then this video here will help you out but before you click it if you want to become a
master of brand make sure you hit the like And subscribe to get notified when we release new
videos just like this until next time Brian like a master and I'll see you in the next video [Music]