Creating a strong brand for your independent business​

Module 6: Documenting your brand

What do I do with all of this information?

brand, document, position, advantage

Documenting your brand

Now that you’ve researched your audience, competitors and the market you’re in, you have to free all of the information you have gathered so that you can share it with other members of your company. Employees, partners, key vendors will all need to understand what your brand is about, so they can execute and make sure they deliver on the promise you’re making.

When you complete this module, you will have an understanding of how all the work you’ve done (great job!) is coming together and be able to share with others on your team so they can join you in building and supporting the brand.

Video lesson: Documenting your brand, Part 1

Worksheet 5.1 Brand wheel

Take you time, and think through how your best customers use your business and brand, to reveal your essential benefits. The brand wheel is a tool used around the world.

Worksheet 5.2 Brand pillars

Here, you’ll define the three key pillars that hold up your brand. These are aspects of your business and brand that your best customers love, and should experience in every encounter.

Worksheet 5.3 Stand against

Explore what your brand stands against. Remember, “the enemy of my enemy is my friend”. Aligning with your best customers to oppose a shared challenge, problem or point of view earns trust.

Video lesson: Documenting your brand, Part 2

What do your best customers think about your brand? What do you want them to think? An amazing thing about the journey you’ve started to build your brand is that you get to choose what you want your best customers think about your business and brand. Positioning is all about assessing what your best customers think about their other options, and finding a space that only you can fill, in their minds. 

> Video (23 minutes)
> Worksheet: Perceptual maps
> Video (20 minutes)

Documenting your brand

Now that you’ve researched your audience, competitors and the market you’re in, you have to free all of the information you have gathered so that you can share it with other members of your company. Employees, partners, key vendors will all need to understand what your brand is about, so they can execute and make sure they deliver on the promise you’re making.

> Video (30+ minutes)
> Worksheet: Brand wheel
> Video (14 minutes)
> Worksheet: Brand pillars
> Worksheet: Stand against

> Video (23 minutes)
> Worksheet: Perceptual maps
> Video (20 minutes)

It’s time to write the promise we’re making to your best customers. This is the brand proposition. What promise can you make and keep, that none of our competitors can claim? We build on the research and documentation you’ve completed to nail down the proposition that will propel your brand forward. 

> Video (26 minutes)
> Worksheet: Proposition

What? I might need some help.

Have questions? That’s okay. This course combines tools and techniques used by Adam and professional brand consultants and agencies around the world. Videos to set the lesson for each module along with rigorous worksheets formatted for the way you work best.

Adam’s also provided links to research tools you can use at little to no cost to make sure your brand is based on sound logic.

You can reach out here. For technical or basic questions, Adam or a member of the team will get back to you no problem. For brand related questions, or coaching, let’s set an appointment to talk.

Your instructor and coach.

This course was developed and is taught by Adam Pierno, award-winning brand marketer and author. He's worked with brands you know, like Bona, Domino's, Dunkin', Mercedes-Benz, Pocky, State Farm and Verizon, for more than 20 years. His books on brand and marketing strategy are taught at ad agencies, universities and Fortune 500 companies to make marketing simpler to understand and execute.

All of the brand expertise, none of the hassles

If you’ve worked with advertising and brand agencies, you know how much work falls on you and how much it all costs. Brand positioning can cost thousands or more. This course gives you the same tools for a fraction of that investment. With no sacrifice to your results.

This course is based on Adam’s book, Specific. It’s a straight-forward method to build your brand by putting your customers first.