// brand bootcamp
WEEK 6
This week are looking for your brand adjective and writing your brand bio.
These are the words that will become synonymous with your business, the words you want people to use when describing your brand to others.
your brand adjective
We want to find a word that can become yours, something that you will use across your marketing, your website and will be the word that your brand will become associated with.
For my ice-cream client Jefferson’s they started with HANDMADE, but I didn’t feel this was strong enough, descriptive or interesting enough. It says nothing of their personality, and so we did some brainstorming and ended up with the word GLORIOUS. Jefferson’s Glorious ice cream
This word has become ‘their’ word, and I think does a much better job of summing up their brand ethos, feel and injects some fun. They don’t take themselves seriously, but DO take their ice cream seriously
‘Jefferson's was born out of a passion for glorious, natural food, free of artificial flavours and colours’
find your word
Take a look through the list attached, and see if you can find your brand word. Perhaps you already have a few to choose from, from the work we have done so far? Perhaps you need to ask a few people how they would describe your business and see if there is any gold there..?
brand bio
The brand Bio or positioning statement is a simple sentence that you can use to describe what you do and who you do if for and how. It’s how you would describe your business to an Uber driver (in a foreign country!) Previously this could be called your ‘elevator pitch’ (shudder) It needs to be short and memorable, and spark your audiences interest.
Keep things simple. You don't need to include everything here. One, simple, clear sentence to guide you is more than enough.
This is often trickier than it sounds as you have to distill everything into one or two sentences. Clarity in your offering is really important here, and hopefully by now you have this.
There is a formula you can follow, but also feel free to go ‘off piste’ a little with this, and you can omit the ‘so you can’ phrase or make it into your own.
From here you can craft your brand tagline - a shorter, snappier version to use alongside your brand name.
what do you need?
Here is a list of things you may need in your brand, this is not to scare you but to give you an overview of the elements you may need to consider creating (as time goes on).
When writing your brand bio and picking your words, try to imagine that person finding your business for the first time - what is the impression you want to give and how do you want them to feel? What do they need to know and can they easily understand what you are all about from what you have written?
— Liz Carrington