Session Eight

session eight


Brand Touchpoints with a TWIST



Keep TWISTing!


By the end of this session you will be able to:



Understand how to bring your TWIST to life



Create new marketing and brand touchpoint ideas



Learn how to continue to benefit from your Brand School experience

STEP ONE



Watch Julie’s Video

STEP TWO



DOWNLOAD THE MARKETING IMPLEMENTATION WITH A TWIST BRANDWORK


This exercise helps you to develop tangible ideas that you can implement to bring your brand to life in your market – with a TWIST.

It focuses on the 4 key areas of Brand Experience.

In each phase, we ask you to think about brands outside of your category that are doing a good job in that phase, and then to create marketing ideas for your own brand.

Download the Session Eight Brandwork here:


When you have completed your brandwork, upload it here:


STEP THREE



Post to the Community Pages

Please post these answers from your Marketing Implementation with a TWIST Exercise

  • Which phase of Brand Experience needs the most attention for your brand (ex. Discovery, Purchase, Experience, Commitment)
  • Top 3 Favorite Marketing Implementation Ideas from the exercise
  • Please include at least one TWIST brand that inspired you and how it influenced your own ideas

STEP FOUR



Attend Brand School Live Class Via Teleconference


Thursday, July 1
12:30pm EST / 9:30am PST

Use the button below to access the Live Class on Zoom


If you have very specific questions you want covered in the Live Class, please email them to Julie@BrandTwist.com by Tuesday evening, 8pm EST.

You must Join via Zoom App, not within the website itself. The program is free and you can download with this link: https://apps.apple.com/us/app/zoom-cloud-meetings/id546505307

Still having problems? Email Rachel@BrandTwist.com for help.

All Steps, Including Uploading Brandwork, Must Be Completed to Advance to the Next Lesson

Session Seven

session seven


Design Brief


By the end of this session you will be able to:



Understand how Brand Design can support your TWIST



Create a plan to develop more impactful Design Assets

STEP ONE



Watch Julie’s Video

STEP TWO



DOWNLOAD THE BRAND DESIGN HEALTH CHECK / BRIEF


The Design Health Check will help guide you as you create or revise design assets with a TWIST (ex. logo or website). Key challenges and questions identified in this assignment will be reviewed with our Design Faculty during Session 7 live class. Also included is a Bonus Design Brief which can be filled out later and used to get proposals from web and logo designers.

Download the Session Seven Brandwork here:


DOWNLOAD

When you have completed your brandwork, upload it here:


STEP THREE



Post to the Community Pages

Please post the answers to these two questions from your Design Health Check:

  • Top 3 things you would like to explore / improve in creating or revising a new logo or website for your brand
  • One inspirational brand (outside of your category that has a design (logo, website, colors) that inspires you for what you want to achieve with your brand. List the specific way it inspires you.

STEP FOUR



Attend Brand School Live Class Via Teleconference


Thursday, June 24
12:30pm EST / 9:30am PST

Use the button below to access the Live Class on Zoom


If you have very specific questions you want covered in the Live Class, please email them to Julie@BrandTwist.com by Tuesday evening, 8pm EST.

You must Join via Zoom App, not within the website itself. The program is free and you can download with this link: https://apps.apple.com/us/app/zoom-cloud-meetings/id546505307

Still having problems? Email Mijyo at mms4716@rit.edu for help.

All Steps, Including Uploading Brandwork, Must Be Completed to Advance to the Next Lesson

Session Six

session six


Personal Brand Story


By the end of this session you will be able to:



Develop a compelling and unique Brand Story



Support this with a credible Personal Story



Tie these together for a powerful TWIST

STEP ONE



Watch Julie’s Video

STEP TWO



DOWNLOAD THE PERSONAL STORY BRANDWORK


This exercise help you bring your personal TWIST into your business. It can be used as the copy in your “About” page as well as an informal “script” for when you tell your story live to others (ex. on stage, in pitch meetings, in a Zoominar).

Download the Session Six Brandwork here:


DOWNLOAD

When you have completed your brandwork, upload it here:


STEP THREE



Post Your Brand Story on the Community Page

  • Try to keep it as close as possible to 250 words
  • Include personal TWISTS that support your business TWIST
  • Pay attention to good storytelling – draw us in with details

STEP FOUR



Attend Brand School Live Class Via Teleconference


Thursday, June 17
12:30pm EST / 9:30am PST

Use the button below to access the Live Class on Zoom


If you have very specific questions you want covered in the Live Class, please email them to Julie@BrandTwist.com by Tuesday evening, 8pm EST.

You must be logged in to your Brand School account to access the Live Class

If you’re on an iOS device (iPad, iPhone) you must Join via Zoom App, not within the website itself. The program is free and you can download with this link: https://apps.apple.com/us/app/zoom-cloud-meetings/id546505307

Still having problems? Email Korilyn.colburn@dominican.edu for help.

All Steps, Including Uploading Brandwork, Must Be Completed to Advance to the Next Lesson

Session Five

session five


Developing a Powerful Name and/or Tagline


By the end of this session you will be able to:



Understand how to create and evaluate names



Create a tagline for your business

STEP ONE



Watch Julie’s Video

STEP TWO



DOWNLOAD THE NAMING & TAGLINE BRANDWORK


In Branding, words have power. They help communicate your TWIST. A Name is the first public act of branding. It introduces your idea to the world – and sets expectations.

A tagline can help complement the name and be a shorthand for your Brand Idea.

Download the Session Five Brandwork here:


DOWNLOAD

When you have completed your brandwork, upload it here:


STEP THREE



Share your Brand Name and/or Tagline Candidates on the Community Page

You can choose to do the Brand Name OR Tagline Exercise — whatever is most helpful

  • Post 5 Brand Names Ideas, or
  • Post 5 Tagline Ideas (include your company name before the tagline)

STEP FOUR



Attend Brand School Live Class Via Teleconference


Thursday, June 10

12:30pm EST / 9:30am PST

Use the button below to access the Live Class on Zoom


If you have very specific questions you want covered in the Live Class, please email them to Julie@BrandTwist.com by Tuesday evening, 8pm EST.

You must Join via Zoom App, not within the website itself. The program is free and you can download with this link: https://apps.apple.com/us/app/zoom-cloud-meetings/id546505307

Still having problems? Email Rachel@BrandTwist.com for help.

All Steps, Including Uploading Brandwork, Must Be Completed to Advance to the Next Lesson

Session Four

session four


Supporting your Brand Promise with distinctive Brand Pillars


By the end of this session you will be able to:



Support your Brand Promise with three Brand Pillars (or Brand Values)



Create your unique brand TWIST

STEP ONE



Watch Julie’s Video


This is the same video as Session Three posted for your convenience as a refresher

STEP TWO



DOWNLOAD THE BRAND PILLAR BRANDWORK


This exercise will help you develop a compelling reason for your target to believe your promise:

Brand Pillars
These Pillars are the ways in which you consistently deliver your promise and the reasons WHY your targets will believe you. These pillars reflect your brand values and they way you approach every thing you do for your brand. They are bigger than any one piece of communication or program.

Download the Session Four Brandwork here:


DOWNLOAD

When you have completed your brandwork, upload it here:


STEP THREE



SHARE YOUR THREE BRAND PILLARS ON THE COMMUNITY PAGE

For each of the Three Pillars include:

  • a one- or two-word title for the Pillar,
  • a brief description of each Pillar’s benefit and why your client should care,
  • remember to include your TWIST, what’s unique about how you deliver

STEP FOUR



Attend Brand School Live Class Via Teleconference


Thursday, June 3
12:30pm EST / 9:30am PST

Use the button below to access the Live Class on Zoom


If you have very specific questions you want covered in the Live Class, please email them to Julie@BrandTwist.com by Tuesday evening, 8pm EST.

You must be logged in to your Brand School account to access the Live Class

If you’re on an iOS device (iPad, iPhone) you must Join via Zoom App, not within the website itself. The program is free and you can download with this link: https://apps.apple.com/us/app/zoom-cloud-meetings/id546505307

Still having problems? Email Korilyn.colburn@dominican.edu for help.

All Steps, Including Uploading Brandwork, Must Be Completed to Advance to the Next Lesson

Session Three

session three


Building a Distinctive Brand Promise



By the end of this session you will be able to:



Identify your target’s highest needs



Determine your core Brand Idea (Brand Promise)



Start to create your unique TWIST

STEP ONE



Watch Julie’s Video

STEP TWO



COMPLETE YOUR BENEFIT PYRAMID AND WRITE YOUR FIRST BRAND STATEMENT


You can do a combined Pyramid and Benefit Board for all three targets or you can repeat the exercise 3 times. I’ve included 3 Pyramids and Boards – but you can do only one combined if you prefer.

This is a critical piece in building and strengthening your brand, it is often the most difficult – do your best and we will revise and review this together in class.

Download the Session Three Brandwork here:


DOWNLOAD

When you have completed your brandwork, upload it here:


STEP THREE



Build the foundation of your brand

BEFORE the next LIVE class, go to your community page and:

  • List your target’s highest emotional needs at the top of your pyramid
  • List your favorite inspired phrases from your Brand Benefit board
  • Share an initial Brand Idea (Brand Promise)
GO TO THE COMMUNITY PAGES

STEP FOUR



Attend Brand School Live Class Via Teleconference


Thursday, May 27
12:30pm EST / 9:30am PST

Use the button below to access the Live Class on Zoom


If you have very specific questions you want covered in the Live Class, please email them to Julie@BrandTwist.com by Tuesday evening, 8pm EST.

You must Join via Zoom App, not within the website itself. The program is free and you can download with this link: https://apps.apple.com/us/app/zoom-cloud-meetings/id546505307

Still having problems? Email Rachel@BrandTwist.com for help.

All Steps, Including Uploading Brandwork, Must Be Completed to Advance to the Next Lesson

Session Two

session two


Defining Your Bull’s Eye Target



If You Try to Reach Everyone, You’ll End Up Touching No One.


By the end of this session you will be able to:



Develop a detailed portrait of your ideal customer



Gain clarity on your consumer’s needs, fears, and desires



Begin to develop a relevant and meaningful Brand Idea (Brand Promise)

STEP ONE



Watch Julie’s Video

STEP TWO



DOWNLOAD THE TARGET PERSONIFICATION BRANDWORK


Make sure you do the exercise after you’ve watched the video. The brandwork is meant to help you really understand your target audience, what makes them tick, and what need your brand can fill in their lives. If you have multiple targets, you can repeat this exercise multiple times, however, please limit your targets to three.

Download the Session Two brandwork here:


DOWNLOAD

When you have completed your brandwork, upload it here:


STEP THREE



Describe Your Bull’s Eye Target

BEFORE the next LIVE class, go to your community page and:

  • Describe briefly who your Bull’s Eye target persona is and what they are like (in one or 2 sentences.)
  • Include a brief paragraph summary of questions 1-4. Help us “get” this person in a few quick sentences.
  • Include as well what is keeping them up at night and why they are receptive to hearing about your business (question #6).
GO TO THE COMMUNITY PAGES

STEP FOUR



Attend Brand School Live Class Via Teleconference


Thursday, May 20
12:30pm EST / 9:30am PST

Use the button below to access the Live Class on Zoom


If you have very specific questions you want covered in the Live Class, please email them to Julie@BrandTwist.com by Tuesday evening, 8pm EST.

You must be logged in to your Brand School account to access the Live Class

If you’re on an iOS device (iPad, iPhone) you must Join via Zoom App, not within the website itself. The program is free and you can download with this link: https://apps.apple.com/us/app/zoom-cloud-meetings/id546505307

Still having problems? Email korilyn.colburn@dominican.edu for help.

All Steps, Including Uploading Brandwork, Must Be Completed to Advance to the Next Lesson

Session One

session one


Introduction to the TWIST and Your Brand Diagnostic



A Brand is an Entrepreneur’s Secret Weapon


By the end of this session you will be able to:



Understand the value of Brand as a business asset



See how great Brands promise and deliver more



Identify 3 areas where your Brand can work harder



Create specific ideas and actions to strengthen

STEP ONE



Watch Julie’s Video

STEP TWO



DOWNLOAD THE BRAND DIAGNOSTIC BRANDWORK


This brandwork is meant to help you identify areas where your brand needs more attention and to begin to TWIST to create some new ideas. The ideas don’t need to be fully formed. Thought starters are fine. If you are at the beginning stages of your brand building, think about how these areas could be leveraged in the future to bring your brand to life.

Download the Session One brandwork here:


DOWNLOAD

When you have completed your brandwork, upload it here:


STEP THREE



Introduce Yourself On The Community Page

BEFORE our first LIVE class, go to your community page and introduce yourself. Then,

  • share with us a brand you admire and why, and
  • post your three key priorities covered in the Brand Diagnostic.

STEP FOUR



Attend Brand School Live Class Via Teleconference


Thursday, May 13
12:30pm EST / 9:30am PST

Use the button below to access the Live Class on Zoom


If you have very specific questions you want covered in the Live Class, please email them to Julie@BrandTwist.com by Tuesday evening, 8pm EST.

You must Join via Zoom App, not within the website itself. The program is free and you can download with this link: https://apps.apple.com/us/app/zoom-cloud-meetings/id546505307

Still having problems? Email Rachel@BrandTwist.com for help.

All Steps, Including Uploading Brandwork, Must Be Completed to Advance to the Next Lesson

Brand School (Pink)