 Hello hello well a massive congratulations on completing the brand Kickstarter workshop. Now as you know part of the package that you have paid for is inclusive of 10 follow-up videos, 10 other ideas, examples and worksheets that will help you to move forward to really kick start your brand and make sure that you are continuing what you did in the room to make a real impact on the people that you want to do business with and who will consequently pay for the lifestyle that you want to live. So one of the questions that we had because we like to make sure that the videos we create are completely relevant to you and by that I mean we didn't create 10 videos before the course that we're just regurgitating all the time of course there will be access to videos that we've created in the past when you go into the Facebook group you'll find all the videos that have been posted and also what we wanted to do was make sure that we were creating content that was absolutely relevant to the questions you have on the day. So this video that I'm making today is completely relevant to one of the questions that has been asked with regard to strap lines or tag lines otherwise known as slogans as well. So once you have your brand identity then you want to be known for something, something memorable, something easy, something simple and it be catchy enough that people can repeat it without you having to be there. So it might be for instance that they see your brand color and automatically boom think of your brand think of what you're about and it might be they see your icon for example golden arches you think of McDonald's when you see a tick you think of night when you see an apple you think of apples so there are really consistent things that you can do making sure that your brand and everything about you from your identity to the messages that go out about you to word of mouth that other people are repeating about what you do you want to make sure that the whole thing is consistent so this video is all about the strap line making sure that the strap line or tag line that you create for your business is completely consistent and congruent with the rest of your brand. So one thing I would say to you in terms of advice before we go into the actual content because I've created an exercise for you for this particular thing based on the question that was asked I've created this exercise so that you can go through it and refine what your strap line is and you'll probably find that you come up with a number of different messages that will help you to move forward and even if you don't use them all I'm sure they'll be pretty good and you can use them in other areas of your brand as well so this exercise is going to really help you to define who you are what you're about and help you to get that message out there in a really concise and consistent way so the one thing that I would really recommend you do is don't be reactionary and by that I mean we call it doing syndrome just because you feel like you're doing something then you must be doing something right well that's not necessarily the case and especially where it comes to the name of your brand and the strap line of your brand it's all about your identity and once you've created it you don't want to be changing it because that's how people remember you that's what people are going to know you for so you want to make sure that it's something that really really resonates just not with you but with your ideal customers too so once you've done this exercise it would be a really good idea for you to go and approach some of your ideal potential clients I don't mean existing clients or customers because you've already got a relationship with them and they're not necessarily going to tell you not that they're not honest but when you have a relationship with people and it's the typical British way that you say nice things you don't necessarily say well actually you could improve that so you're better off approaching people that aren't your ideal customers yet and the other reason for doing that is because if they don't already know who you are and what you're about this is a great time for you to ask for their advice as a peer which makes them feel important and it also helps you because when they see what you're about and what you do they'll start asking questions and they could become your next best client so we always ask for advice from people that we want to work with as well as people that we're already working with and that way you're getting a real rounded feedback and you know the constructive feedback that you really really need so without further ado let's go into the exercise it's called your strap line stroke tagline and there are 10 things that I've given you to do that will help you to just narrow it down so what you're going to be doing is layering like we did the other day on the brand Kickstarter workshop we're going to be layering layering layering just to make sure that what you've done in as number one your answers to number one they will continue to repeat through and through till you get to number 10 which is where by that point you will have refined your strap line and tag line and by all means at the end of this exercise once you've finished creating it and you've got your top three strap lines so you're going to choose from one of them do post them in the closed exclusive Facebook group now as a brand Kickstarter you're in the group for two weeks so the quicker you do this the better because then you're going to get feedback from all the peers and if you are going to become a brand accelerator then of course you're going to have a year in the group so it's not so time bound but if not then you need to do this this activity this exercise as soon as possible really so you can get it up into the brand accelerator group and get the feedback on it so you can move forward so let's go over okay let's get started so I'm not going to run through the whole thing with you but I will run through the top level stuff so that you've got an idea of exactly what to do for this exercise now your strap line does play an incredibly vital role in expressing who you are what you're about what you believe in and that will then encourage other people who believe in the same thing they will be attracted to you it's like values you have a values match if you've got something that's really important to them and you believe in a certain cause then they're going to believe in that too so you'll attract people that do believe in that and you will repel people who don't so your strap line is as much about repelling people from your brand so you don't have time wasters as it is about attracting people to your brand so this is why your strap line and your logo identity is so important now there are some logos here that I'm sure you'll recognize along with the strap lines that go with them now I'm not going to go through everything like I say because you can read through it yourself but ultimately there are five things you really need your strap line or tagline to do it needs to be easily identifiable should be easily remembered it must benefit your customers it should differentiate you from anyone else and it should be simple something that somebody could easily repeat when you're not there I've given you some strap line examples to give you some ideas again you'll recognize some of them but think about how you want your brand to be positioned so there are some of these that are inspirational some of them are very practical some of them are very action focused some of them play completely on emotion so think about what is you want yours to do what emotion is it that you want them to have once they've seen it or heard it from someone else so in step one you're going to list some important keywords that you want your business to be known for now in the brand Kickstarter on the day that we spent together you came up with some keywords that you and also looking at the Google Trends it will have told you exactly what people are searching for so if you have keywords that you want to be found for and people are searching for that brilliant but if you've got keywords you want to be found for and people aren't searching for it then make sure you go through the Google Trends and exercise that we went through with you on the day and if you've got any questions of course just ask us in fact Miles is going to create a video for you which is going to go through the Google Trends so but you'll have an idea you'll have an idea of what people are looking for and at the very basic level even if you don't use Google Trends just type into Google what it is you want to be found for and look and see how many searches there are for that if there aren't many results then then that's not going to be necessarily a big topic but if there are hundreds of or thousands of results then you know that that is something worth investigating and so first of all is some of the important keywords you want your business to be known for okay so as I've given here in terms of an optician it might be glasses, vision, eyesight, optician, reading glasses, lens ins, reading difficulties, impaired sight just when you think of your topic just brainstorm here just really brain dump all of the words that come into your mind about that topic and if you want to have somebody help you with this again pick an ideal customer and ask them to when you say the word that you are what do they think of what comes to mind and they'll tell you what the words are that come to mind so if you struggle with this exercise get somebody else to help you and tell give you their feedback and it might actually be really valuable for you to complete this whole exercise and then test it on one of them and see what they come up with to see what matches so step two go to a theosaurus and extend your list to see if there are any other words that describe your business and what you do so that's based on the keywords pick a keyword open up the theosaurus and see if there are any other words that describe what you do that you haven't used yet and write them in here step three is to take a look through the words that you've already written and now start playing with putting some of them together so it doesn't need to be perfect just yet just play simply with the words and and you never know because it might you get in those words down and then reading them back to yourself after you've put them out there it might spark off something else and this is how our magazine brand name came to life but brand brains came to life because it was originally one of the names that we came up with whilst creating the name for how to build a brand and we totally brand stormed all the names all the things we went through this exact exercise that we're showing you now and that's another important thing is that we literally walk our talk we don't put you through anything that we haven't been through ourselves and we've created it for ourselves by by just brainstorming and doing this and saying actually what we're doing here it's really valuable for other people so that's how we're able to then share with you how we did it so go through that and write those down in here step four is to go through a list of prospective words to see if there are any other words that rhyme with it to make it catchier and more memorable so pick one of your words and then see if there's anything that rhymes with that you can use google and there's all kinds of things that you can get from google if you type it in and say uh what rhymes with optician and it will come back with uh you know you might type in if optician if it ends in the last three letters type in the last three letters into google and say words that include um these letters and honestly there's so much information on google you will find that so write down then down here because that will start to knit together and become more of a sentence then look over the words and phrases that you've created so far and see if they remind you of a common saying or a famous quote there might be something that dandy has said or um you know a famous president or opera wimpery or somebody who is a significant person uh of influence in the world they might have already created a saying or it might be shakespeare has come up with a quote or um you know like any kind of really famous person if they've come up with something and it kind of says what you want to say it might be that you can tweak it so for example gandy he says uh be the change you want to see in the world well we adapted that and we made it ours by saying be the brand you want to see in the world so if you know in other words be that person be that influence that nothing else exists like that yet be the one that is known and that's how we sign all of our books and we sign off on our social media and all kinds of stuff with that now so that's become a a quote for us but it's good because it resonates with people because they kind of have heard it before so because it's familiar they trust it so in step six you now need to focus on your benefits and results so write some positive words in these spaces here that we've given you that describe what it is you consistently do to deliver results when people buy your products or services so write them here and then because you're the best in your industry at what you do now right below the words that directly tell us what you are the master of so match that up together and write those words down here so you can see how this is layering step eight is to think about what pain your customers are trying to avoid when they buy from you or it might be what pleasure they want so if you have a travel business then people might not necessarily want to be getting away from pain they might want to be going on their dream holiday or their dream destination in other words they're now moving towards pleasure away from pain if you're a plumber then you they're definitely moving away from pain of some kind okay so just think about what you do and what pain it is that they're either moving away from or what pleasure it is they're moving towards and write those down here the reason we've given you all of these you don't need to fill them in but the more ideas you put down here the more choice you're going to have when it comes to it and all these things can become your social media updates so step nine this is a really great opportunity now for you to weave them all together and create a phrase or series of words that combine to get across exactly what you want to say so once you've written them down you'll then notice a bit like the Da Vinci code where the numbers and the letters will start jumping out to you there will be things that you write down that really jump out to you that completely resonate with you and you can start to tweak them and and ask other people what they think as well but just notice if there's a pattern forming where you can make all the words begin with the same letter for example an alliteration and all your words might begin with C so clarity confidence consistency collaboration you know it might all your words you might notice that they do all start with the same letter so that will be an alliteration or it might all sound the same like a rhyme to make it really catchy so write those down here and then in step 10 you're going to finalize your strap line so go back over all the things that you've written and narrow it down to your selection to a choice of three and finally pick the one that stands out to you the most now what you can do as I said at the beginning of this video is share that strap line or the last three strap lines share them in the group and see what resonates with everybody the most you will get feedback from them and from there you can move forward so wishing you the best of luck with this activity and do post your things in the group anyway because we absolutely love to see what you're up to and obviously the more you share with us the more value we can give to you because we can then help you as you're building your brand so good luck and we'll see you in the group