Design on a dime

How to get a solid brand with limited cash

Plan the foundation

• Business positioning• Strategy and creative brief for branding• Why? Because the outcome of these exercises

should drive EVERYTHING you create and your customers are exposed to.

Positioning

A Positioning Strategy Must Answer This Question: Why would I buy from you?By John JantschAnswering the question above is the greatest marketing challenge facing the small business. Why would I buy from you is what your clients and potential clients constantly ask themselves when considering a purchase. Of course what they are really asking is "what's in it for me”http://www.ducttapemarketing.com/positioning_strategy.htm

Positioning• Positioning: the battle for your mindBy Al Ries, Jack Trout

It’s 1984 and you’ve invented a new computer.

You don’t even try to knock IBM from its position as a leader in computers for business people.

Instead, you reposition the IBM PC as the square, boring, and hard-to-use computer for people who like accounting.

In contrast, you position your invention as an easy-to-use computer for people who want to have fun.

Say hello to Macintosh.

Positioning

Positioning becomes branding

National exampleTACO BELL

Think outside the bun.

Local example2 BY 2012

Live and let ride.

Creative brief and brand strategy

• The creative brief – begin with the end in mind– http://www.fireinspiration.com/portfolio/success/

logo-creative-brief/

Get a good logo

• www.logoworks.com• www.logodesignguru.com• www.logomojo.com• www.99designs.com

Good design and common pitfalls

• Make my logo bigger• I love gradients: print vs. web applications• Arial (this is not a print font)• Resist the Frankenstein approach to revisions

Define and produce collateral

• Identity packages• Marketing components and sales collateral

(how will you market and sell?)• www.crowdspring.com• www.99lines.com• http://www.guru.com/

Define and produce collateral

• www.moo.com• www.vistaprint.com• www.psprint.com• www.48hourprint.com

Build a web presence

• Know what’s out there– Search Google– Domains (Domai.nr)– Usernames (KnowEm.com)

Master your domain

• Website/Blog– Easy to find– Easy to navigate– Easy to maintain

• Tools– CMS: Drupal, Joomla, WordPress (All free)– Hosting: Rackspace, GoDaddy

Get listed

• Directories– Google, Bing, Yahoo!– www.yelp.com– Local listings: Dispatch BizList– www.getlisted.org– Local social networks: Foursquare.com

Leverage social media

• Start by listening– www.google.com/alerts– search.twitter.com – Check Facebook

• Find your audience– www.flowtown.com– Gmail

Be worth talking about.

Leverage social media

• Build a presence– Facebook, LinkedIn, Twitter (if relevant)

• Use multimedia– Photos: Flickr.com, Picasa.com– Video: YouTube, Vimeo (Try Pixability)

• Stay on top of the conversation– Postling.com, HootSuite.com, Tweetdeck

picasaweb.google.com/lh/photo/NGZuCZ3r96c1HG7EFL0drQ

“80% of success is showing up.”

picasaweb.google.com/lh/photo/NGZuCZ3r96c1HG7EFL0drQ

Just dive in.

Text my30to 88000.