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Gail Doby, ASID
What does your brand mean Emotions behind the brand What your clients value in the brands
they purchase Your dreams for your brand and business Your vision Your mission
“Beginner’s Mind” – what you will hear seems so common, and yet, if you’re not doing it, it is just something you haven’t heard and applied. Keep an open and learning mind.
“In preparing for battle, I’ve always found that plans are useless, but planning is indispensable” – Dwight D. Eisenhower
[email protected] Send by Monday at 5 Eastern Subject line: Hot Seat What help would you like with your brand One person will get a 15 minute coaching
session during the Q & A Send in your questions if you can’t attend
the live call It is recorded
Fit in Belong Feeling of power Sophisticated Unique Worthy Superior Insecure
It’s not just your logo (mark) or stationery
Collaterals – all paper representations of your brand…these days, collaterals can really mean your digital brochure, too
Your customer service and attention to detail, how you answer the phone, how your employees treat your client, who you recommend…brand essence
Evolution of your brand Leave room for feedback What brands do you prefer and why? Well-defined and well-known brand is a
shortcut Clarity is vital Experience is a huge part of the brand How can you become integrated in their
lives?
Top designer, nationally or internationally known?
Celebrity? Exercise – dream on paper with colors
and pictures Big idea for your brand How do you feel about your own brand?
This can’t be overstated…don’t work with clients that don’t fit your ideal profile
Don’t work with subs or vendors that aren’t a good representation of your brand
Choose your employees as carefully as you choose your spouse or partner
Simple to understand Meaningful Distinctive Future oriented Positive Protectable Clearly expresses what you do Tagline confirms what you do Grabs attention Has a brand promise Authentically you
It’s your path The glue for your business Could include
Goals for profit People you serve Portfolio you want to achieve Partners you want to work with Community commitment
Gap – “Our purpose is to simply make it easy for you to express your personal style throughout your life”
Barbara Barry www.barbarabarry.com Style, personality, brand
expression/extensions, details, messaging
Look up your favorite brands on the Internet
Share of heart Connection Brand experience Brand evangelism Ambassadors Dependency See it through your ideal client’s eyes
Share of mind Share of wallet Share of life – Edie Marks
Your personal name You as spokesperson Company name not related to your
personal name Made-up name 30 – 50 ideas 30 – 50 tag lines
Don’t get feedback until you have the previous exercise complete
Then gather a group for a casual event Use the questions and exercise I gave
you to get feedback
You’ll have a checklist to use Stationery and collaterals CDs and DVDs Notebooks Boxes Labels Fax cover sheets Online, etc.
Font Graphics Photos Colors Materials No tag line No LLC or Inc. No address or telephone number Trademarking of colors is possible Pantone shades are recommended – less is
more
http://www.BeBizSavvy.com http://www.Guru.com http://www.eLance.com http://www.LogoDesign.com http://www.LogoWorks.com $250+ Branding company vs. graphic artist
Develop graphic standard for applications Good quality paper and card stock Printed labels Note cards Stationery good for invoicing Black and White if you fax Separate telephone number for brand No aol addresses for business email
Flimsy or high gloss paper or card stock Perforated Light type on dark backgrounds Careful with using black Photos on your cards AOL account for your business email
Accoutrements like portfolio, pen, etc. Technology – software, cell phone, lap top Outsourcing of 3-D renderings Hand drafting vs. computer drawings Customer service Solving problems Timeliness, responsiveness, consideration and
sensitivity Schedule 2 hours to work on your branding Reminder about Q & A