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Building your brand

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  • * IADIE Branding Worksheet

Building your brand Building your brand Presentation Transcript

  • Uncovering Your Brand, Niche and Unique Offering
    The Art of Telling YOUR Story
    1
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • Workshop Goals
    2
    Review Current Brand (if exists)
    Brainstorm Ideas
    Build Participation
    Establish Basis for Brand Process
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • What is a brand?
    Definition:
    The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
    What else?
    It’s your personality.
    It’s the promise you make to the world.
    It’s a lifestyle.
    It can be a company’s most valuable asset.
    3
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • What a defines a brand?
    Pricing
    Distribution
    Quality
    Presence
    Awareness
    Reputation
    Image
    Benefits
    Position Salience
    Preference
    Share of Market
    Customer Commitment
    4
    (© The International Association of Design Industry Entrepreneurs, 2010
  • Examples of Strong Brands…
    5
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • How is your brand experienced?
    The obvious…
    Your website
    Your business cards
    Your logo
    Your business name
    Your elevator pitch
    Your brochures
    The not-so obvious…
    Your headshot
    Your e-mail signature
    Your vehicle
    Your external AND internal communications
    Your social media presence
    Your phone/voice mail greeting
    Your estimates & invoices
    The way you look & act.
    The way you ARE.
    6
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 5 Areas of Branding
    7
    Brand Position
    Brand Promise
    Brand Personality
    Brand Story
    Brand Associations
    *See IADIE Branding Worksheet
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 1. What is your vision?
    (Refer back to our first month’s curriculum.)
    Your vision statement(s) answers this question: “What are we building?” and “What do we want to be?”
    Focus is on the future
    Guides the mission and business plan
    Should be a memorable and engaging expression of hope and inspiration.
    8
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 2. What is your purpose?
    What’s your mission?
    Why are you in business?
    Who do you serve?
    9
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 3. What are your values?
    What is your belief system?
    What fuels you?
    What are you passionate about?
    What will keep you excited, happyand driven, even on those tough days?
    10
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 4. What are your goals?
    Look at long term, and short term goals.
    What do you want to accomplish?
    11
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 5. What are your brand attributes?
    What words best describe the value you offer?
    Your personality?
    12
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 6. What are your core strengths?
    For what are you known?
    Where do you excel?
    Build on that!
    13
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 7. How do others describe you?
    What is your reputation in the market place?
    Survey your customers and your S.O.I.
    14
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 8. What are your weaknesses?
    Go back to your SWOT Analysis.
    What could you improve?
    What should you avoid?
    What are people in your market likely to see as weaknesses?
    What factors lose you sales?
    15
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 9. Identify your customer.
    Identify your target audience.
    Who is your customer?
    Create a customer profile.
    16
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • 10. What differentiates you from the competition?
    Why are you the best choice?
    What unique value do you bring to your customers?
    17
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • Develop & define YOUR relevant brand.
    Create a “Brand Binder” or shared file!
    Become an ambassador of your brand.
    Share it with your team.
    Create a habit of consistent brand execution.
    18
    (c) The International Association of Design Industry Entrepreneurs, 2010
  • Steps to building your brand…
    Assess where you are:
    Use the Survey
    Brand Experience Checklist
    Get clear about where you want to go.
    Do it!
    Implement one step at a time.
    Create a habit around checking in on your brand.
    (c) The International Association of Design Industry Entrepreneurs, 2010
    19
  • Don’t forget…
    Tune into Ignite. Inspire. Thrive on Design Biz Radio, Wednesdays at 11am Central!
    (c) 2010- International Association of Design Industry Entrepreneurs
    20
    www.designbizradio.com