How to Create an Impossibly Great Brand by David Brier

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Inspired by this quote:
“Impossible is just a big word thrown around by small men who find it easier to live in the world they've been given than to explore the power they have to change it. Impossible is not a fact. It's an opinion. Impossible is not a declaration. It's a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.” ― Muhammad Ali

nspired byFast Company blogger David Brier is an award-winning designer and branding expert who works with startups, existing companies, both large and small to help them have a brand voice that gets heard. Too many companies start out with a cliche me-too message and then spend their entire marketing budget trying to now get noticed with a ball and chain of sound-alike messages and same-as-everyone-else branding.

If you’ve ever wanted to know how to create a successful brand, subscribe to http://www.risingabovethenoise.com. This site is designed for you.

The strategies discussed have helped our clients grow — some as little as 20% growth to one client seeing sales explode 300% in a single month — after implementing our design and strategies. These exact strategies, successes and insights have already been featured in Forbes.com, Fast Company, The Build Network, and INC..

In fact, over 459,000 (yes, nearly half a million) professionals have viewed my presentations on branding on Slideshare.

"It’s only after delivering results to such companies as Revlon, Estee Lauder, Botanical Bakery, Legacy Chocolates, Coco Polo, Joanna Vargas, KnowBe4.com and numerous startups and even cities that I feel this information is worthy of your time."

Through this site, you get these insights and strategies for free.

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How to Create an Impossibly Great Brand by David Brier

  1. THEIMPOSSIBLEBRANDFORMULABY DAVID BRIER
  2. “Impossibleisjustabigwordthrownaroundbysmallmenwhofinditeasiertoliveintheworldtheyvebeengiventhantoexplorethepowertheyhavetochangeit.Impossibleisnotafact.Itsanopinion.Impossibleisnotadeclaration.Itsadare.Impossibleispotential.Impossibleistemporary.Impossibleisnothing.” ― MuhammadAliImpossible
  3. “IMPOSSIBLE”SUCKSTHELIFEOUTOFYOURBRAND’SPOTENTIAL
  4. THESENEXT3QUESTIONSWILLPUTIMPOSSIBLEINITSPLACE
  5. ANDRESTOREYOURBRAND’SABILITYTOBEACUSTOMERMAGNET
  6. ANDRESTOREYOURBRAND’SABILITYTOBEACUSTOMERMAGNETThere’sevenanexampleshowinghowApplesoldtensofmillionsofproductusing“TheImpossibleBrandFormula”
  7. ANSWERTHIS:
  8. ANSWERTHIS:Whydosomebrandsgrow explosivelywhileothers(thatshouldbethriving)diea lonely and forgettable death?
  9. Somecompaniesthinkit’showdeepone’spocketsare.
  10. Somecompaniesthinkit’showdeepone’spocketsare.“Ooh,that’sgettingpersonal.”
  11. Somecompaniesthinkit’showdeepone’spocketsare.Butit’snotthesizeofthewalletbutwhatyoudowithitthatcounts.“Ooh,that’sgettingpersonal.”
  12. Somecompaniesthinkit’showdeepone’spocketsare.Butit’snotthesizeofthewalletbutwhatyoudowithitthatcounts.“Ooh,that’sgettingpersonal.”“GetbackJack.”
  13. Itstartshere:“Whoarewe,andhowdoweconveywhoweareinawaythat’smeaningfultoourcustomersandthevaluestheyholddear?”
  14. Itstartshere:“Whoarewe,andhowdoweconveywhoweareinawaythat’smeaningfultoourcustomersandthevaluestheyholddear?”“Meaningfultocustomers?That’simpossible!”
  15. “Oh crap.”FollowDavidBrieronTwitter Subscribetogetfreeupdates
  16. “Oh sh*t.”FollowDavidBrieronTwitter Subscribetogetfreeupdates
  17. “Oh.”FollowDavidBrieronTwitter Subscribetogetfreeupdates
  18. Andnowthose3QUESTIONSFollowDavidBrieronTwitter Subscribetogetfreeupdates
  19. Andnowthose3QUESTIONS“Bringiton.”FollowDavidBrieronTwitter Subscribetogetfreeupdates
  20. QUESTION1
  21. QUESTION1Who are ourprospectivecustomers?
  22. QUESTION1Who are ourprospectivecustomers?Grab a piece of paper anddefine them. Their likes.Their dislikes. Theirpassions. Their hates.Write this down. Really.
  23. QUESTION2
  24. What are theirvalues andpriorities?QUESTION2
  25. What are theirvalues andpriorities?Note down the things theyaspire to have. The changesthey seek to attain. Theproblems or inefficienciesthey seek to overcome.Done? Go to the next slide.QUESTION2
  26. QUESTION3
  27. Who are weand are wea passionateextension ofthose values?QUESTION3
  28. Who are weand are wea passionateextension ofthose values?Thisgoesbacktoourveryfirstquestionaboutwhoweare.Youmustdefinethis.Why?Becauseifyoudon’tdecideit,themarketplacewillconcludewhoyouareforyou.QUESTION3
  29. How didSteve Jobsapply this*when helaunchedthe firstiPod?*TheImpossibleBrandFormula
  30. Whoareourprospectivecustomers?Appleidentifiedthosewhogrewuponcomputers,livedforinstantgratificationandwerepassionateaboutmusic.QUESTION1
  31. Whataretheirvaluesandpriorities?Theylovetheirmusic.Theyliveontheircomputers.AppleclosedtheloopwiththeintroductionofiTunesthatmadeimmediategratificationpossible,turningeverycomputerintoaninstantcheckoutcounter.QUESTION2
  32. Whoareweandareweapassionateextensionofthosevalues?Welovemusicandinstantaccessjustlikeourcustomers.Theirvaluesareours:Music.Now.EverywhereIgo.QUESTION3
  33. Andthiswassummarizedin5powerfulwords:1,000songsinyourpocket.
  34. Now, add into the mix:
  35. Now, add into the mix:• 168millionYouTubevideosviewedper hour
  36. Now, add into the mix:• 168millionYouTubevideosviewedper hour• 126millionGooglesearchesmadeper hour
  37. Now, add into the mix:• 168millionYouTubevideosviewedper hour• 126millionGooglesearchesmadeper hour• 120millionemailssentper hour
  38. Now, add into the mix:• 168millionYouTubevideosviewedper hour• 126millionGooglesearchesmadeper hour• 120millionemailssentper hour• 336millionmessagestextedper hour
  39. Now, add into the mix:• 168millionYouTubevideosviewedper hour• 126millionGooglesearchesmadeper hour• 120millionemailssentper hour• 336millionmessagestextedper hour• 16.5milliontweetsper hour
  40. “But it’simpossible tothink like that.”
  41. bull sh*t
  42. bull sh*tThe way to survival and brand growthis to think exactly like that.
  43. bull sh*t(And if you need a reminder)The way to survival and brand growthis to think exactly like that.
  44. “Impossible is just a big word thrown around by smallmen who find it easier to live in the world theyve beengiven than to explore the power they have to change it.Impossible is not a fact. Its an opinion. Impossible is nota declaration. Its a dare. Impossible is potential.Impossible is temporary. Impossible is nothing.”  ―  Muhammad Ali
  45. to unleash the powerof “The ImpossibleBrand Formula”
  46. Who are ourprospectivecustomers?TIPS FORQUESTION1
  47. Who are ourprospectivecustomers?TIPS FORQUESTION11. Honestly isolateyour audience
  48. Who are ourprospectivecustomers?TIPS FORQUESTION11. Honestly isolateyour audience2. Divide them byinterest and needs
  49. Who are ourprospectivecustomers?TIPS FORQUESTION11. Honestly isolateyour audience2. Divide them byinterest and needs3. Decide who youcan best serve
  50. What are theirvalues andpriorities?TIPS FORQUESTION2
  51. What are theirvalues andpriorities?TIPS FORQUESTION21. Excel in yourability to separateout the importantfrom the trivial
  52. What are theirvalues andpriorities?TIPS FORQUESTION21. Excel in yourability to separateout the importantfrom the trivial2. Discover whatgets them excited,motivated, driven
  53. Who are weand are we apassionateextension ofthose values?TIPS FORQUESTION3
  54. Who are weand are we apassionateextension ofthose values?TIPS FORQUESTION31.Betheambassadorofthosevaluesandimportancesthatyourcustomersconsidervaluable
  55. Who are weand are we apassionateextension ofthose values?TIPS FORQUESTION31.Betheambassadorofthosevaluesandimportancesthatyourcustomersconsidervaluable2.Perfectthatovertime
  56. Who are weand are we apassionateextension ofthose values?TIPS FORQUESTION31.Betheambassadorofthosevaluesandimportancesthatyourcustomersconsidervaluable2.Perfectthatovertime3.Rinseandrepeat
  57. Want further examples ofovercoming “impossible”?LearnhowaNapaValleygourmetbakerincreasedsales900%in2years.Readthatstoryhere.Discoverhowastartuprebooteditsbrandandsalesforitslineofkid’spaintproducts.Readthatstoryhere.Findouthowachocolatecompany10Xedsalesinoneyear.Readthatstoryhere.Uncoverhowajewelryaccessorycompanytransformedtheirbrandandsavedamarriage.Readthatstoryhere.Seehowafastfoodburgerjointgarnered2,000newcustomerswithin90daysofopeningitsdoors.Readthatstoryhere.
  58. 83.5%ofthepeoplewhoviewedthis*didthefollowing:*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincolnSubscribe
  59. 83.5%ofthepeoplewhoviewedthis*didthefollowing:1.Theytweetedaboutit,*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincolnSubscribe
  60. 83.5%ofthepeoplewhoviewedthis*didthefollowing:1.Theytweetedaboutit,2.TheyshareditonLinkedIn,*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincolnSubscribe
  61. 83.5%ofthepeoplewhoviewedthis*didthefollowing:1.Theytweetedaboutit,2.TheyshareditonLinkedIn,3.TheyfollowedmeonTwitter,*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincolnSubscribe
  62. 83.5%ofthepeoplewhoviewedthis*didthefollowing:1.Theytweetedaboutit,2.TheyshareditonLinkedIn,3.TheyfollowedmeonTwitter,4.Theysubscribedtomyblog,*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincolnSubscribe
  63. 83.5%ofthepeoplewhoviewedthis*didthefollowing:1.Theytweetedaboutit,2.TheyshareditonLinkedIn,3.TheyfollowedmeonTwitter,4.Theysubscribedtomyblog,5.TheyviewedandsharedtheSlidesharesonthefollowingpage,andsomeeven*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincolnSubscribe
  64. 83.5%ofthepeoplewhoviewedthis*didthefollowing:1.Theytweetedaboutit,2.TheyshareditonLinkedIn,3.TheyfollowedmeonTwitter,4.Theysubscribedtomyblog,5.TheyviewedandsharedtheSlidesharesonthefollowingpage,andsomeeven6.Hiredustobuildtheirbrandtokickassandgrow.*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincolnSubscribe
  65. EvenmorepresentationsbyDavidBrierthathaveexceeded357,893 views:SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
  66. EvenmorepresentationsbyDavidBrierthathaveexceeded357,893 views:SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
  67. EvenmorepresentationsbyDavidBrierthathaveexceeded357,893 views:SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
  68. EvenmorepresentationsbyDavidBrierthathaveexceeded357,893 views:SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
  69. EvenmorepresentationsbyDavidBrierthathaveexceeded357,893 views:SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
  70. EvenmorepresentationsbyDavidBrierthathaveexceeded357,893 views:SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.Isyourbrandbuiltforgrowth?Willitriseabovethenoise?Ifnot,let’stalk.
  71. Want moreinsights?FollowDavidBrieronTwitter Subscribetogetfreeupdates
  72. Want moreinsights?VisitandsubscribeatRisingAboveTheNoise.comFollowDavidBrieronTwitter Subscribetogetfreeupdates
  73. Want moreinsights?VisitandsubscribeatRisingAboveTheNoise.comFollowDavidBrierontwitter:@davidbrierFollowDavidBrieronTwitter Subscribetogetfreeupdates
  74. Want moreinsights?VisitandsubscribeatRisingAboveTheNoise.comFollowDavidBrierontwitter:@davidbrierDesign,artdirectionandtextbyDavidBrierofDBDInternationalCopyright2013DBDInternationalFollowDavidBrieronTwitter Subscribetogetfreeupdates

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