Déyana M. Walker Brand Identity Guide 1. Brand Name: What is your company name and how will you convey your unique brand through your company name? Address the following questions:Why did you select this name? What is the backstory? Déyana is the name of my company. As an independent artist, I understand that what people identify me as must be different, catchy, and easy to remember. As a teenager, I created my first stage name-Yanna Martini. It was slightly catchy and cute but I am not sure it described whom I really am and whom I want to be viewed as by others. When I graduated college, I began going by D.E.Y. Déy. The reason is because this was my original nickname growing up, and I felt it characterized a fun, spunky young lady. However, now I have decided to go forward as simply Déyana. I believe my God-given name suits my aura and brand perfectly.Discuss its strengths and any concerns you may have with this name. My name is very rare, and extremely artistic. Not to mention, many people have complimented my name since birth, and I believe it is beautiful. The name fits well with the tagline I’ve created for myself. The concern I have is the spelling of my name; Déyana is fairly short and simple to pronounce but it is spelled different than most imagine. Until, my name is well known by many, I may have to work a little harder to make sure people identify it with the correct spelling.
Is the name protectable as outlined on USPTO.gov? Déyana is protectable as outlined on USPTO.gov, as well as unused (as far as searches go).Is your domain name available for your company’s brand name?Discuss your results and your strategy for your online brand. According to a few domain name websites, including GoDaddy.com, the domain name, JustDeyana.com, is inexpensive and completely available for my online brand presence.The Law of Either/Or in The 22 Immutable Laws of Branding explains that it’s best I use the Internet to be a business for myself selling my recording products, and as an information medium about Déyana. My plan is to use Just Déyana as the way to advertise for my online brand; it’s using my company name within the title but it’s a proper name with adifferent twist in order to be a complete online brand. I believe I’ve done well already in reference to The Law of Time by creating a FB page online quickly, Just Déyana. Now, I just have to jump on my website immediately.What category does it fall into based on the categories in the legalarticle Pursuing Strong Brand: (Fanciful, Arbitrary, Suggestive,Descriptive, Generic). I would say that my company’s brand name is fanciful. According to the legal article, Pursuing Strong Brand, Déyana is ―uncommon, and therefore distinctive.‖ I should be able to register the brand name immediately, and be secure in the fact that it will be strongly protected.
2. Logo: As you build your brand identity, consider all of theaspects of creating a meaningful company logo. Address the following questions:Define why your logo reflects your unique brand. Why do you believethis would be an effective logo? Be specific. My logo reflects my unique brand by showcasing creativity andsimplicity. My logo is just my name (Just Déyana) with a simple roseattached, which is representative of the bumps in the road (thorns) butbeauty as a result.How are the ―laws‖ of shape and color supported? My logo is in letterform but fits the width for both eyes to see.Additionally, the words are two variations of blue, making sure theentire logo is all one color. The only spurt of different color is the rose.Which type of logo would be best suited based on the categoriespresented: Wordmark, Letterform, Emblem, Pictorial Mark,Abstract/Symbolic.Provide your company’s logo by showing a sketch, mock-up or anactual logo with details in the areas of style, color, shape, and overalldesign. Provide a detailed description of the actual logo with specificdetails in the areas of style, color, shape, and design. 3. Tagline: Create a tagline that is consistent with your brandidentity. Address the following questions:Why is this an effective tagline?
My tagline is Déyana is ShowBIZ. This is an effective tagline because it is short, simple, and catchy. It also has a backstory and an important meaning. Ironically, my real name is Déyana, but my line name within my Greek organization is ShowBIZ. BIZ is an acronym that stands for Bringing Intrinsic Zeal, because that’s what I do with everything I apply or involve myself to or in. It’s different, and I believe people will remember it.Does this tagline speak to your customers/clients? How? Déyana is ShowBIZ speaks to my audience because I am an entertainer but it puts emphasis on the fact that although I am an artist, I am a businesswoman. When one thinks of Déyana, he/she thinks of a creative and positive artist-a unique individual. When the word show comes to mind, a spectacular performanceof some sort follows not too long behind; so together I believe the tagline I’ve chosen speaks directly to my personal brand.What type of tagline does it represent, based on the categoriespresented? (Imperative, Descriptive, Superlative, Provocative,Specific). My tagline is descriptive and specific, based on the categories listed in Taglines. Déyana is ShowBIZ describes my service, brand promise and conveys entertainment obviously to be the business category.Does the tagline reinforce the brand message? Explain yourdifferentiator and your creative strategy. Since my brand is ―fresh, loyal, passionate, and driven‖ in addition to people-oriented and artistic, the name Déyana speaks to that, and because I am a well-rounded entertainer, ShowBIZ speaks to that. I am able to put on a full show using any one or all of my talents while remaining fully concerned about business, and presenting myself as such.
Is your tagline short, unique, easy to say, and positive? Déyana is ShowBIZ is simply three words that involve my unique brand name, is full of positivity, and rolls off the tongue easily.Is it designed with the logo in mind? Show the tagline positioned withthe logo you have created. No quotes. 4. Corporate Culture: As you build your company and yourbrand identity, what will be your primary company objectives orcorporate vision? Include your company’s main values and beliefs as avision statement or corporate philosophy. (Use Zappos’ corporateculture as an example.) Address the following questions:How will you carry out these objectives? Define your corporate vision. My vision is to put forth a GRIND HARD mindset while providing the public with a positive, fun, unique and customer oriented presentation every single time that I step in front of an audience.Provide at least two specific tactics or examples of how you willdevelop a strong culture based on your company’s values and beliefs. I will continue to post on my blogs—professional and personal in order to keep my audience updated about my most recent events. This is also a way for my audience to witness the GRIND HARD mindset. As far as fun, unique, and customer oriented, I plan to continue self-development and share what I know with my audience on stage through performance. I believe this will contribute to my company’s strong culture, values and beliefs by stressing positivity.
5. Mission Statement or Mantra: Provide a unique, benefits-based mission statement or mantra that reflects the concepts learned inthis course. Address the following questions:How and where will this mission statement/mantra be communicated? My mantra is Package your Passion, and it will be communicated through my online presence, in my live presentations, and on my interactive tools (virtual business card, print media, text marketing, etc.).Is it directed to employees or to customers? Package your Passion is directed to my audience; it’s my way of teaching everyone that if you have more than one skillset or passion, learn to package all of them together to accomplish your dream. I want to leave people with the message that there is a way to use all of your skillsets to compliment one another, come together and help create you—or your brand.Does your mission statement incorporate direction, focus, policy,meaning, challenge, and passion? Is it concise, unique, andmemorable? My vision is to put forth a GRIND HARD mindset while providing the public with a positive, fun, unique and customer oriented presentation every single time that I step in front of an audience. I definitely think this statement exudes success, including direction, focus, meaning, and passion. It is cut and clear, and although it has simple terms, I believe it’s short enough to remember.Does it tell your company story in less than 30 seconds?
My mantra tells what I teach people to do for a living in three words.Therefore, I’m sure it’s a good description of my business. 6. Product Mock-up/Service Description: Provide a sketch,drawing, building concept, or package design for your product orprovide a visual and written description of your service as it wouldappear on your website. On my website, I will have a sectionthat will showcase my live shows, and I will have an ecommerce section to sell digital download cards of my music products.7. Competitive Brand AnalysisProvide one example of an actual logo from another company that youfeel is effective in conveying the spirit of the logo you would create orthat is similar to what you would like to have created for you by yourmarketing department or graphic designer. Describe in detail its mainattributes and brand essence based on the logo elements. This logoexample could be outside of your category. For example, you mightreally like the ED HARDY logo but you are developing a restaurant. Tishina Pettiford (tishspeaks.com) has a simple, yet elegant brandin letterform, which simply includes her name and a small imagerepresenting her. The brand essence is classy, fun, approachable, andartistic based on the logo elements.Provide at least 3 examples of actual logos from your main competitors- both direct and indirect – or those within your niche industry. Discussbrand strategy trends in your niche. Describe in detail the mainattributes of the brands and discuss thebrand, based on the logoelements. Kelly Rowland, Dawn Richard, Elle Varner would be three artiststhat I consider competitors in my industry. However, brand strategytrends in the music industry don’t revolve as much around taglines,mantras, and logo as they do the genre of music. The main attributesthat most artists’ brands and their logos have in common are simple and
large. All three women have websites that display their logos to betheir full names or initials, in Dawn Richard’s case.Include and describe your one main competitor’s tagline. How does itdistinguish your Company from your main competitor? Explain. If notagline is used, analyze the brand’s positioning statement. Dawn Richard doesn’t necessarily have a tagline but herpositioning statement revolves around pushing R&B music to a wholenew genre of music. She wants to be known for finding different andnew ways to make R&B music modern and more acceptable to thepublic. I am definitely unique in comparison to Dawn Richard,because my focus is simply not on R&B. I’d like to push all music tonew limits; I also do all the things she does and then some. So whereher position in the industry is focused on one genre according to herstatement, my tagline advertises the businesswoman in me and refers toperforming all around.How is your mission statement different or unique compared to yourone main competitor’s mission statement and/or vision statement?Include their mission statement or corporate vision. I am unsure of what Dawn Richard’s mission or vision statementis. However, I believe my mantra is different from everyone’s becauseof the concept of having too many skillsets to keep them allcompartmentalized. I think it is unique to bring them all together tocompliment one another, and continue doing all the things one loves.