Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them)

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Learn the basics of branding, the most common mistakes new entrepreneurs make, and how you can have an awesome brand.

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Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them)

  1. 1. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!) Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  2. 2. What to expect... Presentation should be well within the hour time limit Please put questions in the chat box. We’re going to save all questions until the end, but feel free to drop the questions into chat at any time. We’ll be collecting them. There will be a recording available for a limited time after this so you can rewatch if you need to. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  3. 3. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!) facebook.com/rachelralstondesign www.rachelralston.com Hi, I’m Rachel Designer Entrepreneur Brand Identity Strategist
  4. 4. The 3 biggest problems that new entrepreneurs make with their brand are: 1. Thinking it’s only a logo 2. Ignoring it. 3. Being inauthentic or fake. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  5. 5. But first... What is a brand? 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.” www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  6. 6. We define a brand as... a collection of perceptions in the mind of the people who interact with your company. Simplified further - Your brand is how people remember you. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  7. 7. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  8. 8. - rebellious - cool - powerful - freedom - camaraderie/friendship www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  9. 9. Branding... is the act of intentionally curating experiences to create a certain set of memories. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  10. 10. Branding vs. Marketing Branding and marketing are two sides of the same coin, but they aren’t the same thing. Branding is internal Marketing is external www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  11. 11. The first mistake of new entrepreneurs... Thinking your brand is just your logo www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  12. 12. Your brand includes every touchpoint a customer could have - visual identity - customer service - marketing materials - the tone you use in writing - etc... www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  13. 13. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!)
  14. 14. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!) 2nd Most Common Mistake Ignoring your brand or pretending that it isn’t important Branding is a cornerstone of your company
  15. 15. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!) Once it’s clearly defined and articulated, your brand should be your guiding light. It guides your strategy and big picture thinking: your marketing strategy, why and how you interact with employees, customers, and business connections, etc... Your brand is the connective tissue of your company.
  16. 16. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!) Core components of a brand (or how to create your own ‘guiding light’) You want to clearly define and be aware of your: ● Identity - how you want to be perceived, the ideal you strive for ● Image - how you’re actually seen and remembered, your current reputation ● Character - your company’s moral compass (trustworthiness, integrity, honesty, etc) ● Personality - human characteristics- fun, serious, warmth, sentimentality ○ this intersects with your ideal client profile ● Culture - Both internal and external ● Essence or soul - The ineffable place where all of the above points come together. This is your guiding light. It is a long term and strategic positioning that doesn’t change day to day, but evolves with your growth year to year.
  17. 17. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!) Last but not least One of the biggest mistakes a new entrepreneur can make in 2013 is to be inauthentic or fake in their brand.
  18. 18. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!) As a bonus for attending this workshop, I’m going to email out a questionnaire to get you started in your own branding process.
  19. 19. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!) http://rachelralston.com/diybrandingadventure/
  20. 20. www.rachelralston.com Top 3 Mistakes New Entrepreneurs make with their Brand (and how you can avoid them!) Thank you!

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