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Bootstrapping Your Brand Day 2

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Overview of the basics of developing your brand identity. Day two covers what you need to know to establish your basic guidelines, examples of basic brand guidelines, and resources to help.

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Bootstrapping Your Brand Day 2

  1. 1. BOOTSTRAPPING YOUR BRAND
  2. 2. WHAT YOU WILL DO TODAY •  Review What You’ve Learned •  Establish What You Can •  Review the Components of a Small Business Brand Guide •  Ask Your Remaining Questions
  3. 3. WELCOME BACK! Dawn Weathersbee : Messaging : @dawnnwb Jess Warren : Graphic Design : @itsheyjess Sam Fagan : Web Design : @suprsamfagan
  4. 4. YOUR WHY We’d like to know why you do what you do: 1.  Remind us about your core offering. 2.  Tell us why you’re passionate/proud/ rewarded by what you do.
  5. 5. GREATEST INSIGHT Tell us the most valuable thing you learned yesterday.
  6. 6. WHAT’S MOST IMPORTANT TO YOU? •  Establishing Mission / Vision / Tagline •  Understanding Your Market through Persona Development •  Identifying Your Brand Personality Characteristics
  7. 7. CONTENT REVIEW Workbook •  Your Mission Statement •  Your Vision Statement •  Your Tagline •  Your Brand’s Values •  Your Brand’s Emotional Benefits •  Your Brand’s Tangible Benefits •  Your Market’s Core Needs •  Your Unique Value Proposition
  8. 8. REACTIONS TO DR. GOLDI’S BRAND GUIDE “I LOVE IT!!!! You made me cry a little.” ~ Dr. Goldi “I feel like I’m part of something big here.” ~Darlene, GC Employee
  9. 9. Your Brand Guidelines
  10. 10. Brand Guidelines : Mission / Vision
  11. 11. Brand Guidelines : Tagline
  12. 12. Who You Serve : Your Target Market
  13. 13. Brand Personality : Emotions + Values
  14. 14. Brand Personality : Emotions + Values
  15. 15. Brand Guidelines : Logo Usage
  16. 16. Brand Guidelines : Logo Usage
  17. 17. Brand Guidelines : Logo Usage
  18. 18. Brand Guidelines : Logo Usage
  19. 19. Brand Guidelines : Colors
  20. 20. Brand Guidelines : Choosing Your Colors
  21. 21. Brand Guidelines : Fonts
  22. 22. Brand Guidelines : The Voice of Fonts
  23. 23. Brand Guidelines : Imagery
  24. 24. Brand Guidelines : Imagery
  25. 25. IMAGERY: WHAT IT LOOKS LIKE
  26. 26. POSSIBLE NEXT STEPS •  Develop your core messaging for each audience •  Find a designer to create your logo and visual brand •  Build your website and other marketing materials to incorporate your key messaging AND your visual brand •  Start experimenting with PR/marketing to figure out where your audiences are
  27. 27. PANEL DISCUSSION Dawn: Maintaining Brand Integrity in Email Marketing and Social Media Marketing Sam: Web Design and Online Marketing Jess: Graphic Design and Your Brand
  28. 28. RESOURCES THAT MAY HELP YOU Skype’s Brand Book: http://download.skype.com/share/blogskin/ press/skype_brandbook.pdf Nielsen’s Segment Explorer: https://www.claritas.com/MyBestSegments/ Default.jsp?ID=30
  29. 29. THANK YOU! Dawn Weathersbee dawnweathersbee@gmail.com, @dawnnwb Jess Warren jess@heyjess.com, @itsheyjess Sam Fagan sam@designitplease.com, @suprsamfagan

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