Definition of “Brand”
o A brand is NOT a logo
o A brand IS:
A person’s perception of a product, service,
experience or organization.
A charismatic brand forms a relationship, it doesn’t
just grab attention.
It's any product, service or company for which
people believe there's no substitute.
Any brand can be charismatic — even yours!
Key ingredients for getting the brand
o clear vision and mission
o nail your positioning
o a strong visual identity that reflects your brand
o clear and consistent messaging that makes the
You must understand the market
o Brands help people make connections and deal
with an overwhelming number of options by
making clear promises and building trust.
o People relate to brands with human qualities.
o What brand personality attributes are authentic to
…to make a connection
Alignment between the target market’s
needs and desires
the expression of an authentic brand personality
connection with your brand.
Use creativity to develop break-
through solutions and differentiate.
“Innovation is what gives brands traction in the
– Marty Neumeier
how design adds to the bottom line
As a differentiator, design often contributes
to brands that are leaders. These brands
can realize greater profit margins than their
o New sales opportunities
o Media exposure
o Network growth
o Leadership opportunities + peer recognition
o More sales closed!
Checklist for marketing success:
o Establish solid positioning
o Develop a great visual brand and messaging
o Target the right audience(s)
o Select a smart mix of tools and activities
o Stay committed
o Track results
o Reevaluate and make adjustments, expand