This document provides an overview of establishing and maintaining a small business brand. It discusses reviewing brand fundamentals like mission, vision, and target personas. The bulk of the document outlines the key components of a brand guide, including logo usage, colors, fonts, imagery and voice. It emphasizes establishing brand integrity across all marketing channels and provides resources for reference. The workshop is concluded with a panel discussion on maintaining brand consistency in different media and a Q&A.

1. BOOTSTRAPPING YOUR BRAND

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. WELCOME BACK!
Dawn Weathersbee : Messaging : @dawnnwb
Jess Warren : Graphic Design : @itsheyjess
Sam Fagan : Web Design : @suprsamfagan

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. GREATEST INSIGHT
Tell us the most valuable thing you learned
yesterday.

6. WHAT’S MOST IMPORTANT TO YOU?
• Establishing Mission / Vision / Tagline
• Understanding Your Market through
Persona Development
• Identifying Your Brand Personality
Characteristics

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. 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. Your Brand Guidelines

10. Brand Guidelines : Mission / Vision

11. Brand Guidelines : Tagline

12. Who You Serve : Your Target Market

13. Brand Personality : Emotions + Values

14. Brand Personality : Emotions + Values

15. Brand Guidelines : Logo Usage

16. Brand Guidelines : Logo Usage

17. Brand Guidelines : Logo Usage

18. Brand Guidelines : Logo Usage

19. Brand Guidelines : Colors

20. Brand Guidelines : Choosing Your Colors

21. Brand Guidelines : Fonts

22. Brand Guidelines : The Voice of Fonts

23. Brand Guidelines : Imagery

24. Brand Guidelines : Imagery

25. IMAGERY: WHAT IT LOOKS LIKE

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. 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. 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. THANK YOU!
Dawn Weathersbee
dawnweathersbee@gmail.com, @dawnnwb
Jess Warren
jess@heyjess.com, @itsheyjess
Sam Fagan
sam@designitplease.com, @suprsamfagan