The document discusses branding and how to define a brand. It explains that a brand consists of various visual and non-visual elements that create a mental impression. These elements include logos, websites, signage, marketing communications, and customer experiences. The document then provides tips for defining a brand promise or positioning statement to communicate the brand's mission and value. It also outlines the services that Amanda Hart Design provides to help clients define their brand identity and develop branding strategies and visuals.

1. Branding Your Business.
Branding You.
Amanda Hart Design

2. What is a
01 brand?
What
makes up a
brand?
02
03 Logos
04 Personal Branding
05 Defining Your Brand Promise
06 How we help clients
.
07 Q & A

3. Branding
What is it?

4. 4
“…anything that leaves a
mental picture of the
brand’s identity”
-- Leo Burnett
What is a brand?

5. 5
What is a brand?
• Logo
• Website
• Office Sign
• Office design
• Name
• Tagline
• Positioning statement
• Print Advertising
• Social media
marketing/advertising
• Radio Advertising
• Business Cards & Letterhead
• The way you answer the phone
• The way you respond to emails
• The way your office smells
• The way you respond to clients
after the sale…

6. 6
What is a brand?
Effective branding and marketing
ensures that you have what
your clients want and
that they want what you have.

7. Logos

10. For a Brand to Succeed
Distinctiveness - Logo must be strong and engaging
Visibility - Logo must reproduce well in all applications; as small as a
quarter and as large as a billboard
Usability - Logo must be usable in all media types; from print to
online, from black & white to full-color
Memorability - Logo must be a graphic that is easily recognized and
remembered
Universality - Logo must resonate with target market
Timelessness - Logo must stand the test of time, without the use of
trendy styles
10

11. 11
Your agency’s brands.

12. YOU are your brand.

13. Examples

14. 14
Examples of Personal Branding

15. 15
Examples of Personal Branding

16. 16
Examples of Personal Branding

17. 17
Examples of Personal Branding

18. Defining your
Brand promise.

19. 19
What is a brand promise
or positioning statement?
A brand promise or a positioning statement is a concise
message about the mission of your company, who you
want to reach and how you are going to reach them.

20. 20
Developing the Brand Promise
“If you don’t know where
you’re going, any road will
get you there.”
-- Lewis Carrol

21. 21
Developing the Brand Promise
1. What do I offer? What is my brand promise?

22. 22
Developing the Brand Promise
2. How is what I offer different from my competition?
How will I deliver my brand promise?

23. 23
Developing the Brand Promise
3. Why should my customers buy from me?
How am I unique?
• Be genuine – be who you are (Think know, like and trust)
- Write down qualities that make you different
• Build trust over time
• Be consistent with your branding over time

24. Examples

25. Examples of Brand Promises
• To refresh the world...
• To inspire moments of
optimism and
happiness...
• To create value and
make a difference.
25

26. Examples of Brand Promises
Our mission statement up to the year 2020 is clearly defined: the
BMW Group is the world’s leading provider of premium products
and premium services for individual mobility.
26

27. Examples of Brand Promises
According to the Economist Steve Job’s mission for Apple in 1980
was - “To make a contribution to the world by making tools for
the mind that advance humankind.”
27

28. How we help
clients

29. 29
How we help clients
Step 1: Audit
Understand where you are now
• Vision and mission
• Target markets
• Positioning
• Product offering
• Messaging and communications
• Delivery of brand promise

30. 30
How we help clients
Step 2: Position
Conduct research to answer four questions:
• What is the pain?
• What attributes drive purchase?
• Why you?
• What are the information sources?

31. 31
How we help clients
3. How we accomplish this
• Internal “Brandstorming” session
• “Talking” with clients and referrers
• Competitive analysis
• Marketing channel research

32. 32
How we help clients
4. Possible deliverables
• Name recommendations
• Tagline recommendations
• Target market recommendations
• Product/service mix recommendations
• Positioning statement
• Key message development

33. 33
How we can help you.
5. Marketing Plan
Part 1: What is the Strategy?
• Objectives
• Competition
• Market forces
• Strengths, weaknesses, opportunities and threats
• Target market
• Positioning
• Product design and pricing

34. 34
How we can help you.
5. Marketing Plan
Step 2: What are the tactics?
• Tactics (identity, online and offline)
• Budget
• Timeline
• Responsibilities
The Marketing Plan not only tells you what you will do,
it also tells you what you won’t do

35. 35
How we can help you.
6: Identity Creation- Visuals
– Name
– Tagline
– Logo
– Identity materials
(business cards, letterhead, etc.)
– Collateral Pieces

36. Examples

37. 37
Michael Menn Ltd.
• Situation
– Startup
– Client well established in industry
– Blank sheet
• Developing the Brand Promise
– Based upon years of experience working with this client in
other businesses
• Name (Michael Menn, Ltd.) and tagline
• Positioning statement
• Key messages

38. 38
Michael Menn Ltd.
• Communicating the Brand Promise
– Identity
• New logo
• New identity materials
– Online
• New Website
• Blogging
• Social media

39. Michael Menn Ltd.
39
Michael Menn Ltd. is your premier source for architectural and construction
excellence. We strive to exceed the goals of our clients, be it for renovation,
remodeling, additions or new construction.

40. About Amanda Hart
• Strategy, design, social media, account management
• Professional graphic design and marketing for 14 years
• Work experience for clients such as Lake County, IL Convention and
Visitors Bureau, Abbott Laboratories, LG Construction +
Development, Edward Jones, and other industries such as
retirement living, interior design, real estate and food industries
• BA in Graphic Design from Eastern IL University
40

41. 41
Amanda Hart Design
• Leverage: we do what we do well so you can do what you do well
• Skill: we are experienced experts at what we do, and we only work
with strategic partners and vendors who are experienced experts at
what they do
• Service: we pride ourselves on being extremely responsive (and are
not afraid to nag you to keep things moving) and only work with
strategic partners and vendors who are extremely responsive (and
who are not afraid to nag us)
41

42. Q & A

43. Thank You

44. Thank you for taking the
time to meet with us and
talk about the importance of
branding your company
correctly!
Email:
Amanda@AmandaHart.net
Contact Us!
Phone Number:
Amanda: 815-579-1458
Websites:
AmandaHart.net