Your brand is not just what you say, not how you look or what you do. It’s everything that makes you who you are. It’s your IDENTITY! Uncover your brand and prosper!

1. The power of identity in the mind of the consumer

2. Commodity: I Don’t care which one

3. Brand: I will go out of my way for my preference

4. A good brand is a product or
service who's identity is so strong
and desired that people believe
there is no substitute.

5. Branding can be a huge contributor to a
company’s bottom line.
brand contribution
Brand Brand Value to overall mkt value
69.6 billion 69%
26.4 billion 71%
29.3 billion 68%

6. There are so many misconceptions around
what a brand really is. Is it…
• A logo?
• Product packaging?
• The image you want to portray
about your company?
• A vague mix of indefinable things?

7. A brand is something that identifies one seller’s
goods & services as being distinct from those of
another seller.
But this only touches the surface…

8. It’s not just what you say, not how you look or
what you do. It’s everything that makes you
who you are.
It’s your IDENTITY!

9. “This is what I am. This is why I exist.
If you agree, if you like me, you can buy me,
support me, and recommend me
to your friends.”
-James Heaton

10. • What makes you who you are?
• What do you stand for?
• What’s your personality?
• What clothes do you wear?
• What foods do you like?
• What do you talk about?
• What do do on your day off?
These things are all part of
your identity– “brand you”

11. Start by figuring out where you really shine!
• What things do you do better than anyone else?
• What do you do that no one else can?
• Where do you outshine the competition?
• In what ways can you set yourself apart from
others in your industry?
• Who are you NOT?

12. All these things should be reflected in:
• What you say
• How you present yourself
• What you do
• Who you associate with
• You logo and “branding”
• Website
• Sales processes
• etc

13. Some Principles to consider when
Defining your brand. A strong brand is
• Unique
• Focused
• Remarkable

14. Unique- can people easily see the difference
between you and all the other options available in
the market?

15. Focused- Is the benefit you offer clear and concise?
Can your customers easily communicate what makes
you different in one sentence in their own words?

16. Remarkable- Are the things that set you apart things
that your ideal customers will get really excited
about?

17. Once you define your brand, apply it to EVERY
aspect of your organization
• ALL communication & Messaging
• The whole Customer experience
• Employee experience
• Market perception(s)
• The product/ service
• Support
• How interaction with your company makes people
feel

18. He took a long time to
respond to my email, I
wonder if he’s reliable.
“Wow, this guys looks
super creative, I bet
he could help me
build my website!”
I’m awesome,
hire me!
It’s not what you say about yourself but what
others think about you that is the true measure of
your brand

19. As a company, trust is one of the most valuable
things you can develop.
The more consistent you are to
Your values, the more people
trust you.

20. Not everyone will like you. People may even
disagree with your values, but it's important to
know the difference between people who just don’t
like you and those who are disappointed

21. People aren't one dimension objects. They have
multiple facets. A brand should be characterized
by a few clear and specific things, but the way
those things are portrayed can vary depending on
the audience and venue.
It’s not about always looking exactly the same, but
about being consistent to a set of values.

22. Your organization can benefit from having a unique
identity. Having a strong brand isn’t going to win
over everyone, but that’s okay,
Would you rather have 10 people willing to do
practically anything for you, or 1,000 people who
like you, but aren’t devoted enough to lift a finger
when you’re in need?

23. Give people something to be passionate about!