Gail Doby, ASID. What does your brand mean Emotions behind the brand What your clients value in the brands they purchase Your dreams for your brand and.

Gail Doby, ASID

What does your brand mean Emotions behind the brand What your clients value in the brands

they purchase Your dreams for your brand and business Your vision Your mission

“Beginner’s Mind” – what you will hear seems so common, and yet, if you’re not doing it, it is just something you haven’t heard and applied. Keep an open and learning mind.

“In preparing for battle, I’ve always found that plans are useless, but planning is indispensable” – Dwight D. Eisenhower

[email protected] Send by Monday at 5 Eastern Subject line: Hot Seat What help would you like with your brand One person will get a 15 minute coaching

session during the Q & A Send in your questions if you can’t attend

the live call It is recorded

Fit in Belong Feeling of power Sophisticated Unique Worthy Superior Insecure

It’s not just your logo (mark) or stationery

Collaterals – all paper representations of your brand…these days, collaterals can really mean your digital brochure, too

Your customer service and attention to detail, how you answer the phone, how your employees treat your client, who you recommend…brand essence

Evolution of your brand Leave room for feedback What brands do you prefer and why? Well-defined and well-known brand is a

shortcut Clarity is vital Experience is a huge part of the brand How can you become integrated in their

lives?

Top designer, nationally or internationally known?

Celebrity? Exercise – dream on paper with colors

and pictures Big idea for your brand How do you feel about your own brand?

This can’t be overstated…don’t work with clients that don’t fit your ideal profile

Don’t work with subs or vendors that aren’t a good representation of your brand

Choose your employees as carefully as you choose your spouse or partner

Simple to understand Meaningful Distinctive Future oriented Positive Protectable Clearly expresses what you do Tagline confirms what you do Grabs attention Has a brand promise Authentically you

It’s your path The glue for your business Could include

Goals for profit People you serve Portfolio you want to achieve Partners you want to work with Community commitment

Gap – “Our purpose is to simply make it easy for you to express your personal style throughout your life”

Barbara Barry www.barbarabarry.com Style, personality, brand

expression/extensions, details, messaging

Look up your favorite brands on the Internet

Share of heart Connection Brand experience Brand evangelism Ambassadors Dependency See it through your ideal client’s eyes

Share of mind Share of wallet Share of life – Edie Marks

Your personal name You as spokesperson Company name not related to your

personal name Made-up name 30 – 50 ideas 30 – 50 tag lines

Don’t get feedback until you have the previous exercise complete

Then gather a group for a casual event Use the questions and exercise I gave

you to get feedback

You’ll have a checklist to use Stationery and collaterals CDs and DVDs Notebooks Boxes Labels Fax cover sheets Online, etc.

Font Graphics Photos Colors Materials No tag line No LLC or Inc. No address or telephone number Trademarking of colors is possible Pantone shades are recommended – less is

more

http://www.BeBizSavvy.com http://www.Guru.com http://www.eLance.com http://www.LogoDesign.com http://www.LogoWorks.com $250+ Branding company vs. graphic artist

Develop graphic standard for applications Good quality paper and card stock Printed labels Note cards Stationery good for invoicing Black and White if you fax Separate telephone number for brand No aol addresses for business email

Flimsy or high gloss paper or card stock Perforated Light type on dark backgrounds Careful with using black Photos on your cards AOL account for your business email

Accoutrements like portfolio, pen, etc. Technology – software, cell phone, lap top Outsourcing of 3-D renderings Hand drafting vs. computer drawings Customer service Solving problems Timeliness, responsiveness, consideration and

sensitivity Schedule 2 hours to work on your branding Reminder about Q & A