Remarkable brands are confident in who they are, where they’re going, and who they’re helping — and they tell that story in a clear and compelling way. Learn the secrets of building a brand that people authentically connect with and believe in, and you'll revolutionize your marketing, clarify your message, and reach more customers.

1. BUILD YOUR BRAND
GROW YOUR BUSINESS
Erin Rufledt | Luminary Brand Lab

2. identity.
destiny.
community.

3. what
brand?
is a

4. brand = reputation

5. brand = gut feeling

6. who you say you are
+
who others say you are
+
who you actually are

7. BRANDING
vs.
MARKETING

8. BRANDING =
Creating, cultivating, and
managing your brand.

9. MARKETING=
Actively promoting a
product or service.

10. CLARITY +
CONNECTION
TRUST +

12. CHARACTER
Who you are + what you stand for

13. CHARACTER
Know, like, trust.
(We all want to do business with people
we know, like and trust.)
THE KEY

14. CHARACTER
What are THREE core character
traits that run through every aspect
of your business?

15. BIG DREAM
Where you’re going

16. BIG DREAM
Go deep.
(Why does your business exist?
Make it personal.)
THE KEY

17. BIG DREAM
What do you believe?
What lights you up?
What are you fighting for?

18. AUDIENCE
The people you serve

19. AUDIENCE
Don’t be the hero.
(Make your customer the hero.)
THE KEY

20. AUDIENCE
Who are your ideal customers?
What is the main problem they’re facing?
What questions are they asking?

21. SERVICES & PRODUCTS
How you help

22. SERVICES & PRODUCTS
Keep it simple.
(We actually want fewer choices.)
THE KEY

23. SERVICES & PRODUCTS
Think about the main problem your
customers are facing.
How will you help them solve it?

24. DIFFERENCE
What makes you stand out

25. DIFFERENCE
Difference + desire.
(Find the sweet spot between your greatest
strengths, and what matters most to your
audience.)
THE KEY

26. DIFFERENCE
What makes customers go out of
their way to choose you?
(What is it about your approach, skills, style,
focus, or background that sets you apart?)

27. POSITIONING
Your specific position in the market

28. POSITIONING
Understand your
brand landscape.
(Then, decide how to position your brand in it.)
THE KEY

29. POSITIONING
If your company could only be
known for ONE THING,
what would it be?

30. PERSONALITY
Your unique style and voice

31. PERSONALITY
Be consistent.
(Also, be human.)
THE KEY

32. PERSONALITY
What does your brand look like?
What does it sound like?

33. CORE MESSAGE
Tell a clear and compelling story

34. CORE MESSAGE
Logic + magic
THE KEY

35. we want more than logic.

36. CORE MESSAGE
What words and phrases are your
customers using?
• How do they talk about their problem?
• What will they tell their friends after they’ve
experienced your product or service?

37. Speaking from your true CHARACTER,
inspired by your BIG DREAM,
you give your AUDIENCE a clear and
compelling picture
of the SERVICES & PRODUCTS you offer
and the DIFFERENCE that sets you apart
by establishing a unique POSITIONING in the
market that’s infused with PERSONALITY.
Your CORE MESSAGE is the heart of
your brand story.

38. what’s
in a
brand?

39.  Savvy Brand Resources 
• READ: Building Better Brands, by Scott Lerman
• LISTEN: Behind the Brand podcast by Cory Miller &
Kyle Adams
• WATCH: Simon Sinek’s TED Talk, “How Great Leaders
Inspire Action”
• VISIT: LuminaryBrandLab.com - Download the
8 Questions to Illuminate Your Brand workbook

40. THANK
YOU!