The document discusses branding and provides steps for developing a brand. It begins by defining a brand and noting that a brand represents a company's personality, promise, and most valuable asset. It then lists elements of an effective brand like positioning, awareness, reputation and image. The document outlines obvious and not-so-obvious aspects of a brand from business cards to social media presence. It provides questions to consider around brand position, promise, personality, story and associations. Finally, it discusses implementing the brand through a binder and consistent execution across all aspects of the business.

1. The Art ofTellingYOUR Story
1(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010

2. 2
 ReviewCurrent Brand (if exists)
 Brainstorm Ideas
 Build Participation
 Establish Basis for Brand Process
(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010

3. DEFINITION:
 The American Marketing
Association (AMA) defines
a brand as a "name, term,
sign, symbol or design, or a
combination of them
intended to identify the
goods and services of one
seller or group of sellers
and to differentiate them
from those of other sellers.
WHAT ELSE?
 It’s your personality.
 It’s the promise you make
to the world.
 It’s a lifestyle.
 It can be a company’s most
valuable asset.
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4.  Pricing
 Distribution
 Quality
 Presence
 Awareness
 Reputation
 Image
 Benefits
 Position Salience
 Preference
 Share of Market
 CustomerCommitment
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5. 5(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010

6. THE OBVIOUS…
 Your website
 Your business cards
 Your logo
 Your business name
 Your elevator pitch
 Your brochures
THE NOT-SO OBVIOUS…
 Your headshot
 Your e-mail signature
 Your vehicle
 Your external AND internal
communications
 Your social media presence
 Your phone/voice mail
greeting
 Your estimates & invoices
 The way you look & act.
 The way youARE.
6(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010

7. 7
 Brand Position
 Brand Promise
 Brand Personality
 Brand Story
 Brand Associations
 *See IADIE BrandingWorksheet
(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010

8.  (Refer back to our first
month’s curriculum.)
 Your vision statement(s)
answers this question:
“What are we building?”
and “What do we want
to be?”
 Focus is on the future
 Guides the mission and
business plan
 Should be a memorable
and engaging expression
of hope and inspiration.
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9.  What’s your mission?
 Why are you in
business?
 Who do you serve?
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10.  What is your belief
system?
 What fuels you?
 What are you
passionate about?
 What will keep you
excited, happy and
driven, even on those
tough days?
10(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010

11.  Look at long term, and
short term goals.
 What do you want to
accomplish?
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12.  What words best
describe the value you
offer?
 Your personality?
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13.  For what are you
known?
 Where do you excel?
 Build on that!
13(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010

14.  What is your
reputation in the
market place?
 Survey your customers
and your S.O.I.
14(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010

15.  Go back to your SWOT
Analysis.
 What could you
improve?
 What should you
avoid?
 What are people in
your market likely to
see as weaknesses?
 What factors lose you
sales?
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16.  Identify your target
audience.
 Who is your customer?
 Create a customer
profile.
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17.  Why are you the best
choice?
 What unique value do
you bring to your
customers?
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18.  Create a “Brand
Binder” or shared file!
 Become an
ambassador of your
brand.
 Share it with your
team.
 Create a habit of
consistent brand
execution.
18(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010

19.  Assess where you are:
 Use the Survey
 Brand Experience
Checklist
 Get clear about where
you want to go.
 Do it!
 Implement one step at a
time.
 Create a habit around
checking in on your
brand.
(c)The InternationalAssociation of Design Industry Entrepreneurs, 2010 19

20. Tune into Ignite. Inspire.Thrive on Design Biz Radio,
Wednesdays at 11am Central!
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