A good brand is a kept promise. Brands define your organization, create a personality for your product and services, and offer a unique and consistent look and feel for your communications. Over time, brands create a loyal following and support that in times of turmoil are unwavering. This presentation identifies key brand attributes and examples of brands who may have changed their look but their focus always remains the same.

1. It’s All About Your Brand

2. What is Brand Identity?
• A promise that gets kept consistently
• Defines your organization
• Creates a personality and life for your product
or services
• A unique and consistent look, feel, tone and
voice for all communications
• Over time, it builds awareness of and an
attitude towards your organization

3. About Herd Strategies
• After serving over twenty years in the non-profit and corporate
communications world, Denise Herd founded the Herd Strategies, a full-
service marketing and communications firm.
– Herd is responsible for new business development, training and education, creating and
guiding clients through the implementation of marketing and communications strategies
and managing daily operations.
– Through her leadership and vision, Herd Strategies has quickly developed its reputation
on a local and national level as a solutions-driven marketing communications firm
providing companies with training and strategic communications planning through
honest, straightforward advice and counsel.
– Provided training and education for AT&T, McDonald’s, Indiana Repertory Theatre and
numerous non-profit and corporations throughout the Midwest.

4. What is Brand Identity?
• Strengthens the impact of all messages
• Paves the way for new customer relationships
• Provides employees with a greater sense of
commitment
• It’s essential to your success in the
marketplace
• No business is too small and no product too
generic to develop a brand identity

5. Key Brand Elements
• Brand Name – name, tagline, logo
• Brand Position – description of your
organization
• Brand Promise – The single most important
thing your organization promises to deliver
every time
• Brand Personality – What you want your
brand to be known for (serious, fun, forceful,
imaginative, etc.)

6. Key Brand Elements
• Brand Tone – edgy, humorous, conservative,
subtle
• Brand Story – your organizational history and
how it adds value to the brand, highlights how
your products and services grew from that
background and how your methodology
impacts what you offer
• Brand Association – colors, taglines, images,
fonts, uniforms, signage, equipment, etc.

7. Brands . . . Evolve in time

8. Determine the Purpose of your Brand
• Each marketing vehicle requires a unique
tweak of the brand to fit the medium
– Brochures need more marketing copy and detail
– Social Media and Websites are a quick read and
interact with the audience
– Ads are mini billboards, only the most critical info
is needed
– Multimedia is entertainment/educational

9. How Much Does it Cost?
• It depends on what you want
• The cost range for branding is broad and will
be determined based upon the scope of work
• Don’t buy the low bid - in all things in life you
get what you pay for

10. Branding Steps
• Step One
– Learn your marketing objectives and strategy
– Prioritize projects
– Audit existing and competitive materials and
strategies
– Interviews/focus groups
– Create a timeline

11. Branding Steps
• Step Two
– Develop Concepts/taglines
– Start visual research
– Review initial creative approaches

12. Branding Steps
• Step three
– Develop an outline for your concept
– Explore design concepts
– Begin creating visual materials

13. Branding Steps
• Step Four
– Write full copy draft
– Revise and write final copy
– Start layouts

14. Branding Steps
• Step Five
– Review final design
• Step Six
– Develop final files for use

15. Developing my Brand

17. Final Thoughts
• One big question to answer is “what does your
brand stand for?”
• Is it: fearless, unexpected, bold, radical,
dreamy, resolute, poetic, secure, undaunted,
classy, daring, adventurous, gentle, futuristic
individual, powerful, passionate, unwavering,
provocative, visionary, wild, dynamic, brave,
unorthodox, innovative, curious, intriguing,
cool, joyful, fun, smart, etc .

18. Herd Strategies, llc
245 East 11th Street
Indianapolis, IN 46202
317.641.9073
www.herdstrategies.com
info@herdstrategies.com