Upload
dbd-international
View
140.146
Download
3
Embed Size (px)
DESCRIPTION
http://www.risingabovethenoise.com Brand identity specialist and Fast Company blogger David Brier has compiled 5 successful ideas for branding in today's economy, making it possible to succeed with social media and other channels. David's "What's Killing Your Brand ( and how to kill it before it kills you) is rapidly approaching 100,000 views. Branding is the art of differentiation and this little checklist provides some of the secret ammo that helps make David the Branding GPS many look to for direction for their brand.
Citation preview
!y is it"o hard
to create a brandanybody givesa"h*t about?
5alternatives to
tearing your
hair out
Every day, millions of business ownerskill themselves trying to do
“the right thing”to create their brand
Every day, millions of business ownerskill themselves trying to do
“the right thing”to create their brand
“Oh
damn.”
Every day, millions of business ownerskill themselves trying to do
“the right thing”to create their brand
“Oh
damn.” “This is
hurting me
more than
you”
Add to this that every entrepreneuris driven by one seductive fact
Add to this that every entrepreneuris driven by one seductive fact
the future is worth fighting for
So,WHY is it so hardto create a brand?
The “Horrible Truth” segment:
You’ve got a blind spot
The “Horrible Truth” segment:
You’ve got a blind spot
And it looks like this...
The “Horrible Truth” segment:
YourPerceptionofyourbrand
YourPerceptionofyourbrand
theirreality
ofyour
brand
YourPerceptionofyourbrand
theirreality
ofyour
brand
FYI: This isNOT
the look of an engagedcustomer
That friend of a friend, who’s a “guru” ofsocial this-or-that, won’t solve your problem.
That friend of a friend, who’s a “guru” ofsocial this-or-that, won’t solve your problem.
“My goal is to aggregate your database aura to!elease its inner Feng Shui that will
harmonize your"ite with Google’s algorithm du jour yielding excellent karma with high!ankings and tons of fans. I’ve
read about this a lot and this will crush it... dude.”
Yourbranddeserves better
Yourbranddeserves better
theirreality
deserves better
Yourbranddeserves better
theirreality
deserves better
Is this it?
And now, the
5things you can do
(or!top doing) to
elevate your
brand
Coffee is nosubstitutefor an unstimulating (and
sh*tty) brand
Coffee is nosubstitutefor an unstimulating (and
sh*tty) brand
#1"en in doubt,
go bigger and
bolder with your
brand (or go
home)
Coffee is nosubstitutefor an unstimulating (and
sh*tty) brand
#1"en in doubt,
go bigger and
bolder with your
brand (or go
home)
And do!omething that will wake people up and not be a decaf version of your brand.
!ite down one way your brand can go bigger and bolder while leaving your competition"earching for a
triple"hot espresso.
#en done, fast forward to #2
Follow @davidbrier Subscribe: www.risingabovethenoise.com
If committees don’t suck the lifeout of your ideas,
they’llsuck
the lifeout of the
messenger
If committees don’t suck the lifeout of your ideas,
they’llsuck
the lifeout of the
messenger
#2Create an autonomous
core that can operate
independent of
“committee-itis”
and!ucceed
If committees don’t suck the lifeout of your ideas,
they’llsuck
the lifeout of the
messenger
#2Create an autonomous
core that can operate
independent of
“committee-itis”
and!ucceed
If you love your brand,!et it free.
Work out how to get"omething brilliant done without the
intervention of a committee.
Get as inventive (and"neaky)as you need to be.
#en done, fast forward to #3
Follow @davidbrier Subscribe: www.risingabovethenoise.com
blending inis not a strategy anymore than winning the lotteryis a retirement plan
blending inis not a strategy anymore than winning the lotteryis a retirement plan
#3Crappy mediocrity
presented in
brand-speak du jour
does not make it good.
If it doesn’t
differentiate
your brand,
it won’t!ell.
blending inis not a strategy anymore than winning the lotteryis a retirement plan
#3Crappy mediocrity
presented in
brand-speak du jour
does not make it good.
If it doesn’t
differentiate
your brand,
it won’t!ell.
There’s no middle ground to greatness.
!ite down 3 ways your brand is different (or can be, in case it’s not
yet) from your competition.
#en done, fast forward to #4
Follow @davidbrier Subscribe: www.risingabovethenoise.com
the competition isn’t your enemy. You settling for stupid tricks is.
the competition isn’t your enemy. You settling for stupid tricks is.
#4Look, videos of cats will
get you “likes” but they
won’t build your brand’s
meaning and#elevance.
Quit clowning around.
Challenge the norm.
Be!elentless.
the competition isn’t your enemy. You settling for stupid tricks is.
#4Look, videos of cats will
get you “likes” but they
won’t build your brand’s
meaning and#elevance.
Quit clowning around.
Challenge the norm.
Be!elentless.
If you think it’s!tupid,it probably is.
!ite down"tupid ways to promote your brand. Get it out of your"ystem — like cat footage, clowns and"tupid music videos that have nothing to do
with your business.
Now, write down 1 or 2 ways you can intelligently distinguish your brand.
#en done, fast forward to #5
Follow @davidbrier Subscribe: www.risingabovethenoise.com
during the 2013Super Bowl,one brand took advantage of
the 34-minutepower outage.One image. One tweet. they scored. and customers ate it up.
during the 2013Super Bowl,one brand took advantage of
the 34-minutepower outage.One image. One tweet. they scored. and customers ate it up.
#5$epare yourself and
your brand for!peedy
response. If the world’s
most famous cookie
could do it,
you certainly can.
during the 2013Super Bowl,one brand took advantage of
the 34-minutepower outage.One image. One tweet. they scored. and customers ate it up.
#5$epare yourself and
your brand for!peedy
response. If the world’s
most famous cookie
could do it,
you certainly can.
Have an insatiable curiosity and build that into anticipating your customer’s needs.
Work out how you can make your company more nimble"o it can
be unbelievably$esponsiveand pro-active.
#en done,fast forward to the next"lide.
Follow @davidbrier Subscribe: www.risingabovethenoise.com
For those taking notes:
For those taking notes:1. In branding, go big. Think big. Do big. In all aspects of your brand"ervice, brand message and brand insight.
For those taking notes:1. In branding, go big. Think big. Do big. In all aspects of your brand"ervice, brand message and brand insight.
2. Committees. They have their place. Just not in branding, meetings and ingenuity.
For those taking notes:1. In branding, go big. Think big. Do big. In all aspects of your brand"ervice, brand message and brand insight.
2. Committees. They have their place. Just not in branding, meetings and ingenuity.
3. Blending in is your enemy. #anding is your friend. (Understand this: #anding is “ the art of differentiation” and is the tool that will elevate your brand above the noise.)
For those taking notes:1. In branding, go big. Think big. Do big. In all aspects of your brand"ervice, brand message and brand insight.
2. Committees. They have their place. Just not in branding, meetings and ingenuity.
3. Blending in is your enemy. #anding is your friend. (Understand this: #anding is “ the art of differentiation” and is the tool that will elevate your brand above the noise.)
4. Don’t be fooled with the newest “ tricks” to garner attention. Be!eal. Be extraordinary.
For those taking notes:1. In branding, go big. Think big. Do big. In all aspects of your brand"ervice, brand message and brand insight.
2. Committees. They have their place. Just not in branding, meetings and ingenuity.
3. Blending in is your enemy. #anding is your friend. (Understand this: #anding is “ the art of differentiation” and is the tool that will elevate your brand above the noise.)
4. Don’t be fooled with the newest “ tricks” to garner attention. Be!eal. Be extraordinary.
5. Be ready when Life happens, even when you least expect it to. Be!eady for opportunities as they"urface.
Follow @davidbrier Subscribe: www.risingabovethenoise.com
Need more insight into creating a brand?
Follow @davidbrier Subscribe: www.risingabovethenoise.com
Need more insight into creating a brand?Check out:
Follow @davidbrier Subscribe: www.risingabovethenoise.com
Want more?
Want more?Subscribe at RisingAboveTheNoise.com
Want more?Subscribe at RisingAboveTheNoise.com
Follow David Brier on twitter:
Want more?Subscribe at RisingAboveTheNoise.com
Follow David Brier on twitter:@davidbrier
Want more?Subscribe at RisingAboveTheNoise.com
Follow David Brier on twitter:@davidbrier
Design, art direction and text by David Brier of DBD International
Want more?Subscribe at RisingAboveTheNoise.com
Follow David Brier on twitter:@davidbrier
Design, art direction and text by David Brier of DBD International
Copyright 2013 DBD International