Know Your Brand & Live It

YOU are your brand. (So are your employees.)

What is a brand?

BASICS: Logo Business Cards Website Marketing Materials Thank You Cards

What is a brand?

DEEPER: Website Content Social Media Presence Emails Office Atmosphere Sales Pitch Employees Proposals Presentations Answering the Phone Internal Culture Client Referrals Blog Posts

Great Brands

BRANDED: Excellent customer service

BRANDED: Not your ‘typical’ airline

BRANDED: Consistency

BRANDED: Happy green cleaning

DEFINE your brand

What Do You Do?

BMW is a luxury car company.

But What Do You REALLY Do?

BMW makes the ultimate driving machine.

Know the Answer To This:

Why should I buy from you? (as opposed to all my other options,

including doing nothing?)

What Do Others Say?

Clients

Colleagues Potential Clients Referral Sources Friends/Family

If your company was human?

Personify your brand.

CREATE your brand

CREATE the look

Would you hire your 16-year-old cousin

to do your taxes?

Hire a professional! (please)

CREATE the look

•  Define colors (and reasoning for colors). •  Use keywords to describe your thoughts. •  Know your competitor’s brands. •  Fit your industry.

CREATE the look

CREATE the look

CREATE content

•  Write with your branded voice. •  Keep content clear & concise. •  Write EVERYTHING down. •  Don’t be afraid to hire a professional.

CREATE content

•  Reception script •  Newsletters & sign-up emails •  Blog posts •  Website •  Template emails •  Core values

CREATE the brand

Your brand isn’t just outfacing. •  Processes •  Systems •  Hiring •  Culture •  Benefits

REFINE your brand

REFINE your brand

REFINE your brand

Start with what you can. Upgrade when you’re ready.

REFINE your brand

Rewrite content. Update ideals.

Grow. Change. Move.

REFINE your brand

Ask for input.

LIVE your brand

BE Your Brand.

What do others believe?

BE Your Brand.

Do your employees know your brand?

FILTER everything through your brand.

Emails Blog Posts Hiring Twitter

Culture Newsletters Education Sales

Facebook Marketing Campaigns Office Environment Presentations YouTube Policies Content

LIVE your brand

A good brand begins to look more

like a belief system.

BELIEVE your brand

Who is your fan club?

BELIEVE your brand

Build a community around your brand.

Define it. Create it. Refine it. Live it.

Your customers will believe.

It’s YOUR brand.