Gail Doby, ASID

What does your brand mean Emotions behind the brand What your clients value in the brands they purchase Your dreams for your brand and business Your vision Your mission

Beginners Mind – what you will hear seems so common, and yet, if youre not doing it, it is just something you havent heard and applied. Keep an open and learning mind. In preparing for battle, Ive always found that plans are useless, but planning is indispensable – Dwight D. Eisenhower

Send by Monday at 5 Eastern Subject line: Hot Seat What help would you like with your brand One person will get a 15 minute coaching session during the Q & A Send in your questions if you cant attend the live call It is recorded

Fit in Belong Feeling of power Sophisticated Unique Worthy Superior Insecure

Its not just your logo (mark) or stationery Collaterals – all paper representations of your brand…these days, collaterals can really mean your digital brochure, too Your customer service and attention to detail, how you answer the phone, how your employees treat your client, who you recommend…brand essence

Evolution of your brand Leave room for feedback What brands do you prefer and why? Well-defined and well-known brand is a shortcut Clarity is vital Experience is a huge part of the brand How can you become integrated in their lives?

Top designer, nationally or internationally known? Celebrity? Exercise – dream on paper with colors and pictures Big idea for your brand How do you feel about your own brand?

This cant be overstated…dont work with clients that dont fit your ideal profile Dont work with subs or vendors that arent a good representation of your brand Choose your employees as carefully as you choose your spouse or partner

Simple to understand Meaningful Distinctive Future oriented Positive Protectable Clearly expresses what you do Tagline confirms what you do Grabs attention Has a brand promise Authentically you

Its your path The glue for your business Could include Goals for profit People you serve Portfolio you want to achieve Partners you want to work with Community commitment

Gap – Our purpose is to simply make it easy for you to express your personal style throughout your life Barbara Barry Style, personality, brand expression/extensions, details, messaging Look up your favorite brands on the Internet

Share of heart Connection Brand experience Brand evangelism Ambassadors Dependency See it through your ideal clients eyes Share of mind Share of wallet Share of life – Edie Marks

Your personal name You as spokesperson Company name not related to your personal name Made-up name 30 – 50 ideas 30 – 50 tag lines

Dont get feedback until you have the previous exercise complete Then gather a group for a casual event Use the questions and exercise I gave you to get feedback

Youll have a checklist to use Stationery and collaterals CDs and DVDs Notebooks Boxes Labels Fax cover sheets Online, etc.

Font Graphics Photos Colors Materials No tag line No LLC or Inc. No address or telephone number Trademarking of colors is possible Pantone shades are recommended – less is more

$250+ Branding company vs. graphic artist

Develop graphic standard for applications Good quality paper and card stock Printed labels Note cards Stationery good for invoicing Black and White if you fax Separate telephone number for brand No aol addresses for business

Flimsy or high gloss paper or card stock Perforated Light type on dark backgrounds Careful with using black Photos on your cards AOL account for your business

Accoutrements like portfolio, pen, etc. Technology – software, cell phone, lap top Outsourcing of 3-D renderings Hand drafting vs. computer drawings Customer service Solving problems Timeliness, responsiveness, consideration and sensitivity Schedule 2 hours to work on your branding Reminder about Q & A