5 ways to create a brand people give a sh*t about

56
y is ito hard to create a brand anybody gives ah*t about? 5 alternatives to tearing your hair out

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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.

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Page 1: 5 Ways to Create a Brand People Give a Sh*t About

!y is it"o hard

to create a brandanybody givesa"h*t about?

5alternatives to

tearing your

hair out

Page 2: 5 Ways to Create a Brand People Give a Sh*t About

Every day, millions of business ownerskill themselves trying to do

“the right thing”to create their brand

Page 3: 5 Ways to Create a Brand People Give a Sh*t About

Every day, millions of business ownerskill themselves trying to do

“the right thing”to create their brand

“Oh

damn.”

Page 4: 5 Ways to Create a Brand People Give a Sh*t About

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”

Page 5: 5 Ways to Create a Brand People Give a Sh*t About

Add to this that every entrepreneuris driven by one seductive fact

Page 6: 5 Ways to Create a Brand People Give a Sh*t About

Add to this that every entrepreneuris driven by one seductive fact

the future is worth fighting for

Page 7: 5 Ways to Create a Brand People Give a Sh*t About

So,WHY is it so hardto create a brand?

Page 8: 5 Ways to Create a Brand People Give a Sh*t About

The “Horrible Truth” segment:

Page 9: 5 Ways to Create a Brand People Give a Sh*t About

You’ve got a blind spot

The “Horrible Truth” segment:

Page 10: 5 Ways to Create a Brand People Give a Sh*t About

You’ve got a blind spot

And it looks like this...

The “Horrible Truth” segment:

Page 11: 5 Ways to Create a Brand People Give a Sh*t About

YourPerceptionofyourbrand

Page 12: 5 Ways to Create a Brand People Give a Sh*t About

YourPerceptionofyourbrand

theirreality

ofyour

brand

Page 13: 5 Ways to Create a Brand People Give a Sh*t About

YourPerceptionofyourbrand

theirreality

ofyour

brand

FYI: This isNOT

the look of an engagedcustomer

Page 14: 5 Ways to Create a Brand People Give a Sh*t About

That friend of a friend, who’s a “guru” ofsocial this-or-that, won’t solve your problem.

Page 15: 5 Ways to Create a Brand People Give a Sh*t About

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.”

Page 16: 5 Ways to Create a Brand People Give a Sh*t About

Yourbranddeserves better

Page 17: 5 Ways to Create a Brand People Give a Sh*t About

Yourbranddeserves better

theirreality

deserves better

Page 18: 5 Ways to Create a Brand People Give a Sh*t About

Yourbranddeserves better

theirreality

deserves better

Is this it?

Page 19: 5 Ways to Create a Brand People Give a Sh*t About

And now, the

5things you can do

(or!top doing) to

elevate your

brand

Page 20: 5 Ways to Create a Brand People Give a Sh*t About

Coffee is nosubstitutefor an unstimulating (and

sh*tty) brand

Page 21: 5 Ways to Create a Brand People Give a Sh*t About

Coffee is nosubstitutefor an unstimulating (and

sh*tty) brand

#1"en in doubt,

go bigger and

bolder with your

brand (or go

home)

Page 22: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 23: 5 Ways to Create a Brand People Give a Sh*t About

!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

Page 24: 5 Ways to Create a Brand People Give a Sh*t About

If committees don’t suck the lifeout of your ideas,

they’llsuck

the lifeout of the

messenger

Page 25: 5 Ways to Create a Brand People Give a Sh*t About

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

Page 26: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 27: 5 Ways to Create a Brand People Give a Sh*t About

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

Page 28: 5 Ways to Create a Brand People Give a Sh*t About

blending inis not a strategy anymore than winning the lotteryis a retirement plan

Page 29: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 30: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 31: 5 Ways to Create a Brand People Give a Sh*t About

!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

Page 32: 5 Ways to Create a Brand People Give a Sh*t About

the competition isn’t your enemy. You settling for stupid tricks is.

Page 33: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 34: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 35: 5 Ways to Create a Brand People Give a Sh*t About

!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

Page 36: 5 Ways to Create a Brand People Give a Sh*t About

during the 2013Super Bowl,one brand took advantage of

the 34-minutepower outage.One image. One tweet. they scored. and customers ate it up.

Page 37: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 38: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 39: 5 Ways to Create a Brand People Give a Sh*t About

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

Page 40: 5 Ways to Create a Brand People Give a Sh*t About
Page 41: 5 Ways to Create a Brand People Give a Sh*t About

For those taking notes:

Page 42: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 43: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 44: 5 Ways to Create a Brand People Give a Sh*t About

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.)

Page 45: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 46: 5 Ways to Create a Brand People Give a Sh*t About

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.

Page 50: 5 Ways to Create a Brand People Give a Sh*t About
Page 51: 5 Ways to Create a Brand People Give a Sh*t About

Want more?

Page 52: 5 Ways to Create a Brand People Give a Sh*t About

Want more?Subscribe at RisingAboveTheNoise.com

Page 53: 5 Ways to Create a Brand People Give a Sh*t About

Want more?Subscribe at RisingAboveTheNoise.com

Follow David Brier on twitter:

Page 54: 5 Ways to Create a Brand People Give a Sh*t About

Want more?Subscribe at RisingAboveTheNoise.com

Follow David Brier on twitter:@davidbrier

Page 55: 5 Ways to Create a Brand People Give a Sh*t About

Want more?Subscribe at RisingAboveTheNoise.com

Follow David Brier on twitter:@davidbrier

Design, art direction and text by David Brier of DBD International

Page 56: 5 Ways to Create a Brand People Give a Sh*t About

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