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

Every day, millions of business ownerskill themselves trying to do

“the right thing”to create their brand

damn.”

damn.” “This is

hurting me

more than

you”

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

And it looks like this...

YourPerceptionofyourbrand

theirreality

ofyour

YourPerceptionofyourbrand

theirreality

ofyour

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.

“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

theirreality

deserves better

Yourbranddeserves better

theirreality

deserves better

Is this it?

And now, the

5things you can do

(or!top doing) to

elevate your

Coffee is nosubstitutefor an unstimulating (and

sh*tty) brand

#1"en in doubt,

go bigger and

bolder with your

brand (or go

sh*tty) brand

#1"en in doubt,

go bigger and

bolder with your

brand (or go

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

they’llsuck

the lifeout of the

messenger

#2Create an autonomous

core that can operate

independent of

“committee-itis”

and!ucceed

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.

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.

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.

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.

#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.

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.

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.

Need more insight into creating a brand?

Need more insight into creating a brand?Check out:

Want more?

Want more?Subscribe at RisingAboveTheNoise.com

Follow David Brier on twitter:

Follow David Brier on twitter:@davidbrier

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

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