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Why is it so hard
to create              5tives to
                      rna
                    alte g your
                     tearin out
                        hair




a brand
anybody gives
a sh*t about?
Every day, millions of business owners
kill themselves trying to do
“the right thing”
 to create their brand
Every day, millions of business owners
kill themselves trying to do
“the right thing”
 to create their brand
                   “ Oh n.”
                   dam
Every day, millions of business owners
kill themselves trying to do
“the right thing”
 to create their brand
                   “ Oh n.”           s is
                                “ T hi me
                   dam               ng
                               hurti than
                                more u”
                                     yo
Add to this that every entrepreneur
 is driven by one seductive fact
Add to this that every entrepreneur
     is driven by one seductive fact




the future is worth fighting for
So,
WHY is it so hard
to create
a brand?
The “Horrible Truth” segment:
The “Horrible Truth” segment:




Y ve got
 ou’
a blind spot
The “Horrible Truth” segment:




Y ve got
 ou’
a blind spot
     And it looks like this...
Your
Perception
of
your
brand
Your           their
Perception   reality
of               of
your           your
brand         brand
Your                          their
Perception   FYI: This is
                            reality
of              NOT
             the look of
             an engaged         of
your          customer
                              your
brand                        brand
That friend of a friend, who’s

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

a“guru”of    “ My goal is to aggregate your database
social this-or-that,
            aura to release its inner Feng Shui that will

won’t solve     harmonize your site with Google’s
            algorithm du jour yielding excellent karma

your problem.with high rankings and tons of fans. I’ve
            read about this a lot and this will crush it...
                                 dude.”
Your
brand
deserves
better
Your         their
brand      reality
deserves   deserves
better       better
Is this it?




Your                       their
brand                    reality
deserves                 deserves
better                     better
now , the
And



      5          do
              can o
         you ng) t
   ngs doi
thi op
 (o r st te your
     el eva d
          b ran
Coffee is no
substitute
for an unstimulating (and

sh*tty)
brand
Coffee is no
substitute
for an unstimulating (and       #  1

sh*tty)
                                      d oubt,
                            Wh en in and
                             go b igger your
                                   r with go
                            bolde d (or
                              bran e)
                                    hom




brand
Coffee is no
substitute
for an unstimulating (and                               #  1

sh*tty)
                                                             d oubt,
                                                   Wh en in and
                                                    go b igger your
                                                          r with go
                                                   bolde d (or
                                                     bran e)
                                                           hom




brand                       And do something that will wake people up
                             and not be a decaf version of your brand.
Write down one way your brand can
      go bigger and bolder while leaving
       your competition searching for a
             triple shot espresso.

         When done, fast forward to #2



Follow @davidbrier      Subscribe: www.risingabovethenoise.com
If committees
don’t suck the life
out of your ideas,

   they’ll
      suck
   the life
 out of the
messenger
If committees
                          don’t suck the life
                          out of your ideas,

                             they’ll
                                suck
        # 2      o mous
            auton erate
                             the life
                           out of the
          n
Cr eate a t can op
         a
 c ore th pendent of
     inde ttee-itis”
     “c ommi cceed
               u


                          messenger
         and s
If committees
                                                                 don’t suck the life
                                                                 out of your ideas,

                                                                    they’ll
                                                                       suck
        # 2      o mous
            auton erate
                                                                    the life
                                                                  out of the
          n
Cr eate a t can op
         a
 c ore th pendent of
     inde ttee-itis”
     “c ommi cceed
               u


                                                                 messenger
         and s


                          If you love your brand, set it free.
Work out how to get something
             brilliant done without the
           intervention of a committee.

           Get as inventive (and sneaky)
                 as you need to be.

         When done, fast forward to #3


Follow @davidbrier        Subscribe: www.risingabovethenoise.com
blending in
is not a strategy
anymore than
winning the
lottery
is a retirement plan
blending in
is not a strategy
anymore than
winning the                  # 3diocrity
                               me
                       C rappy ented in
                            pres ak du jour .




lottery
                             d-spe ke it good
                       bran t ma
                       d oes no it doesn’ t
                              If       ntiate
                              d iffere and,
                               yo  ur br ell.
                                           s
                                it won’ t


is a retirement plan
blending in
is not a strategy
anymore than
winning the                                # 3diocrity
                                             me
                                   C rappy ented in
                                        pres ak du jour .




lottery
                                         d-spe ke it good
                                   bran t ma
                                   d oes no it doesn’ t
                                          If       ntiate
                                          d iffere and,
                                           yo  ur br ell.
                                                       s
                                            it won’ t


is a retirement plan   There’s no middle ground to greatness.
Write down 3 ways your brand is
      different (or can be, in case it’s not
          yet) from your competition.

         When 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
         # 4of cats weiyl
          eos
                       l
    k, vid ikes” but th d ’s
Loo u “ l
                               tricks is.
     yo          r bran ce.
 get build you van
 w on’ t g and rele und.
  m eanin wning aro rm.
   Q uit clo ge the no
            n
    C  halle elentless.
         Be r
the competition
                               isn’t your enemy.
                               You settling
                               for stupid
                               tricks is.
  If you think it’s stupid,
      it probably is.




          # 4of cats weiyl
           eos
                        l
    k, vid ikes” but th d ’s
Loo u “ l
     yo          r bran ce.
 get build you van
 w on’ t g and rele und.
  m eanin wning aro rm.
   Q uit clo ge the no
            n
    C  halle elentless.
         Be r
Write down stupid ways to promote
     your brand. Get it out of your system
     — like cat footage, clowns and stupid
     music videos that have nothing to do
              with your business.

     Now, write down 1 or 2 ways you can
      intelligently distinguish your brand.

          When done, fast forward to #5

Follow @davidbrier      Subscribe: www.risingabovethenoise.com
during the 2013
Super Bowl,
one brand took advantage of
the 34-minute
powertweet. they scored..
One image. One
               outage
and customers ate it up.
during the 2013
Super Bowl,
one brand took advantage of
the 34-minute
powertweet. they scored..
One image. One
               outage                # 5rself andy
                                      you
                                 epare d for speed ’s
and customers ate it up.      Pr
                              you r bran f the world
                                    nse. I us cookie
                              respo famo
                                 most uld do it, .
                                      co        ly can
                                         ertain
                                   you c
during the 2013
Super Bowl,
one brand took advantage of
the 34-minute
powertweet. they scored..
One image. One
               outage                                # 5rself andy
                                                      you
                                                 epare d for speed ’s
and customers ate it up.                      Pr
                                              you r bran f the world
                                                    nse. I us cookie
                                              respo famo
                                                 most uld do it, .
                                                      co        ly can
                                                         ertain
                                                   you c
Have an insatiable curiosity and build that
 into anticipating your customer’s needs.
Work out how you can make your
        company more nimble so it can
          be unbelievably responsive
               and pro-active.

                    When done,
           fast forward to the next slide.


Follow @davidbrier         Subscribe: www.risingabovethenoise.com
5 Ways to Create a Brand People Give a Sh*t About
For those taking notes:
For those taking notes:
1. In branding, go big. Think big. Do big.
In all aspects of your brand service,
brand message and brand insight.
For those taking notes:
1. In branding, go big. Think big. Do big.
In all aspects of your brand service,
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 service,
brand message and brand insight.
2. Committees. They have their place.
Just not in branding, meetings and
ingenuity.
3. Blending in is your enemy. Branding
is your friend. (Understand this:
Branding 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 service,
brand message and brand insight.
2. Committees. They have their place.
Just not in branding, meetings and
ingenuity.
3. Blending in is your enemy. Branding
is your friend. (Understand this:
Branding 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 real. Be extraordinary.
For those taking notes:
1. In branding, go big. Think big. Do big.
In all aspects of your brand service,
brand message and brand insight.
2. Committees. They have their place.
Just not in branding, meetings and
ingenuity.
3. Blending in is your enemy. Branding
is your friend. (Understand this:
Branding 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 real. Be extraordinary.
5. Be ready when Life happens, even when
you least expect it to. Be ready for
opportunities as they surface.
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
5 Ways to Create a Brand People Give a Sh*t About
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

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

  • 1. Why is it so hard to create 5tives to rna alte g your tearin out hair a brand anybody gives a sh*t about?
  • 2. Every day, millions of business owners kill themselves trying to do “the right thing” to create their brand
  • 3. Every day, millions of business owners kill themselves trying to do “the right thing” to create their brand “ Oh n.” dam
  • 4. Every day, millions of business owners kill themselves trying to do “the right thing” to create their brand “ Oh n.” s is “ T hi me dam ng hurti than more u” yo
  • 5. Add to this that every entrepreneur is driven by one seductive fact
  • 6. Add to this that every entrepreneur is driven by one seductive fact the future is worth fighting for
  • 7. So, WHY is it so hard to create a brand?
  • 9. The “Horrible Truth” segment: Y ve got ou’ a blind spot
  • 10. The “Horrible Truth” segment: Y ve got ou’ a blind spot And it looks like this...
  • 12. Your their Perception reality of of your your brand brand
  • 13. Your their Perception FYI: This is reality of NOT the look of an engaged of your customer your brand brand
  • 14. That friend of a friend, who’s a“guru”of social this-or-that, won’t solve your problem.
  • 15. That friend of a friend, who’s a“guru”of “ My goal is to aggregate your database social this-or-that, aura to release its inner Feng Shui that will won’t solve harmonize your site with Google’s algorithm du jour yielding excellent karma your problem.with high rankings and tons of fans. I’ve read about this a lot and this will crush it... dude.”
  • 17. Your their brand reality deserves deserves better better
  • 18. Is this it? Your their brand reality deserves deserves better better
  • 19. now , the And 5 do can o you ng) t ngs doi thi op (o r st te your el eva d b ran
  • 20. Coffee is no substitute for an unstimulating (and sh*tty) brand
  • 21. Coffee is no substitute for an unstimulating (and # 1 sh*tty) d oubt, Wh en in and go b igger your r with go bolde d (or bran e) hom brand
  • 22. Coffee is no substitute for an unstimulating (and # 1 sh*tty) d oubt, Wh en in and go b igger your r with go bolde d (or bran e) hom brand And do something that will wake people up and not be a decaf version of your brand.
  • 23. Write down one way your brand can go bigger and bolder while leaving your competition searching for a triple shot espresso. When done, fast forward to #2 Follow @davidbrier Subscribe: www.risingabovethenoise.com
  • 24. If committees don’t suck the life out of your ideas, they’ll suck the life out of the messenger
  • 25. If committees don’t suck the life out of your ideas, they’ll suck # 2 o mous auton erate the life out of the n Cr eate a t can op a c ore th pendent of inde ttee-itis” “c ommi cceed u messenger and s
  • 26. If committees don’t suck the life out of your ideas, they’ll suck # 2 o mous auton erate the life out of the n Cr eate a t can op a c ore th pendent of inde ttee-itis” “c ommi cceed u messenger and s If you love your brand, set it free.
  • 27. Work out how to get something brilliant done without the intervention of a committee. Get as inventive (and sneaky) as you need to be. When done, fast forward to #3 Follow @davidbrier Subscribe: www.risingabovethenoise.com
  • 28. blending in is not a strategy anymore than winning the lottery is a retirement plan
  • 29. blending in is not a strategy anymore than winning the # 3diocrity me C rappy ented in pres ak du jour . lottery d-spe ke it good bran t ma d oes no it doesn’ t If ntiate d iffere and, yo ur br ell. s it won’ t is a retirement plan
  • 30. blending in is not a strategy anymore than winning the # 3diocrity me C rappy ented in pres ak du jour . lottery d-spe ke it good bran t ma d oes no it doesn’ t If ntiate d iffere and, yo ur br ell. s it won’ t is a retirement plan There’s no middle ground to greatness.
  • 31. Write down 3 ways your brand is different (or can be, in case it’s not yet) from your competition. When done, fast forward to #4 Follow @davidbrier Subscribe: www.risingabovethenoise.com
  • 32. the competition isn’t your enemy. You settling for stupid tricks is.
  • 33. the competition isn’t your enemy. You settling for stupid # 4of cats weiyl eos l k, vid ikes” but th d ’s Loo u “ l tricks is. yo r bran ce. get build you van w on’ t g and rele und. m eanin wning aro rm. Q uit clo ge the no n C halle elentless. Be r
  • 34. the competition isn’t your enemy. You settling for stupid tricks is. If you think it’s stupid, it probably is. # 4of cats weiyl eos l k, vid ikes” but th d ’s Loo u “ l yo r bran ce. get build you van w on’ t g and rele und. m eanin wning aro rm. Q uit clo ge the no n C halle elentless. Be r
  • 35. Write down stupid ways to promote your brand. Get it out of your system — like cat footage, clowns and stupid music videos that have nothing to do with your business. Now, write down 1 or 2 ways you can intelligently distinguish your brand. When done, fast forward to #5 Follow @davidbrier Subscribe: www.risingabovethenoise.com
  • 36. during the 2013 Super Bowl, one brand took advantage of the 34-minute powertweet. they scored.. One image. One outage and customers ate it up.
  • 37. during the 2013 Super Bowl, one brand took advantage of the 34-minute powertweet. they scored.. One image. One outage # 5rself andy you epare d for speed ’s and customers ate it up. Pr you r bran f the world nse. I us cookie respo famo most uld do it, . co ly can ertain you c
  • 38. during the 2013 Super Bowl, one brand took advantage of the 34-minute powertweet. they scored.. One image. One outage # 5rself andy you epare d for speed ’s and customers ate it up. Pr you r bran f the world nse. I us cookie respo famo most uld do it, . co ly can ertain you c Have an insatiable curiosity and build that into anticipating your customer’s needs.
  • 39. Work out how you can make your company more nimble so it can be unbelievably responsive and pro-active. When done, fast forward to the next slide. Follow @davidbrier Subscribe: www.risingabovethenoise.com
  • 42. For those taking notes: 1. In branding, go big. Think big. Do big. In all aspects of your brand service, brand message and brand insight.
  • 43. For those taking notes: 1. In branding, go big. Think big. Do big. In all aspects of your brand service, brand message and brand insight. 2. Committees. They have their place. Just not in branding, meetings and ingenuity.
  • 44. For those taking notes: 1. In branding, go big. Think big. Do big. In all aspects of your brand service, brand message and brand insight. 2. Committees. They have their place. Just not in branding, meetings and ingenuity. 3. Blending in is your enemy. Branding is your friend. (Understand this: Branding is “ the art of differentiation” and is the tool that will elevate your brand above the noise.)
  • 45. For those taking notes: 1. In branding, go big. Think big. Do big. In all aspects of your brand service, brand message and brand insight. 2. Committees. They have their place. Just not in branding, meetings and ingenuity. 3. Blending in is your enemy. Branding is your friend. (Understand this: Branding 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 real. Be extraordinary.
  • 46. For those taking notes: 1. In branding, go big. Think big. Do big. In all aspects of your brand service, brand message and brand insight. 2. Committees. They have their place. Just not in branding, meetings and ingenuity. 3. Blending in is your enemy. Branding is your friend. (Understand this: Branding 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 real. Be extraordinary. 5. Be ready when Life happens, even when you least expect it to. Be ready for opportunities as they surface.
  • 47. Follow @davidbrier Subscribe: www.risingabovethenoise.com
  • 48. Need more insight into creating a brand? Follow @davidbrier Subscribe: www.risingabovethenoise.com
  • 49. Need more insight into creating a brand? Check out: Follow @davidbrier Subscribe: www.risingabovethenoise.com
  • 52. Want more? Subscribe at RisingAboveTheNoise.com
  • 53. Want more? Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter:
  • 54. Want more? Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier
  • 55. Want more? Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier Design, art direction and text by David Brier of DBD International
  • 56. 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