Brands
Premium – Highest Price, Famous, Leader
vs.
Best Value – Lowest Price
Original – First, Creator
Attribute – Benefit, Feature
Speed – Now
Heritage – Trusted, Experienced
Creating an emotional connection
People buy experiences
People live vicariously through your brand
Your ability to attract and be with great people
Core Story
Becoming visible
Highest Value Idea
Lifestyle
Market (Community)
Space
Promise (Principles)
Success
Persona
Image
Credo(Philosophy)
Why
Vicarious World
Network
Touch Points
Humor
Added Value
Proposition
Strategy
Best Practices
Brand Strategy (New Normal)
Decide what you want people to think and feel
Create a persona that fits you
Make your promise
Decide your verbs “Do Create Explore Make Engage Learn Discover”
Decide your story – pick an (important) topic, offer a (philosophical) belief (practice) system
Decide you colors, shapes, images, fonts, patterns, flow
What does your client cherish? (Pay attention to, care about and share)
“If you had a day off, what would you do?”
Formula = (Important) Topic + Way of Topic
Success + Best Practices
Fulfillment + Areas of Priority
Purpose + Ways to Manifest It
Emotional Equity + How to create it
1 Test Assumptions – It’s all New
2 Empathize – What are they processing?
3 Advocate – Stand for and celebrate them
4 Invest – more relationship than transaction
5 Curate – Package most relevant things
6 Teach – offer learning and new understanding
7 Care – Solve real issues (give away 10%)
“Guess what I learned today”
Personal relevance as a measure “Just be interesting”
Brand Design
Why are you here and what was your core vision?
Brand is what people perceive, not what you put out
Emotional connection of a need/want to a solution
Things that compliment your story
Product or service is proof of story
Observe and listen to past clients
We can create what we dream
Personal Brand – Unique promise of value
1 Be genuine
2 Take a stand
3 Plan outcomes first
4 Focus on quality and value
5 Become known among your aligned group
6 Slow, steady and consistent
7 Translate real world activity
8 Find ideal team
9 Share expertise and give value
10Measure results
Build Your Brand
Defined Audience – Challenges, Aspirations, Habits
Clear Value Proposition – Professional Identity + Target Audience + Your Unique Solution = Your Specific Transformation
I am (a coach and trainer)
I help (leaders)
Do or understand (find their life purpose and heal what’s in the way of having it)
So that (they can become their best)
Brand Slogan
Tag Line – Creating the Life You Want
Engaging Headshot
Simple Graphics
Logo
Color Palette – Black White Purple Blue Grey Turquoise
3 Fonts – Arial Helvetica Georgia
Brand Building
What problem do I solve? (1 Word)
What am I passionate about?
What do I research?
What do I have results in?
What business am I in?
What are people be willing to buy?