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?

8. The “Horrible Truth” segment:

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...

11. Your
Perception
of
your
brand

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.”

16. Your
brand
deserves
better

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
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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
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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
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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
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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.
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41. For those taking notes:

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

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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