1. Déyana M. Walker
Brand Identity Guide
1. Brand Name: What is your company name and how will you
convey your unique brand through your company name?
Address the following questions:
Why did you select this name? What is the backstory?
Déyana is the name of my company. As an independent
artist, I understand that what people identify me as must be
different, catchy, and easy to remember. As a teenager, I
created my first stage name-Yanna Martini. It was slightly
catchy and cute but I am not sure it described whom I really
am and whom I want to be viewed as by others. When I
graduated college, I began going by D.E.Y. Déy. The
reason is because this was my original nickname growing
up, and I felt it characterized a fun, spunky young lady.
However, now I have decided to go forward as simply
Déyana. I believe my God-given name suits my aura and
brand perfectly.
Discuss its strengths and any concerns you may have with this name.
My name is very rare, and extremely artistic. Not to
mention, many people have complimented my name since
birth, and I believe it is beautiful. The name fits well with
the tagline I’ve created for myself. The concern I have is
the spelling of my name; Déyana is fairly short and simple
to pronounce but it is spelled different than most imagine.
Until, my name is well known by many, I may have to
work a little harder to make sure people identify it with the
correct spelling.

2. Is the name protectable as outlined on USPTO.gov?
Déyana is protectable as outlined on USPTO.gov, as well
as unused (as far as searches go).
Is your domain name available for your company’s brand name?
Discuss your results and your strategy for your online brand.
According to a few domain name websites, including
GoDaddy.com, the domain name, JustDeyana.com, is
inexpensive and completely available for my online brand
presence.The Law of Either/Or in The 22 Immutable Laws
of Branding explains that it’s best I use the Internet to be a
business for myself selling my recording products, and as
an information medium about Déyana. My plan is to use
Just Déyana as the way to advertise for my online brand;
it’s using my company name within the title but it’s a
proper name with adifferent twist in order to be a complete
online brand. I believe I’ve done well already in reference
to The Law of Time by creating a FB page online quickly,
Just Déyana. Now, I just have to jump on my website
immediately.
What category does it fall into based on the categories in the legal
article Pursuing Strong Brand: (Fanciful, Arbitrary, Suggestive,
Descriptive, Generic).
I would say that my company’s brand name is fanciful.
According to the legal article, Pursuing Strong Brand,
Déyana is ―uncommon, and therefore distinctive.‖ I
should be able to register the brand name immediately, and
be secure in the fact that it will be strongly protected.

3. 2. Logo: As you build your brand identity, consider all of the
aspects of creating a meaningful company logo.
Address the following questions:
Define why your logo reflects your unique brand. Why do you believe
this would be an effective logo? Be specific.
My logo reflects my unique brand by showcasing creativity and
simplicity. My logo is just my name (Just Déyana) with a simple rose
attached, which is representative of the bumps in the road (thorns) but
beauty as a result.
How are the ―laws‖ of shape and color supported?
My logo is in letterform but fits the width for both eyes to see.
Additionally, the words are two variations of blue, making sure the
entire logo is all one color. The only spurt of different color is the rose.
Which type of logo would be best suited based on the categories
presented: Wordmark, Letterform, Emblem, Pictorial Mark,
Abstract/Symbolic.
Provide your company’s logo by showing a sketch, mock-up or an
actual logo with details in the areas of style, color, shape, and overall
design. Provide a detailed description of the actual logo with specific
details in the areas of style, color, shape, and design.
3. Tagline: Create a tagline that is consistent with your brand
identity.
Address the following questions:
Why is this an effective tagline?

4. My tagline is Déyana is ShowBIZ. This is an effective tagline
because it is short, simple, and catchy. It also has a backstory
and an important meaning. Ironically, my real name is Déyana,
but my line name within my Greek organization is ShowBIZ.
BIZ is an acronym that stands for Bringing Intrinsic Zeal,
because that’s what I do with everything I apply or involve
myself to or in. It’s different, and I believe people will remember
it.
Does this tagline speak to your customers/clients? How?
Déyana is ShowBIZ speaks to my audience because I am an
entertainer but it puts emphasis on the fact that although I am an
artist, I am a businesswoman. When one thinks of Déyana,
he/she thinks of a creative and positive artist-a unique individual.
When the word show comes to mind, a spectacular
performanceof some sort follows not too long behind; so together
I believe the tagline I’ve chosen speaks directly to my personal
brand.
What type of tagline does it represent, based on the categories
presented? (Imperative, Descriptive, Superlative, Provocative,
Specific).
My tagline is descriptive and specific, based on the categories
listed in Taglines. Déyana is ShowBIZ describes my service,
brand promise and conveys entertainment obviously to be the
business category.
Does the tagline reinforce the brand message? Explain your
differentiator and your creative strategy.
Since my brand is ―fresh, loyal, passionate, and driven‖ in
addition to people-oriented and artistic, the name Déyana speaks
to that, and because I am a well-rounded entertainer, ShowBIZ
speaks to that. I am able to put on a full show using any one or
all of my talents while remaining fully concerned about business,
and presenting myself as such.

5. Is your tagline short, unique, easy to say, and positive?
Déyana is ShowBIZ is simply three words that involve my
unique brand name, is full of positivity, and rolls off the tongue
easily.
Is it designed with the logo in mind? Show the tagline positioned with
the logo you have created. No quotes.
4. Corporate Culture: As you build your company and your
brand identity, what will be your primary company objectives or
corporate vision? Include your company’s main values and beliefs as a
vision statement or corporate philosophy. (Use Zappos’ corporate
culture as an example.)
Address the following questions:
How will you carry out these objectives? Define your corporate vision.
My vision is to put forth a GRIND HARD mindset while
providing the public with a positive, fun, unique and customer
oriented presentation every single time that I step in front of an
audience.
Provide at least two specific tactics or examples of how you will
develop a strong culture based on your company’s values and beliefs.
I will continue to post on my blogs—professional and personal in
order to keep my audience updated about my most recent events.
This is also a way for my audience to witness the GRIND HARD
mindset. As far as fun, unique, and customer oriented, I plan to
continue self-development and share what I know with my
audience on stage through performance. I believe this will
contribute to my company’s strong culture, values and beliefs by
stressing positivity.

6. 5. Mission Statement or Mantra: Provide a unique, benefits-
based mission statement or mantra that reflects the concepts learned in
this course.
Address the following questions:
How and where will this mission statement/mantra be communicated?
My mantra is Package your Passion, and it will be communicated
through my online presence, in my live presentations, and on my
interactive tools (virtual business card, print media, text
marketing, etc.).
Is it directed to employees or to customers?
Package your Passion is directed to my audience; it’s my way of
teaching everyone that if you have more than one skillset or
passion, learn to package all of them together to accomplish your
dream. I want to leave people with the message that there is a
way to use all of your skillsets to compliment one another, come
together and help create you—or your brand.
Does your mission statement incorporate direction, focus, policy,
meaning, challenge, and passion? Is it concise, unique, and
memorable?
My vision is to put forth a GRIND HARD mindset while providing
the public with a positive, fun, unique and customer oriented
presentation every single time that I step in front of an audience. I
definitely think this statement exudes success, including direction,
focus, meaning, and passion. It is cut and clear, and although it has
simple terms, I believe it’s short enough to remember.
Does it tell your company story in less than 30 seconds?

7. My mantra tells what I teach people to do for a living in three words.
Therefore, I’m sure it’s a good description of my business.
6. Product Mock-up/Service Description: Provide a sketch,
drawing, building concept, or package design for your product or
provide a visual and written description of your service as it would
appear on your website.
On my website, I will have a sectionthat will showcase my live
shows, and I will have an ecommerce section to sell digital
download cards of my music products.
7. Competitive Brand Analysis
Provide one example of an actual logo from another company that you
feel is effective in conveying the spirit of the logo you would create or
that is similar to what you would like to have created for you by your
marketing department or graphic designer. Describe in detail its main
attributes and brand essence based on the logo elements. This logo
example could be outside of your category. For example, you might
really like the ED HARDY logo but you are developing a restaurant.
Tishina Pettiford (tishspeaks.com) has a simple, yet elegant brand
in letterform, which simply includes her name and a small image
representing her. The brand essence is classy, fun, approachable, and
artistic based on the logo elements.
Provide at least 3 examples of actual logos from your main competitors
- both direct and indirect – or those within your niche industry. Discuss
brand strategy trends in your niche. Describe in detail the main
attributes of the brands and discuss thebrand, based on the logo
elements.
Kelly Rowland, Dawn Richard, Elle Varner would be three artists
that I consider competitors in my industry. However, brand strategy
trends in the music industry don’t revolve as much around taglines,
mantras, and logo as they do the genre of music. The main attributes
that most artists’ brands and their logos have in common are simple and

8. large. All three women have websites that display their logos to be
their full names or initials, in Dawn Richard’s case.
Include and describe your one main competitor’s tagline. How does it
distinguish your Company from your main competitor? Explain. If no
tagline is used, analyze the brand’s positioning statement.
Dawn Richard doesn’t necessarily have a tagline but her
positioning statement revolves around pushing R&B music to a whole
new genre of music. She wants to be known for finding different and
new ways to make R&B music modern and more acceptable to the
public. I am definitely unique in comparison to Dawn Richard,
because my focus is simply not on R&B. I’d like to push all music to
new limits; I also do all the things she does and then some. So where
her position in the industry is focused on one genre according to her
statement, my tagline advertises the businesswoman in me and refers to
performing all around.
How is your mission statement different or unique compared to your
one main competitor’s mission statement and/or vision statement?
Include their mission statement or corporate vision.
I am unsure of what Dawn Richard’s mission or vision statement
is. However, I believe my mantra is different from everyone’s because
of the concept of having too many skillsets to keep them all
compartmentalized. I think it is unique to bring them all together to
compliment one another, and continue doing all the things one loves.