This document discusses how to turn a business into a strong brand through developing an emotional story and understanding customers. It emphasizes that a brand is more than just logos and graphics, but is the story wrapped around a product or service. The document provides tips for creating a brand such as developing the business story, identifying the target customer market, designing a memorable logo that works across mediums, and maintaining consistency in branding across all marketing materials and channels. Real-world examples of small businesses with strong brands are also provided.

1. TURN YOUR BUSINESS
INTO A BRAND
Amber Hinds

2. WHAT DO THESE
BUSINESSES
HAVE IN
COMMON?

3. BRANDING IS ABOUT MORE THAN JUST A LOGO
Your brand is what sets apart the products and
services your business offers from those of your
competitors.
name • logo • tagline • graphics • colors • messaging
are all part of establishing your brand, but not all…
IT’S ABOUT EMOTIONS

4. WHAT WE’RE GOING TO TALK ABOUT
Creating a Brand
Developing a story
Understanding your customers
Logos, graphics, and styles
Growing a Brand
Websites
Print Marketing Materials
Social Media

5. A BRAND IS NOTHING MORE THAN
A STORY WRAPPED AROUND
A PRODUCT OR SERVICE…
THE REASON WE CONSISTENTLY REFER
TO A SMALL HANDFUL OF BRANDS IS
BECAUSE THEY’RE THE ONES
THAT HAVE GOT THEIR STORIES STRAIGHT.
- Richard Cordiner, Leo Burnett

6. DEVELOP YOUR STORY
Start With The Basics
Who are you?
What do you sell?
Why do you sell it?
How are you different?
What is your promise?

8. YOUR BRAND MEANS
NOTHING WITHOUT
A GOOD CUSTOMER EXPERIENCE

9. UNDERSTAND YOUR CUSTOMERS
Identify Your Target Market
Location
Age
Gender
Create Avatars
Interests/Hobbies
Family/Lifestyle
Goals

11. A LOGO SHOULD...
Represent your story
Speak to your customers
Work in all mediums
Look just as good in black & white
Be memorable
Be timeless

12. LOGOS
THAT
WORK

13. CONSISTENCY
CONSISTENCY
CONSISTENCY

14. CONSISTENCY IN BRANDING MEANS...
Set colors
Set fonts
Set logo
HAVING ONE CLEAR MESSAGE
- your story -
CONVEYED IN ALL YOU DO

16. VENTURING OUT INTO THE WORLD
These small businesses are rocking it:
Sunday Supply Co
Vintage Whites Market
Butter Cream Cupcakery
Highchair Farms
Elevate Chiropractic