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Gail Doby, ASID.  What a brand is  Why you should have a well-defined brand  What you need to consider when defining your brand  We won’t cover the.

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Presentation on theme: "Gail Doby, ASID.  What a brand is  Why you should have a well-defined brand  What you need to consider when defining your brand  We won’t cover the."— Presentation transcript:

1 Gail Doby, ASID

2  What a brand is  Why you should have a well-defined brand  What you need to consider when defining your brand  We won’t cover the brand image – the logo, collaterals, etc.  Homework assignment

3  “Beginner’s Mind” – what you will hear seems so common, and yet, if you’re not doing it, it is just something you haven’t heard and applied. Keep an open and learning mind.  “In preparing for battle, I’ve always found that plans are useless, but planning is indispensable” – Dwight D. Eisenhower

4   Send by Monday at 5 Eastern  Subject line: Hot Seat  What help would you like with your brand  One person will get a 15 minute coaching session during the Q & A  Send in your questions if you can’t attend the live call  It is recorded

5  Branding maven and just happens to be an interior designer  Runs $1 billion of businesses  Top mentoring students pay $2 million per year for the privilege of working with her  Not college educated – self-educated and savvy entrepreneur

6  Your logo (mark) or stationery  Collaterals – all paper representations of your brand…these days, collaterals can really mean your digital brochure, too

7

8  Nike  FedEx  UPS  Nordstrom  Frontier Airlines  Ritz-Carlton

9  Drives your business success  Starts with you  Dream  Clarity  Vision  Passion  Emotions  Feelings  Moods  Essence

10  It drives you  It drives your business success  It determines the business attraction  It is vital

11  “In the factory, we make product. At the counter, we sell hope.” – Charles Revlon

12  You are not an interior designer!  What do you do for your clients? That is what you do!  What is the perception of what you do if you say you are an interior designer?

13  You are the spokesperson of the brand – how do they view you?  Ideal clients  Core brand identity  Brand focus  Niche  Differentiation  My design business story

14  What size of business?  What kind of business?  Who do you want to work with?  Who do you not want to work with?  What is the purpose of your business?  DSU branding story

15  Business built on strengths  Clarity  Considering the world outside  Where is the business now?  Do you want to do that business?  Do you have the skills needed?  What else could you do to meet your Ideal Client’s needs and respond to their changing attitudes?

16  Brand consistency  Brand promise  Brand essence  Brand message  Your favorite brands?  Your Ideal Client’s favorite brands?  Brand experience  Client problems  Client focus vs client driven

17  Serve your clients the way they want to be served  Talk to your past clients  Find out what they like and don’t like  Find out how they perceive your brand  3,000 brand messages a day…how do you stand out and get noticed?


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