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:
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 brand image – the logo, collaterals, etc. Homework assignment
“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
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
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
Your logo (mark) or stationery Collaterals – all paper representations of your brand…these days, collaterals can really mean your digital brochure, too
Drives your business success Starts with you Dream Clarity Vision Passion Emotions Feelings Moods Essence
It drives you It drives your business success It determines the business attraction It is vital
“In the factory, we make product. At the counter, we sell hope.” – Charles Revlon
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?
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
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
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?
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?