A R E P E O P L E T H I N K I N G A N D T A L K I N G A B O U T

Y O U / Y O U R C O M P A N Y / Y O U R O R G A N I Z A T I O N / Y O U R B R A N D

T H E W A Y Y O U W A N T T H E M T O ?

Building a Brand Bible

About Me

Started out as a PR Specialist for the University of Southern California in 1998

Moved to Austin in 2006

Became Dir of Comm for a Healthcare Startup

Launched the Austin Entrepreneur Network

Launched Texas CEO Magazine

Realized my Purpose is Helping Great Companies Succeed

Became a Partner at an Interactive Agency

Great Companies …

Are powered by purpose

Are built on principles

Have a unique process that creates a

better experience for their customers

Three Great Companies

Southwest Airlines

PURPOSE

Democratize the skies

PRINCIPLES

Warrior Spirit

Servant Heart

Fun-loving Attitude

Three Great Companies

GSD&M

PURPOSE

Helping clients achieve their purpose.

PRINCIPLES

Stay in Austin

Stay Together

Make a difference

Three Great Companies

Zappos

PURPOSE

To provide the best customer service possible.

… we call this our WOW philosophy.

PRINCIPLES

Deliver WOW Through Service

Embrace and Drive Change

Create Fun and A Little Weirdness

Be Adventurous, Creative, and Open-Minded

Pursue Growth and Learning

Build Open and Honest Relationships With Communication

Build a Positive Team and Family Spirit

Do More With Less

Be Passionate and Determined

Be Humble

Three Great Companies

What do these companies have in common?

SOUTHWEST AIRLINES

Hit $1 billion in sales in 1989

GSD&M

Hit $1 billion in sales in 2000

ZAPPOS

Hit $1 billion in sales in 2008

Defining Your Purpose

Why are you in the business you’re in?

When you are not in the business, what do you

want to be remembered for? What do you

want your legacy to be?

If you had unlimited resources,

what part of the business would you keep doing?

Defining Your Principles

What are your core values? What behavioral

traits do you value most in your team?

What does acting in accordance with those values

look like in the context of your business?

Defining Your Process

What is the simplest way you can

make people’s lives better while simultaneously

honoring the purpose and principles you have defined.

Brand is Experience

Building a brand is a process of setting expectations

and then meeting or exceeding those expectations.

Brand Strategy

It is a plan for operating your business

in such a way that people will

think about it, care about it, and talk about it

the way you want them to.

Brand Integrity

If integrity is doing what you say, then

you cannot have integrity without first

saying what you will do.

The Goal

State your purpose, state your principles, and state your process.

Then, ask yourself if your

actions align with those statements.

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W W W . B R A N D G A R D E . C O M

Thank You