It’s All About Your Brand

What is Brand Identity?

• A promise that gets kept consistently• Defines your organization• Creates a personality and life for your product

or services• A unique and consistent look, feel, tone and

voice for all communications• Over time, it builds awareness of and an

attitude towards your organization

About Herd Strategies

• After serving over twenty years in the non-profit and corporate communications world, Denise Herd founded the Herd Strategies, a full-service marketing and communications firm.

– Herd is responsible for new business development, training and education, creating and guiding clients through the implementation of marketing and communications strategies and managing daily operations.

– Through her leadership and vision, Herd Strategies has quickly developed its reputation on a local and national level as a solutions-driven marketing communications firm providing companies with training and strategic communications planning through honest, straightforward advice and counsel.

– Provided training and education for AT&T, McDonald’s, Indiana Repertory Theatre and numerous non-profit and corporations throughout the Midwest.

What is Brand Identity?

• Strengthens the impact of all messages• Paves the way for new customer relationships• Provides employees with a greater sense of

commitment• It’s essential to your success in the

marketplace• No business is too small and no product too

generic to develop a brand identity

Key Brand Elements

• Brand Name – name, tagline, logo• Brand Position – description of your

organization• Brand Promise – The single most important

thing your organization promises to deliver every time

• Brand Personality – What you want your brand to be known for (serious, fun, forceful,

imaginative, etc.)

Key Brand Elements

• Brand Tone – edgy, humorous, conservative, subtle

• Brand Story – your organizational history and how it adds value to the brand, highlights how your products and services grew from that background and how your methodology impacts what you offer

• Brand Association – colors, taglines, images, fonts, uniforms, signage, equipment, etc.

Brands . . . Evolve in time

Determine the Purpose of your Brand

• Each marketing vehicle requires a unique tweak of the brand to fit the medium– Brochures need more marketing copy and detail– Social Media and Websites are a quick read and

interact with the audience– Ads are mini billboards, only the most critical info

is needed– Multimedia is entertainment/educational

How Much Does it Cost?

• It depends on what you want• The cost range for branding is broad and will

be determined based upon the scope of work• Don’t buy the low bid - in all things in life you

get what you pay for

Branding Steps

• Step One– Learn your marketing objectives and strategy– Prioritize projects– Audit existing and competitive materials and

strategies– Interviews/focus groups– Create a timeline

Branding Steps

• Step Two– Develop Concepts/taglines– Start visual research– Review initial creative approaches

Branding Steps

• Step three– Develop an outline for your concept– Explore design concepts– Begin creating visual materials

Branding Steps

• Step Four– Write full copy draft– Revise and write final copy– Start layouts

Branding Steps

• Step Five– Review final design

• Step Six– Develop final files for use

Developing my Brand

Final Thoughts

• One big question to answer is “what does your brand stand for?”

• Is it: fearless, unexpected, bold, radical, dreamy, resolute, poetic, secure, undaunted, classy, daring, adventurous, gentle, futuristic individual, powerful, passionate, unwavering, provocative, visionary, wild, dynamic, brave, unorthodox, innovative, curious, intriguing, cool, joyful, fun, smart, etc .

Herd Strategies, llc245 East 11th Street

Indianapolis, IN 46202317.641.9073

www.herdstrategies.cominfo@herdstrategies.com