This document summarizes a workshop on building a brand hosted by Narissa Johnson of Net Victories. The workshop covers defining a brand, developing branding strategies and messages, and identifying tools to convey the brand message. Attendees will explore their organization's mission and story, and develop long, short and tagline versions of their message. The workshop also discusses using a website, advertising, public relations and other tools to share the brand message before and when people need the organization's services or products. Consistency in messaging and repetition are emphasized to shape people's perceptions and "brand box" idea of the organization.

1. Welcome to
RISE WEEK 2013
Build Your Brand Workshop
Hosted by
Narissa Johnson
Managing Director & Senior Strategist
Net Victories

2. What is a Brand?
What people think they
know about you & your business.

3. The Strategy
§ Create a message - tell the story of your
business.
§ Apply the visual and experiential part of your
brand consistently.
§ Identify the tools that you need to leverage to
reach your audiences.
§ Repeat.

4. The Message
Exploration Time!
§ What is your mission?
§ What is the story of your organization?
§ Who are the people?
§ Who uses your services or products?
§ Why do you exist?
§ What do you want your business’ brand box to
look like?

5. The Message
3 Versions:
§ Long message – Who you are, what you do, why
you do it, what makes you unique.
§ Short message – Who you are, what you do, maybe
why you do it.
§ Tagline – It answers the most important of the
question or frames the product or service for you.

6. The Tools
Two things to remember:
§ You want your organization’s message to be in front
of people two times:
• when they need you
• before they need you.
§ Tools one organization uses to raise awareness
about their services or products will be different than
another organization.

7. The Tools
Where your story lives:
§ Website, blog - Where the heart of your content and
messages resides.
§ Physical collateral, signage, locations.
Sharing your message with the unsuspecting:
§ Public relations
§ Advertising
§

8. The Tools
How you
dialogue with
people and drive
them to where
your content lives.

9. The Box
Every piece of information
someone hears or
experiences
related to your
organization builds the
brand box in their mind.
It requires consistency in
message AND repetition
of message.

10. The Next Step
Where are you now in the process of “Branding”?
&
Where do you want to be in 30 days?

11. COMMUNITY SUPPORT
Did
you
enjoy
this
session?
Please
support
local
entrepreneurs
and
help
us
to
keep
this
conference
free.
RISE
is
a
non-­‐profit,
and
your
contribu@ons
help
us
con@nue
delivering
the
value
of
a
high-­‐dollar
conference
with
an
unbeatable
price
tag.
Please
donate
at
www.riseglobal.org/donate
Be sure to check out our other sessions and special events
during RISE Week 2013 at www.riseglobal.org/austin!
The mission of RISE is to inspire and empower entrepreneurs at all stages.