Why is it so hardto
create 5tives to rna alte g your tearin out haira brandanybody givesa sh*t about?

Every day, millions of business
ownerskill themselves trying to do“the right thing” to create their brand

Every day, millions of business
ownerskill themselves trying to do“the right thing” to create their brand “ Oh n.” dam

Every day, millions of business
ownerskill themselves trying to do“the right thing” to create their brand “ Oh n.” s is “ T hi me dam ng hurti than more u” yo

Add to this that every
entrepreneur is driven by one seductive fact

Add to this that every
entrepreneur is driven by one seductive factthe future is worth fighting for

So,WHY is it so hardto
createa brand?

The “Horrible Truth” segment:

The “Horrible Truth” segment:Y ve
got ou’a blind spot

The “Horrible Truth” segment:Y ve
got ou’a blind spot And it looks like this...

YourPerceptionofyourbrand

Your theirPerception realityof ofyour yourbrand
brand

Your theirPerception FYI: This is
realityof NOT the look of an engaged ofyour customer yourbrand brand

That friend of a friend,
who’sa“guru”ofsocial this-or-that,won’t solveyour problem.

That friend of a friend,
who’sa“guru”of “ My goal is to aggregate your databasesocial this-or-that, aura to release its inner Feng Shui that willwon’t solve harmonize your site with Google’s algorithm du jour yielding excellent karmayour problem.with high rankings and tons of fans. I’ve read about this a lot and this will crush it... dude.”

Yourbranddeservesbetter

Your theirbrand realitydeserves deservesbetter better

Is this it?Your theirbrand realitydeserves
deservesbetter better

now , theAnd 5 do
can o you ng) t ngs doithi op (o r st te your el eva d b ran

Coffee is nosubstitutefor an unstimulating
(andsh*tty)brand

Coffee is nosubstitutefor an unstimulating
(and # 1sh*tty) d oubt, Wh en in and go b igger your r with go bolde d (or bran e) hombrand

Coffee is nosubstitutefor an unstimulating
(and # 1sh*tty) d oubt, Wh en in and go b igger your r with go bolde d (or bran e) hombrand And do something that will wake people up and not be a decaf version of your brand.

Write down one way your
brand can go bigger and bolder while leaving your competition searching for a triple shot espresso. When done, fast forward to #2Follow @davidbrier Subscribe: www.risingabovethenoise.com

If committeesdon’t suck the lifeout
of your ideas, they’ll suck the life out of themessenger

If committees don’t suck the
life out of your ideas, they’ll suck # 2 o mous auton erate the life out of the nCr eate a t can op a c ore th pendent of inde ttee-itis” “c ommi cceed u messenger and s

If committees don’t suck the
life out of your ideas, they’ll suck # 2 o mous auton erate the life out of the nCr eate a t can op a c ore th pendent of inde ttee-itis” “c ommi cceed u messenger and s If you love your brand, set it free.

Work out how to get
something brilliant done without the intervention of a committee. Get as inventive (and sneaky) as you need to be. When done, fast forward to #3Follow @davidbrier Subscribe: www.risingabovethenoise.com

blending inis not a strategyanymore
thanwinning thelotteryis a retirement plan

blending inis not a strategyanymore
thanwinning the # 3diocrity me C rappy ented in pres ak du jour .lottery d-spe ke it good bran t ma d oes no it doesn’ t If ntiate d iffere and, yo ur br ell. s it won’ tis a retirement plan

blending inis not a strategyanymore
thanwinning the # 3diocrity me C rappy ented in pres ak du jour .lottery d-spe ke it good bran t ma d oes no it doesn’ t If ntiate d iffere and, yo ur br ell. s it won’ tis a retirement plan There’s no middle ground to greatness.

Write down 3 ways your
brand is different (or can be, in case it’s not yet) from your competition. When done, fast forward to #4Follow @davidbrier Subscribe: www.risingabovethenoise.com

the competitionisn’t your enemy.You settlingfor
stupidtricks is.

the competition isn’t your enemy.
You settling for stupid # 4of cats weiyl eos l k, vid ikes” but th d ’sLoo u “ l tricks is. yo r bran ce. get build you van w on’ t g and rele und. m eanin wning aro rm. Q uit clo ge the no n C halle elentless. Be r

the competition isn’t your enemy.
You settling for stupid tricks is. If you think it’s stupid, it probably is. # 4of cats weiyl eos l k, vid ikes” but th d ’sLoo u “ l yo r bran ce. get build you van w on’ t g and rele und. m eanin wning aro rm. Q uit clo ge the no n C halle elentless. Be r

Write down stupid ways to
promote your brand. Get it out of your system — like cat footage, clowns and stupid music videos that have nothing to do with your business. Now, write down 1 or 2 ways you can intelligently distinguish your brand. When done, fast forward to #5Follow @davidbrier Subscribe: www.risingabovethenoise.com

during the 2013Super Bowl,one brand
took advantage ofthe 34-minutepowertweet. they scored..One image. One outageand customers ate it up.

during the 2013Super Bowl,one brand
took advantage ofthe 34-minutepowertweet. they scored..One image. One outage # 5rself andy you epare d for speed ’sand customers ate it up. Pr you r bran f the world nse. I us cookie respo famo most uld do it, . co ly can ertain you c

during the 2013Super Bowl,one brand
took advantage ofthe 34-minutepowertweet. they scored..One image. One outage # 5rself andy you epare d for speed ’sand customers ate it up. Pr you r bran f the world nse. I us cookie respo famo most uld do it, . co ly can ertain you cHave an insatiable curiosity and build that into anticipating your customer’s needs.

Work out how you can
make your company more nimble so it can be unbelievably responsive and pro-active. When done, fast forward to the next slide.Follow @davidbrier Subscribe: www.risingabovethenoise.com

For those taking notes:

For those taking notes:1. In
branding, go big. Think big. Do big.In all aspects of your brand service,brand message and brand insight.

For those taking notes:1. In
branding, go big. Think big. Do big.In all aspects of your brand service,brand message and brand insight.2. Committees. They have their place.Just not in branding, meetings andingenuity.

For those taking notes:1. In
branding, go big. Think big. Do big.In all aspects of your brand service,brand message and brand insight.2. Committees. They have their place.Just not in branding, meetings andingenuity.3. Blending in is your enemy. Brandingis your friend. (Understand this:Branding is “ the art of differentiation”and is the tool that will elevate yourbrand above the noise.)

For those taking notes:1. In
branding, go big. Think big. Do big.In all aspects of your brand service,brand message and brand insight.2. Committees. They have their place.Just not in branding, meetings andingenuity.3. Blending in is your enemy. Brandingis your friend. (Understand this:Branding is “ the art of differentiation”and is the tool that will elevate yourbrand above the noise.)4. Don’t be fooled with the newest“ tricks” to garner attention.Be real. Be extraordinary.

For those taking notes:1. In
branding, go big. Think big. Do big.In all aspects of your brand service,brand message and brand insight.2. Committees. They have their place.Just not in branding, meetings andingenuity.3. Blending in is your enemy. Brandingis your friend. (Understand this:Branding is “ the art of differentiation”and is the tool that will elevate yourbrand above the noise.)4. Don’t be fooled with the newest“ tricks” to garner attention.Be real. Be extraordinary.5. Be ready when Life happens, even whenyou least expect it to. Be ready foropportunities as they surface.

Follow @davidbrier Subscribe: www.risingabovethenoise.com

Need more insight into creating
a brand?Follow @davidbrier Subscribe: www.risingabovethenoise.com

Need more insight into creating
a brand? Check out:Follow @davidbrier Subscribe: www.risingabovethenoise.com

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David Brier on twitter: @davidbrier

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David Brier on twitter: @davidbrier Design, art direction and text by David Brier of DBD International

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David Brier on twitter: @davidbrier Design, art direction and text by David Brier of DBD International Copyright 2013 DBD International