@THEDANKIRBY

#nacue #beyondlogo

PEOPLE DON’T CARE ABOUT YOUR START UP, EVEN THOUGH YOU DO

A BRAND MAKES PEOPLE CARE

WHAT IS A BRAND?

IT IS NOT YOUR LOGO

YOUR BRAND ISwhat people say about you

when you are not in the room

REPUTATION, EMOTION, FEELING

YOUR BRAND IS HOW YOU BEHAVE

YOUR BRAND IS HOW YOU BEHAVE

YOUR WAY OF HANDLING THE WORLD WILL BE IMPRINTED ON YOUR COMPANY.

Think Steve Jobs or Michael O’Leary

WHAT’S YOUR HIGHER PURPOSE?START WITH WHY.

Simon Sinek: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

HOW DO YOU TAKE PEOPLE WITH YOU?

WHAT’S YOUR ‘JOB TO BE DONE?’Milkshake marketing: http://hbswk.hbs.edu/item/6496.html

WHAT’S YOUR ‘BRAND ARCHETYPE’?http://tomfishburne.com/2010/07/brand-archetypes.html

PEOPLE DON’T BUY YOUR PRODUCT, THEY BUY WHAT YOUR PRODUCT DOES FOR THEM.

http://blog.bufferapp.com/people-dont-buy-products-they-buy-better-versions-of-themselves

DIFFERENT IS GOOD. DIFFERENT MAKES PEOPLE

NOTICE YOU.

PHILIPPE STARCK ONLY NEEDS A SMALL% OF THE WORLD’S HOTEL CUSTOMERS TO LOVE HIS HOTELS.

ASK YOURSELF:

Who is your customer?

What problem do you fix for them?

Why does this matter?

Why are you different?

Small

Corporate

OnlineOffline

HERE’S HOW MY COMPANY DOES THIS:

YOUR EXPERT COLLEAGUE

WHAT WE DO:

READING:

The Brand Gap, Marty Neumeier

Different, Youngme Moon

Evil Plans, Hugh Macleod

@THEDANKIRBY