Module 5: Developing a Brand

Training Module 5:Developing a Brand

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Branding: It’s Not Just For Cows!

Module 5: Developing a Brand

Why Do Artists Care About Branding?• Your brand is one of the foundations of your business.

• Your brand will either enhance your bottom line or detract from it.

• Your brand will cause people to buy your products or cause them not to buy your products (and tell others not to buy them!)

• No matter how good your products are, your brand must be even better!

Module 5: Developing a Brand

The Beginning: Questions To Ask• What lasting impressions do you want to be created in the minds of other people?

• How do you want people to remember you and what you have to offer, and how do you want them to describe those things to others?

• What do you want people to think of first when they encounter you and your products or services?

• Start with your brand name(s)

Module 5: Developing a Brand

Thomas Kinkade: PainterOne person can have multiple brand identities.

Module 5: Developing a Brand

Garth Brooks: EntertainerSome brands are actually fictional people.

Module 5: Developing a Brand

Oprah Winfrey: Media PersonalityOne person can have multiple brands to sell different types of things.

Module 5: Developing a Brand

Step One: Define The Brand Image

• Sexy: Victoria’s Secret• Conservative: Burberry• Dependable: Bank of America• Wholesome: Jon & Kate (??)• Modern: Mark by Avon• Tough: Ford Trucks• Shocking: Marilyn Manson

Module 5: Developing a Brand

Step Two: Transfer The Brand Image

• Put your brand image into tangible, fixed format– Brand Name– Logo– Color options– Shapes– Textures

Module 5: Developing a Brand

Red Alert: Own Your Brand!!• Be Original, Avoid Legal Trouble Down the Road

• United States Patent & Trademark Office– http://www.uspto.gov– Check to ensure that your new brand name does not infringe on someone else’s

– Be original

• Domain Names and Search Engines– Check to see if the brand name is already in use anywhere else

Module 5: Developing a Brand

Step Three: Convey The Brand Image• Personally• Professionally• Socially• Website• FaceBook• Twitter• Galleries and Public Appearances• Publications (books, brochures, features)

• Your Blog (this is critical)

Module 5: Developing a Brand

Step 4: Live The Image

• Become the brand you have defined.• Live it, breathe it, convey it everywhere you go.– Business cards– Quotes used in the media– People you interact with– The things you say and do– What you say and write and where you say and write it

– Pictures

Module 5: Developing a Brand

Donna Maria Coles JohnsonEnjoy your life!

Build your business!Have your way!

http://www.IndieBusinessBlog.com

(704) 291 7280indiebusiness@gmail.com