The DIY Brand Camp Rules of Thumb

This week Todd and I offered the Clarity DIY Brand Camp to an amazingly cool group of leaders. In future posts we’ll be writing about what we are learning from teaching people to be their own brand consultants. To get that conversation started we share one of the workshop hand-outs.

The DIY Brand Camp Rules of Thumb

“If you can’t explain something simply, you don’t understand it well enough.” – Albert Einstein

Branding starts within. The most important audience for any branding effort is the company’s own people.

Branding starts inside. Why do you exist? When you are successful, how will the world be different?

The two tools that work better than any other – no matter the size of your budget – are clarity and repetition.

Don’t tell your customer what you do, tell her how you help.

A brand is not a logo or a website. It is a promise from you to the customer you serve. A brand is revealed wherever and whenever your customer interfaces with it.

Details matter. A lot. Sweat them. Distinctive design standards and clear and focused editorial standards telegraph the farthest.

Branding is a long term commitment. You are building a cathedral. There are many people involved and each one will contribute their own artistry.

Branding is emergent. Everything you try reveals information. A smart brand is a learning brand.

Step outside the norm. The brain is biologically programmed to notice what’s different.

Emotions trump logic.

“Trust is the ultimate shortcut to a buying decision, and the bedrock of modern branding.” – Marty Neumeier

“Be interesting. Tell the truth. And if you can’t tell the truth, fix it so you can.” – John Powers


Image by Todd Felton

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