Talk given by Rochelle Seltzer at the Boston Women's Network Luncheon on March 10, 2010.

1. Put Design to Work to Build your Brand and
Accelerate your Marketing

2. Design Intelligence
The brains behind the beauty.
(Gorgeous is great, but not enough!)

3. The cluttered environment
The “Attention Economy” throws too many
choices at us.
We rely on brands to help us make choices.

4. Brands that excel through design

5. Definition of “Brand”
o A brand is NOT a logo
o A brand IS:
A person’s perception of a product, service,
experience or organization.

6. “Charismatic Brand”
A charismatic brand forms a relationship, it doesn’t
just grab attention.
It's any product, service or company for which
people believe there's no substitute.
Any brand can be charismatic — even yours!

7. Brands with “tribes” of brand loyalists

8. Key ingredients for getting the brand
strategy right:
o clear vision and mission
o nail your positioning
o a strong visual identity that reflects your brand
personality
o clear and consistent messaging that makes the
emotional connection

9. You must understand the market
o Brands help people make connections and deal
with an overwhelming number of options by
making clear promises and building trust.
o People relate to brands with human qualities.
o What brand personality attributes are authentic to
your brand?

10. …to make a connection
Alignment between the target market’s
needs and desires
+
the expression of an authentic brand personality
=
connection with your brand.

11. Use creativity to develop break-
through solutions and differentiate.
“Innovation is what gives brands traction in the
marketplace.”
– Marty Neumeier

12. how design adds to the bottom line
As a differentiator, design often contributes
to brands that are leaders. These brands
can realize greater profit margins than their
competitors.

13. Pinkberry

14. Target

15. Your company can do it too!
Some examples of companies like yours
that have invested in design
to accelerate their marketing.

16. before after

19. Logo

21. Name, tagline and logo

24. Logo and tagline

27. before after

29. Logo and tagline

32. Logo and tagline

42. Track!
o New sales opportunities
o Referrals
o Media exposure
o Network growth
o Leadership opportunities + peer recognition
o More sales closed!

43. Checklist for marketing success:
o Establish solid positioning
o Develop a great visual brand and messaging
o Target the right audience(s)
o Select a smart mix of tools and activities
o Stay committed
o Track results
o Reevaluate and make adjustments, expand

44. Any Questions?

45. Thank you!
Brand • Identity • Collateral • Web
Direct Mail • Social Media Strategy