Unveiling the Essence of Building an Authentic Business Brand
Beyond Bragging:
Building an Authentic Business
Brand
September 21, 2023
Presented by: Reggie Holmes, Enthuse Creative
Introduction
•
Reggie Holmes
•
CEO & Creative Director
•
Brand Strategist
& Designer
•
Thinker &
Doer
•
Mission Statement: I help
Entrepreneurs and Entities
with Big Ideas to Create Big
Impact while building a
brand they are enthusiastic
about.
G
O
A
L
S
&
T
A
K
E
A
W
A
Y
S
Beyond Bragging
:
Building an Authentic Business Brand
We want to acknowledge and answer some of the
objections we have to the idea of talking about ourselves or
our businesses.
G
O
A
L
S
&
T
A
K
E
A
W
A
Y
S
Beyond Bragging:
Building
an Authentic Business Brand
We want to understand and appreciate the process that is
involved with communicating about ourselves or our
business
G
O
A
L
S
&
T
A
K
E
A
W
A
Y
S
Beyond Bragging:
Building an
Authentic
Business Brand
We want to identify what it means to be authentic and
highlight why that is important and valuable in today’s
marketplace.
G
O
A
L
S
&
T
A
K
E
A
W
A
Y
S
Beyond Bragging:
Building an Authentic
Business Brand
We want to clarify and focus on business brand, while also
acknowledging personal brand
B
u
i
l
d
i
n
g
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
:
O
u
r
A
p
p
r
o
a
c
h
What? → Why? → How?
•
A lesson from my early days in business that I learned from an
executive coach
What is the Role of
an Authentic Brand?
W
h
a
t
i
s
a
B
r
a
n
d
?
•
Brand
is your entity’s unique, composite identity.
•
Branding
is the associations and assets that communicate this
identity.
•
Brand is one of your business’ most valuable assets.
•
Brand is:
•
Communicating your Values with Value
•
Brand is
Created with Purpose and Communicated as Promise
•
Relational vs. Transactional
•
Expression & Experience
•
Quality & Quantity
W
h
a
t
m
a
k
e
s
u
p
a
b
r
a
n
d
?
•
Brand Elements (tangible)
•
Logo
•
Social Media pages
•
Packaging
•
Mascots
•
Banners/Signs
•
Website
•
Brand Elements (intangible)
•
Taglines
•
Colors
•
Brand Personality/Voice
•
Mission/Vision/Values
•
Value Proposition
•
Phrases & Keywords
“Brand sits at the intersection of Logic
and Magic.”
- Marty Neuimaier, Brand Gap
W
h
a
t
d
o
e
s
i
t
m
e
a
n
t
o
b
e
a
u
t
h
e
n
t
i
c
?
•
Authentic (adj)
•
Meaningful
•
Accountable
•
Purpose-driven and thoughtful
•
Conscientious
•
What you say, show, and
share
genuinely reflect what you
represent and produce.
“Brands are created by people, to serve
people.
People were not created to serve
brands.”
W
h
a
t
i
s
t
h
e
R
o
l
e
o
f
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
?
•
4 Functions of Brand
•
Identify
- create awareness by showing who you are in a way that is
meaningful and memorable
•
Differentiate
- heighten awareness by showcasing what makes you unique
and valuable
•
Communicate
- share information that gives knowledge and context and
opening for deeper understanding
•
Connect
- nurture relationship by creating positive mental, social and
emotional associations
Modern consumers see themselves in
relationships with brands. So, the more you can
add “human” dimensions to your brand, the
better it will be able to connect with these
customers.
W
h
a
t
i
s
t
h
e
R
o
l
e
o
f
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
?
•
Branding really comes down to
2 things:
•
Position
•
P
erception
•
It’s a two-way street,
•
Diplomat vs. Dictator
•
Your brand
is a bridge, a
connection between who you
serve and what you sell.
Authentic Brands:
Don’t Tell and Sell,
they
Reflect and Connect
W
h
e
r
e
D
o
e
s
P
e
r
s
o
n
a
l
B
r
a
n
d
F
i
t
i
n
t
h
e
E
q
u
a
t
i
o
n
?
•
Sometimes, the person is the
brand. This
has risen in
prominence in recent years.
•
Because brands connect people
to things, and because we work
with people, personal brands are
important and valuable.
•
Your personal brand is distinct,
but connected to your business.
Why is it
Important to Have
An Authentic Brand?
W
h
y
i
s
i
t
I
m
p
o
r
t
a
n
t
t
o
H
a
v
e
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
?
•
People still like to work with people they know like and trust. Brand is
a gateway to trust and credibility.
•
There is unprecedented saturation and competition. How do you
stand out?
•
People want and need to make purchasing decisions more quickly,
despite more options.
•
People are less trusting of corporate entities and experts, more
cynical and more cautious.
They
do their own research and
investigation.
W
h
y
i
s
i
t
I
m
p
o
r
t
a
n
t
t
o
H
a
v
e
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
?
•
Before you build your business, people know you (your professional
reputation) more than your business.
•
Facilitates valuable, long-term relationships with loyal customers.
•
Makes is easier to ask for and acquire testimonials and referrals.
•
Clarity and alignment
for important business decisions.
•
Provides insulation in the event of a scandal or crisis.
W
h
y
i
s
i
t
I
m
p
o
r
t
a
n
t
t
o
H
a
v
e
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
?
•
88 percent of consumers say
that authenticity
is a key factor
when deciding what brands
they like and support.
(Stackla, 2021).
W
h
y
i
s
i
t
I
m
p
o
r
t
a
n
t
t
o
H
a
v
e
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
?
•
Before you build your business, people know you (your professional
reputation) more than your business.
•
Facilitates valuable, long-term relationships with loyal customers.
•
Makes is easier to ask for and acquire testimonials and referrals.
•
Provides insulation in the event of a scandal or crisis.
How Can You Build an
Authentic Brand?
H
o
w
C
a
n
Y
o
u
B
u
i
l
d
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
?
•
Before you build your business, people know you (your professional
reputation) more than your business.
•
Facilitates valuable, long-term relationships with loyal customers.
•
Makes is easier to ask for and acquire testimonials and referrals.
B
u
i
l
d
i
n
g
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
:
L
e
a
d
w
i
t
h
V
a
l
u
e
(
s
)
•
Shared Value
& Shared Values:
•
Sharing the same goals, ideals and values
b
uilds trust. You are able to
instantly connect with those that share those values.
•
You recognize and acknowledge that your goal is to create a valuable
relationship for the customer and the business. This impacts how you speak
to your customers.
B
u
i
l
d
i
n
g
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
:
V
i
s
i
b
l
e
X
V
i
a
b
l
e
•
Grand Brand Equation: Visible
X
Viable = Valuable
•
Increase your visibility – make sure the right people see and know you
•
Increa
se your viability – make sure the right people know that you can solve
their problems
•
Increase your value – go from
one among many to the only one for the job
B
u
i
l
d
i
n
g
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
:
S
e
l
f
-
A
w
a
r
e
n
e
s
s
•
Where are you today in light of a) where you’ve been and b) where
you are going?
•
Humor – “
a funny thing happened…”
•
Humanity – “we are people too…”
•
Humility –
“we messed up, we learned a lesson…”
B
u
i
l
d
i
n
g
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
:
H
u
m
a
n
i
z
e
I
t
•
If your brand were a person…
•
Where would it go? What types of people would it engage with?
•
What kinds of conversations woul
d it engage in or avoid?
•
How would it go about making the world a better place?
B
u
i
l
d
i
n
g
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
:
S
h
o
w
&
T
e
l
l
•
Stories help us share resonant,
relevant information in a way that
is easy to digest and remember
•
Stories are innate and remain
stuck in our brain more than stats
and facts.
•
Consider the story of the
Significant Objects Project
B
u
i
l
d
i
n
g
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
:
S
t
o
r
y
t
e
l
l
i
n
g
T
i
p
s
•
Curiosity – Observe and ask questions
•
Capture – Note everything! There are stories are everywhere.
•
Connect – Strive to see patterns and relationships.
•
Craft – Don’t worry about final form, just create.
•
Communicate – Share what you create with your team/audience.
B
u
i
l
d
i
n
g
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
:
S
t
o
r
y
t
e
l
l
i
n
g
T
y
p
e
s
•
We tried, then we failed, then we tried again.
•
We had a problem that no one could solve, so then we did.
•
We recognized an unmet need, an unserved customer.
•
Taking up a new challenge after conquering something else.
B
u
i
l
d
i
n
g
a
n
A
u
t
h
e
n
t
i
c
B
r
a
n
d
:
S
i
m
p
l
e
F
r
a
m
e
w
o
r
k
1.
Know Yourself
2.
Know Your Audience
3.
Show Up
4.
Show Off
5.
Monitor, Measure, Modify
Your brand is both a journey and a
destination.
It reflects an actuality and an
aspiration.
Q
u
e
s
t
i
o
n
s
/
C
o
m
m
e
n
t
s
Reggie Holmes
Owner/Creative Director
Enthuse Creative, LLC
(703) 672-1763
reggie@enthusecreative.com
www.enthusecreative.com
Discover the transformative journey of crafting a genuine and impactful business brand that resonates authentically in the competitive marketplace. Join Reggie Holmes, CEO of Enthuse Creative, on September 21, 2023, for an enlightening session on navigating challenges, defining authenticity, and aligning personal and business brands successfully.
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Presentation Transcript
Beyond Bragging: Building an Authentic Business Brand September 21, 2023 Presented by: Reggie Holmes, Enthuse Creative
Introduction Mission Statement: I help Entrepreneurs and Entities with Big Ideas to Create Big Impact while building a brand they are enthusiastic about. Reggie Holmes CEO & Creative Director Brand Strategist & Designer Thinker & Doer
GOALS & TAKEAWAYS GOALS & TAKEAWAYS Beyond Bragging: Building an Authentic Business Brand We want to acknowledge and answer some of the objections we have to the idea of talking about ourselves or our businesses.
GOALS & TAKEAWAYS GOALS & TAKEAWAYS Beyond Bragging: Building an Authentic Business Brand We want to understand and appreciate the process that is involved with communicating about ourselves or our business
GOALS & TAKEAWAYS GOALS & TAKEAWAYS Beyond Bragging: Building an Authentic Business Brand We want to identify what it means to be authentic and highlight why that is important and valuable in today s marketplace.
GOALS & TAKEAWAYS GOALS & TAKEAWAYS Beyond Bragging: Building an Authentic Business Brand We want to clarify and focus on business brand, while also acknowledging personal brand
Building an Authentic Brand: Our Approach Building an Authentic Brand: Our Approach What? Why? How?
A lesson from my early days in business that I learned from an executive coach
What is the Role of an Authentic Brand?
What is a Brand? What is a Brand? Brandis your entity s unique, composite identity. Branding is the associations and assets that communicate this identity. Brand is one of your business most valuable assets. Brand is: Communicating your Values with Value Brand is Created with Purpose and Communicated as Promise Relational vs. Transactional Expression & Experience Quality & Quantity
What makes up a brand? What makes up a brand? Brand Elements (tangible) Brand Elements (intangible) Taglines Logo Colors Social Media pages Brand Personality/Voice Packaging Mission/Vision/Values Mascots Value Proposition Banners/Signs Phrases & Keywords Website
Brand sits at the intersection of Logic and Magic. - Marty Neuimaier, Brand Gap
What does it mean to be What does it mean to be authentic authentic? ? Authentic (adj) Meaningful Accountable Purpose-driven and thoughtful Conscientious What you say, show, and share genuinely reflect what you represent and produce.
Brands are created by people, to serve people. People were not created to serve brands.
What is the Role of an What is the Role of an Authentic Authentic Brand? Brand? 4 Functions of Brand Identify - create awareness by showing who you are in a way that is meaningful and memorable Differentiate - heighten awareness by showcasing what makes you unique and valuable Communicate - share information that gives knowledge and context and opening for deeper understanding Connect - nurture relationship by creating positive mental, social and emotional associations
Modern consumers see themselves in relationships with brands. So, the more you can add human dimensions to your brand, the better it will be able to connect with these customers.
What is the Role of an What is the Role of an Authentic Authentic Brand? Brand? Branding really comes down to 2 things: Position Perception It s a two-way street, Diplomat vs. Dictator Your brand is a bridge, a connection between who you serve and what you sell.
Authentic Brands: Don t Tell and Sell, they Reflect and Connect
Where Does Personal Brand Fit in the Equation? Where Does Personal Brand Fit in the Equation? Sometimes, the person is the brand. This has risen in prominence in recent years. Because brands connect people to things, and because we work with people, personal brands are important and valuable. Your personal brand is distinct, but connected to your business.
Why is it Important to Have An Authentic Brand?
Why is it Important to Have an Why is it Important to Have an Authentic Authentic Brand? Brand? People still like to work with people they know like and trust. Brand is a gateway to trust and credibility. There is unprecedented saturation and competition. How do you stand out? People want and need to make purchasing decisions more quickly, despite more options. People are less trusting of corporate entities and experts, more cynical and more cautious. They do their own research and investigation.
Why is it Important to Have an Why is it Important to Have an Authentic Authentic Brand? Brand? Before you build your business, people know you (your professional reputation) more than your business. Facilitates valuable, long-term relationships with loyal customers. Makes is easier to ask for and acquire testimonials and referrals. Clarity and alignment for important business decisions. Provides insulation in the event of a scandal or crisis.
Why is it Important to Have an Why is it Important to Have an Authentic Authentic Brand? Brand? 88 percent of consumers say that authenticity is a key factor when deciding what brands they like and support. (Stackla, 2021).
Why is it Important to Have an Why is it Important to Have an Authentic Authentic Brand? Brand? Before you build your business, people know you (your professional reputation) more than your business. Facilitates valuable, long-term relationships with loyal customers. Makes is easier to ask for and acquire testimonials and referrals. Provides insulation in the event of a scandal or crisis.
How Can You Build an Authentic Brand?
How Can You Build an How Can You Build an Authentic Authentic Brand? Brand? Before you build your business, people know you (your professional reputation) more than your business. Facilitates valuable, long-term relationships with loyal customers. Makes is easier to ask for and acquire testimonials and referrals.
Building an Building an Authentic Authentic Brand: Lead with Value(s) Brand: Lead with Value(s) Shared Value & Shared Values: Sharing the same goals, ideals and values builds trust. You are able to instantly connect with those that share those values. You recognize and acknowledge that your goal is to create a valuable relationship for the customer and the business. This impacts how you speak to your customers.
Building an Building an Authentic Authentic Brand: Visible X Viable Brand: Visible X Viable Grand Brand Equation: Visible X Viable = Valuable Increase your visibility make sure the right people see and know you Increase your viability make sure the right people know that you can solve their problems Increase your value go from one among many to the only one for the job
Building an Building an Authentic Authentic Brand: Self Brand: Self- -Awareness Awareness Where are you today in light of a) where you ve been and b) where you are going? Humor a funny thing happened Humanity we are people too Humility we messed up, we learned a lesson
Building an Building an Authentic Authentic Brand: Humanize It Brand: Humanize It If your brand were a person Where would it go? What types of people would it engage with? What kinds of conversations would it engage in or avoid? How would it go about making the world a better place?
Building an Building an Authentic Authentic Brand: Show & Tell Brand: Show & Tell Stories help us share resonant, relevant information in a way that is easy to digest and remember Stories are innate and remain stuck in our brain more than stats and facts. Consider the story of the Significant Objects Project
Building an Building an Authentic Authentic Brand: Storytelling Tips Brand: Storytelling Tips Curiosity Observe and ask questions Capture Note everything! There are stories are everywhere. Connect Strive to see patterns and relationships. Craft Don t worry about final form, just create. Communicate Share what you create with your team/audience.
Building an Building an Authentic Authentic Brand: Storytelling Types Brand: Storytelling Types We tried, then we failed, then we tried again. We had a problem that no one could solve, so then we did. We recognized an unmet need, an unserved customer. Taking up a new challenge after conquering something else.
Building an Building an Authentic Authentic Brand: Simple Framework Brand: Simple Framework 1. Know Yourself 2. Know Your Audience 3. Show Up 4. Show Off 5. Monitor, Measure, Modify
Your brand is both a journey and a destination. It reflects an actuality and an aspiration.
Questions/Comments Questions/Comments Reggie Holmes Owner/Creative Director Enthuse Creative, LLC (703) 672-1763 reggie@enthusecreative.com www.enthusecreative.com
