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World Famous: How to Give Your Business a Kick-Ass Brand Identity |  |
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World Famous: How to Give Your Business a Kick-Ass Brand Identity | |
How different would life be if your business were “World Famous”—by standing out prominently from the crowd and clearly capturing the attention of your market?
Author David Tyreman used his world famous strategies and techniques to grow his small garage-based business into a multimillion-dollar powerhouse. In World Famous he gives you proven ways to connect more closely with the hearts and minds of your customers—and his own foolproof blueprint for getting a measurable return from your marketing dollars every time.
This book helps your business gain a powerful presence in the market and shows you how to:
• recognize if your business is inadvertently invisible to the market, and what to do about it
• differentiate your business authentically and meaningfully from ALL others
• define and communicate the unique personality of your business
• engage your market by being "cause" driven
• find uncommon ways to add value
• free your business from the me-too confines of corporate blandness
David Tyreman (Honolulu, HI) built his own consultancy into a World Famous brand in the same way he’s taught thousands of others to do so. His clients have included Nike, Polo Ralph Lauren, Disney, Banana Republic, Nordstrom, and many others. He has been featured on CNN, the front page of the Wall Street Journal, and many other TV shows, magazines, and newspapers.
What is it that sets apart companies like Apple, Ralph Lauren, and Virgin Atlantic from all the other players in their markets?
How different would life be if your business were “World Famous”—by standing out prominently from the crowd and clearly capturing the attention of your market?
Author David Tyreman used his World Famous strategies and techniques to grow a small garage-based business into a multimillion-dollar powerhouse that paid him over $1M dollars a year. In World Famous he gives you proven ways to connect more closely with the hearts and minds of your customers—and his own foolproof blueprint for getting a measurable return from your marketing dollars every time.
This step-by-step guide to creating a kick-ass brand identity will show you how to:
• Recognize if your business is inadvertently invisible to the market, and what to do about it
• Differentiate your business authentically and meaningfully from all others
• Define and communicate the unique personality of your business
• Engage your market by being “cause” driven
• Find uncommon ways to add value
• Free your business from the me-too confines of corporate blandness
No matter what size your business, it deserves to be world famous. This inspiring book shows you that you don’t need to be one of the big guys to reap the big rewards.
David Tyreman has helped differentiate and develop brand identity for some of the best-known companies in the world, including Polo Ralph Lauren, Nike, Banana Republic, Tommy Hilfiger, and Disney. He has been featured on CNN, the Wall Street Journal, and many other TV shows, magazines, and newspapers. He lives in Honolulu, Hawaii.
CONTENTS
Preface ix
I N T R O D U C T I O N The Obvious Choice 1
STEP 1: DARE! 9
CHAPTER ONE Dare to Stand Up and Be Counted 13
CHAPTER TWO Dare to Stand Out 18
CHAPTER THREE Dare to Be Authentically Different 24
STEP 1 SUMMARY Dare! 31
STEP 2: DISCOVER THE POWER OF THE SUPERNICHE 35
CHAPTER FOUR The Secret to Why People Buy 41
CHAPTER FIVE Demographics in 10 Minutes or Less 44
CHAPTER SIX Psychographics: Breathing Life Into Your
Brand 49
CHAPTER SEVEN Putting It All Together 56
STEP 2 SUMMARY The Power of the Superniche 61
STEP 3: DEFINE YOUR DIFFERENCE 67
CHAPTER EIGHT What Business Are You Really In? 71
CHAPTER NINE What Are the Personality, Attitude, and
Values of Your Brand Identity? 82
CHAPTER TEN Hip, Young Gunslingers and Rude, Obnoxious
Anarchists—Three Essential, Powerful, Earth-Shattering Words 88
CHAPTER ELEVEN Creating Your Own 3-D Brand Identity 93
CHAPTER TWELVE Brainstorming Guidelines—How to Get Your
Words 103
CHAPTER THIRTEEN Active List 107
CHAPTER FOURTEEN Organize, Rank, and Review 112
CHAPTER FIFTEEN The Test Drive 119
CHAPTER SIXTEEN The Playground of Your Brand 125
CHAPTER SEVENTEEN Declaring the Promise of Your Brand 140
STEP 3 SUMMARY Differentiation, the Secret Weapon 146
STEP 4: ADD VALUE 155
CHAPTER EIGHTEEN A Problem Is a Golden Opportunity 159
CHAPTER NINETEEN The Bitch Session 163
STEP 4 SUMMARY Adding Value 168
STEP 5: READY, SET, ENGAGE! 171
CHAPTER TWENTY Exercise—Putting It All Together 176
CHAPTER TWENTY-ONE Engaging Experiences 181
CHAPTER TWENTY-TWO Touch the World 187
CHAPTER TWENTY-THREE Business Ergonomics 193
CHAPTER TWENTY-FOUR Zone-Out Zones 198
CHAPTER TWENTY-FIVE The Rules of Engagement 201
STEP 5 SUMMARY Ready, Set, Engage! 206
Onward! 213
Index 217
Introduction
The Obvious Choice
‘‘Success isn’t about being perceived as the best at what you do, it’s about being perceived as the only one who does what you do.’’
—JERRY GARCIA OF THE GRATEFUL DEAD
If I asked you, ‘‘Do you want your business to be World Famous?’’ you would probably say something like, ‘‘Hello! I bought the book. Of course I want my business to be World Famous!’’
I frequently speak in front of one thousand or more entrepreneurs, and all of them answer, ‘‘Yes!’’ when I ask that question. But that resounding affirmation is usually followed by the following statements:
‘‘I want to be the best!’’
‘‘I want to be number one!’’
‘‘I want to beat out my competition!’’
In all my travels and all my years of business, being ‘‘number one’’ has been the primary goal of the majority of the people I meet.
At one time, it was my goal, too—until I learned that there is something better than being number one. That’s right; there is a higher goal, a more rewarding goal, a goal that can be the difference between mediocrity and brilliance, between pennies and millions.
That goal is simply to stand out as the obvious choice, the only choice in the hearts and minds of your market.<
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