“THE KEY TO GENERATING LOYALTY AND RISING ABOVE THE GENERAL NOISE SEEMS TO BE ALL ABOUT CREATING AN AUTHENTIC VOICE.” Richard Branson
Led by the award-winning native New Yorker, brand specialist, author, speaker, coffee enthusiast, chocolate whisperer and brand identity expert, David Brier, DBD International helps its clients through the power of strategic design and branding that connects. Instead of merely trying to attract attention, David’s brand strategy solutions amplify the values of the audience so the resulting designs and branding mirror what’s meaningful to the end user.
Fast Company, The New York Times, Adweek, INC. Magazine, Fortune Small Business, Food and Wine, Cool Hunting, Communication Arts, The Dieline and Better Homes and Gardens have each featured DBD’s work and results online, in magazines and books.
DBD’s philosophy is simple: the right solution and brand strategy gets editors and consumers to stop and take notice. In their offices. In the shopping aisles. Online. Wherever a brand can defy gravity and rise above the noise.
And there’s a method and formula to get there.
SOCIAL MEDIA WON’T SAVE YOUR BRAND
IF YOU HAVE NOTHING TO CONNECT WITH.
Unfortunately, many companies have adopted social media as “the answer” when they failed to take the first step: having something worth sharing, which means a brand strategy that is doable and based on real observations and a brand identity that will stand out (and not blend in). Unfortunately, few realize, thousands of years before smartphone and tablets, there was social media: caveman drawings. Just like today, if you lacked having something to say, your “social media” on those walls conveyed nothing at all.
In other words, if you have nothing to say and no distinct way of conveying your difference and value, social media simply enables you to relay faster (and with greater efficiency to more people than ever in history) that your brand is shallow and careless.
“WHEN THE ONLY TOOL YOU OWN IS A HAMMER,
EVERY PROBLEM BEGINS TO RESEMBLE A NAIL.”
Branding is about results and using the right tools of branding to attain the right business results. It has to do with an intelligent and insightful brand strategy and a well executed brand identity.
It’s not a matter of blindly following today’s “shiny new answer” to grow your business.
THERE’S A LAW: IF YOU’RE USING CLICHES IN YOUR BRANDING, YOU’RE PROMOTING YOUR CATEGORY, NOT YOUR BRAND.
Tired, repetitive cliches don’t connect. Me-too promises and formula design solutions don’t connect. Or if they do connect at all, they remind your customer about the brand they were designed to emulate.
COOKIE CUTTERS ARE FOR BAKING,
NOT BRANDING. (Plus a comment about hot fudge.)
- We don’t bake cookies.
- We build brands.
- And love espresso and the occasional cookie.
Cookie cutters are used to make “the same predictable thing, over and over again.” Something that a brand shouldn’t stand for: Same stuff, different day. A real buzz kill.
Because people never got passionate about getting the “same old vanilla stuff.” What they do get excited over is that “oh, I’ve got to have it” thing. This applies to a product, a service and even a cause they wish to be part of.
This explains why we don’t find a grocery store aisle or a department in a store or a menu tab on a website for “average same old vanilla stuff.” And there’s this: while a gazillion people order vanilla as a necessary ingredient for their ice cream sundae, it’s the hot fudge we all crave (and talk about).
DARING TO SAY NO.
The ability to say no is something we applaud and embrace. Why? Because every brand goes back to a courageous individual who dared to say “no” to the status quo, to the ordinary, and to complacency.
That approach and attitude opens the door to greatness and game-changing brand solutions. Something we value and respect. Something we are glad to discuss with you.
By the way, did we say David is a native New Yorker?