• Skip to main content
  • Skip to header right navigation
  • Skip to site footer
You’re here. Awesome! 😉 Here’s a Free Thank You Gift.
  • Facebook
  • Twitter
  • Instagram
  • LinkedIn
  • YouTube
DBD International Logo

Award-winning branding, rebranding and package design

How brands outshine, outlast and outperform their competition

  • Home
  • Start Here
    • About David Brier
    • In The Press
    • Keynote Speaking Engagements
    • The #1 Alexa Skill on Branding and Rebranding
  • Brand Intervention
    • Branding
    • Rebranding
    • Storytelling for Entrepreneurs
    • Leadership
    • Portfolio
  • Videos
  • Contact
  • Blog
Rising above the noise with David Brier

7 Must-read Tips (for anyone demanding an Unstoppable Brand)

Reading Time: 4 minutes

Unstoppable branding and package design

What if I had 7 easy-to-follow steps to dramatically improve your brand?

That would be very useful. If you agree, then read on.

A few months ago, I started working with the legendary Midwest coffee brand, Dunn Brothers.

It was very gratifying to work with a brand with a rich and authentic history.

Then, the co-owners decided to shake things up and build a new branch to this brand, one that would open up new channels.

As stated by co-CEO (Caffeinated Executive Officer) Chris Eilers, “Up until now, our coffee and tea offerings have been limited (outside of your favorite Dunn Brothers Coffee house). So we decided to tap into our nearly 3 decades of coffee and service experience to offer higher quality of coffee and tea beverages previously unavailable to restaurants and other hospitality venues that wanted to offer their guests a more memorable beverage experience. The new package design provided a tremendous billboard for promoting our Dunn Good initiative in which we donate 20% of our profits to non-profits doing good.”

Brands don’t just happen. They’re built.

So when we started, I sat down with Chris and the team to discuss our parameters.

They’re actually simple parameters.

They’re just not widely used. They’re talked about, just not used.

They total 7 basic parameters as shown here:

  1. Decide you can win. (Without this, you won’t have the conviction necessary when things don’t go as planned.)
  2. Stand for something. Something you believe in and are passionate about.
  3. Be different in the way you present it, with the materials you choose, the style you incorporate, the message you send.
  4. Use design to further separate your brand from the pack. (Cliche approaches in design and message are a sure way to lose.)
  5. Stay the course. (Don’t waver and react to every little zig and zag. Like a world-class athlete, you recognize any barrier or obstacle, but don’t stop because of it. You plow on through to the finish line.)
  6. Collect good intel. (Data leads to insight. Insight leads to action.)
  7. Avoid committees. (Committees are a model based on debating, not innovating your way to the top.)

Sounds great. But how do you use them? Follow the numbers.

Well, to start, we decided this was a market we could win in. #1 done.

To do that we had have a name that would stick. Names for the products as well as a name for the “giving back” initiative. In short, that led to something quite organic: DUNN GOOD.

The name was a home run all the way. That clearly established what we stood for along with the 20% return to the community and the excellent quality products. #2 done.

Dunn Good Logo design by David BrierWe approached the brand in a way that was different from the norm, embracing some historical design themes and color choices balancing intricacy with a sense of simplicity. #3 done.

Then we approached the brand using a different style, aesthetic and feel than we’d seen. #4 done.

Once we started, we didn’t stop and enter into second-guessing ourselves. We had decided and believed in our conviction. #5 done.

We routinely collected information and additional insights as we did the development work for the brand. #6 done.

We kept a tightly formed group not entering into committee meetings and analysis-paralysis. Using the information collected in #6 above, we stuck with that information and were fluid enough to add and tweak as we went. #7 done.

Want to see the outcome?

Here are the initial elements that were designed and created.

Unstoppable branding and package design

That formed the basic brand vocabulary.

Then it was a matter of differentiation. Let’s design shipping boxes that were classy and tasteful.


Unstoppable branding and package designUnstoppable branding and package designUnstoppable branding and package designThe Tea Tins were one of the other components to export the brand to the world as shown here:

Unstoppable branding and package designThen there was the Proudly Serving aspect of the coffees when being served in restaurants, hotels and resorts:

Unstoppable branding and package design

Lastly, we added a few more components that helped bring the brand to life.

Unstoppable branding and package design

Unstoppable branding and package design

That’s how you do it.

Use these 7 points to create your own unstoppable brand. Here’s the recap:

  1. Decide you can win. (Without this, you won’t have the conviction necessary when things don’t go as planned.)
  2. Stand for something. Something you believe in and are passionate about.
  3. Be different in the way you present it, with the materials you choose, the style you incorporate, the message you send.
  4. Use design to further separate your brand from the pack. (Cliche approaches in design and message are a sure way to lose.)
  5. Stay the course. (Don’t waver and react to every little zig and zag. Like a world-class athlete, you recognize any barrier or obstacle, but don’t stop because of it. You plow on through to the finish line.)
  6. Collect good intel. (Data leads to insight. Insight leads to action.)
  7. Avoid committees. (Committees are a model based on debating, not innovating your way to the top.)

Related articles:

How I Grew A Luxury Brand into a Multi-million Company During the Pandemic
The Power of Words, Part 6
Go Ahead, Text While Reading This Article. I Dare You. (The Myth of Multitasking.)
When to Ditch a Lousy Pitch
Contact David Brier

Found this helpful? Never miss an issue

Join 7,500+ subscribers who get step-by-step
actionable brand strategies every two weeks


    Ready to defy gravity?

    For over 30 years, David Brier has worked with large and small companies and startups that refuse to blend in and want — not only a brand that has something to say but — a brand that demands to be heard: to defy gravity and rise above the noise. Read More…

    Discipline
    • Branding
    • Rebranding
    • Storytelling
    • Leadership
    • Portfolio
    4 ways I can help you
    • It’s the Entrepreneurs Bible. Yours Free
    • Amazon’s #1 BestSeller “Brand Intervention”
    • Transform Your Business and Brand in 9 weeks
    • Work With Me And My Team :One to One
    Subscribe to my branding insights email and get my free e-book on branding
    Free Branding Ebook - The Lucky Brand
    You Know You Want To!

    • Facebook
    • Twitter
    • Pinterest
    • LinkedIn
    • YouTube

    Copyright © 2023 · All Rights Reserved · Privacy Policy · Log in