Brand must endure and profit. Branding communicates unique benefits. Brand building starts with Identity. Brand must remain true, or loose it’s identity.

1. Branding Your Business
Brand
Identity
Core
Values
Purpose Image
Shared
Values
PersonalityPerformance
ORANGE COUNTY CHAMBER OF COMMERCE www.orangeny.com

2. Branding Your Business
1

3. What is Brand?
2
The intangible sum of a product's attributes: its name,
packaging, and price, its history, its reputation, and the way
it's advertised – David Ogilvy.

4. 3
Branding is a promise delivered. Marketing is an
integral part of your brand.
Strategies are based on your brand identity, values and
voice.
Branding and Marketing.

5. 4
Brand Identity.
Brand
Identity
Core
Values
Purpose Image
Shared
Values
PersonalityPerformance

6. 5
Brand Stories.
Promise
Bella Inizio Farm
On Balance Search
Bolta LLC

7. 6
Bella Inizio Farm
Promise
Background
Having started her career in horse jumping,
Jena made the transition over to thoroughbred
horse racing.

8. 7
Bella Inizio Farm
Promise
Objective
Effectively communicate Antonucci as an
accomplished trainer in the competitive world of
horse racing.

9. 8
Bella Inizio Farm
Promise
Profile Image

10. 9
Bella Inizio Farm
Promise
Brand Image

11. 10
Bella Inizio Farm
Promise
Brand Development

12. 11
Bella Inizio Farm
Promise
Content

13. 12
On Balance Search
Promise
Background
Although a successful legal recruiter, Shari
Davidson did not have an identity that
effectively communicated her brand.

14. 13
On Balance Search
Promise
Objective
Create a brand identity and image that
accurately reflects Shari’s approach and values
as a career search consultant.

15. 14
On Balance Search
Promise
Brand Image

16. 15
On Balance Search
Promise
Brand Development

17. 16
On Balance Search
Promise
Market Plan
Objective
 To generate awareness about On Balance Search Consultants.
 To raise awareness about how career tips that impact lawyers and law firms.
 To increase awareness in the Metro New York DMA about On Balance services.
Strategy - Generate awareness about the services from On Balance Search.
Tactics
 Search Engine Marketing will enhance visibility using specific keywords and images
(career, best practices, leadership, etc.).along with weekly blog posts.
 Re-purpose content about
Services offered (succession planning, career tips, etc.)
Testimonials
News & Press

18. 17
Bolta LLC
Promise
Background / Objective
Create a new brand and identity about a new
medial treatment that reduces nerve pain.

19. 18
Bolta LLC
Promise
Brand Identity

20. 19
Bolta LLC
Promise
Brand Development

21. 20
Bolta LLC
Promise
Brand Development
Boltallc.com
Boltallc.com

22. 21
Bolta LLC
Promise
Brand Development
Electronic Signal Treatment
The science of physics produces chemistry.
This FDA cleared treatment involves the
combination of electrosignaling technology
(EST) with an integrated nerve block (INb).
The combined electrosignaling and modified
block has produced favorable outcomes.

23. 22
Brand.
Promise
Summary
Brand must endure and profit.
Branding communicates unique benefits.
Brand building starts with Identity.
Brand must remain true, or loose it’s identity.

24. Promise
Optimizing Connections. Building Relationships.
Hudson Valley Media
@AndrewCiccone
Hudson Valley Public Relations
hudsonvalleypublicrelations.com