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IDEAS, INSPIRATIONS AND A FEW OTHER THINGS

Four words we all should know about our brands

Who, what, how and why. Know the motivators behind these key words and you’ll have the foundation for a great, customer-focused brand.

WHO

Who is your customer?
Get more specific than basic demographics; income, age, location. Instead, identify more telling characteristics, such as beliefs, aspirations, challenges and lifestyle.

A good way to start is by knowing who’s your favorite customer. Outline why this is your favorite customer—look for patterns in the characteristics you uncover, and use them to create a buyer persona. Buyer who? Here’s an example of one of our buyer personas to see what yours could look like.

Having a buyer persona for each of your ideal type of customer can help you personalize your message and give you insights about what they need, want and aspire to. In addition, it creates a frame work for new products or services. When you know the customers you want to attract, then you’ll know what solutions to include.

WHAT

What do you offer?
These are your services or products. Easy enough. But how do your services and products help your customer? When you have real clarity on what you offer, it enables you to help customers better understand how you can help them.

We’ve worked with businesses that offered a laundry list of services—as many as eighteen. It’s hard to explain that many, and even harder for customers to remember them all. By narrowing them down or creating clusters of services, you give the consumer a clearer, more memorable view of what you have to offer. 

HOW

How are you unique?
Most businesses skip this step because it’s so hard nail down. However, without a unique value proposition your brand will blend like a brick in a brick wall; each brick is unique but none stand out.

Lack of originality or individuality makes marketing harder because you can’t differentiate yourself, and if prospects can’t see a unique value, they will assume you are commodity-driven.

Ask yourself why certain customers love you. What are those aha! moments you’ve created for them? Sometimes it’s just the way you care; identify how you express that, and then get creative (but authentic) in how you convey it.

WHY

Why do you do what you do?
The forgotten question. Companies that understand their “Why” have purpose. Every business owner has a passion, a personal compass that gets him or her out of bed every day, even when times are challenging. When you have a purpose, you have a vision you can spread among employees, influencing attitudes and eventually creating a culture within the business.

On a consumer level, companies that lead with their “Why” create a special kind of relationship with everyone that touches their brand. Customers identify with them beyond services and benefits, embracing the very company culture—which connects back to the “Who.” Customers often want companies that share their beliefs, that resonate with their self-identity and lifestyle. When they invest in you, in your products and services, they are investing in themselves.

Sell with your soul. As consumers we all want to know our vendors care. Find ways to put your heart in your marketing message; your ideal customers will be attracted to it, and it will garner their loyalty.

Recap:

WHO: Who’s your target and what are their dreams? You have to know your customer deeply to find ways to solve their problems.

HOW: Differentiate or die. It’s a hyper-competitive market in a hurry to create commodities out of all of us.

WHAT: What do you offer customers? Make your services and products easy to understand and build them with the customers’ needs in mind.

WHY: Lead with your soul and you’ll have the opportunity to inspire trust and attract the customers you want.

Daisho is an award-winning design firm owned and operated by Frank Irias. Their practice focuses on branding, website design and print design. Over the years Frank has worked for national and international accounts and brings this big-brand knowledge to small businesses. Reach us, we would love to hear from you.

“Frank and the group at DAISHO are extremely professional and creative. Their work in developing our new brand and our social media initiatives have brought significant attention to our firm. We look forward in continuing to advance the firm with DAISHO's assistance.”

 

— Julie Salas —
March of Dimes

“Frank is a one stop shop when it comes to design, printing and web presence. He immediately engages you grasping the project quickly and he always goes the extra mile. He has a knack to inspire and make you and your Company shine! I have personally used Frank's talents on numerous projects and I will be back...over and over.”

— Vlademir Golik —
Keller Williams

“I collaborated with Frank closely when I worked at Med-Tek. Frank and his talented team at DAISHO did a great job delivering striking and high quality designs including logo, product packaging, corporate identify guide, marketing collateral, web design and development… the list goes on. Frank works really hard to ensure the delivery of all projects on time with uncompromising results. Frank is a person with candor. With Frank, we can surface, debate rapidly and acted upon ideas. He is also a humble person with a big heart; he helps and hosts small business networking events and volunteers with charity organizations. I am privileged to have known and worked with Frank.”

— Aileen Fan —
PR Professional

“I had the good fortune to have been able to work Frank on two different projects. Not only is he one of the truly creative people in this market, his is also strategic, smart and a pleasure to work with. He manages to find the right path to a solution for any creative challenge. Whether it is a major branding project or a simple brochure, Frank will not only get the job done, but get it done with superb results.”

— Alana Perez —
Florida Grand Opera

“Working with DAISHO makes my job easier. From inception to completion, I can always be confident that my project is on track, in terms of goals, deadline and budget. Their team of professionals also provides an invaluable marketing perspective, even to seemingly minor projects, that helps keep our branding and communication initiatives focused. I'm always impressed with their attention to detail, and their level of customer service. DAISHO is an excellent partner in helping me achieve my business goals.”

— Ana Poveda —
Communication Director
Westminster Christian School

“Frank Irias has been such a great addition to our March of Dimes - Signature Chefs committee, providing meaningful suggestions to constantly improve & promote our event to make it a smashing success. He's always lent us a helping hand with wonderful designs for the event, and even created & designed our new Loyalty Card. Frank also helps us with designing eye-popping ads & invitations for our organization. I am truly lucky to have had the chance to work with him, and we are very fortunate to have him stay on-board!”

— Angelica F. Ramcharran —
March of Dimes

“Frank is an incredibly creative designer who thinks outside of the box. He completely re-branded all of our materials and exceed our expectations. The final product is beautiful and clearly meets (and exceeds) all of our needs. He is a pleasure to work with and we continue to use his services for other projects. I highly recommend him, you will not be disappointed.”

— Cathie D’Arcy —
St. Stephen’s Day School

“Frank is an incredibly creative designer who thinks outside of the box. He completely re-branded all of our materials and exceed our expectations. The final product is beautiful and clearly meets (and exceeds) all of our needs. He is a pleasure to work with and we continue to use his services for other projects. I highly recommend him, you will not be disappointed.”

— Cathie D’Arcy —
St. Stephen’s Day School

“Frank is extremely creative and especially talented at branding an organization and presenting amazing ideas. He has the ability to provide an up to date look to a company (logo, web, collateral pieces) while still maintaining the company history and core values. His creative talent and his interest in understanding the company he is working for intimately is reflected in his outstanding work. I had the pleasure of working with Frank while I was the marketing director for a local credit union and I would hire him again without hesitation.”

— Christine Redmond —
Marketing Director
South Florida Federal Credit Union

"I just wanted to drop you a note of thanks for the great work you did on our K'Alma Website.  Your insight, expertise, patience and constant willingness to engage with us, despite the hour, made the entire process enjoyable, enlightening and a great experience from start to finish.  We are so pleased with the outcome of our work together that you will be our go to company for everything we do moving forward and will gladly give you glowing referrals if they are ever needed.  Looking forward to our next project together."

— Craig Carter —
K'ALMA
Spa Concepts & Management

“Frank has consistently turned out excellent results for us across a broad range of our business lines. His firm has always delivered exemplary results for us. They have completed corporate identity packages, web design, graphic design, advertising layouts, brochures, trade show booth designs, and much more for all of our businesses, for more than five years. The entire team at DAISHO is excellent, they manage our needs of the usual quick turnaround times, at a reasonable cost, on all projects. When people ask me where we have our design work done, we refer them to DAISHO. And while you are reading this "glowing recommendation", I can assure you, Frank is not a relative, and he did not pay me to write this!”

— David Schwedel —
Executive Director
Coalview, Gables Energy, DAS Family Holdings,

 

“Frank is perfect balance between creative concept. market branding and flawless execution. Professional to work with and stays on track.”

— George Contorakes —
Commercial Photographer

“This team is made up of an amazing group of professionals that are passionate about what they do, always thinking outside of the box, extremely talented and creative, and most of all they deliver in excellence.”

— Isabel Gallego —
Founder
Urawk Energy Inc.

“I consider Frank the best marketing person I have met, and also a friend. From humble beginning to hard earned success, Frank stood by me personally and professionally. He helped us grow, and always offered honest advice.”

— Justin Beckham —
DeFabio Beckham Solis

“Frank is extremely creative! He is determined to provide the best service possible to his clients making him accommodating and professional. His enthusiasm is important and is what makes each job unique!”

— Karen Egozi —
Epilepsy Foundation

“Frank developed several integrated merchandising and print campaigns for our brand and helped evolve the look and feel our external communications that resulted in increased sales!”

— Kim Miller —
Pollo Tropical

“I worked with DAISHO Creative (led by Frank Irias and John Keepax) for over 10 years while I was with Royal Caribbean. They were more than dependable! There was nothing they would not do for Royal Caribbean as a partner. They took time to understand the brand and were able to deliver extremely well on a very wide variety of marketing projects. I would definitely recommend them to others in need of marketing support.”

— Michelle Yanda —
Marketing Manager
Royal Caribbean

“Frank has an incredible ability to find the hidden message within your company that your current and potential customers need to see. He is an extremely creative, detail and results oriented person that will set your company miles ahead of your competition. I highly recommend Frank and DAISHO Creative Strategies as your final stop for your marketing strategy needs.”

— Miguel A. Lopez —

“I’ve had the pleasure of personally working with Frank for about two years now through the annual (Miami) March of Dimes Signature Chefs & Wine Extravaganza event. Before meeting him, he was already involved with this event for several years. Frank is a dedicated committee member and one of the most disciplined and professional people I’ve ever known. He goes above and beyond to help us and really cares about the March of Dimes mission -- which is to improve the health of all babies, by preventing birth defects, premature birth and infant mortality. I know without a doubt that I can count of Frank to help me in designing marketing materials for our event – he not only delivers on time, but he delivers top quality work as well.”

— Nanette Molina —
Marketing Manager
March of Dimes

“Frank and the group at DAISHO are extremely professional and creative. Their work in developing our new brand and our social media initiatives have brought significant attention to our firm. We look forward in continuing to advance the firm with DAISHO's assistance.”

— Ray Zomerfeld —
Vizcaino Zomerfeld