“What Is Brand Development?” Presentation to the Blount County, TN Chamber

In the video above, Daniel introduces Blount Chamber members to what Brand Shepherd does: Brand Development.

East Tennessee has a lot of marketing agencies and several design agencies, but we are only the second Brand Development agency in this part of the state.

This presentation focuses on 3 key things:

What is Brand Development?
How is it different than marketing, sales, or biz ops?
Why should I care?

In 2 short segments, Daniel lays out – with examples – answers to all of those questions.

Brand Shepherd Marks 15 Years In Business

In 2021 we celebrate 15 years of guiding brands.

We are so grateful to be doing what we do with the people behind the brands that trust us.

Thank you!

Here’s to 15 more. 🥂


Onward is where our clients will thrive.

Onward is where we will be shepherd the brands we get to work with.

Onward is hope because it means we are not stopping. We are not expecting a return to yesteryear’s normal. We go onward into the new normal.

Onward is where we go from here.

2020 Year In Review

2020 was quite the year. Listen to this episode of the podcast and follow along with the enclosed notes as 2020 is sifted for takeaways, insights, and how we move onward into 2021.

Part 5: The Chef • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

These 4 ingredients we have covered so far are vital to brand development, but there is a 5th ingredient that needs to be mentioned as well:  A chef (aka, guide, shepherd) to help work through the process of brand development.

That would be us, Brand Shepherd.

Having a chef to guide brand development is obviously important from an expertise level. Brand and business stakeholders use experts for anything, from HVAC service to CPAs to facility maintenance and, yes, brand development.

Yet a guide is also important because having a mind from outside the brand will give the development process the perspective it needs to be successful.

Part 4: The Brand’s “Why?” • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

Ingredients 1, 2, and 3 covered the essentials. A product brand cannot exist without developing its voice, knowing its customer personas, and having a smartly designed visual identity that captures both.

The next ingredient is something that has gradually evolved into a perceived essential ingredient in recent years thanks to a TEDx Talk.

By now, I actually have a lot of respect for anyone who is not at least a little familiar with Simon Sinek’s TEDx Talk about how brands should know the answer to the question: Why do we exist?

Part 3: Brand Identity • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

The brand’s visual identity (aka, logo) should reflect the brand voice, be familiar to the customer persona(s), and segue to the final ingredient, the brand’s “Why.”

Let’s talk about what goes into the making of a brand identiy.

Part 2: Customer Personas • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

Equally important to the brand’s voice is the customer persona the brand is talking to.

Brands that lack focus are not successful brands. You need to know who you are talking to, what their buying habits are, lifestyle choices, etc.

The brand voice will be compelling and even familiar when it speaks the sub-cultural language of its customers.

Part 1: The Brand’s Voice • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

The brand is always speaking, always communicating.

Product brands are always persuading, selling, and providing delight for their users.

While it’s true that the brand should reflect the values and even personalities of its key stakeholders, the brand ought to present as an entity of its own: Its own personality, unique value propositions, and tone of voice.

Developing the brand voice is done through a number of exercises with key stakeholders, product managers/owners, and user research – all with guidance from experts who know how to sort and organize the information into useful, actionable data.

Legal Guidance For Starting A New Brand with Attorney Derrick Davis [Podcast]

Attorney Derrick Davis is our guest on this episode of the Brand Shepherd podcast. 
TOPIC: COVI-19 will spur a lot of new entrepreneurs, new businesses. Legal Guidance For Starting A New Brand.
New businesses will need to develop a brand for themselves, which we have covered in the 5 Ingredients podcast.
New businesses will also need legal guidance as they start or expand.
We will talk about what that looks like.