How to Develop A More Compelling Brand

How can you get a handle on your corporate brand? What is it your brand stands for? How can you determine what the perfect positioning strategy would be and how can you validate your findings to be sure that your brand experience is genuine? I think I may have just what you may be looking for to answer these and other nagging brand questions.


I’ve just launched a digital solution that addresses many brand issues and shows you how you can re-build your corporate brand using a differentiating strategy. That solution is “DIY Brand Builder™”. DIY Brand Builder™ is a do-it-yourself process that walks you through 5-steps that address all aspects of a corporate brand. It takes into account all stake holders of your brand and challenges you to look at your company from a perspective that differentiates you from the competition. It challenges you to look past typical cliche solutions and develop tangible ones that increases sales by offering your target audience a more compelling proposition.

DIY Brand Builder™ was developed to be straight forward and simple to follow. I kept it concise and to the point. You won’t find it rambling on repeating information just to make it appear to be BIG. The main tool is a digital executable file available in PC and Mac formats. All resource materials are web-based. This way once you begin to use the process, and download the resource materials for that particular step you are addressing, you can work off-line at your convenience. This brand solution is styled after the in-depth process that I have facilitated for companies over the last several years.

“DIY Brand Builder™”. is targeted at small to medium sized businesses who want to find a cost effective solution to addressing their corporate brands. Many companies, as they progress, stray from good brand practices and in the process find themselves in a sea of sameness. There is nothing to distinguish them from their competition. As is said in branding circles – if you don’t brand yourselves, your competition will do it for you. “DIY Brand Builder™”. provides you with the tools to define yourself and to validate those findings.

DIY Brand Builder™ accomplishes this in 5 distinct steps:

STEP 1) Determine the team players who will help you develop your winning brand strategy. Like any challenge, the dynamics of the team will make or break the effectiveness of the results. The differing perspectives brought to bear on the task at hand will define just how compelling the resulting positioning strategy will be.

STEP 2) Discover what your corporate brand stands for. – why it exists and why should any of your customers care. It is within this step that you will mine your opportunities to see what truly differentiates your brand from the competition. DIY Brand Builder™ challenges you to go beyond the typical – “It’s our people that make the difference” solution. Step 2 is where you appreciate the heart and soul of your brand and why this is what will be the basis for those important customer relationships that remove you from commodity hell and opens the door to increased sales from a compelling positioning strategy.

STEP 3) Validating your branding teams discoveries and assumptions is important to to make sure your brand building is on the right track. Utilizing market research with your stake holders, your brand will get a sober analysis that will give you the confidence to surge forward. All the surveys are provided in the resource area so all you have to do is execute them and gather and appreciate the results. In this step you will discover brand positives and negatives – both of which will inject a dose of reality into the process.

STEP 4) Now DIY Brand Builder™ takes a good hard look at the competition. Those people we love to hate. Once you determine what their brands stand for and how they position themselves can you strengthen your strategies. As the great generals once said, “Know thine enemy.” DIY Brand Builder™ assists you in strengthening your brand visuals and establishing standards to adhere to.

STEP 5) Rolling out your brand strategy is probably as challenging as developing it. This step helps you to reduce the pain associated with buy-in, post-process..

If you are up to the challenge of strengthening your brand, but don’t have the budgets associated with hiring brand consultants to walk you through the process, then I think “DIY Brand Builder™” might be a great fit for you. DIY Brand Builder™ requires a commitment of time and imagination. If you really want to reduce being seen as simply a price on a bid sheet, then DIY Brand Builder™ is a solution you should consider. If you truly want a compelling strategy to attract new business and strengthen brand relationships and have a desire to accomplish the task at your own leisure then DIY Brand Builder™ is structured for you. I’m offering a FREE sample to taste and a 30 day Satisfaction Guarantee. The purchase price is about what you have to pay a consultant for a few hours of their time. I think you’ll recognize the depth of “DIY Brand Builder™” the first time you browse through it’s promotional site.

This is my first solutions based product developed specifically for web distribution. If you find it to be an intriguing solution that YOUR web community could benefit from, you might consider becoming an affiliate and put a few dollars in your pocket at the same time. What could be better than helping friends and colleagues solve their brand dilemmas and being rewarded financially for doing so. I’m offering a generous 40% referral resulting in a sale!

The tools to assist you in building your brand are at hand – help yourself.

Ed Roach

For more than 30 years, I have worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. I consult predominantly with businesses facilitating my proprietary branding process. This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace.

I have international speaking experience and am the author of "101 Branding Tips," Practical advice for your brand that you can use today. I'm also a "expert panellist" with Bob Proctor (from The Secret)'s Matrixx Events in Toronto.

I have been interviewed in all media and I also blog extensively and uses the digital realm on the web to connect and promote my services world-wide.

I have international speaking experience including a recent event in Prague, in the Czech Republic and is the author of "101 Branding Tips," Practical advice for your brand that you can use today, the book is available on and the Amazon Kindle store.

My clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

I recently facilitated a workshop in San Diego aimed at teaching Graphic Design companies how to build brands for their customers.


  1. This is a little bit of the pot calling the kettle black because my site is not up at all. However, for a website that is emphasizing brand building it’s own design and brand is not very developed.

    1. The diy part of yourself has conflicting messages as to where you are. Is it thebrandingexperts or diy?

    2. If it’s DIY yourself that should be on the left since we read left to right and would emphasize that brand. A small mention of the parent co. would be sufficient.

    3. The “logo” for DIY doesn’t really have an identity that exemplifies what you do.

    In no way am I trying to tear down what you are doing because I think that a lot of people can benefit from from some organized instruction like this and hope you take this as constructive criticism.

    Best of luck.

  2. The steps are right but how to do it in a practice

  3. I take no offense Aaron,

    I’ve been developing this DIY product for over a year. Constructive criticism like yours is great. My only observation is that you are referring to the logo as the “brand”, when from my perspective it is the “Brand logo” ( a piece of the overall brand”). I put the name of the company first, simply because it has had more exposure than the product name.

    What I will admit is that I never really considered (and it never came up) that someone would think that DIY is the logo for the product. It is more or less the descripter for Brand Builder in that it is a Do-It-Yourself product.

    So you never viewed it as: Brand Builder from the The Branding Experts, since I’m assuming that you’ve never heard of either before? If this is true – Great point.



    …how to do it in practice? -I guess it is the guidelines and tools to assist you down that road. With recognizing the proper steps, and having the ambition to make it happen, most of us just need that little bit of inspiration and an outline to follow. When I facilitate companies with develping positioning strategies what I typically find is – the toughest part is not going through the process, but actually implementing the solution to their problems. Up until that “a-ha” moment they have been comforatby coasting along following the leader, now that they can raise the bar and ‘truly’ differentiate themselves, them have to leave that comfort zone, grab the baton and go for it.

    That’s the real magic.