Branding Your Start-Up From The Get-Go (Gerard Tannam)

Branding Your Startup From The Get-Go © All Content Islandbridge

Happily Ever After?
The difference between success and failure
How a brand works to make you succeed
How to build a brand that works to influence our customer choice

What Business Are You In?

In Our Experience
Success in business
always comes down to our ability
to influence choice.

Spoiled For Choice?

So Are Your Customers?

Why Choose You?

Why Choose You?
More & more,
customers are making their choice based on brand.

Why Brand?
The sole purpose of your brand
is to make you the natural choice of your customer.

What Is A Brand?
A uniform
A label
A reputation
A goodwill
A badge
A tribe
A worldview

In Our Experience
People buy people.

In Our Experience
Success in business
is down to people influencing people.

What’s The Story?
What business are you in?

What’s The Story?
What business are you in?
The people business!

What Is A Brand?
“ A brand stands for the relationship
that’s proposed or exists
between a business and its customers”
Islandbridge, 2004

What Business Are You In? The People Business!

Why Do Brands Fail? They Fail To Think, Speak & Behave Like A People Business!

What Is A Brand?
“ A brand stands for the relationship
that’s proposed or exists
between a business and its customers”

How To Market?
Once we make sense
of what we do and how we do it,
we must put it work for us in our business.
We must build relationships.

Five Steps : Step 1
Roll up your sleeves
& commit to a relationship with your customers.
Meet with them,
watch what they do,
hear what they say,
and find out what they want and need.
Practical Step :
Schedule regular customer meetings
where there is no sales agenda.

Five Steps : Step 2
Find your voice
& begin to tell your story.
Link your story and those of your clients
so that they return again and again
to hear you tell it.
Practical Step:
Gather case stories

Five Steps : Step 3
Find your position
& own it.
(Don’t be a small fish in a big pond -
create your own pond
and be the only fish in it).
Practical Step:
Define your own market.

Five Steps : Step 4
Build a network.
Develop prompted word-of-mouth
& give them lots to say about you.
Practical Step:
Gather testimonials

Five Steps : Step 5
Be seen as an expert.
Publish, speak, share expertise -
give away information,
become the ‘go-to’ company in your circle.
Practical Step:
Build & share resources

Five Steps
Commit To A Relationship With Your Customers
Find Your Voice & Tell Your Story
Find Your Position & Own It
Be Seen As An Expert
Build Resources

Thank You! For more tips on branding, sign up to our regular ezine:

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Branding Your Start-Up From The Get-Go (Gerard Tannam)

by Gerard Tannam on Sep 21, 2009

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Branding Your Start-Up From The Get-Go (Gerard Tannam) — Presentation Transcript