How to Brand My Small Business Like the Big Guys

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Building a world-class brand doesn't happen by chance. It’s a purposeful endeavor that is rooted in the fusion of disciplined, strategic thinking and unencumbered creativity. The result is a brand strategy, story and experience that’s elegantly simple, unexpectedly fresh, and an asset that drives your business ahead.

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How to Brand My Small Business Like the Big Guys

  1. 1. how to brand my small business like the BIG guys!
  2. 2. idea register strategy website, social media etc marketing typical business
  3. 3. idea register strategy branding website, social media etc marketing smart business
  4. 4. what is branding?
  5. 5. logo company colors tagline products website brand
  6. 6. logo company colors tagline products website brand
  7. 7. brand logo company colors tagline products website gut feeling perception mental image promise reputation brand
  8. 8. proof
  9. 9. $40,000
  10. 10. $40,000
  11. 11. $40,000
  12. 12. how brands are formed
  13. 13. boy meets girl cute so amazing red head funny smart independent not confident not tall enough nerd real jerk cocky annoying not handsome boring
  14. 14. boy meets girl cute so amazing red head funny smart independent not confident not tallenough nerd realjerk cocky annoying not handsome boring
  15. 15. brand a feeling, an emotion based on values, attributes, characteristics and a persona that offers a promise through various experiences.
  16. 16. brand a feeling, an emotion based on values, attributes, characteristics and a persona that offers a promise through various experiences. experiences can make or break a brand!
  17. 17. experiences good make and bad break!
  18. 18. experiment Think of your last unusual purchase decision. Was it based on feeling or logic?
  19. 19. we are emotional beings
  20. 20. buying decisions emotional 80% 20% rational
  21. 21. trust
  22. 22. as featured on
  23. 23. guarantee
  24. 24. trust in order to build a strong brand, your audience has to trust you
  25. 25. we trust the BIG guys that’s why we willingly to share so much personal information & have no problem spending money on them
  26. 26. trust building 101
  27. 27. + emotions create experiences that evoke positive emotions
  28. 28. + emotions create experiences that evoke positive emotions +happiness +gratefulness +authenticity +sensitivity +cheerfulness +acceptance +understanding +caring+appreciation
  29. 29. branding rational an intentional process engaged in with an aim of influencing perceptions by creating experiences that build trust with your audience + genuine intentions + value proposition + product offering + customer experience + after sales service + consistently
  30. 30. recap +we are emotional beings +80% buying decisions based on feelings not logic +those feelings sum up to trust +experiences that evoke positive emotions build trust +make it easy for your audience trust you & you’ve built a successful brand
  31. 31. great branding impacts results
  32. 32. 2011 Toyota Prius recalls Source: http://goo.gl/1FJK3q Toyota Sales Increases 42%
  33. 33. 1. brand awareness 2. brand position 3. brand knowledge 4. brand experience 5. brand loyalty time consumers media & advertising business
  34. 34. smart & savvy consumers
  35. 35. recap +we are emotional beings +80% buying decisions based on feelings not logic +those feelings sum up to trust +experiences that evoke positive emotions build trust +make it easy for your audience trust you & you’ve built a successful brand +be authentic & transparent, consumers are smart & savvy
  36. 36. benefits of branding
  37. 37. benefits + loyalty + higher sales +advocacy +better brand differentiation +price protection +extend your offering range
  38. 38. why the hesitation? + change is scary + doesn’t directly generate leads + not sure where to start + believe it’s expensive + it’s not that important
  39. 39. myths about branding
  40. 40. myths + we (the company) will build our brand + it’s something only BIG companies do + branding is just too complicated + we don’t really need branding + branding is advertising or marketing
  41. 41. are you ready for branding?
  42. 42. evaluation + do you know your audience? + do you know your offer? + are you clear on your competitors? + are your challenges straight-forward?
  43. 43. brand building strategies
  44. 44. building a brand based on emotions: competition
  45. 45. building a brand based on emotions: guilt rational
  46. 46. building a brand based on emotions: trust rational
  47. 47. building a brand based on emotions: desire to be trendy & cool rational
  48. 48. building a brand based on emotions: control
  49. 49. building a brand based on emotions: love & belonging rational
  50. 50. building a brand based on emotions: fear rational
  51. 51. building a brand based on emotions: desire to get a good deal rational
  52. 52. building a brand based on emotions: desire for instant gratification rational
  53. 53. what you stand for tm
  54. 54. people buy what you are, not what you sell it’s not what you sell, it’s what you stand for: why every extraordinary business is driven by purpose -Roy Spence, CEO, Author, & Co-Founder GSD&M
  55. 55. brand development
  56. 56. +brand research & analysis +brand strategy & foundation +brand standards & elements +brand marketing & application 4-phase process
  57. 57. +audience analysis primary & secondary audience, key influences, trends, needs, existing perceptions brand research & analysis 1 Phase +competition analysis market & brand position, brand promise, personality, strengths & weaknesses +current brand audit brand promise, personality, position, history, swot, values, portfolio analysis +reports of all the above
  58. 58. brand strategy & foundation 2 +brand promise & personality every brand offers a promise, establish personality or persona +brand position market & brand position, brand promise, personality, strengths & weaknesses +market position customers, needs, frame of reference, pod, reason to believe +value proposition features, functional & emotional benefits Phase
  59. 59. brand standards & elements 3 +verbal system name, description, tagline, headline style, copy style +visual system logo, colors, typeface, styles of layouts & imagery +digital templates website, newsletters, youtube & twitter skins, logo indent, audio logo, video thirds +printed stationery biz cards, letter heads, envelops, packaging, folders Phase
  60. 60. brand marketing & application 4 +brand transition campaign +brand awareness campaign +lead gen & sales campaigns +brand loyalty campaigns Phase
  61. 61. brand awareness brand position brand knowledge brand experience brand loyalty reach frequency compelling msg & usp deliver on msg & usp follow-up/dialogue
  62. 62. +be innovative, bold and daring +stand for something you believe in +define your brand +communicate your value everywhere +think of your brand as a person +brand for long-term relationships building your brand
  63. 63. building your brand +maintain consistency +don’t be repetitive, have some variation +don’t mimic the BIG guys +mind your brand when doing offers +create curiosity/mystery
  64. 64. Build your brand to greatness and elevate it above and beyond its competition! : We elevate meaningful brands so that they can elevate the lives of those they serve.

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