Discover why How to Design a
branding is even Brand that
more important connects with
for small your audience.
Why is being
How to Promote
Delivering a without having
great brand to beg your
experience from Bank Manager.
the Webber to
“In order to be irreplaceable
one must always be different.”
- Coco Chanel
BRANDING - MORE IMPORTANT FOR SMALL BUSINESS
THAN BIG BUSINESS
SME’s have a greater need to differentiate in a more
Why, then are so few small businesses “branded?
– do not understand basic marketing principles and
– believe that branding is expensive and for the big boys
BRANDS ARE IMPORTANT BECAUSE THEY
An emotional connection to products & services!
Feelings affect rational thought. Most purchase decisions
are emotional, justified with rational thought later.
"Brand will become the most
powerful strategic tool since
author - "The Brand Gap"
is a collection of perceptions in the mind of your consumer.
IS HOW THEY SEE YOU
HOW THEY FEEL ABOUT YOU
WHAT THEY SAY ABOUT YOU
THE REAL THING - EMOTION
Pepsi consistently wins blind taste tests, but no-one drinks Coke with a blindfold!
HOW TO DESIGN A BRAND?
It will affect every part of
- SIMPLE NOT EASY your business.
SME Strategy Timeline
4 weeks – 3 months
WHO “DESIGNS” THE BRAND?
OWNER IS THE PRODUCER
tap into the customer need and design the vision.
make the vision come alive focusing on Brand Communication to manage Perceptions.
design the product.
LIKE Graphic Designers
interpret brand attributes in visual media.
give the brand a voice.
Film Producers, Directors, Animators, Etc
put brand on our screens, from the very big to the very small…
MOVIES deliver the “brand experience.
BRANDING IS HOW WE COMMUNICATE
What is your Brand
• Promise? (Do you deliver?)
• Positioning Statement
BRAND NAMES ARE A POWERFUL FORCE
Does your Brand Name:
• Differentiate you from your competitors?
• Reinforce a unique positioning?
• Create positive and lasting engagement with your
• Make you unforgettable?
• Propel itself through the world on its own by being a PR
• Provide a deep well of marketing and advertising images?
Is it easily promotable?
1. Competitive Analysis
3. Name/Brand Development
4. Trademark / Domain Name
6. Name and Tagline
Brand name was too descriptive and
limiting in the first place and now
RADIO RENTALS makes no sense at all, showing the
ageing nature of the business!
•Expanding product range
beyond the initially focused
•Only time will tell if the brand
extension will be successful.
•Brand name was too descriptive
and limiting in the first place!
WHAT DO THEY ALL HAVE IN COMMON?
1. They are specialists…the only…in their market (some have a
wider area of influence than others!)
2. They are easy to remember
3. They have names that are easy to promote – they have
PERSONALITY and a STORY to tell.
4. They are “famous” amongst their intended target audience –
AWARENESS and RECOGNITION.
People love stories from children’s fairytales to books and
Good advertisements are nothing more than very short
– A story is more memorable than a straightforward message.
– A story is easy to re-tell and pass on to other consumers
A brand story needs to be:
– Real and authentic
– Colorful and interesting
TELL YOUR STORY AND SELL
Real Stories that developed through the
A brand legend is born, a heritage created with a tie. He did not attend
fashion school, but worked for Brooks Brothers as a salesman. In 1967,
with the financial backing of Norman Hilton, Lauren opened a necktie store
Est. 1932 Est. 1924 where he also sold ties of his own design, under the label "Polo".
2003 Website “Before” Website “After”
MOST SME’S SELL FEATURES INSTEAD OF BENEFITS
Picture on the Wall
Make Up v Hope To Women
Absence of Mice
BUILDING A BRAND - POSITIONING
How can we “own” a place in the
By focusing on the things that
“The way to
become rich is to
Focus demands Sacrifice - To own
something you need to give up put all your eggs
in one basket
and then watch
– Andrew Carnegie 1835-1919
POWER OF FOCUS
“The men who have succeeded are men who have
chosen one line and stuck to it.”
- Andrew Carnegie
“This is the day of dramatization. Merely stating a truth isn’t
enough. The truth has to be made vivid, interesting dramatic.
You have to use showmanship. The movies do it. Television does
it. And you will have to do it if you want attention”
- “How to Win Friends and Influence People” – Updated version, Dale Carnegie
SIMPLICITY ADDS VALUE
“An expert is someone who has succeeded in making
decisions and judgments simpler through knowing what to
pay attention to and what to ignore”
- Simplicity - Edward de Bono, 1998
The specialist has a chance to use their field of expertise
as a point of differentiation - “I believe that the true road to
pre-eminent success in any line is to make yourself master
of that line”
- Andrew Carnegie 1835-1919
SIMPLICITY REQUIRES CREATIVITY
“Simplicity is easy to use but can be hard to design. You may
need some creativity”
- Simplicity - Edward de Bono, 1998
“The ability to simplify means to eliminate the unnecessary so
that the necessary may speak”
- Hans Hoffman – Artist
SPECIALIST HOME SERVICES – E.G.: CLEANING, STILL
“… alone is useless. Today every plumber has a brand and a slogan on
the side of his truck. The world is drowning in brands and slogans”
Robert Bloom author and ex – Chairman of Publicis Worldwide
Although we are not there yet in either
the USA or Australia, the sentiment is
right – recognition alone is not
Virtually every category of consumer
product and service is now crowded
with – in some cases overcrowded –
with brands, however this is not the
case in the SME space which presents
a tremendous opportunity.
BRAND EXPERIENCE – “BRANDTERTAINMENT”
does not create brand
Experience with the
brand creates brand
expect to be vowed and
CREATIVE STRATEGY IS MORE IMPORTANT FOR THE SME
A consistent THEME that uses the name of the brand or its positioning or
ultimately both will always get better results.
CREATIVITY = ORIGINALITY
The first objective of any communication is to get noticed – to
grab attention. Without it you can not begin to PERSUADE.
Human beings are hard-wired to look for “the new.”
“What was effective one day, for that very reason, will not be
effective the next, because it has lost the maximum impact of
- advertising great Bill Bernbach, way back in the 1960s.
CAMPAIGNS = CONSISTENCY = FAMILIARITY
Every advertisement should be thought of as a
contribution to the complex symbol which is the
- David Ogilvy, regarded as the Father of Modern Advertising
A Brand is a Personality. Personalities like people
don’t really change, neither should your brand,
which is why having a consistent creative THEME is
GUYS DOMAIN – Direct Mail Postcard Templates
CREATIVELY CUTTING COSTS
PROMOTING YOUR BRAND
MEDIA EFFECTIVENESS - SME TOP 10
Media Effectiveness – SME Top 10
Only 10 years ago –
1. Networking 1b, 2, 3, 4, 5 did not
a) Physical – Industry Associations, Expos, BNI, etc
b) Virtual (LinkedIn, Facebook, etc)
exist as a way of
2. Website / Blog, Online Video consumer
3. Search Engine Marketing
5. PR - Traditional and Online
6. Direct Mail
7. Point of Sale (for Retailers)
9. Trade Press / Local Paper / Niche Magazines
10. Outdoor and Out Of Home / Ambient
IMPORTANCE OF FREQUENCY
1. The first time a man looks at an advertisement, he does not see it.
Thomas Smith of London
2. The second time, he does not notice it. wrote this back in 1885 when
3. The third time, he is conscious of its existence. the Newspaper was the only
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it. medium!
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, "Oh brother!"
8. The eighth time, he says, "Here's that confounded thing again!"
9. The ninth time, he wonders if it amounts to anything.
Today the estimates are that
10. The tenth time, he asks his neighbor if he has tried it. the average consumer is
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
exposed to between 500 to
13. The thirteenth time, he thinks perhaps it might be worth something. 5000 brand messages per
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty. Reach 1,000 x 10
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering. v
Reach 10,000 x 1
t tim you
e in r s?
WEB - MOST FLEXIBLE & ACCOUNTABLE MARKETING
It is a interactive medium and a distribution channel
– Tell visitors why they should buy from you and not your competitors
– Collect information about your customers
– Customize customer experience
– Improve customer service
– Provide a vehicle for feedback
– Generate sales leads
WHY ARE MOST SME’S WEBSITES (COMMUNICATION)
TERRIBLE? THEY REFLECT THEIR MARKETING EFFORTS!
Common Professional Services and B2B Industrials issues:
• Internal Company v External Customer Focus (WE v YOU), e.g.: “leading”
• No Point of Difference
• Features instead of Benefits
• Rules of Design
We have looked at and can provide examples in the following markets:
• B2B Industrials (Manufacturer’s Monthly)
• Top Tier Law Firms (Accounting)
• Top Tier Architects
• BRW Fast 100 IT Firms
• Financial Planning - Follows