Brand It Like Beckham


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How to apply big brand disciplines to your small business and convert customer perceptions into profits.

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Brand It Like Beckham

  1. 1. BRAND IT LIKE BECKHAM Profit from Big Brand Disciplines in your Small Business Copyright © Stark Reality
  2. 2. Discover why How to Design a branding is even Brand that more important connects with for small your audience. business. Why is being Creative important? How to Promote your Brand Delivering a without having great brand to beg your experience from Bank Manager. the Webber to the Web! 2
  3. 3. EXECUTIVE SUMMARY “In order to be irreplaceable one must always be different.” - Coco Chanel 3
  4. 4. BRANDING - MORE IMPORTANT FOR SMALL BUSINESS THAN BIG BUSINESS SME’s have a greater need to differentiate in a more competitive market. Why, then are so few small businesses “branded? Because most: – do not understand basic marketing principles and – believe that branding is expensive and for the big boys 4
  5. 5. BRANDS ARE IMPORTANT BECAUSE THEY DELIVER 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 the spreadsheet.” Marty Neumeier, author - "The Brand Gap" 5
  6. 6. YOUR BRAND 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 6
  7. 7. THE REAL THING - EMOTION Pepsi consistently wins blind taste tests, but no-one drinks Coke with a blindfold! 7
  9. 9. HOW TO DESIGN A BRAND? It will affect every part of - SIMPLE NOT EASY your business. SME Strategy Timeline 4 weeks – 3 months 9
  10. 10. WHO “DESIGNS” THE BRAND? OWNER IS THE PRODUCER IT THE Entrepreneurs tap into the customer need and design the vision. IS Marketers make the vision come alive focusing on Brand Communication to manage Perceptions. Industrial Designers design the product. LIKE Graphic Designers interpret brand attributes in visual media. Copywriters give the brand a voice. MAKING Film Producers, Directors, Animators, Etc put brand on our screens, from the very big to the very small… Customer Service MOVIES deliver the “brand experience. 10
  11. 11. BRANDING IS HOW WE COMMUNICATE What is your Brand • Name? • Personality? • Story? • Promise? (Do you deliver?) • Positioning • Positioning Statement 11
  12. 12. 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 audience? • Make you unforgettable? • Propel itself through the world on its own by being a PR generating vehicle? • Provide a deep well of marketing and advertising images? Is it easily promotable? 12
  13. 13. NAMING PROCESS 1. Competitive Analysis 2. Positioning 3. Name/Brand Development 4. Trademark / Domain Name 5. Creative/Testing 6. Name and Tagline 13
  14. 14. 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! 14
  15. 15. SHAVER SHOP •Expanding product range beyond the initially focused concept. •Only time will tell if the brand extension will be successful. •Brand name was too descriptive and limiting in the first place! 15
  16. 16. PROTECT YOUR NAME 16
  18. 18. MR. MUTUAL FUND 18
  19. 19. MS MEGABYTE 19
  20. 20. GADGET GUY 20
  23. 23. POWERFUL POINTS 23
  24. 24. GEEK SQUAD 24
  25. 25. 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. 25
  26. 26. BRAND STORY People love stories from children’s fairytales to books and movies. Good advertisements are nothing more than very short stories: – 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 26
  27. 27. TELL YOUR STORY AND SELL Real Stories that developed through the decades. Est. 1967 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". Rebrand 2003 Website “Before” Website “After” 2006 27
  28. 28. LEGENDS ARE MADE 28
  30. 30. MOST SME’S SELL FEATURES INSTEAD OF BENEFITS Drill v Picture on the Wall Make Up v Hope To Women Mousetraps v Absence of Mice 30
  31. 31. BUILDING A BRAND - POSITIONING How can we “own” a place in the consumer mind? By focusing on the things that “The way to matter. become rich is to Focus demands Sacrifice - To own something you need to give up put all your eggs something else. in one basket and then watch that basket.” – Andrew Carnegie 1835-1919 31
  32. 32. 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 32
  33. 33. 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 33
  34. 34. 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 34
  36. 36. REAL ESTATE Position against the leader. Same Principle as Pepsi v Coke. Use competitor strength and turn it into a weakness. Original = Old. “Pepsi the Choice of a New Generation” 36
  37. 37. SEGMENTATION u- Yo ns or rs! s f estio rive cie u oli e Q dd P or oo red k M fo rg ilo s gs Ta e A vin W Sa rs d Ca d ifie d Mo s an er riv gD un Yo 37
  38. 38. 38
  40. 40. NEW CATEGORY The law of the category - if you can't be first in a category, set up a new category you can be first in. – Al Reis 40
  41. 41. SEGMENT EVEN FURTHER The law of the category - if you can't be first in a category, set up a new category you can be first in. – Al Reis 41
  44. 44. BRAND RECOGNITION “… 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 enough! 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. 44
  45. 45. BRAND EXPERIENCE – “BRANDTERTAINMENT” Communication alone does not create brand feelings. Experience with the brand creates brand feelings. Today customers expect to be vowed and entertained. 45
  46. 46. HOW DO YOU CREATE WOW? 46
  47. 47. 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. MORE CREATIVE MORE MEMORABLE LESS FREQUENCY LESS $$$ 47
  48. 48. 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 originality.” - advertising great Bill Bernbach, way back in the 1960s. 48
  49. 49. CAMPAIGNS = CONSISTENCY = FAMILIARITY Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. - 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 important. 49
  53. 53. GUYS DOMAIN – Direct Mail Postcard Templates CREATIVELY CUTTING COSTS 53
  54. 54. 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 reaching the 2. Website / Blog, Online Video consumer 3. Search Engine Marketing 4. Email 5. PR - Traditional and Online 6. Direct Mail 7. Point of Sale (for Retailers) 8. Packaging 9. Trade Press / Local Paper / Niche Magazines 10. Outdoor and Out Of Home / Ambient 54
  55. 55. 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. day. 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 55
  56. 56. H av e yo The u bes made t tim you e in r s? the his tory of t he w orld to b e an SM E 56
  57. 57. WEB - MOST FLEXIBLE & ACCOUNTABLE MARKETING WEAPON 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 57
  58. 58. 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 • Copywriting • 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 58
  59. 59. Missing: 1.USP – Positioning Statement 2.WIFM 3.Call to Action 59
  60. 60. NO USP Internal focus – “WE” Blah, blah Service is an empty promise 60
  61. 61. Why should I call? What will I get? Name? Positioning? We, we, we, look how good we are Can the imagery get any more typical? 61
  62. 62. Your name is? What business are we in? Property? Finance? Planning? Too many messages 62
  63. 63. What does the logo mean? Where is the USP? Where is the benefit in the USP? Good “Point of Difference” However Price is easy to copy! Better use of space? Simpler Menu structure? 63
  64. 64. Home baked? Trust? Credibility? 64
  65. 65. Simple & Focused Messages Own “friendly” Clear benefits Creative Pleasant Easy to read Campaignable Focused - Targeted 65
  66. 66. STARK REALITY CHECK 30 minutes of FREE, No Obligation Advice to Turn Your Customer Perceptions into a more Profitable Reality e: 66