IRONING OUT YOUR VALUEThe Importance of Branding for Dry Cleaners
Email or text questions during the webinar to: email@example.com or 303.638.8625
Why should you care aboutbranding as a dry cleaner?
Consumers see dry cleaners asinterchangeable
If you are not a brand, you are a commodity.Then price is everything and the low-costproducer is the only winner.Phillip Kotler, Kellogg
What is a brand?
NOT a brand. It’s not a logo.
It’s not an identity.
And, it’s not a product.
A brand is a person’s gut feeling about aproduct, service or organization
Branding is the process of developingconsumer beliefs and perceptions aroundwhat you want them to believeabout your business.
In this case, perception is reality. The only thing that matters is the buyer’s perception.
In other words…
IT’S NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS.
Our brains act as FILTERS to protect usfrom INFORMATION OVERLOAD.
We are hardwired tonotice only what’sdifferent
So… …what can branding do for you?
Create marketing gravity.BRANDING CAN
BRANDING CAN Create a sense of elitism.
Create a template for resource investment.BRANDING CAN
Branding is about getting more people, to buy more stuff, for more years, at a higher price.
But, wait….…you’ve been in business awhile, you already have abrand, right?
The economic downturnhas touched nearly every brand in some way.
Reasons for a brand tune up:• Significant changes in staffing• Changes to your sales channels• Revised customer service strategies• New products, line extensions or changes to product offerings• Added or closed locations• Significant changes in the competitive landscape• New demographic targets
Research The BrandingDefine Process Position
Defining Your _______• What do you offer that your competition doesn’t?• What do you do better than the competition?• What area of your business gets the most compliments from clients?
But, what it really all boils down to is….
What one reason,above all others, causespeople to buy from your business?
Write It Down• True statement• Summary of what your brand stands for• Basis of marketing materials• Creates CONSISTENCY between brand base and identity
Congratulations! It’s a brand!
The three most important words to remember…
Be CONSISTENT• Consistent tone• Consistent level of quality• Consistently true to your brand
A Strong Brand• Reflected in all communications and marketing• Brought to life at each channel and every touch point where your audience is engaged• Collection of coherent ideas and experiences• A “true” voice
The same message shouldappear uniformly across allweapons in your advertising andmarketing arsenal.
Audit all your company’s marketing communications,paying particular attention to sales tools.
Ask yourself how the message you intendto convey in your marketing relates to youroverarching brand. HIGH LEVEL MESSAGING
LOW LEVEL MESSAGING Look at what you’re saying indirectly, and make sure it doesn’t clash with your high-level message.
Commit, don’t campaign.
Brands are like people.
People can change clothes…
…and so can brands.
He doesn’t really want a drill.
Ultimate Secret of Branding• Value to Clients• Improved condition• Address customer needs
And… …a nod to ABC.
If you’re planning for one year, grow sales.If you’re planning for three years, grow channel. If you want a business that is built to last, grow a brand.
THANK YOU Katherine McGraw Patterson Smart Fish Marketing firstname.lastname@example.org 303.638.8625