The Branding for  Small Business Webinar   Know-How Now! Business Success Webinar Series
Suzi Dafnis Australian Businesswomen’s Network Suzi Dafnis National General Manager
Cheryl Hayman Hayman Strategy Cheryl Hayman Hayman Strategy www.haymanstrategy.com “ Forget the marketing-speak. The image...
Avi Topelberg James Squire Avi Topelberg James Squire
<ul><li>10-20% </li></ul><ul><li>20-40% </li></ul><ul><li>40-60% </li></ul><ul><li>60-100% </li></ul>The Roots of the Chal...
<ul><li>Yes always </li></ul><ul><li>No never </li></ul><ul><li>Sometimes (50-60% of the time) </li></ul><ul><li>Occasiona...
The Brand Building Summit Choose your Marketplace Examine all Relevant Trends, Dynamics, Attributes Evaluate Options to Ad...
Importance of Customer Insights Remember, brands are not built by Marketers… Brands are built in the consumers mind.
The Brand Philosophy <ul><li>Products are  made  and  owned  by  companies. </li></ul><ul><li>Brands , on the other hand, ...
Ideas Template Key Dynamics in your Market <ul><li>Do you know the  Top 4  attributes driving consumer  motivation in your...
Ideas Template Consider your Consumer: what insights do you have? <ul><li>Behaviourally </li></ul><ul><li>Attitudinally </...
Ideas Template Audience Opportunities for Your Brand <ul><li>Are there any untapped opportunities for targeting  in your m...
The Ultimate Business Goal Build Strong, Successful, Lasting Brands <ul><li>Brand Differentiation </li></ul><ul><li>Brand ...
Strategies for Brand Differentiation Differentiation is about the life and death of a brand. Defining the “why me” for a b...
Brand Differentiation - Tips Helpful thought-prompts: <ul><li>How it’s made eg: Sony = Trinitron; Nescafe = 43 beans </li>...
Brand Positioning The ultimate goal is to turn a differentiating idea into a full-scale programme of communication. Brand ...
Brand Positioning Development
Brand Identity Elements <ul><li>Brand Name </li></ul><ul><li>Logo </li></ul><ul><li>Tagline </li></ul><ul><li>Personality ...
Question Time…
<ul><li>Join the  Know-How Now Community </li></ul><ul><ul><li>Invitation coming to join. Forums, discussion, profiles. </...
Seminar & Expo Day   10 November 2007 Register by 26 October and save up to $100   “ Inspiration, motivation and insights ...
<ul><li>Thanks to our sponsors - WebEx </li></ul><ul><ul><li>Learn more about WebEx at www.webex.com.au </li></ul></ul><ul...
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Know How Now - Branding for Success with Cheryl Hayman Webinar

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Powerpoint presentation from the Branding Success Webinar presented by Cheryl Hayman for the Australian Businesswomen's Network

Developing marketing strategy is no easy task. Creating a stand-out brand is no easy task. Find out how in the Marketing Strategy for Small Business webinar.

During this webinar you will learn:

How to define the needs of your customer/consumer and use these insights to build a basis for effective marketing strategy
How to differentiate your brand and maximise growth in a competitive landscape with solid and sustainable brands
How to understand your market, challenge your offering and position it against your core target consumer/customer
How to define your brand and its strategic role in the business
The best structure for defining and building your marketing strategy

For more great webinars, check our website. http://www.abn.org.au/site/events

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Know How Now - Branding for Success with Cheryl Hayman Webinar

  1. 1. The Branding for Small Business Webinar Know-How Now! Business Success Webinar Series
  2. 2. Suzi Dafnis Australian Businesswomen’s Network Suzi Dafnis National General Manager
  3. 3. Cheryl Hayman Hayman Strategy Cheryl Hayman Hayman Strategy www.haymanstrategy.com “ Forget the marketing-speak. The image of a brand is no more nor less than the result of its frame: its reputation. And like a reputation, it can be found in only one place: in the minds of people” - Jeremy Bullmore. WPP Group, 2001
  4. 4. Avi Topelberg James Squire Avi Topelberg James Squire
  5. 5. <ul><li>10-20% </li></ul><ul><li>20-40% </li></ul><ul><li>40-60% </li></ul><ul><li>60-100% </li></ul>The Roots of the Challenge How much of your time and effort do you spend thinking about your brand?
  6. 6. <ul><li>Yes always </li></ul><ul><li>No never </li></ul><ul><li>Sometimes (50-60% of the time) </li></ul><ul><li>Occasionally (20-30% of the time) </li></ul>The Roots of the Challenge Do you consider every business action you take for its impact and relevance on your brand?
  7. 7. The Brand Building Summit Choose your Marketplace Examine all Relevant Trends, Dynamics, Attributes Evaluate Options to Address Trends Includes differentiation and brand attributes Devise Preferred Strategic Trend Options Commit
  8. 8. Importance of Customer Insights Remember, brands are not built by Marketers… Brands are built in the consumers mind.
  9. 9. The Brand Philosophy <ul><li>Products are made and owned by companies. </li></ul><ul><li>Brands , on the other hand, are made and owned by people … by the public … by consumers. </li></ul><ul><li>A brand image belongs not to a brand - but to those who have knowledge of that brand . </li></ul><ul><li>Advertising, packaging, price promotions have this in common: they are all within the control of the marketing company. To be rather more accurate: the transmission of these brand stimuli is within the control of the marketing company. </li></ul><ul><li>Their reception, however is not. </li></ul>
  10. 10. Ideas Template Key Dynamics in your Market <ul><li>Do you know the Top 4 attributes driving consumer motivation in your category? </li></ul><ul><li>1.__________________________________________________ </li></ul><ul><li>2.__________________________________________________ </li></ul><ul><li>3.__________________________________________________ </li></ul><ul><li>4.__________________________________________________ </li></ul><ul><li>How does your Brand address these motivations? Is this different to your key competitor? </li></ul>
  11. 11. Ideas Template Consider your Consumer: what insights do you have? <ul><li>Behaviourally </li></ul><ul><li>Attitudinally </li></ul><ul><li>Tastes </li></ul><ul><li>Habits </li></ul><ul><li>Traditions </li></ul><ul><li>Defining, Specific Characteristics </li></ul><ul><li>What does your consumer/target group value or want? </li></ul>
  12. 12. Ideas Template Audience Opportunities for Your Brand <ul><li>Are there any untapped opportunities for targeting in your marketplace or category? </li></ul><ul><li>Is anyone stretching the boundaries well, or differently? </li></ul><ul><li>Are there categories, adjacent to yours, from which you can learn to think differently about targeting? </li></ul>
  13. 13. The Ultimate Business Goal Build Strong, Successful, Lasting Brands <ul><li>Brand Differentiation </li></ul><ul><li>Brand Positioning </li></ul>
  14. 14. Strategies for Brand Differentiation Differentiation is about the life and death of a brand. Defining the “why me” for a brand is critical. <ul><li>You have a recognisably differentiated brand/business idea. </li></ul><ul><li>You look outside your immediate landscape , and even abroad, to learn from the best in the world. </li></ul><ul><li>You focus everything against your differentiating idea to build the brand. </li></ul><ul><li>You use your differentiated idea against your competitor. </li></ul><ul><li>You have achieved and/or evaluated, a truly differentiated position. </li></ul><ul><li>You differentiate yourselves in the consumer’s mind. </li></ul>
  15. 15. Brand Differentiation - Tips Helpful thought-prompts: <ul><li>How it’s made eg: Sony = Trinitron; Nescafe = 43 beans </li></ul><ul><li>Heritage: history and trust </li></ul><ul><li>Being the ‘first’: innovators </li></ul><ul><li>Being the ‘latest’: contemporary </li></ul><ul><li>Being No. 1 </li></ul><ul><li>Breadth of line </li></ul><ul><li>Specialty </li></ul>
  16. 16. Brand Positioning The ultimate goal is to turn a differentiating idea into a full-scale programme of communication. Brand positioning is the roadmap which fully develops and enhances the differentiating idea.
  17. 17. Brand Positioning Development
  18. 18. Brand Identity Elements <ul><li>Brand Name </li></ul><ul><li>Logo </li></ul><ul><li>Tagline </li></ul><ul><li>Personality </li></ul><ul><li>Design System </li></ul>
  19. 19. Question Time…
  20. 20. <ul><li>Join the Know-How Now Community </li></ul><ul><ul><li>Invitation coming to join. Forums, discussion, profiles. </li></ul></ul><ul><ul><li>Use the community to further discussions/learning. </li></ul></ul><ul><li>Know-How Now Series Continues </li></ul><ul><ul><li>Build your knowledge bank, increase your skills. </li></ul></ul><ul><ul><li>Next webinar 31 October — Customer Service Success </li></ul></ul><ul><ul><li>Register at 1300 720 120 or at www.abn.org.au/events </li></ul></ul>Next Steps
  21. 21. Seminar & Expo Day 10 November 2007 Register by 26 October and save up to $100 “ Inspiration, motivation and insights into what makes a business succeed, all in one fantastic day. If you are in business or even thinking about it, you can’t afford to miss this event.” - Cecelia Haddad, Marketing Elements Education, Inspiration, Networking
  22. 22. <ul><li>Thanks to our sponsors - WebEx </li></ul><ul><ul><li>Learn more about WebEx at www.webex.com.au </li></ul></ul><ul><li>See you next time! </li></ul><ul><li>www.abn.org.au </li></ul>Thank you

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