The ABCs of Branding


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A presentation the covers the basic of Branding, with some tools and examples. Special emphasis on USP (unique selling proposition)

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The ABCs of Branding

  1. 1. The ABC’s of Branding Tom McMillian Techtao, LLC
  2. 2. This Morning’s Purpose <ul><li>Explain why Branding is important to the entrepreneur and small business owner </li></ul><ul><li>Give you some tools to improve your Branding </li></ul><ul><ul><li>The branding of your product/service </li></ul></ul><ul><ul><li>The branding of you </li></ul></ul>
  3. 3. Branding is not <ul><li>A registered trademark </li></ul><ul><li>A website </li></ul><ul><li>A fancy logo </li></ul><ul><li>Well written copy </li></ul>
  4. 4. Good Branding is a Shortcut for… <ul><li>“ We are here for you! We’re your guys. When you ask us to do something, we do it and we do it in such a way as to delight you. You can always count on us! Do not waste your time looking at competitive companies. We are state-of-the-art and share all new technology readily with you, to help you always look great. Our best people work on your business and this is their most important priority. If you have a problem let us know and we will make it right! We really really value your business and we want to prove it to you every day by doing excellent work for you.’ </li></ul>
  5. 5. What is a brand? <ul><li>A perception in minds of the audience. </li></ul><ul><li>The ability to influence purchasing behavior. </li></ul>
  6. 6. Brand <ul><li>A product or service = a basket of goods </li></ul><ul><li>Branding </li></ul><ul><li>Inspire </li></ul><ul><li>Motivate </li></ul><ul><li>Connect </li></ul><ul><li>Simplify </li></ul><ul><li>Inform </li></ul>
  7. 7. <ul><li>Positive Interactions </li></ul><ul><li>Consistency </li></ul><ul><li>Credibility </li></ul><ul><li>Authenticity </li></ul><ul><li>Trust </li></ul><ul><li>Loyalty </li></ul>Branding
  8. 8. Branding <ul><li>Your people are an extension of your Brand </li></ul><ul><li>Training </li></ul><ul><li>Recruiting </li></ul><ul><li>Continuous learning </li></ul><ul><li>Recognition </li></ul><ul><li>Benefits </li></ul><ul><li>The work </li></ul>
  9. 9. Branding <ul><li>Branding is a planned, consistent and directed collection of efforts and communication, to a particular audience for a favorable long term result. </li></ul>
  10. 10. The way you keep the promise is Performance The way you express the promise is Personality Your Brand
  11. 11. Terms <ul><li>Brand essence </li></ul><ul><li>Unique selling proposition (USP) </li></ul><ul><li>Integrated marketing </li></ul><ul><li>Advocates </li></ul>
  12. 12. Brand Essence (2006) <ul><li>  Carefree Connection with the World </li></ul>
  13. 13. Essence
  14. 14. Winning USP’s <ul><li>Package Shipping Industry </li></ul><ul><ul><li>Pain - I have to get this package delivered quick! </li></ul></ul><ul><ul><li>USP - &quot;When it absolutely, positively has to be there overnight.&quot; (Federal Express) </li></ul></ul><ul><li>Food Industry </li></ul><ul><ul><li>Pain - The kids are starving, but Mom and Dad are too tired to cook! </li></ul></ul><ul><ul><li>USP - &quot;Pizza delivered in 30 minutes or it's free.&quot; (Dominos Pizza) </li></ul></ul>
  15. 15. Winning USP’s (continued) <ul><li>Cold Medicine Industry </li></ul><ul><ul><li>Pain - You are sick, feel terrible, and can't sleep. </li></ul></ul><ul><ul><li>USP - &quot;The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.&quot; (Nyquil) </li></ul></ul>
  16. 16. Branding
  17. 17. Brand Positioning Platform
  18. 18. “ Truth perceived is the only truth there is.” Tom Ireland
  19. 19. Advocacy Engine [integrated marketing] Educate Listen Provide value (Database entry point) Awareness Thinker Preparation Trial Loyalty Advocacy Moderated Discussion Boards Thinker Preparing Trial Ongoing Relapse Social Media websites (e.g. Facebook fan page) Interactive Tools Advocacy Packaging Advertising Public Relations Social Media Professional Trade Packaging SEO - SEM
  20. 20. Marketing Guru <ul><li>“ You do not merely want to be considered just the best of the best. You want to be considered the only ones who do what you do.” Quotation of Jerry Garcia </li></ul>
  21. 21. Lessons from the <ul><li>It's ok to be different </li></ul><ul><li>A strong community is powerful </li></ul><ul><li>Good marketing doesn't need to be expensive </li></ul><ul><li>Package up products and services and offer discounts in bulk </li></ul><ul><li>Give away something for free </li></ul><ul><li>Be kind to other people </li></ul><ul><li>You can get by even with a sporadic income </li></ul><ul><li>Make it easy to share your content </li></ul><ul><li>It's ok to have fun </li></ul><ul><li>Learn the basics, then experiment relentlessly </li></ul><ul><li>Be forever dedicated to the craft </li></ul><ul><li>Work with people you trust and want to be around </li></ul>
  22. 22. The ABC’s of Branding <ul><li>Attributes </li></ul><ul><li>Behavior </li></ul><ul><li>Circumstances </li></ul>
  23. 23. How good a brand are you? <ul><li>The 5 questions to ask others: </li></ul><ul><li>Do I connect emotionally to others? </li></ul><ul><li>Do I bring value to the table? </li></ul><ul><li>Am I accessible ? </li></ul><ul><li>Are people aware of my capabilities? </li></ul><ul><li>What are my USPs ? </li></ul>
  24. 24. Tom McMillian <ul><li>President, Techtao, LLC </li></ul><ul><li>Let’s Connect </li></ul><ul><li>Twitter:@Techtao </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>