Branding strategy for businessPresentation Transcript
Branding Strategy for Business By Vibrant Internet Marketing June 5, 2012 All rights reserved. No portion of this presentation may be duplicated without permission of the author. Vibrant Internet Marketing is available to provide customized presentations to your organization. Contact us at email@example.com.
Branding Strategy for Business• Brand strategy is how, what, when and to whom you will be communicating your services.• Having a clear and concise brand strategy leads to stronger overall brand equity• How people feel about or perceive your product will dictate how much they are willing to pay for it.• Even though it seems intangible, it’s that “hard- to-pin-down” feeling that separates powerhouse and mediocre brands from one another.
Branding Strategy for Business1. Your brand’s strategy should be based on your company’s goals.2. Your brand is not the services you offer, your logo, your website, your name or your tagline.Your brand is:• What your customers perceive about you.• How you make them feel.• Describing what your business does best beyond what you sell.
Branding Strategy for Business3. Solve specific problems.What problem(s) does your business solve for your customers?4. Play the word game.• Volvo = safe• Coke = refreshing• Disney = entertainment• Your Company = ?
Branding Strategy for Business5. Decide which aspect is the most important about your service and make it a part of every aspect of your brand communication.What is the most important aspect of Your Company?6. It is best to have one, clear “benefit” that you are promoting to avoid confusion and frustration on the part of the customer.
Branding Strategy for Business7. Be consistent. Make sure the attributes of your brand are clear and understood throughout all of your communications.8. Talk about things that relate to your brand.For example, if you add a new photo to Facebook, explain what it means to your company.
Branding Strategy for Business9. Connect emotionally.Customers can either think rationally about your product or they can think emotionally about it. Consider Harley Davidson as an example.
Branding Strategy for Business10. Reward and CultivateReward your customers who are your brand ambassadors. Cultivating loyalty from these people early on will yield more returning customers – and more profit for your business.
Branding Strategy for Business11. Stay Flexible and CreativeMarketing online is a fast-changing world. This frees you to be creative. If your tactics aren’t working, don’t be afraid to change them.
Branding Strategy for Business11. Watch Out for CompetitorsPay attention to what is happening online. You never know who else your customers are listening to. Your competitors are a challenge to improve your own strategy and create greater value in your overall brand.
Build Your Buyer Persona Start with your TARGET MARKET GROUPSExample Target Group #1: Baby Boomers (born 1946 – 1964) who are now age 66 – 48.Example Target Group #2: Business Partners
What are their biggest concerns?Example: What are Baby Boomers biggest concerns? – Health – Community Service • Health Care – Giving to Charity • Eating Right – Church • Exercise – Money – Family • Personal Finance • Grandparenting • Investment • Older kids • Saving Money • Empty Nest – Politics – Entertainment • Social Security • Music – Travel / Vacations • Books – Work • Movies – Retirement • Events – Home Improvement – Shopping • Do It Yourself • Coupons, discounts, etc. • Hiring Contractors • Reviews by Baby Boomers • Smart Home Technology
What are their biggest concerns?Example, what are Business Partners biggest concerns?• Getting Started in Business• Running Their Business• Funding Their Business• Marketing Their Business
What problems will you solve for them?Baby Boomers Business Partners – Information – Marketing – Connection to other baby boomers – Reviews – Entertainment
What do they need the most?Baby Boomers Business Partners
What information are they typically searching for?Baby Boomers Business Partners
What trends are influencing their personal or business success?Baby Boomers Business Partners
What kinds of content do they prefer?Baby Boomers Business Partners
What do they do online?Baby Boomers Business Partners
What service do they spend the most time reading?Baby Boomers Business Partners
Where are they most likely to be whenthey become aware of Your Company?Baby Boomers Business Partners
Where are they most likely to be when they research / educate themselves about BBG?Baby Boomers Business Alliance Partners
Where are they most likely to be when they compare your services with other services?Baby Boomers Business Partners
Where are they most likely to be when they decide to purchase your services?Baby Boomers Business Partners – Website – Website
Branding Strategy for BusinessFood for Thought:How will your measure the effectiveness of your brand strategy?We will discuss this in our next presentation, “How to Measure Online Return on Investment (ROI)”