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Branding Bootcamp Week 1
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Branding Bootcamp Week 1

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This 4 free week branding bootcamp will give you a practical approach to create an inspiring, authentic, successful brand. ...

This 4 free week branding bootcamp will give you a practical approach to create an inspiring, authentic, successful brand.

Because clients don’t buy a business … they buy a brand.

www.brennanbrand.com

More in: Business , Technology
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  • 1. BRANDING BOOTCAMP Week #1type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 2. THIS WEEK WE WILL . . .type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 3. THIS WEEK WE WILL . . .• Establish a common brand vocabulary• Define “brand”• What You Do vs. How You Do It• Start to shift how you think about your business type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 4. Whether you are brandingon purpose or not, you are still branding. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 5. WHEN ARE YOU BRANDING? type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 6. WHEN ARE YOU BRANDING?• All the time!• Everything you do is sending a message (branding)• Every interaction with your company strengthens, maintains or weakens your brand• Branding is about relationships type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 7. WHY SHOULD YOU CARE?type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 8. WHY SHOULD YOU CARE?• Clients don’t buy your business they buy your brand.• By not working on your brand you are losing money.• When your brand doesn’t align with your business it creates mistrust, miscommunication, and misunderstanding.• Clients don’t buy from a business they mistrust or misunderstand.• Investing in your brand is critically important to your bottom line. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 9. • "Inside every person is a driving force, a sense of purpose. This force is your brand. It is what you stand for. It is what sets you apart. Its not a slogan or an ad campaign. Its a living thing - the net result of behavior."• -Elizabeth Talerman type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 10. WHAT IS A BRAND?type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 11. WHAT IS A BRAND?• Your brand is an emotional connection.• It is the experience of your business.• It is your relationship with your clients.• It is the promise you make to your clients.• Itis that “it” factor that separates you from the competition and makes you special. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 12. YOUR BRAND ...• IS NOT AN ICON, A SLOGAN, OR A MISSION STATEMENT• IT IS AN EMOTIONAL CONNECTION• IT IS YOUR CLIENT’S RELATIONSHIP TO YOUR COMPANY type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 13. BRAND MODELStype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 14. BRAND MODELS• Simple, One Dimensional Brand • Name • Logo • Identity (maybe) • No programs or platforms to add value type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 15. COMMUNICATION BRAND MODELtype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 16. COMMUNICATION BRAND MODEL• Used by most current companies• Usemessages to persuade customers to perceive a company, product, or service in a certain way• Supported by traditional media• One sided broadcast creates noise, not value type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 17. VALUE BASED BRAND MODEL type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 18. VALUE BASED BRAND MODEL• Delivers value that the customer can use, beyond your product or service• Strengthensrelationships with customers to create an emotional investment• Invest in your customer and your customer will invest in your company and grow your business• Fueledby organic customer generated emotion, not campaign generated emotion• Not media based type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 19. •Help people in big andsmall ways whenever you can type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 20. BRAND ECO SYSTEMtype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 21. • Your customer is your greatest competitive weapon type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 22. COMPETITIVE ADVANTAGE OF VALUE BASED BRANDS type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 23. COMPETITIVE ADVANTAGE OF VALUE BASED BRANDS• Customers are emotionally invested in your brand• Moves your customers out of the reach of your competitors• Increases Word of Mouth Marketing because they are talking about you• Generatescustomer loyalty so they are more forgiving if something doesn’t go right type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 24. THE BRANDING CYCLEtype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 25. THE BRANDING CYCLE• BRANDING: The Foundation• Sets rules and guidelines that tells marketing how to look and sound• MARKETING: The Action Hero• Takes branding to the next level by spreading the word about the brand• SALES: The Closer• Converts prospects to customers by using branding and marketing type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 26. THE BRANDING CYCLEtype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 27. WHAT YOU DO/HOW YOU DO IT type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 28. WHAT YOU DO/HOW YOU DO IT• What you are helping people with/What value you are giving• How you are helping people/How you are delivering the value• WHAT you do is the big picture, the emotional payoff for your client  • HOW you do it is the medium that you provide your service, the end result that is achieved type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 29. EXAMPLEtype | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 30. EXAMPLE• “We facilitate community and healthy lifestyles.”The options of how they could do this are almost endless:■ Exercise (personal trainers, yoga studios, etc)■ Food (nutritionists, restaurants)■ Therapy and Life Coaching■ Travel Guide type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 31. • Ask the right questions type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 32. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 33. • What is the emotional payoff for your clients?• Focus on the why. Why do you clients keep coming back?• Find the bigger picture. You are more than your job.• This is the heart and soul of a brand type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 34. • There are two ways to get through something: the easy way or the right way type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 35. REMEMBER ... YOUR BRAND IS AN INVESTMENT type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com
  • 36. REMEMBER ... YOUR BRAND IS AN INVESTMENT• Brand-building activities that are consistently executed over time ensure the success of your brand.• Think of it like having money in your savings account. You are saving some extra good will for a rainy day.• Neglecting those activities or making withdrawals from your account deplete your reserves.• The reduction may be imperceptible at first, but soon all too noticeably until it is too late and all that is a negative balance. type | erin@brennanbrand.com dial | 415.895.0201 browse | www.brennanbrand.com