Branding for the Small Business

Influences choice - short cut to decision Creates loyalty and advocacy Commands price premiums Provides a platform for growth Appeals to other stakeholders Sustainable competitive advantage 5 Benefits of Branding

Influences choice - short cut to decision

Creates loyalty and advocacy

Commands price premiums

Provides a platform for growth

Appeals to other stakeholders

The ‘Brand Playground’

Brand The ‘Brand Playground’

Corporate identity -managed by the company Brand The ‘Brand Playground’ Corporate image - perception by its publics

Corporate identity -managed by the company Brand actions visual identity The ‘Brand Playground’ Corporate image - perception by its publics

Corporate identity -managed by the company Brand actions visual identity beliefs image The ‘Brand Playground’ Corporate image - perception by its publics

Corporate identity -managed by the company Brand actions visual identity beliefs image The ‘Brand Playground’ Corporate image - perception by its publics

actions visual identity beliefs image The ‘Brand Playground’ strong image – depends on alignment

actions visual identity beliefs image Alignment – of behaviour and presentation The ‘Brand Playground’ strong image – depends on alignment

The Biology of Brand

Cerebral cortex – “conscious brain” Higher order functions Language, information processing, problem solving, complex thought The Biology of Brand

Limbic system – “old brain” Hypothalamus Controls emotions and endocrine functions - ‘fight or flight’ Hippocampus Necessary for development and consolidation of new memories Amygdala Responsible for processing conscious and unconscious emotional responses The Biology of Brand

Some Case Studies

Original smoothies Innocent Drinks

100% natural and delicious Pure, fresh, unadulterated Little, tasty drinks Market share of 41% “ More than just a drink! It's my way to lighten the day and make me smile. Find a bottle, read the label and see what I mean.” Original smoothies Innocent Drinks

Original smoothies Dairy-based thickies Fresh juice Juicy water Innocent Drinks

Serious Waste Company

Serious Waste Company

Serious Waste Company

Blue Swallow

Competitors Blue Swallow

Customers Unforgiving Habit - not loyalty “ They’re all as bad as each other” “They’ve let me down once too often” Main gripe - lack of pro-active communication Blue Swallow

Company Blue Swallow Storage Express Primary Brand Packing Secondary Brand Strapline same-day next-day couriers ? ? Archive ? Blue Swallow

Company Blue Swallow Express Secondary Brand Strapline same-day next-day couriers Primary Brand Blue Swallow

Friendly, communicative On the move No-nonsense, a bit cheeky Job done! Blue Swallow

SanTranslate

translation language services helpful distant SanTranslate

USP ESP Focus on CJK Full language service Understanding business/ organisation needs Friendly/approachable Helpful - extra mile Comfort of reduced risk SanTranslate

SanTranslate

SanTranslate

Layers of Branding

Visual “ Viewpoints” Logo Colours Graphics and imagery Packaging Layers of Branding “ Touchpoints” Emotional response Experience of use Customer service Technical support Experiential Verbal Brand name Descriptor Positioning tag line Nomenclature Tone of voice Positioning Brand personality Positioning statement Key features & benefits Attributes Target audiences

Brand is a Promise – it must be kept