• WHAT BUSINESS ARE YOU IN                 ?

• WHO ARE YOUR CUSTOMERS                   ?
• WHY ARE YOU BETTER THAN
     ...
© Gerry O'Brion 2010 All Rights Reserved
UNDERSTANDING
                                           IS EASY

                                DOING IS HARD
© Gerry O'...
LISTENING



© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
NOBODY LIKES BEING SOLD TO,

             BUT EVERYBODY LIKES TO BUY.



© Gerry O'Brion 2010 All Rights Reserved
CUSTOMERS DON’T BUY THINGS,

        THEY CHOOSE BETWEEN OPTIONS.



© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
THE ONE THING



© Gerry O'Brion 2010 All Rights Reserved
BE DIFFERENT FROM COMPETITION

              IN A WAY CUSTOMERS VALUE




© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
YOUR BRAND

                     ISN’T WHAT YOU
                        THINK IT IS

© Gerry O'Brion 2010 All Rights Reser...
THE SUM OF ALL INTERACTIONS

   AN INDIVIDUAL HAS WITH YOU



© Gerry O'Brion 2010 All Rights Reserved
RATIONAL   EMOTIONAL




                      IT RESIDES IN THEIR MIND
© Gerry O'Brion 2010 All Rights Reserved
YOUR BRAND

                       IS WHAT YOUR
                                 CUSTOMERS
                               ...
MONDAY
© Gerry O'Brion 2010 All Rights Reserved
WHY DO I CARE   ?


© Gerry O'Brion 2010 All Rights Reserved
CURRENT CUSTOMERS

                               NEW CUSTOMERS

                                 PRICING POWER

© Gerry O...
PROTECTS FROM
               –COMPETITORS

               –NEW BUSINESSES

               –SUBSTITUTES

       HELPS ROW T...
WHICH WOULD YOU PURCHASE?




© Gerry O'Brion 2010 All Rights Reserved
IS BUILDING A BRAND ENOUGH?




© Gerry O'Brion 2010 All Rights Reserved
-93.9%


                              1999             2009



© Gerry O'Brion 2010 All Rights Reserved
BE DIFFERENT FROM
                                 COMPETITION

       IN A WAY CUSTOMERS VALUE



© Gerry O'Brion 2010 Al...
FOUR THINGS THE BEST BRANDS DO


UNDERSTAND CUSTOMERS

HAVE VALUABLE BENEFIT

CREATE DIFFERENTIATION

COMMUNICATE CONSISTE...
UNDERSTAND YOUR CUSTOMERS




© Gerry O'Brion 2010 All Rights Reserved
WHO’S YOUR TARGET?




© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
WHO’S YOUR
                                             TARGET?


                                      MOUNTAIN BIKER
   ...
CUSTOMERS HAVE NEEDS




© Gerry O'Brion 2010 All Rights Reserved
WHAT DO THEY NEED?

                                           Emotional Needs


                                         ...
© Gerry O'Brion 2010 All Rights Reserved
NEEDS
                                                            HIERARCHY

                                             ...
CUSTOMERS TELL YOU
  (NOT THE OTHER WAY AROUND)



© Gerry O'Brion 2010 All Rights Reserved
HOW DO I ASK THEM?

                                           RESEARCH
QUALITATIVE

QUANTITATIVE


© Gerry O'Brion 2010 A...
WHY RESEARCH?

                                           INSIGHTS
                                            CREATE
    ...
I CAN’T AFFORD
          EXPENSIVE RESEARCH



© Gerry O'Brion 2010 All Rights Reserved
RESEARCH FOR
                              CHEAP OR FREE



© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
THE BENEFIT




© Gerry O'Brion 2010 All Rights Reserved
PEOPLE DON’T WANT ¼ INCH DRILL BITS,

                           THEY WANT ¼ INCH HOLES.




© Gerry O'Brion 2010 All Righ...
PROVIDE A
                           BENEFIT
                       CUSTOMERS VALUE


© Gerry O'Brion 2010 All Rights Rese...
BENEFIT EXAMPLES


                                           vs.
            SEARCH                               DECISIO...
BENEFIT EXAMPLES




© Gerry O'Brion 2010 All Rights Reserved
BENEFIT EXAMPLES




© Gerry O'Brion 2010 All Rights Reserved   Reprinted with permission from Morton International, Inc.
THE BEST BENEFITS

 VALUABLE                                  DIFFERENT
 MOTIVATIONAL                              OWNABLE...
PRICE
      SHOULD LOWER PRICE BE MY BENEFIT?




                                  $599 Flat Fee Per Hire

© Gerry O'Brio...
•     Time savings         • Culture fit screen
•     Relief               • Interview coaching
•     Faster              ...
Experts in small business recruiting.

                    “Big company expertise at a
                       small compan...
WHY SHOULD I BELIEVE YOU?




© Gerry O'Brion 2010 All Rights Reserved
THE POWER OF

                                           BECAUSE



© Gerry O'Brion 2010 All Rights Reserved
REASON TO BELIEVE



                                           vs.



© Gerry O'Brion 2010 All Rights Reserved
REASON TO BELIEVE




© Gerry O'Brion 2010 All Rights Reserved
REASON TO BELIEVE




                                           DECISION
                                           ENGIN...
DIFFERENTIATION &
                             SPECIALIZATION




© Gerry O'Brion 2010 All Rights Reserved
THE SMALLER THE SANDBOX,

                         THE BIGGER THE POTENTIAL




© Gerry O'Brion 2010 All Rights Reserved
BE DIFFERENT




© Gerry O'Brion 2010 All Rights Reserved
DIFFERENTIATION & SPECIALIZATION




© Gerry O'Brion 2010 All Rights Reserved
DIFFERENTIATION & SPECIALIZATION




© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
DIFFERENTIATION & SPECIALIZATION




© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
OH OH.




© Gerry O'Brion 2010 All Rights Reserved
I DON’T DO ANYTHING
        DIFFERENT OR BETTER
        THAN ANYONE ELSE.


© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
THAT’S OK.

                        JUST MAKE IT UP.


© Gerry O'Brion 2010 All Rights Reserved
AKA: INNOVATION



© Gerry O'Brion 2010 All Rights Reserved
INNOVATION
• GO BACK TO THE BEGINNING

• WHAT INSIGHTS HAVE YOU
  UNCOVERED?

• WHAT DO CUSTOMERS WANT THAT
  THEY DON’T E...
ALL LIGHT BEER IS THE SAME




© Gerry O'Brion 2010 All Rights Reserved
WHAT CONSUMERS WANT
•     GOOD TASTE
•     VALUE
•     RELAXATION
•     LOW CARBS/CALORIES
•     SOCIALIZATION
•     REFRE...
WHAT CONSUMERS WANT
•     GOOD TASTE
•     VALUE
•     RELAXATION
•     LOW CARBS/CALORIES
•     SOCIALIZATION
•     REFRE...
COORS LIGHT COLD INNOVATION




FROST BREW                                  COOLER     SUPER COLD DRAFT
 LINER CAN        ...
BRING IT ALL TOGETHER
WHO

NEEDS

BENEFITS

REASONS TO BELIEVE

WHAT MAKES YOU DIFFERENT AND BETTER?

© Gerry O'Brion 2010...
Positioning Statement

                 Target
     For _______________________
             Business Name
     __________...
Positioning Statement


             busy business owners
     For _______________________
             HireWithEase
     ...
RATIONAL VS. EMOTIONAL

           CAN YOU SPEAK TO BOTH SIDES OF
                    THEIR BRAIN?




© Gerry O'Brion 201...
Positioning Statement


              on-the-go moms
     For _______________________
             Justin’s
     _________...
MAN, WHEN DO WE GET TO
         THE MARKETING?




© Gerry O'Brion 2010 All Rights Reserved
COMMUNICATE!
© Gerry O'Brion 2010 All Rights Reserved
EMPLOYEES
CUSTOMERS
EVERY TOUCH POINT



© Gerry O'Brion 2010 All Rights Reserved
MARKETING
                                                                    Sales
                                      ...
GO AFTER YOUR TARGET

WITH YOUR MESSAGE

GET FEEDBACK

REPEAT
© Gerry O'Brion 2010 All Rights Reserved
THIS IS MARKETING
                                           Go after
                                             your
  ...
YOU ARE BUILDING A BRAND




© Gerry O'Brion 2010 All Rights Reserved
© Gerry O'Brion 2010 All Rights Reserved
Sponsors
• Roanoke Department
  of Economic
  Development

• CIE Partners

• Hotel Roanoke &
  Conference Center

• Oakey’...
Thanks!

                 www.WhatBigBrandsKnow.com

                                           gbrion@yahoo.com



© Gerr...
THE END




© Gerry O'Brion 2010 All Rights Reserved
Grow Any Business Like a Billion Dollar Brand
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Grow Any Business Like a Billion Dollar Brand

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Big brands do a few things well and do them consistently. The strategies they use are not complicated, and you can use them to grow your business right now.

If you’re a business owner, executive, or manager, this information will improve your business, regardless of the size. In my blog, What Big Brand Know you’ll find in-depth articles and case studies that cover the concepts I teach.

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Grow Any Business Like a Billion Dollar Brand

  1. 1. • WHAT BUSINESS ARE YOU IN ? • WHO ARE YOUR CUSTOMERS ? • WHY ARE YOU BETTER THAN YOUR COMPETITORS? © Gerry O'Brion 2010 All Rights Reserved
  2. 2. © Gerry O'Brion 2010 All Rights Reserved
  3. 3. UNDERSTANDING IS EASY DOING IS HARD © Gerry O'Brion 2010 All Rights Reserved
  4. 4. LISTENING © Gerry O'Brion 2010 All Rights Reserved
  5. 5. © Gerry O'Brion 2010 All Rights Reserved
  6. 6. © Gerry O'Brion 2010 All Rights Reserved
  7. 7. NOBODY LIKES BEING SOLD TO, BUT EVERYBODY LIKES TO BUY. © Gerry O'Brion 2010 All Rights Reserved
  8. 8. CUSTOMERS DON’T BUY THINGS, THEY CHOOSE BETWEEN OPTIONS. © Gerry O'Brion 2010 All Rights Reserved
  9. 9. © Gerry O'Brion 2010 All Rights Reserved
  10. 10. THE ONE THING © Gerry O'Brion 2010 All Rights Reserved
  11. 11. BE DIFFERENT FROM COMPETITION IN A WAY CUSTOMERS VALUE © Gerry O'Brion 2010 All Rights Reserved
  12. 12. © Gerry O'Brion 2010 All Rights Reserved
  13. 13. YOUR BRAND ISN’T WHAT YOU THINK IT IS © Gerry O'Brion 2010 All Rights Reserved
  14. 14. THE SUM OF ALL INTERACTIONS AN INDIVIDUAL HAS WITH YOU © Gerry O'Brion 2010 All Rights Reserved
  15. 15. RATIONAL EMOTIONAL IT RESIDES IN THEIR MIND © Gerry O'Brion 2010 All Rights Reserved
  16. 16. YOUR BRAND IS WHAT YOUR CUSTOMERS THINK IT IS © Gerry O'Brion 2010 All Rights Reserved
  17. 17. MONDAY
  18. 18. © Gerry O'Brion 2010 All Rights Reserved
  19. 19. WHY DO I CARE ? © Gerry O'Brion 2010 All Rights Reserved
  20. 20. CURRENT CUSTOMERS NEW CUSTOMERS PRICING POWER © Gerry O'Brion 2010 All Rights Reserved
  21. 21. PROTECTS FROM –COMPETITORS –NEW BUSINESSES –SUBSTITUTES HELPS ROW THE BOAT TOGETHER © Gerry O'Brion 2010 All Rights Reserved
  22. 22. WHICH WOULD YOU PURCHASE? © Gerry O'Brion 2010 All Rights Reserved
  23. 23. IS BUILDING A BRAND ENOUGH? © Gerry O'Brion 2010 All Rights Reserved
  24. 24. -93.9% 1999 2009 © Gerry O'Brion 2010 All Rights Reserved
  25. 25. BE DIFFERENT FROM COMPETITION IN A WAY CUSTOMERS VALUE © Gerry O'Brion 2010 All Rights Reserved
  26. 26. FOUR THINGS THE BEST BRANDS DO UNDERSTAND CUSTOMERS HAVE VALUABLE BENEFIT CREATE DIFFERENTIATION COMMUNICATE CONSISTENTLY © Gerry O'Brion 2010 All Rights Reserved
  27. 27. UNDERSTAND YOUR CUSTOMERS © Gerry O'Brion 2010 All Rights Reserved
  28. 28. WHO’S YOUR TARGET? © Gerry O'Brion 2010 All Rights Reserved
  29. 29. © Gerry O'Brion 2010 All Rights Reserved
  30. 30. © Gerry O'Brion 2010 All Rights Reserved
  31. 31. WHO’S YOUR TARGET? MOUNTAIN BIKER OR MOM? © Gerry O'Brion 2010 All Rights Reserved
  32. 32. CUSTOMERS HAVE NEEDS © Gerry O'Brion 2010 All Rights Reserved
  33. 33. WHAT DO THEY NEED? Emotional Needs Rational Needs Price of Entry © Gerry O'Brion 2010 All Rights Reserved
  34. 34. © Gerry O'Brion 2010 All Rights Reserved
  35. 35. NEEDS HIERARCHY • Escape •Not Bored • Fun •Companionship • Easier EMOTIONAL •Work Out Longer RATIONAL •Keep Pace •For running •Free PRICE OF ENTRY •Production Quality © Gerry O'Brion 2010 All Rights Reserved
  36. 36. CUSTOMERS TELL YOU (NOT THE OTHER WAY AROUND) © Gerry O'Brion 2010 All Rights Reserved
  37. 37. HOW DO I ASK THEM? RESEARCH QUALITATIVE QUANTITATIVE © Gerry O'Brion 2010 All Rights Reserved
  38. 38. WHY RESEARCH? INSIGHTS CREATE VALIDATE CHOOSE © Gerry O'Brion 2010 All Rights Reserved TRACK
  39. 39. I CAN’T AFFORD EXPENSIVE RESEARCH © Gerry O'Brion 2010 All Rights Reserved
  40. 40. RESEARCH FOR CHEAP OR FREE © Gerry O'Brion 2010 All Rights Reserved
  41. 41. © Gerry O'Brion 2010 All Rights Reserved
  42. 42. © Gerry O'Brion 2010 All Rights Reserved
  43. 43. THE BENEFIT © Gerry O'Brion 2010 All Rights Reserved
  44. 44. PEOPLE DON’T WANT ¼ INCH DRILL BITS, THEY WANT ¼ INCH HOLES. © Gerry O'Brion 2010 All Rights Reserved
  45. 45. PROVIDE A BENEFIT CUSTOMERS VALUE © Gerry O'Brion 2010 All Rights Reserved
  46. 46. BENEFIT EXAMPLES vs. SEARCH DECISION ENGINE ENGINE © Gerry O'Brion 2010 All Rights Reserved
  47. 47. BENEFIT EXAMPLES © Gerry O'Brion 2010 All Rights Reserved
  48. 48. BENEFIT EXAMPLES © Gerry O'Brion 2010 All Rights Reserved Reprinted with permission from Morton International, Inc.
  49. 49. THE BEST BENEFITS VALUABLE DIFFERENT MOTIVATIONAL OWNABLE CREDIBLE SIMPLE RATIONAL AND EMOTIONAL © Gerry O'Brion 2010 All Rights Reserved
  50. 50. PRICE SHOULD LOWER PRICE BE MY BENEFIT? $599 Flat Fee Per Hire © Gerry O'Brion 2010 All Rights Reserved
  51. 51. • Time savings • Culture fit screen • Relief • Interview coaching • Faster • Professional report • Expertise • EEOC Compliant • Guarantee • Proprietary questions • Professional intake survey © Gerry O'Brion 2010 All Rights Reserved
  52. 52. Experts in small business recruiting. “Big company expertise at a small company price.” © Gerry O'Brion 2010 All Rights Reserved
  53. 53. WHY SHOULD I BELIEVE YOU? © Gerry O'Brion 2010 All Rights Reserved
  54. 54. THE POWER OF BECAUSE © Gerry O'Brion 2010 All Rights Reserved
  55. 55. REASON TO BELIEVE vs. © Gerry O'Brion 2010 All Rights Reserved
  56. 56. REASON TO BELIEVE © Gerry O'Brion 2010 All Rights Reserved
  57. 57. REASON TO BELIEVE DECISION ENGINE © Gerry O'Brion 2010 All Rights Reserved
  58. 58. DIFFERENTIATION & SPECIALIZATION © Gerry O'Brion 2010 All Rights Reserved
  59. 59. THE SMALLER THE SANDBOX, THE BIGGER THE POTENTIAL © Gerry O'Brion 2010 All Rights Reserved
  60. 60. BE DIFFERENT © Gerry O'Brion 2010 All Rights Reserved
  61. 61. DIFFERENTIATION & SPECIALIZATION © Gerry O'Brion 2010 All Rights Reserved
  62. 62. DIFFERENTIATION & SPECIALIZATION © Gerry O'Brion 2010 All Rights Reserved
  63. 63. © Gerry O'Brion 2010 All Rights Reserved
  64. 64. DIFFERENTIATION & SPECIALIZATION © Gerry O'Brion 2010 All Rights Reserved
  65. 65. © Gerry O'Brion 2010 All Rights Reserved
  66. 66. OH OH. © Gerry O'Brion 2010 All Rights Reserved
  67. 67. I DON’T DO ANYTHING DIFFERENT OR BETTER THAN ANYONE ELSE. © Gerry O'Brion 2010 All Rights Reserved
  68. 68. © Gerry O'Brion 2010 All Rights Reserved
  69. 69. THAT’S OK. JUST MAKE IT UP. © Gerry O'Brion 2010 All Rights Reserved
  70. 70. AKA: INNOVATION © Gerry O'Brion 2010 All Rights Reserved
  71. 71. INNOVATION • GO BACK TO THE BEGINNING • WHAT INSIGHTS HAVE YOU UNCOVERED? • WHAT DO CUSTOMERS WANT THAT THEY DON’T EVEN KNOW YET? © Gerry O'Brion 2010 All Rights Reserved
  72. 72. ALL LIGHT BEER IS THE SAME © Gerry O'Brion 2010 All Rights Reserved
  73. 73. WHAT CONSUMERS WANT • GOOD TASTE • VALUE • RELAXATION • LOW CARBS/CALORIES • SOCIALIZATION • REFRESHMENT • COLD BEER • FUNNY ADS © Gerry O'Brion 2010 All Rights Reserved
  74. 74. WHAT CONSUMERS WANT • GOOD TASTE • VALUE • RELAXATION • LOW CARBS/CALORIES • SOCIALIZATION • REFRESHMENT • COLD BEER • FUNNY ADS © Gerry O'Brion 2010 All Rights Reserved
  75. 75. COORS LIGHT COLD INNOVATION FROST BREW COOLER SUPER COLD DRAFT LINER CAN BOX COLD ACTIVATED BOTTLE © Gerry O'Brion 2010 All Rights Reserved COLD ACTIVATED CAN
  76. 76. BRING IT ALL TOGETHER WHO NEEDS BENEFITS REASONS TO BELIEVE WHAT MAKES YOU DIFFERENT AND BETTER? © Gerry O'Brion 2010 All Rights Reserved
  77. 77. Positioning Statement Target For _______________________ Business Name __________________________is the Business Type __________________________that provides Benefit __________________________. Reason To Believe That's because ______________________. © Gerry O'Brion 2010 All Rights Reserved
  78. 78. Positioning Statement busy business owners For _______________________ HireWithEase __________________________is the hiring solution __________________________that provides affordable expertise __________________________. we charge $599 per hire That's because ______________________. Big company expertise. Small company price. © Gerry O'Brion 2010 All Rights Reserved
  79. 79. RATIONAL VS. EMOTIONAL CAN YOU SPEAK TO BOTH SIDES OF THEIR BRAIN? © Gerry O'Brion 2010 All Rights Reserved
  80. 80. Positioning Statement on-the-go moms For _______________________ Justin’s __________________________is the peanut butter __________________________that provides on-the-go nutrition __________________________. it comes in squeeze packs That's because ______________________. © Gerry O'Brion 2010 All Rights Reserved
  81. 81. MAN, WHEN DO WE GET TO THE MARKETING? © Gerry O'Brion 2010 All Rights Reserved
  82. 82. COMMUNICATE! © Gerry O'Brion 2010 All Rights Reserved
  83. 83. EMPLOYEES CUSTOMERS EVERY TOUCH POINT © Gerry O'Brion 2010 All Rights Reserved
  84. 84. MARKETING Sales Local Force Website Coupons Word of Gift Cards Mouth Loyalty/ Advertising Referral Your Business Customer Printed Service Materials Other Public online Relations resources (Yelp!) Database Signage Marketing © Gerry O'Brion 2010 All Rights Reserved
  85. 85. GO AFTER YOUR TARGET WITH YOUR MESSAGE GET FEEDBACK REPEAT © Gerry O'Brion 2010 All Rights Reserved
  86. 86. THIS IS MARKETING Go after your target Get With your Feedback message © Gerry O'Brion 2010 All Rights Reserved
  87. 87. YOU ARE BUILDING A BRAND © Gerry O'Brion 2010 All Rights Reserved
  88. 88. © Gerry O'Brion 2010 All Rights Reserved
  89. 89. Sponsors • Roanoke Department of Economic Development • CIE Partners • Hotel Roanoke & Conference Center • Oakey’s Pet Funeral Home & Crematory © Gerry O'Brion 2010 All Rights Reserved
  90. 90. Thanks! www.WhatBigBrandsKnow.com gbrion@yahoo.com © Gerry O'Brion 2010 All Rights Reserved
  91. 91. THE END © Gerry O'Brion 2010 All Rights Reserved

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