1. Practical BRANDING FOR
SMALL BUSINESS
An overview to get you going.
Lisa Haggis | May 31, 2012

2. LET’S TALK BRANDING
What is it (really)?
Why should you do it?
Where do you start?
Then what?

3. WHAT IS A BRAND?
Gut feeling &
beliefs about your
business Like...
way up
Born from your 1st here
business decision
(and every other
thereafter)
At the very top
level of your
business
© 2012 Lisa Haggis. All Rights Reserved.

4. But don’t let it stay
up there.

5. WHY DO WE DO IT?
The ultimate goal of
branding is to create
a great business.
One that people will
love.
One that serves a
purpose.
© 2012 Lisa Haggis. All Rights Reserved.

6. PLUS, THE SIDE EFFECTS
“Business Clarity”
Better, faster,
more confident
decisions
Higher
effectiveness
Better external
understanding
© 2012 Lisa Haggis. All Rights Reserved.

7. MOMENTUM, BABY
© 2012

8. HOW DO WE DO IT?
Start from where
you are.
Still on the ground?
Prepare for lift off!
Already up there?
Refine your course.
One decision,
action, and
interaction at a
time.
© 2012 Lisa Haggis. All Rights Reserved.

9. THE LAYERS OF YOUR BRAND
The Heart The The
• Your “Why?” Preparation Manifestation
• Your “Who?” • Visual • Your Delivery
• Your “How?” • Messaging • Your Culture
• Practices • Touch Point
• Systems Wins
As in,
how you
make
them feel.
© 2012 Lisa Haggis. All Rights Reserved.

10. WHY “WHY?” MATTERS
Because without it, you’re
just like everybody else.
The Heart
• Your “Why?”
Because it is what people
• Your “Who?”
• Your “How?”
really care about. It’s what
they will remember.
Because it will fuel your
pursuit for greatness.
© 2012 Lisa Haggis. All Rights Reserved.

11. SO, WHAT IS YOUR PURPOSE?
If your current mission statement doesn’t energize you, change it.
© 2012

12. DOING YOUR GROUNDWORK
Examine each touch point:
Where does the brand
The impression really happen?
Preparation
Where can you stand out?
• Visual
• Messaging How can you be more
• Practices [insert brand attribute
• Systems
here] at each point?
© 2012 Lisa Haggis. All Rights Reserved.

13. ORCHESTRATING Experiences
Touch Points Decisions & Preparation
Website & Blog Name & Logo
Business Card & Pitch Fonts
Social Media Colours
Storefront Tagline & Messaging
Front Desk & Phone Location
Quote/Proposal Interior Design
Product & Packaging Staff & Partners
Email & Newsletter Policies & Practices
Service & Experience Features & Materials
ETC. ETC.
© 2012 Lisa Haggis. All Rights Reserved.

14. YOUR SECRET WEAPONS
Consistency
Uniqueness
© 2012 Lisa Haggis. All Rights Reserved.

15. STAY TRUE TO YOUR PROMISE
Branding is about
discipline and focus.
1. Consistent with your
purpose
2. Consistent across
touch points
Gain trust and understanding.
© 2012 Lisa Haggis. All Rights Reserved.

16. BEYOND BUSINESS AS USUAL
Comes right from the
heart of your brand.
Have a story
Combine your talents
Do something
unexpected
Gain interest and loyalty.
© 2012 Lisa Haggis. All Rights Reserved.

17. WHERE IT ALL COMES TO LIFE
Your brand is built into
the bones of your
The business.
Manifestation All efforts contributing to
• Your Delivery your purpose.
• Your Culture
• Touch Point Free up attention to
Wins recharge and innovate.
© 2012 Lisa Haggis. All Rights Reserved.

18. That’s the end of the
overview.
Now, let’s get you
going.

19. 3 TAKE-AWAYS TO REMEMBER
1. Every great business has a reason for
being in existence.
2. Use your brand as a decision-making
tool so that everything aligns.
3. Orchestrate great brand interactions at
each touch point with consistency and
Build it
into your
uniqueness.
business
DNA!

20. 3 THINGS YOU CAN DO TODAY
1. Identify 3 key touch points for your
business.
2. How can you improve consistency a)
with your purpose? B) among them?
3. How can you deliver something
unexpected that reinforces your brand?
Do you
need to
revisit
your
purpose?

21. Questions?
lisa@lisahaggis.com | 613-898-5035
www.lisahaggis.com
Come sign up for my newsletter & receive a free
© 2012 worksheet to identify the Heart of Your Brand.