POWER Branding - Plug in now! Diane Carter Brand Strategy
YOU Want: POWER Branding will create a BETTER IMAGE for your company and products which will lead to MORE VISIBILITY and NOTORIETY bringing MORE CUSTOMERS to your door so you can make MORE SALES and gain MORE PROFIT . POWER Question Is it Price or Profit you want? Consider: Price lasts for a moment - Profit lasts a life-time. “ If clients like you, believe, trust and have confidence in you... then they buy from you.” Jeffrey Gitomer
POWER Branding - Plug in now! Diane Carter Brand Strategy
The WORLD ... ...is becoming increasingly complex, with more information to assimilated and bigger problems to solve. POWER Branding will make your company, products and services stand out from the crowd making it easier for your clients and potential clients to reach you. In turn allowing you to solve their problems with your products and services, increasing your sales and your bottom-line! POWER Questions How important is POWER Branding to your business? Really Important What can POWER Branding do for your business? Increase awareness What can POWER Branding do for your sales? Increase them What can POWER Branding do for your success in business? Make it or break it “ Become a NO-LIMIT person.” Dr. Wayne Dyer POWER Branding - Plug in now! Diane Carter Brand Strategy
PLUG Away! POWER Branding creates fierce white-hot loyalty, and the best thing of all is it’s an idea that is not just for the deep-pocketed, highly glossed companies like Coke and Home Depot. An increasing number of entrepreneurs, like yourself, are plugging into POWER Branding as the guiding philosophy for taking their company to the next level of success. With over 81% of all sales influenced by word-of-mouth, and peer recommendations isn’t it time you POWER Branded your business? Diane Carter POWER Branding - Plug in now! Diane Carter Brand Strategy
POWER Branding is good business... Your brand identity adds value to your marketing and your communications through consistent, smart, and clear messages, your value is reinforced by your POWER Branding efforts. Effective POWER Branding is valued by businesses because it builds awareness, increases recognition, communicates uniqueness and quality, and expresses a competitive difference. POWER Question POWER Branding requires a consistent and coordinated presentation of your business identity across all your internal and external communications. Does yours? If not, start planning now to correct your brand and communications. “ To keep you on track I developed the following formula: P + B + IR = GB. P is your power; B is your brand IR is the increased recognition you’ll gain GB is just plain good business!” Diane Carter POWER Branding - Plug in now! Diane Carter Brand Strategy
POWER Branding Success Your success with POWER Branding lies with you and every employee you have from 5 to 5,000. It’s important that every one gets it—and they deliver on it consistently. That is what makes your POWER Branding synonymous with exceptional client service, and that’s what turns clients into sparking marketing machines for your business and products. We call them “ POWER Branding evangelists.” Genius is in simplicity and specificity. Success is in consistency. Unknown POWER Branding - Plug in now! Diane Carter Brand Strategy
PLUG In Evaluate the market and find a company with solid brand in place that strikes you. Make a list of the elements that they have used that impacts your senses the most. You can learn from what they’ve already accomplished. You’ll find that the POWER Branding that influences you represent clarity, consistency, and constancy (this has been called the Three ‘C’s of POWER Branding). When your POWER Branding displays these characteristics your clients will find your business to be dynamic and you’ll convert them into your own POWER Branding evangelists. POWER Branding - Plug in now! Diane Carter Brand Strategy POWER Branding attracts an audience and contributes to creating a positive perception. Diane Carter
Differentiate yourself by engaging your POWER Branding
Just because you think your product is better, does not mean the client or prospect will share your same perspective.
How to Differentiate yourself:
Be better prepared
Provide more value
Improve your communication
There may be no difference between you and your competition unless the client or prospect perceives a difference.
Do your clients? If not, improve your questions; bring better ideas to the table, WOW! your client or prospect, engage your POWER Brand as a marketing tool!
POWER Branding - Plug in now! Diane Carter Brand Strategy POWER Branding can help differentiate you from the crowd. Diane Carter
Three C’s Clarity To reach your goal you must be clear about WHAT you desire, WHY you desire it, and HOW to proceed. Clarity is a huge part of POWER Branding. If you aren’t clear about your business how can a potential client be? Talk about it. Write about it. What’s your vision? What are your action steps to get there? What’s your next immediate step(s)? Consistency Consistency is a commitment to an agreed company vision. Act in a way that is consistent with a shared belief about what your company stands for, its philosophy and shared company goals etc. Constancy Constancy is one of the qualities that separates your excellence from your second-rate competitor. As long as you keep trying, you cannot be defeated. Constancy is also a quality that will not allow you to stop passionately pushing forward. POWER Branding - Plug in now! Diane Carter Brand Strategy
It is essential that your company understand the larger aspirations of your POWER Branding identity.
Does the above list represent your brand?
If “no”, consider a stronger POWER Branding image. One that has the ability to communicate within a split second, even when smaller than a dime.
POWER Branding - Plug in now! Diane Carter Brand Strategy "In fact, in these times of economic uncertainty, a solid brand is, perhaps, more important than ever." AdWeek
The more distinctive a logo is, the more recognizable it becomes. The more complex a logo is, however, the less likely it will be that people will remember it. POWER Branding - Plug in now! Diane Carter Brand Strategy
POWER Branding - Plug in now! Diane Carter Brand Strategy
POWER Branding is bold, memorable and recognizable. It will provide a mark that represents your message, builds trust and helps you leverage your power in the mind of your client. POWER Branding - Plug in now! Diane Carter Brand Strategy "In fact, in these times of economic uncertainty, a solid brand is, perhaps, more important than ever." AdWeek
A tag is a slogan or guiding principle that describes or helps create an interest. The tags of many companies have become part of our culture. When you hear: Just do it, Got Milk? Or Eat more Chicken who comes to mind?
Do I have a tag in place?
Is it unique?
Does it evoke an emotional response?
If you answered no to any of the above questions - start developing your tag today or revamping the one you have immediately.
POWER Branding - Plug in now! Diane Carter Brand Strategy "Your brand is a promise to your clients… a promise of quality, consistency, competency, and reliability." Jason Hartman
Tags are also often difficult to create and have shorter life spans than your visual image. Just look at Nikes tag over the past 10 years and see how it has changed.
Does your present tag live by the seven basic principles above?
If you answered no, it is time to revamp, renew and recreate your company tag.
POWER Branding - Plug in now! Diane Carter Brand Strategy "Branding gives you an exceptionally effective way to broadcast who you are to your target market quickly and efficiently." MultiChannel News
There are different types of tags for different types of company strategies and company styles.
Descriptive describes the service, product or brand
Provocative provoke thought
Specific establishes leadership in an industry
Imperative demands action
Superlative positions the company as best in its class
Does your tagline fit one of the above types?
Can it be tweaked to fit one?
If so, which one fits your company strategy and style best?
POWER Branding - Plug in now! Diane Carter Brand Strategy "Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful." Richard Branson, CEO Virgin
Descriptive: UPS – “Moving at the speed of business”
Provocative: Dairy Council – “Got Milk?”
Specific: Volkswagen – “Drivers wanted”
Imperative: Nike – “Just do it”
Superlative: BMW – “The ultimate driving machin”e
Quick Steps: to develop your tag begin by brainstorming, write down what comes to mind,
NO editing at this point. Organize the tags into the categories. Start crossing off the oness that do not meet your company’s criteria, strategy or style. Rewrite the tags that you like but need WOW! or definition to them. Narrow your list to the top three. Get a few opinions on the final three but DO NOT use a consensus to make your final decision. Consensus brings mediocrity that will not help you stand out from your competitors. Finally make the decision and immediately move to implement it!
POWER Branding - Plug in now! Diane Carter Brand Strategy Today, brands are everything, and all kinds of products and services from accounting firms to sneaker makers to restaurants are figuring out how to become a brand surrounded by a Tommy Hilfiger-like buzz." Tom Peters
In Summary POWER Branding is emotional and compelling. It builds from your strengths, your convictions, your strategy, your operating principles and everything you do in your business. It raises the bar for your company. POWER Branding starts with a strong company image or logo. It continues by challenging your business to be a business for the client; and to become the ultimate solution for the client’s problem. Are you up to the challenge? Are you willing to stretch your business muscles and make sure every aspect of your business matches your brand? Are you willing to go the extra mile to make sure your brand achieves the power it needs in today’s economy? POWER Branding - Plug in now! Diane Carter Brand Strategy "Organizations in the future will manage feelings, beliefs, perceptions and values – the asset of emotional capital - as the hidden resources with the power to translate people's knowledge into positive action." Kevin Thomson, author
What do our customers get from us that they can’t get from a competitor?
Why do they enjoy about doing business with us?
Do we have a distinctive and memorable brand?
What look and feel do we want to convey?
Do we have a logo in place?
Does our tag explain and motivate clients?
POWER Branding - Plug in now! Diane Carter Brand Strategy "When most people think of a brand, they visualize a slogan, a logo, campaign, a promise, or a product. Your company's brand is a powerful relationship fueled by a loyal belief system and knotted to the principle of providing exceptional value." Karl Speak
POWER Branding - Plug in now! Diane Carter Brand Strategy www.sam101.com - sales, advertising and marketing information www.abrandidentity.com - graphic design www.medicminder.com - EHR www.digbookpublishing.com - digital publishing www.dianecarter.me - all about me www.thehivetoday.com - social media site coming soon