Intuit Branding Webinar


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Learn how to establish your own personal and business brand

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Intuit Branding Webinar

  1. 1. Creating A Great Small Business Brand Seminar Presented by Steven D. Strauss America’s Small Business Expert We Will Be Starting Shortly – Thank You!
  2. 2. CREATING A GREAT SMALL BUSINESS BRAND <ul><li>“ Customers must recognize that you stand for something.” </li></ul><ul><li>- Howard Schultz, Starbucks </li></ul>
  3. 3. Your Personal Brand <ul><li>You already have one </li></ul><ul><li>How many people actually know you? </li></ul><ul><li>What is the Brand of … </li></ul>
  4. 4. Your Business Brand <ul><li>Branding is shorthand for who you are - </li></ul><ul><li>It is your promise to your customers. Most small businesses have a brand … </li></ul>
  5. 5. Benefits of a Great Brand <ul><li>In a Crowded Market, You Stand Out </li></ul><ul><li>In a Tough Economy, You Become Memorable </li></ul><ul><li>An Aura of Success </li></ul><ul><li>Credibility </li></ul><ul><li>Top of Mind, Consistent Business </li></ul><ul><li>Perceived Value </li></ul><ul><li>More Income Potential </li></ul>
  6. 6. What Branding is Not <ul><li>It is not just for large corporations </li></ul><ul><li>It is not about fame </li></ul><ul><li>It is not about inauthenticity </li></ul>
  7. 7. Why Branding is So Critical <ul><li>Business is about relationships </li></ul><ul><li>3 seconds is all you got! </li></ul><ul><li>Its all about perception and perceived value </li></ul><ul><li>Branding takes place in the mind! </li></ul>
  8. 9. Steps to Take <ul><li>Assess Your Present Brand </li></ul><ul><li>Determine What You Want It To Actually Be </li></ul><ul><li>Use All Available Tools To Implement The New Vision </li></ul>
  9. 10. Developing a Memorable Brand: Exercise # 1: Perception <ul><li>Write Down </li></ul><ul><li>Who is your target audience? </li></ul><ul><li>How do they perceive you now? </li></ul><ul><li>Is that how you want to be perceived? </li></ul><ul><li>How do you want to be perceived? </li></ul><ul><li>What not to do      </li></ul>
  10. 11. Developing a Memorable Brand: Exercise # 2: Attributes <ul><li>Write Down </li></ul><ul><li>Characteristics of your business </li></ul><ul><li>Several attributes you offer </li></ul><ul><li>The lead attribute you or your business offers </li></ul><ul><li>Example: The dentist. </li></ul>
  11. 12. Developing a Memorable Brand: Exercise # 3: The Key: Differentiation <ul><li>Write Down </li></ul><ul><li>What makes you or your business unique, different, special </li></ul><ul><li>What niche is available that only you can fill? Can you be </li></ul><ul><ul><ul><ul><ul><li>The sedation dentist? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The inexpensive lawyer? </li></ul></ul></ul></ul></ul><ul><li>What is the lead attribute you or </li></ul><ul><li>your business offers? </li></ul>
  12. 13. Developing a Memorable Brand: Exercise # 4: Expectations <ul><li>Write Down </li></ul><ul><li>What do your clients typically expect of you? </li></ul><ul><li>What have you done that makes you successful? For example, do you work harder than anyone? Can that be part of your brand? </li></ul><ul><li>What attributes do you offer that best fit client expectations? </li></ul><ul><li>Remember: Great brands attract some people and repel others! </li></ul>
  13. 14. Developing a Memorable Brand: Exercise # 5: Make it Personal, if Possible <ul><li>Write Down </li></ul><ul><li>What is about you that you can capitalize on? </li></ul><ul><ul><ul><li>Personality </li></ul></ul></ul><ul><ul><ul><li>Background? </li></ul></ul></ul><ul><ul><ul><li>Interests? </li></ul></ul></ul><ul><ul><ul><li>Just need a unique hook to hang your hat on </li></ul></ul></ul>
  14. 15. Developing a Memorable Brand: Putting It All Together <ul><li>Your Brand Must </li></ul><ul><li>Offer something unique, something that people want </li></ul><ul><li>Be based on integrity and lead attributes </li></ul><ul><li>Both attract and repel customers </li></ul><ul><li>Offer perceived value </li></ul><ul><li>What is your Unique Value Proposition? </li></ul>
  15. 16. Elements of a Great Small Business Brand Tools: I <ul><li>Your Name: For the small business, the name of your business will have as much to do with extending your brand as anything else. </li></ul><ul><ul><ul><li>Baja Fresh, versus </li></ul></ul></ul><ul><ul><ul><li>The Taco House </li></ul></ul></ul><ul><li>Your Logo: Your Logo is a graphic image that reinforces the name builds the brand. Ideally, it says who you are and what you do. </li></ul>
  16. 17. Tools: II <ul><li>Your Catchphrase: Your catchphrase reinforces your desired image, and the benefits you offer. </li></ul><ul><ul><ul><li>The Ultimate Driving Machine </li></ul></ul></ul><ul><ul><ul><li>Always the Lowest Prices, Always </li></ul></ul></ul><ul><ul><ul><li>“ We’ll Leave the Light On For You” </li></ul></ul></ul><ul><li>Keep it short and sweet </li></ul><ul><li>Test it – Writing is re-writing </li></ul><ul><li>Alliteration is appropriate </li></ul>
  17. 18. Tools: III <ul><li>Website </li></ul><ul><li>Business Card </li></ul><ul><li>Signs </li></ul><ul><li>Stationary </li></ul><ul><li>Newsletter </li></ul><ul><li>e-mail </li></ul><ul><li>PR </li></ul>
  18. 19. Branding Secrets <ul><li>Repetition is the key . Repetition is the key. Repetition is the key. What is the key? </li></ul><ul><li>Remember that your brand is your company personality , and it needs to be reflected in all you do – from marketing to how you treat customers to how the phone is answered. Actions reinforce your brand . </li></ul><ul><li>Don’t Copy – Make it Unique </li></ul><ul><li>Think BIG! You may be small now, but a brand is all about creating favorable impressions – that you are special. </li></ul><ul><li>Think Southwest Airlines : What feelings does it evoke? What feelings do you want your business to evoke? </li></ul>
  19. 20. Branding: Examples <ul><li>Massage therapist for athletes </li></ul><ul><li>Investment planning for people who started late </li></ul><ul><li>Specialist in Chinese antiques </li></ul><ul><li>The orchid man </li></ul>
  20. 21. Branding Example: Before and After <ul><li>Landscape by Design becomes Mike Parker Landscape </li></ul><ul><li>Tools: PR </li></ul><ul><li> Signs </li></ul><ul><li> Location </li></ul><ul><li> Loss Leaders </li></ul><ul><li> High Visibility! </li></ul><ul><li>Revenues: $100,000 / yr Over $1 million / year </li></ul>
  21. 22. Branding Example: Before and After <ul><li>Rosenberg Law becomes The Bankruptcy Law Center </li></ul><ul><li>Tools: PR </li></ul><ul><li>Advertising </li></ul><ul><li>Re-naming </li></ul><ul><li>Internet </li></ul><ul><li>Revenues: $120,000 /yr $350,000 / yr </li></ul>
  22. 23. Creating a Brand, Now <ul><li>Assess Your brand today </li></ul><ul><li>Decide what you want it to be </li></ul><ul><li>Determine your market </li></ul><ul><li>Determine your lead attribute </li></ul><ul><li>Choose your tools </li></ul><ul><li>Launch your campaign </li></ul><ul><li>Review your results </li></ul>
  23. 24. Steven D. Strauss America’s Small Business Expert