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Building A  Profitable  Brand In A  Recessionary  Economy
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Building A Profitable Brand In A Recessionary Economy

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  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • Even large business decisions are rife with emotion
  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • Though you’ve never met any of these men, you have well-defined beliefs about each of them.
  • We talk bout employee empowerment, and how frustrating it is for customer and employee alike when they are not empowered. What if you could tell every employee, this is what our brand is about…any customer care that aligns with that brand is OK

Building A  Profitable  Brand In A  Recessionary  Economy Building A Profitable Brand In A Recessionary Economy Presentation Transcript

  • Building a Powerful and Profitable Brand David Heitman | 303.665.8101 | [email_address]
  • Definition of branding Why branding is important Building a compelling brand David Heitman | 303.665.8101 | [email_address]
  • Branding applies to individuals within an organization just as much as companies with their customers. David Heitman | 303.665.8101 | [email_address]
  • First, It’s Not About the Logo… Brands are not simply logos or taglines or cool ads . Those are the outward results of the effort to build a brand in the marketplace, but they are not the brand itself. And it’s definitely NOT just about having a Twitter page… David Heitman | 303.665.8101 | [email_address]
  • Mollie Heitman Dog
  • Brands—simply stated—are belief systems . In a recessionary economy, people are looking for products, services and companies they can believe in. David Heitman | 303.665.8101 | [email_address]
    • As Belief Systems, Brands Must Appeal to the Head and the Heart
    David Heitman | 303.665.8101 | [email_address]
  • Three republican presidents… Three different brands. David Heitman | 303.665.8101 | [email_address]
  • Brand Identity Formula: Uniqueness + Frequency + Consistency David Heitman | 303.665.8101 | [email_address]
  • Brand Equity Formula: Uniqueness + Frequency + Consistency + Client Experiences David Heitman | 303.665.8101 | [email_address]
  • Brand Identity Intangibles: What words, thoughts, emotions, mental pictures does your brand evoke? Does your brand have an interesting compelling story? Does your brand invite comparisons with other interesting brands? Do current projects, customer testimonials, outcomes validate your brand? David Heitman | 303.665.8101 | [email_address]
  • Uniqueness Clear differentiation that holds to one concept and leaves the remaining territory to competitors. A niche. David Heitman | 303.665.8101 | [email_address]
  • Frequency The more the better. Busy, distracted people need to hear your message more than once. Can be the most expensive part of branding if advertising is required for your marketing mix. David Heitman | 303.665.8101 | [email_address]
  • Consistency Even if you’re bored with your image, others probably aren’t. Measure twice. Cut once. But then stick with the brand. David Heitman | 303.665.8101 | [email_address]
  • Keep it Simple. Simple Sells. David Heitman | 303.665.8101 | [email_address]
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  • Why A Strong Brand is Crucial to Profitability Provides a competitive edge when pitching new business David Heitman | 303.665.8101 | [email_address]
    • Why A Strong Brand is Crucial to Profitability
        • Confirms customer decision and prevents buyer remorse
    David Heitman | 303.665.8101 | [email_address]
    • Why A Strong Brand is Crucial to Profitability
        • Allows you to charge higher / premium price
    David Heitman | 303.665.8101 | [email_address]
    • Why A Strong Brand is Crucial to Profitability
        • Gives employees a belief system through which to filter decisions, attitudes and behaviors
    David Heitman | 303.665.8101 | [email_address]
    • Why A Strong Brand is Crucial to Profitability
        • Makes it easier to launch new products and new services
    David Heitman | 303.665.8101 | [email_address]
    • Why A Strong Brand is Crucial to Profitability
        • Makes it easier for satisfied customers to make referrals
    David Heitman | 303.665.8101 | [email_address]
    • Why A Strong Brand is Crucial to Profitability
        • Aids customer loyalty / retention
    David Heitman | 303.665.8101 | [email_address]
    • Why A Strong Brand is Crucial to Profitability
        • Transfers company value from individuals (founders and owners) to the company as a whole
    David Heitman | 303.665.8101 | [email_address]
    • Why A Strong Brand is Crucial to Profitability
        • Increases the value of your succession strategy
    David Heitman | 303.665.8101 | [email_address]
  • The 3-Minute Brand Building Exercise David Heitman | 303.665.8101 | [email_address]
  • The 3-Minute Brand Builder
    •    1. What is the one word that you most want to come to mind when prospective clients hear your company name?
  • The 3-Minute Brand Builder
    •    2. What is the one thing your company does better than anyone else?
  • The 3-Minute Brand Builder
    •    3. What’s the one primary emotion you want prospects and customers to feel then they think about your brand?
  • The 3-Minute Brand Builder
    •    4. Name one core value to which you’re willing to hold fast, even if it costs you a large contract 
to do so?
  • The 3-Minute Brand Builder
    • 5. What is the single most frequent compliment you hear from your clients?
  • The 3-Minute Brand Builder
    • 6. What is something that your competitors would say about you with conviction and respect ?
  • The 3-Minute Brand Builder
    • 7. Name three brands unrelated to your industry that you admire. Why?
    • What, if anything, can you emulate from these brands?
  • The big question:
    • If everyone in your company was asked those seven questions, would all the answers be the same?
  • Building a Powerful and Profitable Brand David Heitman | 303.665.8101 | [email_address]