Building Your Brand With Intent

BRANDBuilding Your Brand
With Intent
Have the intention to stand apart in the consumer’s mind. Learn the importance of defined
communication channels & how the brand elements (logo, collateral, & consumer touch
points) all play a role in your company’s communication & its bottom line.
Build your business’s brand on purpose.

BRANDBuilding Your Brand
With Intent

4C’s4C’s
1. K N O W Y O U R C O M P E T I T I O N
2. K N O W Y O U R C O N S U M E R
3. D E F I N E Y O U R C A U S E
4.C H O O S E Y O U R C O M M U N I C AT I O N & C H A N N E L S

COMPETICOMPETITION
Competition whose motive is merely to compete,
to drive some other fellow out, never carries very
far. The competitor to be feared is one who never
bothers about you at all, but goes on making his
own business better all the time. Businesses that
grow by development and improvement do not
die. But when a business ceases to be creative,
when it believes it has reached perfection and
needs to do nothing but produce - no
improvement, no development - it is done.
Henry
Ford

competitioncompetition
k n o w y o u r
YOURCLIENTHASANEED
1. D O N ’ T C O P Y . Copying someone else’s “formula for
success” is tempting - but is a NO WIN strategy. What works for
them most likely will NOT work for you.

k n o w y o u r
YOURCLIENTHASANEED
1. D O N ’ T C O P Y .
2. B E A W A R E . Know what their product and their
differentials are. How do they promote? How do they
communicate? What channels? Who is their target? What is
their market perception?

k n o w y o u r
YOURCLIENTHASANEED
1. D O N ’ T C O P Y .
2. B E A W A R E .
3. U N D E R S TA N D . What do they do well? Where are they
missing the mark? Where is YOUR niche and what gap can you
fill BETTER?

CONSUMCONSUMER
Consumption is the sole end and purpose of all
production; and the interest of the producer ought
to be attended to, only so far as it may be
necessary for promoting that of the consumer.
Adam
Smith

consumerconsumer
k n o w y o u r
YOURCLIENTHASANEED
1. C R E AT E A P R O F I L E . Who is your Target Audience? Look
at your existing or desired “Target” and understand them.

consumerconsumer
k n o w y o u r
YOURCLIENTHASANEED
1. C R E AT E A P R O F I L E . Who is your Target Audience? Look
at your existing or desired “Target” and understand them.
2. U N D E R S TA N D T H E I R P R O B L E M . You are in the
business to meet a need and solve a problem.

problemproblem
What problem do you help people
solve?
Sell THAT.
Greg
Derkowski
U N L E S S T H E R E ’ S A P R O B L E M T O S O L V E ,
T H E P R O S P E C T I S N O T G O I N G T O  
B U Y A P R O D U C T .

W H AT I S Y O U R C L I E N T ’ S P A I N P O I N T ?
I d e n t i f y t h e p a i n p o i n t .
1. D O N ’ T M A K E A S S U M P T I O N S
2. D I S C U S S & D I S C O V E R - A s k T h e R i g h t Q u e s t i o n s .
3. A C T I V E L Y L I S T E N - B i g E a r s . L i t t l e M o u t h .
4. F I N D T H E C O M M O N T H R E A D - I d e n t i f y T r e n d s , P r o d u c t O f f e r i n g s & A d j u s t

Y o u h a v e t o  
k n o w y o u r
a u d i e n c e  
t o k n o w  
w h a t t h e y n e e d
a n d h o w y o u  
c a n h e l p t h e m .

CAUSECAUSE
Money is not your only purpose. Your purpose is
to make things better for other people, and in the
end, money will come as a result.
Guo
Guangchang

causecause
d e f i n e y o u r
YOURCLIENTHASANEED
1. W H O A R E Y O U ? What is your business or brands reason
for existing - what is your CAUSE? What is your purpose?

causecause
d e f i n e y o u r
YOURCLIENTHASANEED
1. W H O A R E Y O U ?
2. W H AT S E T S Y O U A P A R T ? You have a niche that is
unique to you. A talent. An offering. An idea. A means of
delivering your service that its you apart. What is it?

causecause
d e f i n e y o u r
YOURCLIENTHASANEED
1. W H O A R E Y O U ?
2. W H AT S E T S Y O U A P A R T ?
3. B E Y O U ! B E Y O U R B R A N D . Your company needs a
central, compelling definition that embodies WHAT you are all
about. It needs a heart felt sense of WHO AM I and WHY DO I
MATTER? Then you as a company need to embrace that idea
fully.

COMMUNCOMMUNICATION
& CHANNEL
All I wanted to do was to follow my passion and
tell a good story.
David
Lagercrantz

communicatiocommunication & channel
c h o o s e y o u r
YOURCLIENTHASANEED
4.C H O O S E Y O U R
C O M M U N I C AT I O N & C H A N N E L S
1. W H E R E I S Y O U R TA R G E T A U D I E N C E ? Be where
they are going to be. Show up where they are going to be
looking, listening, engaging with life… be a part of their
existence.
D E F I N E T H E C H A N N E L S O F C O M M U N I C AT I O N .
360-Degrees of Communication.

c h o o s e y o u r
YOURCLIENTHASANEED
1. W H E R E I S Y O U R TA R G E T A U D I E N C E ?
2. S P E A K I N Y O U R A U D I E N C E ’ S V O I C E . Be familiar
and comfortable. Be approachable, real and relatable. Talk in
terms that the consumer knows.
A V O I D I N D U S T R Y S P E A K . You are talking to the
consumer - educate and empower with knowledge!

c h o o s e y o u r
YOURCLIENTHASANEED
1. W H E R E I S Y O U R TA R G E T A U D I E N C E ?
2. S P E A K I N Y O U R A U D I E N C E ’ S V O I C E .
3. E N G A G E T H E C O N S U M E R T O U C H P O I N T S .
Consider everywhere your consumer will engage with your
brand - and be there with an image that reiterates WHO you are
and HOW you will solve their problem.

H O W D O Y O U S O L V E T H E C L I E N T ’ S P R O B L E M ?
W h a t i s y o u r S o l u t i o n ?
1. D E F I N E R E A L I S T I C E X P E C TAT I O N S - W h a t D e f i n e s A G o o d R e s u l t ?
2. U N D E R S TA N D O T H E R O P T I O N S - W h y I s Y o u r S o l u t i o n B e s t ?
3. R E L AT E - W e a r T h e C l i e n t ’ s S h o e s .
4. N O T G U E S S W O R K - I d e n t i f y T r e n d s , P r o d u c t O f f e r i n g s & A d j u s t

Moore Family Medicine, P.A.
When it comes to your family’s Health Care, you want personal,
individualized care. You want a medical provider that sees you as an
individual and that offers leading-edge treatment that’s close to home.
Personal and Convenient; that’s Moore Family Medicine in Carthage.
Dr. Thomas Leonard and Nurse practitioner Suzi Carr are
accepting new patients and are happy to treat patients
of all ages.
Call today at 947-3000
Moore Family Medicine, caring for your family.
Radio Ad

Suzanne Carr, FNP
FAMILY NURSE PRACTITIONER
IS PLEASED
TO INTRODUCE
Moore Family Medicine, P.A is pleased
to introduce our newest provider, Suzanne
Carr, FNP. Suzie joins our practice as a
family nurse practitioner. She received her
undergraduate nursing degree at Virginia
Commonwealth University and recently
earned her Masters of Science in Nursing
from Duke University.
Suzie is trained to see patients of all ages
and particularly enjoys women’s health.
SCHEDULE A CONSULT TODAY!

mailing
P.O. Box 5864
Pinehurst, NC 28374
physical
2066A Juniper Lake Rd.
West End, NC 27376
web
www.theplumbingknight.com
639.5555
FOR IMMEDIATE RELEASE
contact info:
The Plumbing Knight, Inc.
Rodney Swarms, Co-Owner
910.639.5555
“Where’s The Knight”Advertising Competition
Southern Pines/Pinehurst - Tuesday, February 3rd, 2009
The Plumbing Knight Inc. is hosting a“Where’s The Knight?”competition every Wednesday for
the year 2009 in The Pilot. The idea is simple, three 1 column x 1”ads will be placed randomly
throughout The Pilot with a larger 3 column x 2”ad to be found on A3 describing the compe-
tition and the weekly prize. To enter, find the three Knights (by section and page number)
and call the number set up specifically for this competition (585.0505) and tell them where
you found the Knights. Calls will be taken both Wednesday and Thursday from 8am until 5pm
each day.
The competition was the idea of Brian Sykes of AdJourney, a local Advertising Agency and
the Agency of note for the Plumbing Knight. It was from Brian’s children’s LOVE of the“Where’s
Waldo”and“I Spy”series of books, that he hit upon the idea of engaging people in an ad
campaign centered around a search. “When people have a need and are ready to engage the
service industry, they tend to search for a good fit to their particular set of problems. The idea
here is to engage a search in an enjoyable and rewarding manner. With this competition, we
not only offer high odds of winning due to 4 winners each week and a year long weekly com-
petition, but everyone who calls in will receive a $10 off card for future plumbing service from
The Plumbing Knight. Everyone who calls The Plumbing Knight is a winner!
The second competition ran with great success on Wednesday, January 28th. This week’s
winners received a certificate for 2 to eat dinner at the Southern Pines Outback restaurant. A
drawing revealed the second set of 4 winners: Jennie Stewart - Siler City, Judy Romine - Pine-
hurst, Mrs. David Forrest - Southern Pines, Maxine Cunningham - Southern Pines. Future prizes
will rotate between JFR Barn, Outback Steakhouse, Chick-Fil-A, and Sandhills Cinemas. Each
week, four people will be awarded a prize for two.

storage tankless
Efficiency (EF)
Yearly Operating Cost YOC
Durability
Water Output
ELECTRIC
50-65%
$360
8-10 yrs
$445
20+ yrs
continuous
80-94%
20+ yrs
continuous
95-98%
20+ yrs
continuous
90+%
$480
8-10 yrs
Estimates are for a standard 50-gallon tank, with average family usage
natural gas
propane
tank
dependant
tank
dependant
GAS
$202 $40
Savings
over
Tankless
$160
Savings
over
Tank$333
Does Not Qualify
for Energy Star
water
heating
ELECTRIC GAS
GAS

Quality Residential Paint Service
at a price a Scotsman would love.

I N D U S T R I E S , L L CI N D U S T R I E S , L L C

WAR SP
COMPE
5.56 NATO
Enhanced AR15/M
Material: Made fr
Melonite QPQ coa
BOLT
CATCH
AR15/M16/LR-30
buttons
Material: Machi
Aluminum. Matt
hard coat anodiz

be driven
RED TIE
TRANSIT
WWW.REDTIETRANSIT.COM

www.firstchoicearmor.com
(508) 559-0777 / (800) 882-7667
First Choice Armor is pleased to introduce the latest upgrade to our
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deliver moment of crisis protection when it is needed.
Officer Maiato, shot in the line of duty with his own .40-cal. Glock twice. First Choice Armor saved his life.
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moment of crisis
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... The suspect fired two rounds at Officer Maiato - w/ one
of the rounds striking him in the back. Officer Maiato was
wearing his BPV (First Choice Armor / Concealable - Inertia
/ Ser 1114049). The injury he sustained was limited to a
gouge to the flesh in the lower region of this back.
Again we are pleased to report Officer Maiato is - “Alive
and well!” which can be attributed to the wearing of his
bulletproof vest ...
Letter excerpt from Captain Thomas J. Mulligan
North Kingstown Police Dept., RI

principleprinciples
1. S I M P L E
2. M E M O R A B L E
3. T I M E L E S S
4. V E R S AT I L E
5. A P P R O P R I AT E

Building Your Brand With Intent

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