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Branding Your Start-Up From The Get-Go (Gerard Tannam)

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Branding Your Start-Up From The Get-Go

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Branding Your Start-Up From The Get-Go (Gerard Tannam)

  1. 2. Branding Your Startup From The Get-Go © All Content Islandbridge
  2. 3. Happily Ever After? <ul><ul><li>The difference between success and failure </li></ul></ul><ul><ul><li>How a brand works to make you succeed </li></ul></ul><ul><ul><li>How to build a brand that works to influence our customer choice </li></ul></ul>
  3. 4. What Business Are You In?
  4. 5. In Our Experience <ul><li>Success in business </li></ul><ul><li>always comes down to our ability </li></ul><ul><li>to influence choice. </li></ul>
  5. 6. Spoiled For Choice?
  6. 7. So Are Your Customers?
  7. 8. Why Choose You?
  8. 9. Why Choose You? <ul><li>More & more, </li></ul><ul><li>customers are making their choice based on brand. </li></ul>
  9. 10. Why Brand? <ul><li>The sole purpose of your brand </li></ul><ul><li>is to make you the natural choice of your customer. </li></ul>
  10. 11. What Is A Brand? <ul><ul><li>A uniform </li></ul></ul><ul><ul><li>A label </li></ul></ul><ul><ul><li>A reputation </li></ul></ul><ul><ul><li>A goodwill </li></ul></ul><ul><ul><li>A badge </li></ul></ul><ul><ul><li>A tribe </li></ul></ul><ul><ul><li>A worldview </li></ul></ul>
  11. 12. In Our Experience <ul><li>People buy people. </li></ul>
  12. 13. In Our Experience <ul><li>Success in business </li></ul><ul><li>is down to people influencing people. </li></ul>
  13. 14. What’s The Story? <ul><li>What business are you in? </li></ul>
  14. 15. What’s The Story? <ul><li>What business are you in? </li></ul><ul><li>The people business! </li></ul>
  15. 16. What Is A Brand? <ul><li>“ A brand stands for the relationship </li></ul><ul><li>that’s proposed or exists </li></ul><ul><li>between a business and its customers” </li></ul><ul><li>Islandbridge, 2004 </li></ul>
  16. 17. What Business Are You In? The People Business!
  17. 18. What Business Are You In? The People Business!
  18. 19. Why Do Brands Fail? They Fail To Think, Speak & Behave Like A People Business!
  19. 20. What Is A Brand? <ul><li>“ A brand stands for the relationship </li></ul><ul><li>that’s proposed or exists </li></ul><ul><li>between a business and its customers” </li></ul>
  20. 21. How To Market? <ul><li>Once we make sense </li></ul><ul><li>of what we do and how we do it, </li></ul><ul><li>we must put it work for us in our business. </li></ul><ul><li>We must build relationships. </li></ul>
  21. 22. Five Steps : Step 1 <ul><li>Roll up your sleeves </li></ul><ul><li>& commit to a relationship with your customers. </li></ul><ul><li>Meet with them, </li></ul><ul><li>watch what they do, </li></ul><ul><li>hear what they say, </li></ul><ul><li>and find out what they want and need. </li></ul><ul><li>Practical Step : </li></ul><ul><li>Schedule regular customer meetings </li></ul><ul><li>where there is no sales agenda. </li></ul>
  22. 23. Five Steps : Step 2 <ul><li>Find your voice </li></ul><ul><li>& begin to tell your story. </li></ul><ul><li>Link your story and those of your clients </li></ul><ul><li>so that they return again and again </li></ul><ul><li>to hear you tell it. </li></ul><ul><li>Practical Step: </li></ul><ul><li>Gather case stories </li></ul>
  23. 24. Five Steps : Step 3 <ul><li>Find your position </li></ul><ul><li>& own it. </li></ul><ul><li>(Don’t be a small fish in a big pond - </li></ul><ul><li>create your own pond </li></ul><ul><li>and be the only fish in it). </li></ul><ul><li>Practical Step: </li></ul><ul><li>Define your own market. </li></ul>
  24. 25. Five Steps : Step 4 <ul><li>Build a network. </li></ul><ul><li>Develop prompted word-of-mouth </li></ul><ul><li>& give them lots to say about you. </li></ul><ul><li>Practical Step: </li></ul><ul><li>Gather testimonials </li></ul>
  25. 26. Five Steps : Step 5 <ul><li>Be seen as an expert. </li></ul><ul><li>Publish, speak, share expertise - </li></ul><ul><li>give away information, </li></ul><ul><li>become the ‘go-to’ company in your circle. </li></ul><ul><li>Practical Step: </li></ul><ul><li>Build & share resources </li></ul>
  26. 27. Five Steps <ul><ul><li>Commit To A Relationship With Your Customers </li></ul></ul><ul><ul><li>Find Your Voice & Tell Your Story </li></ul></ul><ul><ul><li>Find Your Position & Own It </li></ul></ul><ul><ul><li>Be Seen As An Expert </li></ul></ul><ul><ul><li>Build Resources </li></ul></ul>
  27. 28. Thank You! For more tips on branding, sign up to our regular ezine:

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