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Mick Spencer, Founder and Managing Director
ONTHEGO Sports
Why building your brand is
key to getting customers
WiFi: QB Co...
2
Mick Spencer
Founder and Managing Director
ONTHEGO Sports
Today’s speaker
3
4
What was involved
A challenging upbringing
Uncovering gold in adversity
$150 is all you need
Saying yes with no idea wha...
5
Building for a better future
My personal challenges
Connect with customers better through the why
of their purchases
Int...
6
When it all made sense – 4 X P
PURPOSE
PEOPLE
PLANET PROFIT
7
Corporate
Notable customers
Elite Sports
Notable customers
Where we are today
Grassroots love us, the best trust us as p...
8
Ripe for disruption
Changing the industry
9
What I stood for personally – active life.
My nickname
Global feel
Easily translated
OTG
Focused on: Delivery in full, t...
What’s the true value of a brand?
At recent M&A transactions:
Private = .5 x
Tired = 1x
Up & coming = 5x
Lustful = 10x +
Personal Brand > Company Brand
Why in 2017 brand means everything
Customers are smarter than EVER. They know everything ab...
12
Trust
Transparency
Ambassador
Personal brand Corporate brand
Trust
Transparency
Stand for?
It’s a clouded market. Cut t...
13
What does the customer actually care about
What do we want to be known for?
What do we want people to think of when the...
14
Publicity – What are you doing in your local area, publications etc.?
Internet – Blogging. Content drives awareness
Soc...
15
Publicity – Talk about EVERYTHING. Journalists are killing for good press
Internet – This is serious business. Are you ...
16
Personal brand
17
18
Strategic alignments – The power of other brands
Awards – Content
Partnerships sponsorships – Local, national, internat...
19
OTG brand
20
Defining why, who, what you are
Questions?
CONTACT US
onthegosports.com.au
Phone:
+61 2 6251 3090
Email:
info@onthegosports.com.au
ONTHEGO HQ
Unit 4B, 69-71 Darling ...
Missed something?
Today’s presentations are available in the event mobile app
and at http://www.slideshare.com/tag/QBCAU17...
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Why Building Your Brand is Key to Getting Customers

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Building and establishing your small business or personal brand can be challenging if you don’t know where to start — or how to compete with larger, recognisable brand names. Mick Spencer, founder and CEO of ONTHEGO SPORTS, has grown OTG into a leading Australian sporting goods brand by building deep customer intimacy through listening to customer needs and building personalised products.

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Why Building Your Brand is Key to Getting Customers

  1. 1. Mick Spencer, Founder and Managing Director ONTHEGO Sports Why building your brand is key to getting customers WiFi: QB Connect Password: Connect2017#QBConnect
  2. 2. 2 Mick Spencer Founder and Managing Director ONTHEGO Sports Today’s speaker
  3. 3. 3
  4. 4. 4 What was involved A challenging upbringing Uncovering gold in adversity $150 is all you need Saying yes with no idea what is around the corner Trust the path will work Following why not what Where it began The garage days
  5. 5. 5 Building for a better future My personal challenges Connect with customers better through the why of their purchases Integrating smart marketing in a clouded market People want for good, not just good. The why Social impact
  6. 6. 6 When it all made sense – 4 X P PURPOSE PEOPLE PLANET PROFIT
  7. 7. 7 Corporate Notable customers Elite Sports Notable customers Where we are today Grassroots love us, the best trust us as preferred suppliers
  8. 8. 8 Ripe for disruption Changing the industry
  9. 9. 9 What I stood for personally – active life. My nickname Global feel Easily translated OTG Focused on: Delivery in full, trust, dependability, do what we say. Our brand How did it come about?
  10. 10. What’s the true value of a brand? At recent M&A transactions: Private = .5 x Tired = 1x Up & coming = 5x Lustful = 10x +
  11. 11. Personal Brand > Company Brand Why in 2017 brand means everything Customers are smarter than EVER. They know everything about you Brand is the annuity of future sales People saying brands are less relevant, and its all search. WRONG. Now more than valuable or bigger opportunity than ever
  12. 12. 12 Trust Transparency Ambassador Personal brand Corporate brand Trust Transparency Stand for? It’s a clouded market. Cut through is key. There is a BIG opportunity to be your companies ambassador
  13. 13. 13 What does the customer actually care about What do we want to be known for? What do we want people to think of when they hear your name? What lasting legacy do we want to leave? Are we being open and honest? What we found was very important in branding
  14. 14. 14 Publicity – What are you doing in your local area, publications etc.? Internet – Blogging. Content drives awareness Social Media – Is your following consistent with your brand? Engagement? Regular Speaking – Is there a topic you LOVE that can assist others? Networking – Events; Community, BRAND your local area Tips & Lessons for building a personal brand That has helped us! (On a bootstrapped budget)
  15. 15. 15 Publicity – Talk about EVERYTHING. Journalists are killing for good press Internet – This is serious business. Are you serious about your look? Social Media – Is your following consistent with your brand? Engagement? Regular Speaking – Is there a topic you LOVE that can assist others? Networking – Events in your community / OWN your local region. Tips & Lessons for building a personal brand That has helped us! (On a bootstrapped budget)
  16. 16. 16 Personal brand
  17. 17. 17
  18. 18. 18 Strategic alignments – The power of other brands Awards – Content Partnerships sponsorships – Local, national, international Publicity Internet – Be the best in your game. UX, delivery, everything Company brand That has helped us! (On a bootstrapped budget)
  19. 19. 19 OTG brand
  20. 20. 20 Defining why, who, what you are
  21. 21. Questions?
  22. 22. CONTACT US onthegosports.com.au Phone: +61 2 6251 3090 Email: info@onthegosports.com.au ONTHEGO HQ Unit 4B, 69-71 Darling St, Mitchell A.C.T .2601, AUSTRALIA
  23. 23. Missed something? Today’s presentations are available in the event mobile app and at http://www.slideshare.com/tag/QBCAU17 Don’t forget to rate my session: Open up the event app, find my session title in the agenda and click on rate & review

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