Markets evolve, markets change, the effect that our brand has on customers has to adapt, change and evolve too. This short presentation was delivered at a seminar we ran on the 18th August 2016. Nothing heavy, but we are told it was incredibly useful for the business owners in the room. Enjoy!

1. Knowing & Growing
your Brand
By Louis Howell, Founder of Exponential Marketing

2. Meet your new
friend….
 Exponential Marketing is a marketing transformation agency that
helps small businesses to build a powerful in-house marketing
operation so that they can dominate their market and grow their
company.
 Nobody knows the vision, values and principles better than those in
the company, so they should be given the opportunity to stay in
control of their marketing and communications, whilst having the
skills necessary to deliver it at an incredibly high standard.

3. What factors help to identify
your brand?

4. Establishing Brand DNA/brand
identity
Message
Values Personality
Philosophy  USP
Vision

5. A harsh reality:
Your brand is simply and literally, everything that your
potential, and actual, customers think of you

6. Engagement & experience

7. Stages, stereotypes and situations
1. Startup Business
Quick promo video  Blast it out on social media  HOPE that the
inbound enquiries come flying our way.
2. Been around a while, seen some growth
Focus suddenly goes to … AUTOMATION and TARGETING
3. Big company, experiencing some stagnation
Killer advertising campaign, PR stunt or short-term partnership

8. 3 steps for appealing to your
perfect customer

10. Old mcdonald’s had a brand…
In the 80s and 90s, led with the messages of:
 Taking a break
 Ending a great day with tasty food
 Great customer service
Today, they lead with the messages of:
 Local meat, fish and produce
 Nutritional value
 CSR

14. Compare the Campaign
 Go Compare used the imitation of Pavarotti to LITERALLY shout
about the brand
 Due to people saying they found it incredibly annoying … the adverts
became based on ways that people could get rid of the singing man

15. How to go about ‘listening’
 Social media – trends, conversations, disputes, viral content
 Articles & Forums – What discussions are getting the most attraction
and input? What topics are getting questions being asked?
 Events – What topics are being focused on for keynotes? What’s the
theme of event that gets highest attendance? What do general
attendees think of topics or share as challenges?
 Surveys and polls – What information – qualitative and quantitative –
can you gather, analyse and utilise to understand the market
 A good old phone call – Directly ask people what challenges they are
facing? Gather perspectives and opinions.

16. How/what to ‘create’
 Content – Video (I,O,C), Written, Platform, Opportunities
 Experiences – Focus Groups, Best Practise Sharing Events,
Webinars, Exclusive demonstrations
 Products – Specific, Relevant, Accessible, Authentic
Only able to give a brief overview here, but the thing to remember is
that what you create must be VALUABLE and must be ENGAGING

17. How to ‘respond’
 Prioritising – The first group of people to go to with your new
creations should ideally be the people with the problems and the
community you’ve built
 Launch Events – Those attending a launch event will clearly see value
in your new creation, show them how much you care
 Incentivise feedback/sharing – Competitions, Publicity and
Promotion, FREE access to an offer
Just a few examples of ways to respond, but the key thing to
remember is that ideally you will want to be PERSONAL and show
COMPASSIONATE LEADERSHIP

18. QUICK RECAP
1. Brand Identity and DNA
2. Engagement & Experience
3. Stereotypical Marketing Choices
4. McDonald’s and GoCompare marketing transitions
5. 3 steps to appealing to your perfect customer

19. What’s next?
 Follow us on Social Media
Twitter: @EXPMktg
Linkedin: Exponential Marketing Limited
 Come and speak to me in a break or at the end
Appreciate all feedback, comments, questions and would
love to meet you all
 Get more information about our training programmes
and consultancy opportunities

20. Gifts, Giveaways, offers
 FREE publicity for those in attendance today
- Marketing challenges and routes to overcome
 FREE strategic advice session with Louis Howell
 Up to 25% discount on our “Activation” or “Acceleration”
programmes:
- Marketing Principles and Brand Development
- Digital Marketing Essentials and Delivery
- Branding and Brand Management
- Strategic Marketing and Sustainable Growth Strategies