Why branding is essential for building equity and growth of your company.

1. BEE 4 BRANDS LLC

2. WHY BRANDING MAKES BUSINESS
SENSE
 Bui lding an unmistakable brand is probably the most ef fective
st rategic business tool since the spreadsheet.

3. BRANDING MAKES BUSINESS SENSE
 Bui lding an unmistakable brand has become a matter of
relevance in an increasingly saturated market place.
 Using B 4 B’ s B r a nd G e n ome P ro c es s i s p ro ba bly t h e mo s t
ef fective tool to build an unmistakable brand

4. WHY BRANDING MAKES BUSINESS
SENSE
 Why branding makes business sense.
 http://www.youtube.com/watch?v=o7nyj9YMeZE

5. WHY BRANDING MAKES BUSINESS
SENSE
 I n to d ay ’ s g l o b al ma rket, p e o p le h ave to o ma ny c h o i c e s a n d
to o l i t t l e t ime to ma ke d e c i s io n s . From a c u s tome r’ s p o i n t o f
view, most of ferings seem pretty simi lar in qual ity and
features in their respective categories. Consequently people
tend to base their buying decisions either on price (bad 4
profits!) or on perception, trust and fami l iarity.

6. BRANDING MAKES BUSINESS SENSE
 Just think about it – there are l iterally thousands of
computers in the market. How do customers decide which one
to buy?

7. BRANDING MAKES BUSINESS SENSE
 T h e r e’ s t h e p r i c e o f c o u r s e , b u t eve n i n a p a r t i c ular p r i c e
category, they wi l l find countless brands to choose from.

8. BRANDING MAKES BUSINESS SENSE
 T h i s i s wh e r e yo u r b r a nd ’ s ima g e ma kes a l l t h e d i f fer ence,
because a great brand bui lds trust and desirability. Creating
d e s i ra bilit y by fi n d i n g t h e b r a n d ’ s U B P ( U n i q ue B r a n d
Proposition) and bui lding trust by meeting and surpassing
customer expectations every time.

9. BRANDING MAKES BUSINESS SENSE
 A great brand al lows to ask for a premium price, to expect
g r e a te r l oya lt y, to b e c ome t h e c u s tome r ’ s p r e fe rr e d c h o i c e ,
trigger repeated purchases more frequently and al low you to
sustain and expand your brand market position over a longer
period of time.

10.  In a multi-channel, over -crowded market place, building a
great brand is probably the most ef fective st rategic business
tool since the spreadsheet.

11. WHAT IS A BRAND ANYWAY?
 L et ’ s s t a r t by c l a r i f ying wh a t yo u r b r a nd i s not:

 I t ’ s not a logo.
 I t ’ s not a n i d e nt it y.
 I t ’ s n ot a p ro d u c t .

12. WHAT IS A BRAND ANYWAY?
 So what is it?

13. WHAT IS A BRAND ANYWAY?
 So what is it?
 A b r a n d i s a p e r s o n ’ s p e rc e pt io n o f a p ro d u c t , s e r v i ce o r
business.
 I t ’ s h i s / h e r g u t fe e li n g a b o u t yo u r b u s i n e ss , yo u r p ro d u c t o r
service. People are emotional, intuitive beings. They are not
simply looking to purchase some thing, they are looking for
confirmation of their way of l i fe.

14. WHAT’S A BRAND ANYWAY?
 Brands are not defined by businesses, markets or the so-c
a l l e d “ p u bl ic”, t h ey a r e d e fi n e d by a s ummar y o f i n d i v idual
perceptions and opinions.

15. WHAT’S A BRAND ANYWAY?
 I t ’ s n ot wh at YO U s ay yo u are
 i t ’ s what THEY feel you are!

16. WHY CHOOSE B4B?
 Meet Rober t J. Bee

17. WHY CHOOSE B4B?
 Meet Rober t J. Bee
 As a consultant, I help cl ients discover the true power of
brands. How to create communication strategies that bui ld
sustainable market share and create engaging, compelling
brand experiences with consumers.

18. WHY CHOOSE B4B?
 Meet Rober t J. Bee
 In the past 20 years I have worked in the US and Europe for
national and international brands, from star t-ups to For tune
500 companies, refining, developing and implementing
creative brand communication strategies and generating
award-winning campaigns that proved to be highly successful
in the market place.

19. WHY CHOOSE B4B?
 I 'm passionate and smar t about brand bui lding, helping my
cl ients to discover their true brand values and demonstrating
t h a t to d ay ’ s b r a n d s a r e b u i lt o n emot i o n a l & l i fe s ty le
connection, a commodity that is desired and enjoyed by its
user and not just bought on price.

20. WHY CHOOSE B4B?
 S u c c e ss i n t h e ma rket i s b u i lt o n a b u s i ness ’ a b i l ity to c r e a te
passion, interest and desire in those they wish to do business
with.
 Purchase decisions spring from emotional judgments. My
talent and ski l ls al low me to find the keys that unlock those
connections.

21. WHY CHOOSE B4B?

22. WHY CHOOSE B4B?
 My cl ients deserve outstanding creative work and ideas, but
they also receive assistance in mapping and planning their
brand & marketing strategy, new products and market
analysis.

23. WHAT DO WE OFFER THAT OTHERS
CAN’T?
 T h e B r a nd G e nome P r o c es s™

24. THE BRAND GENOME PROCESS
 This unique and result -driven 3-phase process systematically
and intuitively leads to the definition of the Unique Brand
Proposition (UBP) . The UBP is the foundation for developing
outstanding and compelling brand communication measures
designed to ensure increased brand value and long-term
market share.

25. THE BRAND GENOME PROCESS
 Phase I
 Assessment
 The first phase of the brand genome process star ts with a
brand assessment. I t requires the cl ient to meet with the B4B
team for an intensive Q&A session.
 The questions are customized to the brand and its specific
category and are s t ru c t ured a c c o rd ing to t h e b ra nd ’ s 4 g e ne s :

26. THE BRAND GENOME PROCESS
 The Category Gene
 Defines socio-cultural environment, trends and developments
and brand drivers)
 Target audience
 Category competition
 Compares positioning claims
 Analyses category structure and customer needs

27. THE BRAND GENOME PROCESS
 The Identity Gene
 Analyses competitive range
 Determines BRAND bel ieves
 Evaluates dif ferentiating positioning claims
 Examines al l facets of brand history - who you are and what
makes you matter

28. THE BRAND GENOME PROCESS
 The Per formance Gene
 Analyses per formance profi le
 Evaluates per formance claims
 Determines factual market positioning
 Defines per formance rationale in relation to brand claim

29. THE BRAND GENOME PROCESS
 The Emotional Gene
 Explores Vision, Purpose and Desirability of the brand to
connect and engage the target audience and potential
prospects.
 Bui lds an emotional connection with your customers and
prospects.

30. THE BRAND GENOME PROCESS
 The involvement of al l company stakeholders that influence
a n d / o r d e te rmin e t h e b r a n d ’ s ima g e i s p a r amo un t to t h e
outcome. The par ticipants are asked to respond to
predetermined questions, expressing their personal opinions/
perceptions in writing.
 Ideal ly the number of par ticipants should be l imited to 10 –
12.
 The moderator should spend approx 1hr discussing the
di f ferent aspects of each box. The entire process should not
extend 4-5 hrs.

31. THE BRAND GENOME PROCESS
 Phase I I
 The SECOND Phase involves analyzing and evaluating the
contents of the assessment session by the B4B. This enables
the exper ts to determine the vitality of the brand.
 The vitality prospects summarize and highlight aspects of the
brand that promises the most di f ferentiation potential. I t also
c r e a te s t h e s t r a te g ic fo u n d a t io n fo r t h e B r a n d P y r amid™.

32. THE BRAND GENOME PROCESS
 The Brand Pyramid
 The Brand Pyramid is a unique strategic compression tool . It
summarizes the 6 brand factors that determine the UBP - the
Unique Brand Proposition as shown in the next sl ide:

33. THE BRAND GENOME PROCESS

34. THE BRAND GENOME PROCESS
 Phase I I I
 In the third and final phase the B4B team uses the UBP as the
creative platform for designing brand communication material
based on the findings and insight of the entire brand genome
process. This method has been appl ied successfully to over
140 European and US brands.
 I t ’ s t h e r e a s o n why B 4 B c a n p romi se wi t h t h e g r e a te st
confidence that our unique Brand Genome Process leads to
sustainable Brand equity and compel ling brand
communication measures.

35. TIME INVESTMENT:
 Consider a 3-month time frame for the entire BRAND
VERIFICATION Process, including the Unique Brand Positioning
and the design of Brand Communication samples.

36.  - Brand Assessment Preparation
End of 1.Week
 - Brand Assessment Session
2nd week
 - Analysis of assessment results
3rd to 6th week
 - Presentation of BRAND VERIFICATION BOXES.
6th week
 Development/design of brand
communication samples
7th – 11th week
 Presentation of creative communication samples
12th week
TIME INVESTMENT

37. TIME INVESTMENT
 T h e c omp l et io n o f t h e Br a nd Ge nome P ro c e s s™ d e l iver s a
unique brand proposition. The UBS is the foundation for the
design of compelling brand communication measure that
ensure sustainable brand value and competitive market share.

38. FINANCIAL INVESTMENT
 B4B of fers 3 B4B (Bang4Buck) packages:
 Basic:
 Assessment , UBP (based on existing data and assumptions) .
 $ 3,000 - $ 5,000
 Better:
 Assessment . UBP (based on updated independent data analysis)
 $8,000 – $12,000
 Best:
 Assessment , UBP (updated data) , Brand communication
measures (websi te, digi tal - & social media, TV, radio, print)
 $ 20,000 – $50,000
 Options are based on time, project size, exper t suppor t and
research options to determine costs.

39. BRAINS 4 BRANDS
 Depending on the budget and complexity of each project B4B
cal ls on a number of international exper ts to suppor t the
Brand Genome Process.

40.  In the US:
BRAINS 4 BRANDS
 Troy Turner , President/Creat ive Di rector of V2Works – Brandgineer ing by
Design. V2Works is a topnotch brand design agency in Seat t le that excels
in turning brand st rategy and posi t ioning into compel l ing and engaging
brand communicat ion measures. t roy@v2works.com
 Mark Lessel roth, Owner of BBD an internat ional business development
consul tancy special izing in business synergy, br inging businesses together
that can mutual ly benef i t f rom one another, par t icular ly in the area of
sustainabi l i ty. www.brennerbd.com
 J im Cosset ta, CEO and Co-Founder of 4What Interact ive, one of the top
digi tal market ing f i rms in the US. To learn more about Jim and 4What ,
please check out : www.4What .com
 Marc St ress, CEO and Creat ive Di rector of St ressdesign providing design
di rect ion and leadership to our cl ients and design team.
marc@st ressdesign.com

41.  Europe:
BRAINS 4 BRANDS
 Guenter Kaefer is an internat ional ly recognized branding co-creator of
the Brand Genome Process. To read more about K a e f e r ’ s “ B r a n d
G e n ome P r o c e s s ” go to www.kaefermarkengenom.de.
 Ral f Weber , President at m/e brand communicat ions. The agency
focuses on internat ional markets and arenas in B2B brand
communicat ion. www.me-dus.com
 Kur t Roenspeck & Frank Of fermanns
 Award winning creat ive team wi th extensive internat ional
exper ience. They a r e p a r t o f t h e “Wh a t ” -process. What do we say and
what does i t look l ike. They help design the creat ive communicat ion
messaging tools based on the resul ts of the brand genome process.
www.green-uni ted.com

42.  https://exploreb2b.com/users/rober t- j -bee/ar ticles
 http://www.bankdi rector.com/index.php/magazine/archives/1st-quar
ter-2012/why -brand-mat ters/
 http://blogs.hbr.org/watkins/2013/06/making_vi r tual_teams_w
ork_ten.html
 http://www. forbes.com/si tes/forbesinsights/2013/07/09/why-roi
-is-of ten-wrong- for-measuring-marketing- impact/
 http://blog.sl ideshare.net/2013/07/22/5-power ful -ways-to-open-
a-presentation/
B4B BLOGS:

43.  Rober t J. Bee, CEO
Bee4Brands LLC
CONTACT US:
 28419 Verde Ln
 Bonita Springs, Fl 34135 USA
 +1-239-220-0564 +1-239-431-6737
 bee@bee4brands.com
 www.bee4brands.com