This is a presentation I did for the SDI Pan-Atlantic team meeting on November 8. As a member of CEED's Loans Review Committee, I was asked to contribute to their 2 day agenda. We discussed the importance of branding, and how a strong brand can drive effective marketing for startups, small businesses or established organizations.

1. The Power of #Branding
November 2017

2. Who’s this guy?
• Own a ‘marketing collaborative’
– Clients in Canada and US
– Work in higher ed, tech/IT, tourism, retail, etc.
• 20+ years of experience
– Ad agencies in Halifax and Toronto
– Marketing and sales roles
• Heavily invested in helping startup space
– Mentor and advisor roles

3. The world we live in

4. Our NEW world
https://youtu.be/odoYOuvwjDE

5. Do you know when clients need help?

6. “I need to be on snapchat”

7. Marketing vs. Branding
Marketing is the set of processes and tools promoting your business
(advertising, SEO, social media, PPC, local search, mobile, etc.)
Branding is the culture itself, the message that permeates and
rules all the process of your business
blog.kissmetrics.com 2014

8. It all starts with…

9. Why is branding so
important?

10. Now you see them…
Interbrand Top 100 - 2007

11. Now you don’t
Interbrand Top 100 - 2017

12. What’s the definition
of “brand”

13. Is it this?

14. This?

15. This?

16. This guy?

17. Or this guy?

18. Or even this?

19. It’s all of that and more…

20. Branding is…

21. An
embodiment
of an ‘idea’

23. Compelling point of
difference

24. A promise
that gives
people a
reason to
believe

25. …more than…

26. NOT Perfect

27. ALWAYS
Relevant
yet
Reinventing
#15 Worldwide - #2 business after IG

28. So… why do companies
need to define their brand?

29. #1 - BE DIFFERENT

30. #2 - ENSURE ALIGNMENT & FOCUS

31. #3 - GIVE REASON TO CHOOSE

32. What now?!?!
8 steps to success

33. Step #1 – TALK TO ‘CUSTOMERS’

34. Step #2 – LOOK AROUND

35. Step #3 – DEFINE WHO THEY ARE

36. Step #4 – OUTLINE BRAND PROMISE
Deliverable?

37. Step #5 – CRAFT POSITIONING

38. Step #6 – CREATE BRAND STORY

39. Step #7 – DEVELOP A PLAN

40. Step #8 – SET KPIs… REWORK… REPEAT

41. So… how does branding
lead to effective
marketing?

42. It’s the Starting Point

43. Engagement Never Ends

44. People want to buy Brands

45. Final Thought

46. QUESTIONS?
sean@williamsmarketing.ca
@swmgroup

47. To sum up…
1. Consumers have A LOT of choices
2. Brand before you market
3. Speak to your customers
4. Spend time on a marketing plan
5. Look to experts