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How to Win Clients through Professional Branding

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Presented by Aaron Jorgensen, MBA at the 2016 CAMfire Conference in Orlando, Florida. CAMfire is a gathering of community association management professionals, with a goal to inform you of industry trends, inspire you to be a positive force, and ignite you with a passion to serve.

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How to Win Clients through Professional Branding

  1. 1. HOW TO: WIN CLIENTS THROUGH PROFESSIONAL BRANDING What is your Brand saying?
  2. 2. • Owned a Digital Media Agency for 9 years • Taught Web & Graphic Design, Branding and Marketing for a national design college Aaron Jorgensen UI/UX Developer TOPS Software How To Win Clients Through Professional Branding
  3. 3. WHAT IS BRANDING? How To Win Clients Through Professional Branding
  4. 4. WHAT MAKES UP A BRAND? • Name ? • Logo ? • Colors ? • Business Cards ? • Letterhead ? How To Win Clients Through Professional Branding
  5. 5. “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products” Entrepreneur.com How To Win Clients Through Professional Branding
  6. 6. A BRAND IS NOT JUST A LOGO OR NAME It is: • The overall experience that a person has with your company • An emotional connection they develop through experience How To Win Clients Through Professional Branding
  7. 7. BRAND EXPERIENCE How To Win Clients Through Professional Branding
  8. 8. How To Win Clients Through Professional Branding My Experiences: • Large crowds • Lack of staff when I need help • Disorganized • Never any checkout lines open BRAND EXPERIENCES
  9. 9. How To Win Clients Through Professional Branding BRAND EXPERIENCES My Experiences: • Smaller crowds • More attentive staff • More organized • More checkout lines open
  10. 10. How To Win Clients Through Professional Branding BRAND EXPERIENCES My Experiences: • Greeted at the door • Cleaned, organized store • Knowledgeable staff • Comfortable environment
  11. 11. THINGS THAT CAN AFFECT YOUR BRAND • Your Company Name • Logo (and its colors) How To Win Clients Through Professional Branding • Business Cards • Website
  12. 12. THINGS THAT CAN AFFECT YOUR BRAND • Your messaging or copy on your marketing materials or website • Signage (vehicle, roadside, etc.) • The documents you provide to your clients (Community Reports, Form Letters, Contracts, etc.) • The recorded message someone gets when your offices are closed How To Win Clients Through Professional Branding
  13. 13. THINGS THAT CAN AFFECT YOUR BRAND • How your team answers the phone or respond to questions • Your response time when issues arise • Your email communications • The signature in those emails How To Win Clients Through Professional Branding
  14. 14. “Always enter the community with both you and your car being sharp in appearance. Some view this as an indicator of your professionalism and your ability to pay attention to detail.” – CAMBlog – Andrew W. How To Win Clients Through Professional Branding • The way the representatives of your company present themselves in person • Even communities have a brand • Even something as abstract as your driving!
  15. 15. How To Win Clients Through Professional Branding
  16. 16. MORTON’S STEAKHOUSE DELIVERS How To Win Clients Through Professional Branding
  17. 17. KROGER ISN’T SCARED OF MONSTERS How To Win Clients Through Professional Branding
  18. 18. What is your “Calling Description”? How To Win Clients Through Professional Branding
  19. 19. What message do you want to tell your customers? How To Win Clients Through Professional Branding
  20. 20. “We save people money so they can live better” How To Win Clients Through Professional Branding
  21. 21. WHAT IS YOUR BRAND SAYING? “The Ultimate Driving Machine”Freedom and Living Life How To Win Clients Through Professional Branding
  22. 22. “Listen, listen, listen and then ask strategic questions.” Lululemon’s Corporate Manifesto
  23. 23. “Don't fall in love with your business because with technology it will change. Instead fall in love with your clients and learn everything there is to know about them… their wants, their desires, everything that they will ever need.” Tony Robbins Interview for Foundr Magazine How To Win Clients Through Professional Branding
  24. 24. TOPS APP Image How To Win Clients Through Professional Branding
  25. 25. IN SUMMARY… • Branding is not just a logo… it is an experience • Anything that represents your company affects your brand • As humans, we can make a difference • Fall in love with your clients and truly listen to them • Stop talking AT your customers and start talking with them How To Win Clients Through Professional Branding
  26. 26. Any Questions? How To Win Clients Through Professional Branding

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