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Branding Strategy for Business            By Vibrant Internet Marketing                    June 5, 2012  All rights reserv...
Branding Strategy for Business• Brand strategy is how, what, when and to whom  you will be communicating your services.• H...
Branding Strategy for Business1. Your brand’s strategy should be based on your   company’s goals.2. Your brand is not the ...
Branding Strategy for Business3. Solve specific problems.What problem(s) does your business solve for  your customers?4. P...
Branding Strategy for Business5. Decide which aspect is the most important  about your service and make it a part of every...
Branding Strategy for Business7. Be consistent. Make sure the attributes of  your brand are clear and understood  througho...
Branding Strategy for Business9. Connect emotionally.Customers can either think rationally about your  product or they can...
Branding Strategy for Business10. Reward and CultivateReward your customers who are your brand  ambassadors. Cultivating l...
Branding Strategy for Business11. Stay Flexible and CreativeMarketing online is a fast-changing world. This  frees you to ...
Branding Strategy for Business11. Watch Out for CompetitorsPay attention to what is  happening online. You never  know who...
Build Your Buyer Persona   Start with your TARGET MARKET GROUPSExample Target Group #1: Baby Boomers (born  1946 – 1964) w...
What are their biggest concerns?Example: What are Baby Boomers biggest concerns?   – Health                       –   Comm...
What are their biggest concerns?Example, what are Business Partners biggest concerns?•   Getting Started in Business•   Ru...
What problems will you solve for               them?Baby Boomers                    Business Partners   – Information     ...
What do they need the most?Baby Boomers      Business Partners
What information are they typically            searching for?Baby Boomers        Business Partners
What trends are influencing their    personal or business success?Baby Boomers        Business Partners
What kinds of content do they prefer?Baby Boomers       Business Partners
What do they do online?Baby Boomers        Business Partners
What service do they spend the most            time reading?Baby Boomers       Business Partners
Where are they most likely to be whenthey become aware of Your Company?Baby Boomers       Business Partners
Where are they most likely to be when they  research / educate themselves about BBG?Baby Boomers           Business Allian...
Where are they most likely to be when they  compare your services with other services?Baby Boomers           Business Part...
Where are they most likely to be when they     decide to purchase your services?Baby Boomers           Business Partners  ...
Branding Strategy for BusinessFood for Thought:How will your measure the effectiveness of  your brand strategy?We will dis...
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Branding strategy for business

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Branding strategy for business

  1. 1. Branding Strategy for Business By Vibrant Internet Marketing June 5, 2012 All rights reserved. No portion of this presentation may be duplicated without permission of the author. Vibrant Internet Marketing is available to provide customized presentations to your organization. Contact us at vibrantinternetmarketing@comcast.net.
  2. 2. Branding Strategy for Business• Brand strategy is how, what, when and to whom you will be communicating your services.• Having a clear and concise brand strategy leads to stronger overall brand equity• How people feel about or perceive your product will dictate how much they are willing to pay for it.• Even though it seems intangible, it’s that “hard- to-pin-down” feeling that separates powerhouse and mediocre brands from one another.
  3. 3. Branding Strategy for Business1. Your brand’s strategy should be based on your company’s goals.2. Your brand is not the services you offer, your logo, your website, your name or your tagline.Your brand is:• What your customers perceive about you.• How you make them feel.• Describing what your business does best beyond what you sell.
  4. 4. Branding Strategy for Business3. Solve specific problems.What problem(s) does your business solve for your customers?4. Play the word game.• Volvo = safe• Coke = refreshing• Disney = entertainment• Your Company = ?
  5. 5. Branding Strategy for Business5. Decide which aspect is the most important about your service and make it a part of every aspect of your brand communication.What is the most important aspect of Your Company?6. It is best to have one, clear “benefit” that you are promoting to avoid confusion and frustration on the part of the customer.
  6. 6. Branding Strategy for Business7. Be consistent. Make sure the attributes of your brand are clear and understood throughout all of your communications.8. Talk about things that relate to your brand.For example, if you add a new photo to Facebook, explain what it means to your company.
  7. 7. Branding Strategy for Business9. Connect emotionally.Customers can either think rationally about your product or they can think emotionally about it. Consider Harley Davidson as an example.
  8. 8. Branding Strategy for Business10. Reward and CultivateReward your customers who are your brand ambassadors. Cultivating loyalty from these people early on will yield more returning customers – and more profit for your business.
  9. 9. Branding Strategy for Business11. Stay Flexible and CreativeMarketing online is a fast-changing world. This frees you to be creative. If your tactics aren’t working, don’t be afraid to change them.
  10. 10. Branding Strategy for Business11. Watch Out for CompetitorsPay attention to what is happening online. You never know who else your customers are listening to. Your competitors are a challenge to improve your own strategy and create greater value in your overall brand.
  11. 11. Build Your Buyer Persona Start with your TARGET MARKET GROUPSExample Target Group #1: Baby Boomers (born 1946 – 1964) who are now age 66 – 48.Example Target Group #2: Business Partners
  12. 12. What are their biggest concerns?Example: What are Baby Boomers biggest concerns? – Health – Community Service • Health Care – Giving to Charity • Eating Right – Church • Exercise – Money – Family • Personal Finance • Grandparenting • Investment • Older kids • Saving Money • Empty Nest – Politics – Entertainment • Social Security • Music – Travel / Vacations • Books – Work • Movies – Retirement • Events – Home Improvement – Shopping • Do It Yourself • Coupons, discounts, etc. • Hiring Contractors • Reviews by Baby Boomers • Smart Home Technology
  13. 13. What are their biggest concerns?Example, what are Business Partners biggest concerns?• Getting Started in Business• Running Their Business• Funding Their Business• Marketing Their Business
  14. 14. What problems will you solve for them?Baby Boomers Business Partners – Information – Marketing – Connection to other baby boomers – Reviews – Entertainment
  15. 15. What do they need the most?Baby Boomers Business Partners
  16. 16. What information are they typically searching for?Baby Boomers Business Partners
  17. 17. What trends are influencing their personal or business success?Baby Boomers Business Partners
  18. 18. What kinds of content do they prefer?Baby Boomers Business Partners
  19. 19. What do they do online?Baby Boomers Business Partners
  20. 20. What service do they spend the most time reading?Baby Boomers Business Partners
  21. 21. Where are they most likely to be whenthey become aware of Your Company?Baby Boomers Business Partners
  22. 22. Where are they most likely to be when they research / educate themselves about BBG?Baby Boomers Business Alliance Partners
  23. 23. Where are they most likely to be when they compare your services with other services?Baby Boomers Business Partners
  24. 24. Where are they most likely to be when they decide to purchase your services?Baby Boomers Business Partners – Website – Website
  25. 25. Branding Strategy for BusinessFood for Thought:How will your measure the effectiveness of your brand strategy?We will discuss this in our next presentation, “How to Measure Online Return on Investment (ROI)”

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