Line58: Branding for Small Businesses

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Start ups and small businesses need solid, actionable advice on how to invest wisely in their marketing and branding. Unfortunately, they often end up investing scare dollars in marketing that doesn't work.

Speaking to a group of entrepreneurs and small business owners at the Propeller Incubator in New Orleans, Geoff Coats -- Principal and Creative Director at Line 58 Branding and Web Design ( http://line58.com/ ) -- provides an overview of branding for small businesses and provides tools that small business owners can start using today to build equity in their businesses.

Published in: Self Improvement
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Line58: Branding for Small Businesses

  1. 1. Branding for Small Businesses
  2. 2. Branding is much more andway less than you think.
  3. 3. Why is branding such bullshit?
  4. 4. real
  5. 5. branding = real
  6. 6. branding is a disguise for the dishonest
  7. 7. be honest.
  8. 8. Ideas (Strategy) vs. Things (Tools)
  9. 9. Who are you?What do you do?Why does it matter?
  10. 10. I want a website with ...I need a new logoI need to be on Twitbook!
  11. 11. Clarity Logo Color Palette Word Mark Personality Typography Ease of UseBrand Promise Support Policy
  12. 12. Where are you making a Difference?
  13. 13. Not: What do you want ?
  14. 14. What do you want to Achieve?
  15. 15. If you don’t know, the moneyyou spend on your social mediacampaign will be Wasted.
  16. 16. A brand is not . . .
  17. 17. your brand is . . .
  18. 18. an emotional connection
  19. 19. a relationship
  20. 20. honesty(authenticity)
  21. 21. human consistency
  22. 22. promises
  23. 23. fulfillment.
  24. 24. Your Brand is an Asset
  25. 25. Why are brands valuable? Too Little Time (Time Poor) Too Many Choices (Information Rich)
  26. 26. How Do We Choose? Emotions Trust
  27. 27. Strong Brands: Clear Competitive Stance Sense of Purpose Dedication to Aesthetics
  28. 28. Aesthetics is the Language of Feeling
  29. 29. Information Rich + Time PoorCustomers Value Feeling more than Information
  30. 30. Strategy: The What & Why
  31. 31. Three Strategic Questions: Who Are You? What Do You Do? Why Does It Matter?
  32. 32. Strategy is Proactive
  33. 33. Strategy Establishes the Vision
  34. 34. Everything Else is a Tool
  35. 35. What business owners need are results.
  36. 36. Strategy + Creative = Results.
  37. 37. Primary Tools: Messaging Creative
  38. 38. Invest in Content
  39. 39. Create a Messaging Matrix
  40. 40. Restaurant Messaging Restaurant Messaging Target Audiences Visitors Homeowners Catering Local BusinessesPrimary MessagesSteamers Shellfish To Go specializes in Gourmet Take Out, allowingyou to spend more time sharing good fresh seafood with your friendsand family and less time cooking or waiting for a table.Steamer’s diverse selection of fully prepared meals offers somethingfor everyone in your party -- more than seafood.Secondary MessagesWaterfront Deck for DiningFor convenience, order by phone anytime and specify a pick-up timePrivate Chef Service AvailableCatering available anywhere from ??? to the 4 wheel area of CorovaThe Original Outerbanks Steamer Pot To Go, Since 1994
  41. 41. Channels: Employee Interactions Website Social Media Email Marketing In-Store Signage
  42. 42. Visual Design Provides Cues & PointersBe mindful of what you are communicating
  43. 43. Create a Brand Standards Manual
  44. 44. be honest.
  45. 45. be yourself.
  46. 46. be sure you know where you want to go

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