2. • A name, term, design, symbol or any
other feature that identifies your
business and the products and/or
services that you sell as distinct from
other businesses.
• A brand is designed to communicate or
reflect who you are as a business.
• Your brand is how people feel when
they interact or experience your product,
service or company.
(c) The Transformational Journey
3. Great Brands
• Great brands are created out of a link
between shared cultural meaning and
the symbolic representation of a
business concept.
• Great brands evolve out of brand
interaction or engagement through
which the shared meaning of a brand is
affirmed and expanded.
(c) The Transformational Journey
4. Brand As Dialogue
• An interactive exploration that builds on itself
and it results in the creation of meaning.
• This dialogue occurs at the level of both
culture and myth.
(c) The Transformational Journey
5. Culture & Myth
• A brand contains both a verbal and
visual communication system that
work to create meaning at two levels:
1. The level of culture; the use of words and
images to create shared meaning within a
cultural context.
2. The level of myth; the assertion of a natural
linkage between the conceptualization of a
shared meaning and the symbol of a brand.
(c) The Transformational Journey
6. The Level of Culture
The Signifier(1) The Signified(1)
[Words & Images] [The Concept]
White Glove Test of Excellence
The Sign(1)
[Meaning]
White Glove Service
Exceptional Service
(c) The Transformational Journey
7. The Level of Myth
The Signifier(2) The Signified(2)
[Words & Images] [The Concept]
White Glove Service Esthetic Skin Care
The Sign(2)
[Meaning]
Exceptional Skin Care
(c) The Transformational Journey
8. The Linkage of Culture & Myth
The degree to which the shared
cultural meaning of white gloves is
understood and accepted within a
market affects how fast and how
willing the market will accept the
brand.
(c) The Transformational Journey
9. Target Market
• A target market is a specific group
of customers that you have
identified as your main market.
• Typically this group is defined by
demographics and lifestyle.
(c) The Transformational Journey
10. Brand Engagement
• Brand engagement can develop at both a
rational and/or an emotional level through the
customer's experience of the brand.
• Brand engagement leads to brand
attachment.
(c) The Transformational Journey
11. Brand Touch Points
• Brand Touch Points: Ways through which an
individual may come into contact with a
brand.
• Brand Touch Points include:
1. Advertising
2. Word-of-mouth
3. Websites and/or Blogs
4. Social Media
5. E-mail & E-newsletters
6. The experience of the retail environment
7. Through the product or service experience
(c) The Transformational Journey
12. Momma’s Ice Cream Shoppe
QuickTime™ and a
decompressor
are needed to see this picture.
(c) The Transformational Journey
13. Brand Dialogue
• When a brand is open to a dialogue, the
business experiences organic growth.
• When a brand is closed to dialogue, it is not
able to effectively respond to the needs of its
customers and it stagnates.
(c) The Transformational Journey
14. Join Us Next Time
Transforming Your Business
February 2013
Identifying Your Target Market
Date: February 13th 2013
Time: 11:30-1:00 p.m. Mountain Time
During this tele-session you will learn how to
identify your target market based on an
assessment of your products/services,
customers and the vision and mission of your
business.
(c) The Transformational Journey
Editor's Notes
Welcome to Transforming Your Business 2013 Tele Series. My name is Laureen Quick. I am a Life Coach and Small Business Consultant who works with individuals and small business going through transformation. Today we are beginning our 2013 tele-series--Transforming Your Business. Our focus today is on Branding Your Small Business I AM RECORDING THE CALL AND AT THE END OF THE PRESENTATION FOR THOSE UNABLE TO ATTEND THE LIVE CALL. I WILL STOP RECORDING AT THE END OF THE PRESENTATION PRIOR TO OPENING UP THE SESSION FOR DISCUSSION. NEXT: Definition of Brand
A brand is a complex thing and can be confusing. READ SLIDE Evolves based on the experience and interaction between your customers and your business. NEXT: Great Brands
NEXT: BRAND AS DIALOGUE
READ Slide Culture: Great brands are built on cultural meanings. Myth: As they evolve they become mythic in the sense that as their story unfolds, they are perceived as natural. Next: Culture & Myth and AMAZON
Brand: Verbal/Visual communication system that creates meaning at two levels Amazon.com Amazon: a member of a race of female warriors of Greek mythology and known as a river in South America. =Large, powerful. Amazon.com started out as the world’s “largest bookstore” and has evolved into an online business that consistently delivers great customer service. NEXT: WHITE GLOVE EXAMPLE
In the development of a brand, the first step in the development process is to identify a linkage between words and/or images (a signifier) and a related concept (the signified) that is shared within a cultural context to create culturally shared meaning (a sign). For example, the concept of white gloves as cultural signification of special care or service is rooted in U.S. culture. While the wearing of gloves has a practical value (i.e. cleanliness), the wearing of gloves also has a symbolic meaning within the U.S. Specifically, there is a cultural link between white gloves and service through the white glove test. Established in the 1950's, the white glove test calls up an image of someone putting on a white glove and running a finger along a spot to see how much dirt and dust is present. At the end of the test, a clean glove implies exceptional cleanliness. Ultimately, when combined with the concept of a test of excellence, the words and imagery of a pair of white gloves creates a sign of excellent service. This sign signifies a shared cultural meaning. What is important about this signification is that people, or at the very least, a segment of people within the culture see this link as a natural association that goes unquestioned. In the U.S. people who grew up in the 50's -60's will have a strong association with this link and accept it as truth.
The Level Of Myth: White Glove Esthetics The second step in the development of a brand, links the sign created at the level of culture to the concept of a brand. Out of this process White Glove Esthetics comes to signify the brand--exceptional skin care. More specifically, the sign of white glove service is linked to the concept of esthetic skin care. Out of this linkage a new meaning or sign is created, White Glove Esthetics which signifies exceptional skin care.
Thus, when selecting a shared cultural meaning for the creation of a brand, it is important to choose one that resonates with your target market. NEXT: TARGET MARKET
Demographics:age, income, geographic location, education, etc. Lifestyle: interests and activities Note: While you are not limited to sell your products or services to this market segment, your brand and all your marketing efforts are directed at attracting and selling your products and/or services to this group of people. We will talk more next month about how to identify and select your target market. NEXT: SHIFT GEARS ==BRAND EVOLUTION THROUGH ENGAGEMENT
READ SLIDE Getting the 'head' part right by communicating rational, performance-based factors isn't enough to wed our consumers to your brand. Rational engagement is like slipping your foot inside the door to hold it ajar, and to offer this as the solution for developing and maintaining loyalty to a brand is to ignore the underlying needs of human nature. This is where emotional engagement comes in.– Jana Bowden, Bowden Marketing Group Emotional engagement is done through the authenticity of a brand. It is felt when all aspects of a brand are in alignment with it's core promise. It is most powerful when it resonates with its customers through a compelling identity and when an organization has a sincere commitment to deliver the promise of the brand. NEXT: TOUCH POINTS
READ SLIDE Over time, the quality and consistency of these interactions establishes the validity of the brand in the mind of the consumer. NEXT: MOMMA’S ICE CREAM SHOPPE
For example, Momma's Ice Cream Shoppe is a brand designed to appeal to the kid in all of us. Their brand message is: It is a place where you are never too old to enjoy the delight and special treat of ice cream. Momma's brand offers the care and nurturing of a mother's love as well as the comfort of a clean and tidy home. As customers and potential customers interact with Momma's brand they must consistently experience the promise of the brand. Thus, it is essential that all employees and any stakeholders of a Momma's Ice Cream Shoppe completely understand what the brand stands for and that through their daily work activities, they create a positive and consistent brand experience. Additionally, the leadership of the organization must work to ensure that employees have a positive and consistent brand experience as it relates to the employment experience. This means that the values of the brand must be upheld and enforced in the way employees are treated and managed.
As families bring their children to Momma's Ice Cream Shoppe and come to trust the Momma's brand, parents start asking to buy birthday ice cream cakes or they ask to host birthday parties at the shoppe to celebrate their child's birthday. And thus, the brand experience expands into the lives and homes of its customers as an important part of family life and family traditions. A brand designed to serve everyone who loves ice cream evolves to specialize in helping families celebrate and mark the birthdays of their children. When a brand is open to a dialogue, the business experiences organic growth. When a brand is closed to dialogue, it is not able to effectively respond to the needs of its customers and it stagnates. QUOTE: "The more you engage with customers the clearer things become and the easier it is to determine what you should be doing" - John Russell, President, Harley-Davidson NEXT: END NEXT SESSION
THIS TELE SESSION REPLY WILL AVAILABLE FOR 1 WEEK. PLEASE FEEL FREE TO SHARE THE LINK WITH OTHERS YOU MIGHT BE INTERESTED IN LISTENING TO THIS PRESENTATION. ALSO, AS A REMINDER, I DO OFFER A FOLLOW UP CONFERENCE CALL TO INTERESTED INDIVIDUALS WHO WOULD LIKE TO DISCSUSS SPECIFICALLY HOW TO APPLY THE CONCEPTS PRESENTED DURING EACH PRESENTATION IN THE TELE-SERIES. THE CALLS LAST ABOUT AN HOUR AND COST $60.00. IF YOU ARE INTERESTED IN BOOKING ONE, YOU CAN CONTACT ME AT 208.716.1812 OR EMAIL ME AT LAUREENQ@THETRANSFORMATIONAL JOURNEY.COM I WILL NOW END THE RECORDING AND TAKE QUESTIONS FROM THE AUDIENCE.
