Practical Branding for Small Business


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Practical Branding for Small Business

  1. 1. Practical BRANDING FORSMALL BUSINESSAn overview to get you going.Lisa Haggis | May 31, 2012
  2. 2. LET’S TALK BRANDINGWhat is it (really)?Why should you do it?Where do you start?Then what?
  3. 3. WHAT IS A BRAND? Gut feeling & beliefs about your business Like... way up Born from your 1st here business decision (and every other thereafter) At the very top level of your business© 2012 Lisa Haggis. All Rights Reserved.
  4. 4. But don’t let it stay up there.
  5. 5. WHY DO WE DO IT? The ultimate goal of branding is to create a great business. One that people will love. One that serves a purpose.© 2012 Lisa Haggis. All Rights Reserved.
  6. 6. PLUS, THE SIDE EFFECTS “Business Clarity” Better, faster, more confident decisions Higher effectiveness Better external understanding© 2012 Lisa Haggis. All Rights Reserved.
  7. 7. MOMENTUM, BABY© 2012
  8. 8. HOW DO WE DO IT? Start from where you are. Still on the ground? Prepare for lift off! Already up there? Refine your course. One decision, action, and interaction at a time.© 2012 Lisa Haggis. All Rights Reserved.
  9. 9. THE LAYERS OF YOUR BRAND The Heart The The • Your “Why?” Preparation Manifestation • Your “Who?” • Visual • Your Delivery • Your “How?” • Messaging • Your Culture • Practices • Touch Point • Systems Wins As in, how you make them feel.© 2012 Lisa Haggis. All Rights Reserved.
  10. 10. WHY “WHY?” MATTERS Because without it, you’re just like everybody else. The Heart • Your “Why?” Because it is what people • Your “Who?” • Your “How?” really care about. It’s what they will remember. Because it will fuel your pursuit for greatness.© 2012 Lisa Haggis. All Rights Reserved.
  11. 11. SO, WHAT IS YOUR PURPOSE? If your current mission statement doesn’t energize you, change it.© 2012
  12. 12. DOING YOUR GROUNDWORK Examine each touch point: Where does the brand The impression really happen? Preparation Where can you stand out? • Visual • Messaging How can you be more • Practices [insert brand attribute • Systems here] at each point?© 2012 Lisa Haggis. All Rights Reserved.
  13. 13. ORCHESTRATING Experiences Touch Points Decisions & Preparation Website & Blog Name & Logo Business Card & Pitch Fonts Social Media Colours Storefront Tagline & Messaging Front Desk & Phone Location Quote/Proposal Interior Design Product & Packaging Staff & Partners Email & Newsletter Policies & Practices Service & Experience Features & Materials ETC. ETC.© 2012 Lisa Haggis. All Rights Reserved.
  14. 14. YOUR SECRET WEAPONS Consistency Uniqueness© 2012 Lisa Haggis. All Rights Reserved.
  15. 15. STAY TRUE TO YOUR PROMISE Branding is about discipline and focus. 1. Consistent with your purpose 2. Consistent across touch points Gain trust and understanding.© 2012 Lisa Haggis. All Rights Reserved.
  16. 16. BEYOND BUSINESS AS USUAL Comes right from the heart of your brand. Have a story Combine your talents Do something unexpected Gain interest and loyalty.© 2012 Lisa Haggis. All Rights Reserved.
  17. 17. WHERE IT ALL COMES TO LIFE Your brand is built into the bones of your The business. Manifestation All efforts contributing to • Your Delivery your purpose. • Your Culture • Touch Point Free up attention to Wins recharge and innovate.© 2012 Lisa Haggis. All Rights Reserved.
  18. 18. That’s the end of the overview. Now, let’s get you going.
  19. 19. 3 TAKE-AWAYS TO REMEMBER 1. Every great business has a reason for being in existence. 2. Use your brand as a decision-making tool so that everything aligns. 3. Orchestrate great brand interactions at each touch point with consistency and Build itinto your DNA!
  20. 20. 3 THINGS YOU CAN DO TODAY 1. Identify 3 key touch points for your business. 2. How can you improve consistency a) with your purpose? B) among them? 3. How can you deliver something unexpected that reinforces your brand? Do you need to revisit yourpurpose?
  21. 21. Questions? | 613-898-5035 Come sign up for my newsletter & receive a free© 2012 worksheet to identify the Heart of Your Brand.