Everything You Want to Know About Branding

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Building a small business brand is easier that you might think if you know the principles behind the concept.

Victoria Garcia has been in the business of helping small businesses to brand their products and services for over 24 years. If you have any questions, feel free to call.

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  • Let’s define our terms. Selling is _________
  • Marketing is ______________ Finding the definition of branding is all over the place, but I’m going to make it easy for you to remember.
  • When you go to the grocery store, looking to buy bleach, what are you most likely to buy? Why? There’s nobody in the isle saying “buy the Clorox.”
  • The market is cynical. People don’t want to be sold anything. They want to find it and then make the decision to buy. They want the comfort and reassurance of knowing in advance that it is safe to buy.
  • Image is more than just graphic design. It also attempts to project trustworthiness, dependability and predictability. Every company that wants to build it’s brand has to have an image that speaks to it’s customers. The recognizability of a brand goes a long way to building the value of the brand. The Christmas Light Pros has done this for you and it is part of what your relationship with the company does for you.
  • Brands are build visually. When you see something everywhere, the human response is to believe that it is best.
  • Visibility builds credibility (trust). Visibility is more important than ability . All things equal, the more visible competitor wins.
  • PERCEPTION IS REALITY. We have no way of measuring reality than through our perceptions… what we see and what we hear. Part of the branding process is the perception of being the best. How do you achieve the perception of being best?
  • Customers think and buy with their eyes. The hear what they see. Your logo, font, uniform, phone greeting, paperwork, enthusiasm, customer service, and the consistency of delivering on your promise…. MUST BE CONSISTENT.
  • Customers think and buy with their eyes. The hear what they see. You logo, font, uniform, phone greeting, paperwork, enthusiasm, customer service, creativity MUST BE CONSISTENT.
  • Consistently good customer service builds referrals. People judge customer service on LITTLE THINGS, not big things. Integrity, doing what you say you will do, arriving on time, keeping things cleaned up, no surprise costs….and honesty will pay off in increased referrals.
  • People develop a loyalty to a brand…
  • The “power of personality.” Smiling, which is the cheapest marketing tool available to you, and making your customers feel appreciated, will generate more brand loyalty than any expensive advertising any day.. Understanding what you are really selling. Confidence. People value – and pay more for- the way you make them feel. People buy feelings.” You are the company. You are The Christmas Light Pros. Everything you say and do brands the company. The way you dress, the look of your vehicles, your follow up (little things count).
  • Everything You Want to Know About Branding

    1. 2. <ul><li>What if you never had to make a sales pitch ever again? </li></ul>
    2. 3. <ul><li>What if you never had to make a sales pitch ever again? </li></ul><ul><li>What if customers arrived ready to buy? </li></ul>
    3. 4. <ul><li>What if you never had to make a sales pitch ever again? </li></ul><ul><li>What if customers arrived ready to buy? </li></ul><ul><li>What if you were known as the best in the business? </li></ul>
    4. 5. Brand is the Answer! <ul><li>A solid brand reverses the sales process. </li></ul>
    5. 6. Brand is the Answer! <ul><li>A solid brand reverses the sales process. </li></ul><ul><li>A solid brand generates trust. </li></ul>
    6. 7. Brand is the Answer! <ul><li>A solid brand reverses the sales process. </li></ul><ul><li>An established brand generates trust. </li></ul><ul><li>A strong brand removes customer objections. </li></ul>
    7. 8. Sales is convincing, overcoming objections, getting a check
    8. 9. Sales is convincing, overcoming objections, getting a check. Marketing is generating leads.
    9. 10. Sales is convincing, overcoming objections, getting a check. Marketing is generating leads. Branding is Pre-Selling!
    10. 13. Why are brands so big today? <ul><li>We have moved from a selling world to a buying world! </li></ul>
    11. 14. Why are brands so big today? <ul><li>We have moved from a selling world to a buying world! </li></ul><ul><li>You are selling to the overwhelmed. </li></ul>
    12. 15. Why are brands so big today? <ul><li>We have moved from a selling world to a buying world! </li></ul><ul><li>You are selling to the overwhelmed. </li></ul><ul><li>Familiar brands are predictable and trustworthy . </li></ul>
    13. 17. What Builds a Brand?
    14. 18. What Builds a Brand? 1. Image
    15. 19. What Builds a Brand? 1. Image
    16. 20. What Builds a Brand?
    17. 21. What Builds a Brand? 2. Visibility
    18. 22. What Builds a Brand? 2. Visibility
    19. 23. What Builds a Brand? 2. The Perception of Being Best
    20. 24. What Builds a Brand? 3. The Perception of Being Best - Consistency
    21. 25. What Builds a Brand? 3. The Perception of Being Best - Consistency
    22. 27. What Builds a Brand? 3. The Perception of Being Best - Consistency - Building Relationships
    23. 29. What Builds a Brand? 3. The Perception of Being Best - Consistency - Building Relationships - YOU!
    24. 30. Be Good to Your Brand and it Will Be Good To You
    25. 31. Victoria Garcia [email_address] www.marketing-impressions.com 858-505-8558

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