A quick presentation that explains some cognitive psychology around branding and how you can build your brand. For a video presentation of this presentation go to https://daquanhall.learnermg.com/free-branding-consultation

1. 3 Big
Questions
To Build a
Big Brand

2. About Me
• Over 15 years of experience
working with small businesses.
• Loves to help small businesses
• Worked with hundreds of small
businesses.
• Tons of other analytical stuff that
I won’t waste your time with.
Who is this Guy?
Daquan Hall
Management Consultant

3. Who is this for?
• You have a small retail business or a direct-to-consumer brand.
• You need to start getting serious about competing with your larger
rivals.
• You want to reduce your marketing expenses but still need to your
revenue to continue t grow.
• You feel like people undervalue your business.

4. Question #1
Why do people like some
brands more than others?

5. Let’s Get Started

6. B = MAT
B = Behavior
M = Motivation
A = Ability
T – Trigger
You can’t impart motivation the
person must already have that

7. The Series-Position Effect

8. The Primacy Effect The Recency Effect
The Series-Position Effect
We tend to form and shade our future
interactions with a brand is based on
our first and last interactions with that
brand.

9. The Anchoring Effect

10. The Anchoring Effect
We tend to rely too heavily on initial
information despite new information when
making a decision

11. The Mere-Exposure Effect

12. The Mere-Exposure Effect
We tend to build a preference for things just by
being exposed to them.
The more we are exposed to something we like,
the more we like it. However if we hate it, more
exposure just makes us hate it more.

13. Let’s Get Started
AGAIN

14. Question #2:
How do people choose the
brand they like?

15. What we learned from The
Pepsi Challenge
90% of Customers don’t have
a preference for either
brand.

16. Short sighted
1. Restaurants sell food
2. Hardware Stores sell tools
3. Fashion Retailers sell clothes
Penetrating Branding
1. Restaurants sell moments
2. Hardware stores sell pride
3. Fashion Retailers sell personal
expression
What do you really sell?

17. When you change the way
you think about what you
sell and your brand, you
reach deeper into your
customer’s lives.

18. 2nd Stage Unique Selling
Proposition
The basis of a competitive brand.

19. 2nd Stage Positioning We analyze data
and customer
sentiments to find
these gaps

20. Question #3
How do you build a brand
that your customers will
love?

21. A Little More Psychology

22. You need a story

23. Your Customers are already
telling themselves a story

24. People make decisions
emotionally and the justify
them with logic

25. Stories highjack the story
and go right to the
emotional center of the
brain

26. What are the next steps?

27. Book a call with me!
You have my guarantee that there
will be no pressure and I won’t try
to sell you anything.