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Brand your business
This document discusses branding a business. It covers defining a brand strategy, crafting strong branding elements like logos and messaging, and developing an internal brand culture. The presentation provides templates and examples to help attendees brand their own businesses. Attendees will learn how well-defined branding can help businesses grow by differentiating them and attracting customers and employees.
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Brand your business
- 1. Brand your business PresenterDanielle MacInnis www.macinnismarketing.com.au
- 2. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
- 3. Why are youhere? Hint: Have you got a burning marketing question to ask? Now is your chance!
- 4. Agenda: Branding Branding Brand your business- A strong brand starts from the inside out. It differentiates your business and attracts employees and customers. Learn in this seminar: • How a well-defined brand can help grow your business and what this means. • How to craft a strong brand name, logo, and key messaging to support the visual elements. • How to develop a brand strategy that involves the "how you do what you do" that shows your customers and employees you are valuable.
- 6. What's in itfor you? 1. Templates to follow 2. Resources 3. Lots of examples 4. Short cuts Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
- 7. Why do youneed a brand Let’s dispel some myths.... • First; A brand is not a logo. • Second; A brand is not an identity. • Finally; A brand is not a product. Tip: It is not what you say it is, it is what your customer says it is.
- 8. Why do youneed a brand? People have too many choices Most have similar features or qualities We tend to buy on trust Trust = Reliability, and Delight • Price premium • Customer preference • Shorter sales cycles • Customer referral • Recruit the best team
- 9. What elements makeup a brand? • Brand Strategy - positioning, value to your target market Building a strong identity - Differentiate • Brand Culture - How you do what you do - customer experience your values Building a strong culture - Collaborate • Brand Implementation - your look and feel Communicating the brand - Innovate
- 10. Who are you? Whatdo you do? Why does it matter? Tip: set up google alert for your company, name and competitors name
- 11. About Us I don’tknow who you are I don’t know your company I don’t know your company’s product I don’t know what your company stands for. I don’t know your company’s customers I don’t know your company’s record I don’t know your company’s reputation Now what was it you wanted to sell to me? Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.
- 13. Your business strategy? TARGET MARKET YOUR YOUR SKILLS, EXPERIENCE & BUSINESS THE PROBLEM YOU SOLVE VALUE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
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- 15. Target ideal customers,not everyone You want your NEWSFLASH: It is not ideal customer about YOU. to say: It is about “That’s for me” THEM. Where do most of us have our focus most of the time? Our problems, issues, challenges, predicaments, worries, and pain are where we are focused.
- 16. Why should theycare?
- 17. Step into yourcustomers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
- 19. What your prospectis thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? 4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
- 20. Worksheet 1 Summarising your core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story
- 21. Worksheet 2 Marketing Message MarketingMessage What do you say when someone asks you what you do? The formula is: What do you do? We work with ________________(This Target Market) Who ___________________(Have this Problem or Challenge) How do you do that? We help them get __________________(Ultimate Outcome) Tell me more... A good example is __________________(Success Story)
- 22. What is yourelevator pitch? Focus on the story “ I’m a groomer that specialises in grooming small dogs and come into my clients home so that the dog is more relaxed” “We groom dogs and only use environmentally approved products.” “We help pet owners who have let their pet hair get out of control and now they dog or cat resists getting groomed.” “ I take my time grooming elderly dogs and ensure that they remain comfortable during the grooming process.”
- 23. Why should theycare? Expert Problem they solve Grooming small dogs We specialise in small dog grooming needs with special equipment Grooming - Environmental Provide an alternative to pets with allergies to some shampoos and products " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."
- 24. Who wants toshare their elevator pitch? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution." Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
- 25. Word of Mouth Testimonials Case Studies Does this service really work? Solution / Outcome - Trust
- 27. Branding - Consistencyand Reliability Logo There are three components to the logo: Style Guide 1. Words – The words in your business name and the words in Value proposition your tagline Values 2. Icon – The picture part of your logo. 3. Colour – The primary and secondary colour you choose for your logo. Brand Personality Gregarious - Fun-loving - Empathetic - Gracious - Generous - Easy-going - Professional - Intense - Eccentric - Bubbly
- 28. Branding - Consistencyand Reliability
- 29. Branding - Consistencyand Reliability Tell a Friend Offer Special Treat
- 30. Branding Where do youput it? Van Business card Website Email footer Aframe Ads T-shirts Magnets
- 31. Branding - Experience How do you create a valuable customer experience?
- 32. Branding - Experience How do you create a valuable customer experience? Your Promises describe the result of your unique customer experience. Your Promise is what differentiates you from your competition. Your Promise is the intersection where your vision, your marketing intelligence, and your Client Fulfillment meet.
- 33. Branding - Experience INFORMATION UNAWARE AWARE ATTENTION EXPERIENCE SIGN UP/SALE REFERRAL GATHERING The customer is happy to refer you They want more They want more At this stage, they The lead becomes Becomes familiar after experiencing Don't know information and information and may be ready for a a customer when with you. great service and anything about you are ready to are ready to "taste" or an they sign the Association wants to tell your or your company explore working explore working "EXPERIENCE" agreement and referral, meet you story and REFER with you with you prior to purchase pay. you to their network Ideal Target Customer then Build a Connection Prospect Lead Qualified Lead Advocate Market Client Publish Lead capture - Targeted Invitation to find Give them a taste Sign an agreement Write up a autoresponder information that out more or a bite size or quotation testimonial or solves their sample for free, success story problem download, survey results, free call Referral Conversation - Clarify their issues collect details Direct Mail, Call to action An offer that postcard, mail appeals to them Advertising Call to action A call to action that gets thier attention Media - PR Lead capture - Subject matter that autoresponder is important to them Networking Conversation - Events they would collect details attend Speaking Call to action and Events they would lead capture attend Online SEO, Lead capture - Words they would Google, viral, autoresponder use and online video and social tools media Getting found in Call to action and Directories they
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- 35. Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Over 80 Small Business Marketing Apps
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Editor's Notes
- #2 Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus. My goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.
- #3 Biggest strength is to think like a customer. Show empathy. It is that simple and complex.
- #4 Your expectations? ask and note them down. If there is one thing you wanted to get out of tonight, what is it that you wanted answered. Am missing a marketing opportunity by not using twitter? Radio Commercials? How do I know that my marketing is working?
- #7 If you have any thing else you would like to add do it now!
- #8 Do you know what is working?
- #9 Do you know what is working?
- #10 Do you know what is working?
- #12 How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model.
- #14 It takes long term outlook so say no.
- #15 It takes long term outlook so say no.
- #16 T-shirt
- #18 Big nets: Advertising, google How much do you know about your customers? The narrower your customer focus the more business you will attract. Why? You know them well, what they want, where they are, there hot buttons. It’s a lot easier to market to a target group than to an unfocused group. Problem/Issues/Challenges Why do your ideal clients need this service? What’s not working or could work better? What’s missing? What’s broken? What’s frustrating or what are they struggling with? What are your clients complaining about? What are your competitors not currently delivering? What are the current expectations in your industry? How can you leverage your current level of expertise? What will a complete solution save your clients? What's the current cost of living with the problem? How are most services packaged? What's missing from most service packages?
- #20 Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.
- #23 Who wants to have a go? One of the most important things you can do in preparing to market is to study the problems of your clients. Why do they need you? What’s frustrating them? What are they struggling with? What’s missing for them? What don’t they have what they want to have? What keeps them awake at night? What is causing them grief?
- #24 What actual results will your clients be left with when they use your service? What ultimate result will make them happy? Ask, “If they got that result, would that be enough?” Get Attention The major frustration for these business owners is they don’t know how to attract their ideal customers and often result to doing ad-hock marketing at the last minute as they struggle to keep their cashflow consistent.What is the problem that they have? How do you solve this problem?
- #25 Visit their website