Entrepreneur Network March Meeting Slides

1. Your Brand
Identify it; Build it; Promote it
© Karen Southall Watts

2. The mystery of brand

3. Branding is Powerful
Dr. Thomas
Robinson of
Stanford University
Taste test with a
total of 63 kids aged
3 to 5
Preferred Golden
Arches wrapped
food

4. The dark side of brand
Morgan Spurlock’s “Super-size Me”
Cheap, fast, predictable
University of Minnesota, surveyed 560
adults by phone (selected randomly)
You do not want to be “the McDonalds of
small business”

5. Do want to use…
Create product/service with
customer in mind
Have product/service
available at right
place/time/quantity [50% live
near McDonalds]
Price according to costs;
profit margins; competition
Promote to the right
audience through the right
media

6. Your ideal customer
Basic demographics
Preferred shopping
style/methods
What makes them “ideal”?

7. Worries and anxieties
What keeps your
customers up at
night?
What problem can
you solve?
How is your solution
better than your
competitors?

8. Don’t be generic
What are your core
values?
Why do clients
contact YOU?
Are you unique?
Boiled down
branding
statement…