The document provides an overview of branding strategy for businesses. It discusses that branding strategy involves how, what, when and to whom a company communicates its services. It also notes that branding is based on customer perception and how the company makes customers feel. The document outlines 11 key points for an effective branding strategy including basing the strategy on business goals, solving customer problems, being consistent in messaging, connecting emotionally with customers and staying flexible. It concludes by discussing measuring the effectiveness of the branding strategy.
Traditional Marketing is Dead... Long Live the CustomerStan Phelps
Traditional marketing is dead. Today's consumer is empowered. Tell and sell marketing is no longer effective. Companies need to differentiate themselves to stand out in a sea of sameness. Brands need to find ways to leverage their most important asset: their current customer. Referrals and word of mouth are keys to future growth. This presentation features nine customer-centric marketing lessons from leading brands such as Apple, Disney, Five Guys, Kimpton Hotels, Southwest Airlines, TD Bank, Wells Fargo, Zane's Cycles, and Zappos.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
An understanding of start-ups, the entrepreneurial buzzword. The strategy for branding cost stripped start-ups effectively with a glimpse of cost effective Social Media strategy.
Some interesting start-up stories to understand the concept by example.
Traditional Marketing is Dead... Long Live the CustomerStan Phelps
Traditional marketing is dead. Today's consumer is empowered. Tell and sell marketing is no longer effective. Companies need to differentiate themselves to stand out in a sea of sameness. Brands need to find ways to leverage their most important asset: their current customer. Referrals and word of mouth are keys to future growth. This presentation features nine customer-centric marketing lessons from leading brands such as Apple, Disney, Five Guys, Kimpton Hotels, Southwest Airlines, TD Bank, Wells Fargo, Zane's Cycles, and Zappos.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
An understanding of start-ups, the entrepreneurial buzzword. The strategy for branding cost stripped start-ups effectively with a glimpse of cost effective Social Media strategy.
Some interesting start-up stories to understand the concept by example.
A half hour marketing presentation to the Chehalem Valley Chamber of Commerce, highlighting what audiences are looking for, the different communication perspectives of the four generations and how a brand brings focus to marketing. A business has a brand whether they’re managing it or not. Lots of tips and insight to help any business market more effectively. Created by marketing speaker Jennifer Larsen Morrow.
A presentation by brands and business model development firm, MINDcapital on what a brand is and how it can help sell a product, service, idea or personality
Hosting is intangible and commodity based. Look at it from your prospects' perspective: there are a lot of choices and everyone seems to look and sound the same. The answer is to stop dumping feature lists, product data and marketing jargon on your prospects.
Knowing what the Buyer experience is, will allow us to market to our prospects better. Sell the emotional benefits of your product. Trust, security, competition, belonging, control, freedom, leadership, assurance, and even fear. B2B buyers innately have a fear of making the wrong decision. How you do that is through visuals, the tone of your copy, and through affirming the buyers decision that you are the right vendor for them.
Employ the ETC Marketing Model to inject emotion into your marketing and connect with your buyer. "E" is for Emotional Benefits, "T" is for Triggers with Association, and "C" is for Content of Value. Learn the strategy and 5 ETC things you can do today to improve return on your marketing.
10 ways to engage your clients. Drawing strength from your competences. James Feldman
Is your organiztion serving your clients effectively?
AWARENESS- Are your target customers and key stakeholders aware of your brand? Is it the first one that comes to their mind?
VALUE-Do you deliver a good value for the price?
ACCESSIBILITY -Do your customers and potential customers perceive your organization to be convenient?
RELEVANT DIFFERENTIATION-Proof points. Reasons to believe. The leading edge indicator of future market share and profitability. Are your products or services different to your customer in relevant and compelling ways?
EMOTIONAL CONNECTION-Do connect with people on an emotional level?
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Debunking the Myths of Personal BrandingR. Jay Olson
Learn how to stand out from the crowd and win that ideal job. Presentation made made by R. Jay Olson to the PONG (Professional Opportunities Networking Group) in Waukesha, WI, USA on November 19. 2018.
This is a presentation on Brand and Branding, written and presented by me recently.
The presentations tells about, what a brand is and how does it differs from other existing competitors. It tells about the difference between branding and marketing.
It covers certain examples of successful brands which have become one by adopting certain marketing strategies.
The presentation also comprises of certain Q & A's which could be helpful in becoming a brand. Though there is no specific method in this world to be able to become a brand.
The questions must be answered and the answers must be evaluated such that one could understand the importance of being a brand.
I strongly believe that becoming a brand is more important than sales and marketing. Sales and marketing are just two constituents of a brand.
In the race of achieving the targets and doing sales, almost all the companies miss upon the things which could have led them to become a brand.
As the inflow of money is faster than becoming a brand, companies usually suffer temporary profits rather permanent brand loyalty of the people they sell their product and solutions to.
I hope it will be useful for a pretty basic level of understanding.
Digital Branding Strategy (Part 2) - Why Branding is So ImportantSaiful Islam
In the second part of Digital Branding Strategy presentation, we will learn on why branding is play significant role. Also explained about basic concept of branding and the fundamental of brain learning process.
Jerome the Salesman is committed to leading and assisting the young generation with socio-cultural and entrepreneurial empowerment. Jerome Adzah is an entrepreneur, a volunteer and a passionate sales & marketing professional with over 7 years’ experience in providing services to financial institutions, FMCG’s, Recruitment Agencies, IT and Business consultancies etc.
Guide to Promotional Items- Business.com Business.com
There are numerous benefits for gifting promotional items to existing or potential customers, or to long- term or high-performing employees. However, a few of these benefits are cited as the main reasons organizations use these items. Promotional items can help a business improve sales, bolster a reputation, and perform better financially. This whitepaper will help you do just that.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Women in Innovation: Building Success - BrandingKTN
Branding is more than just a name, design or slogan, it is a way to distinguish yourself from your competitors and make a memorable impression on consumers.
Done correctly your brand can not only add real value to your company, but can outlive your products.
In this webinar we will explore:
- Why you should be thinking about building a strong brand from the get go aspects of branding
- How to build your brand and reputation
Find out more about the Diversity and Inclusion Interest Group at https://ktn-uk.co.uk/interests/diversity
Final presentation deck from the seminar on September 15, 2016:
• How to develop consistency between traditional “static” marketing programs and interactive social media channels
• How to build campaigns that differentiate your business in the minds’ of your current and future customers
• The importance of design and storytelling in your marketing
A half hour marketing presentation to the Chehalem Valley Chamber of Commerce, highlighting what audiences are looking for, the different communication perspectives of the four generations and how a brand brings focus to marketing. A business has a brand whether they’re managing it or not. Lots of tips and insight to help any business market more effectively. Created by marketing speaker Jennifer Larsen Morrow.
A presentation by brands and business model development firm, MINDcapital on what a brand is and how it can help sell a product, service, idea or personality
Hosting is intangible and commodity based. Look at it from your prospects' perspective: there are a lot of choices and everyone seems to look and sound the same. The answer is to stop dumping feature lists, product data and marketing jargon on your prospects.
Knowing what the Buyer experience is, will allow us to market to our prospects better. Sell the emotional benefits of your product. Trust, security, competition, belonging, control, freedom, leadership, assurance, and even fear. B2B buyers innately have a fear of making the wrong decision. How you do that is through visuals, the tone of your copy, and through affirming the buyers decision that you are the right vendor for them.
Employ the ETC Marketing Model to inject emotion into your marketing and connect with your buyer. "E" is for Emotional Benefits, "T" is for Triggers with Association, and "C" is for Content of Value. Learn the strategy and 5 ETC things you can do today to improve return on your marketing.
10 ways to engage your clients. Drawing strength from your competences. James Feldman
Is your organiztion serving your clients effectively?
AWARENESS- Are your target customers and key stakeholders aware of your brand? Is it the first one that comes to their mind?
VALUE-Do you deliver a good value for the price?
ACCESSIBILITY -Do your customers and potential customers perceive your organization to be convenient?
RELEVANT DIFFERENTIATION-Proof points. Reasons to believe. The leading edge indicator of future market share and profitability. Are your products or services different to your customer in relevant and compelling ways?
EMOTIONAL CONNECTION-Do connect with people on an emotional level?
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Debunking the Myths of Personal BrandingR. Jay Olson
Learn how to stand out from the crowd and win that ideal job. Presentation made made by R. Jay Olson to the PONG (Professional Opportunities Networking Group) in Waukesha, WI, USA on November 19. 2018.
This is a presentation on Brand and Branding, written and presented by me recently.
The presentations tells about, what a brand is and how does it differs from other existing competitors. It tells about the difference between branding and marketing.
It covers certain examples of successful brands which have become one by adopting certain marketing strategies.
The presentation also comprises of certain Q & A's which could be helpful in becoming a brand. Though there is no specific method in this world to be able to become a brand.
The questions must be answered and the answers must be evaluated such that one could understand the importance of being a brand.
I strongly believe that becoming a brand is more important than sales and marketing. Sales and marketing are just two constituents of a brand.
In the race of achieving the targets and doing sales, almost all the companies miss upon the things which could have led them to become a brand.
As the inflow of money is faster than becoming a brand, companies usually suffer temporary profits rather permanent brand loyalty of the people they sell their product and solutions to.
I hope it will be useful for a pretty basic level of understanding.
Digital Branding Strategy (Part 2) - Why Branding is So ImportantSaiful Islam
In the second part of Digital Branding Strategy presentation, we will learn on why branding is play significant role. Also explained about basic concept of branding and the fundamental of brain learning process.
Jerome the Salesman is committed to leading and assisting the young generation with socio-cultural and entrepreneurial empowerment. Jerome Adzah is an entrepreneur, a volunteer and a passionate sales & marketing professional with over 7 years’ experience in providing services to financial institutions, FMCG’s, Recruitment Agencies, IT and Business consultancies etc.
Guide to Promotional Items- Business.com Business.com
There are numerous benefits for gifting promotional items to existing or potential customers, or to long- term or high-performing employees. However, a few of these benefits are cited as the main reasons organizations use these items. Promotional items can help a business improve sales, bolster a reputation, and perform better financially. This whitepaper will help you do just that.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Women in Innovation: Building Success - BrandingKTN
Branding is more than just a name, design or slogan, it is a way to distinguish yourself from your competitors and make a memorable impression on consumers.
Done correctly your brand can not only add real value to your company, but can outlive your products.
In this webinar we will explore:
- Why you should be thinking about building a strong brand from the get go aspects of branding
- How to build your brand and reputation
Find out more about the Diversity and Inclusion Interest Group at https://ktn-uk.co.uk/interests/diversity
Final presentation deck from the seminar on September 15, 2016:
• How to develop consistency between traditional “static” marketing programs and interactive social media channels
• How to build campaigns that differentiate your business in the minds’ of your current and future customers
• The importance of design and storytelling in your marketing
How does today's small business owner build a company of distinction that insures that company will flourish. Only way is to built it right and this presentation will show you how. Creating "Wow!" moments is the start. using the Internet effectively is a plus as well.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
Where are we and where are we going with marketing for a small business? Simpley put we have come a long way in a short time and the power of the Internet is available to today's busy business owner. The tools are available and this presentation will help you plan your next step in how to use them.
This presentation was for a session named Retail Marketing 101, that was given by Joshua Schall of J. Schall Consulting at the 2019 Supplement Retail Mastermind that was held the day before the Olympia Weekend in Las Vegas, NV.
If you are interested in the video, you can watch it on YouTube here - https://youtu.be/7vFYQSi9ziM
SengStrategies - Brand and Marketing Strategy IntroductionBillSengstacken
An introduction to SengStrategies. This gives an overview of how we take that amazing (but complicated) idea of yours and help you to craft a message that resonates with your target. Not sure who your target is? We help with that too.
Marketing and Brand Strategy is what we're all about.
Online marketing is a key part of any business marketing strategy. Learn about how proper integration of social media and other internet marketing techniques can boost the online visibility of your small business.
Your business blog may be the most important online asset your company has. A blog is used to discuss topics relevant to your industry and issues your target audience experiences with solutions offered by your business.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Branding strategy for business
1. Branding Strategy for Business
By Vibrant Internet Marketing
June 5, 2012
All rights reserved. No portion of this presentation
may be duplicated without permission of the author.
Vibrant Internet Marketing is available to provide
customized presentations to your organization.
Contact us at vibrantinternetmarketing@comcast.net.
2. Branding Strategy for Business
• Brand strategy is how, what, when and to whom
you will be communicating your services.
• Having a clear and concise brand strategy leads to
stronger overall brand equity
• How people feel about or perceive your product
will dictate how much they are willing to pay for
it.
• Even though it seems intangible, it’s that “hard-
to-pin-down” feeling that separates powerhouse
and mediocre brands from one another.
3. Branding Strategy for Business
1. Your brand’s strategy should be based on your
company’s goals.
2. Your brand is not the services you offer, your
logo, your website, your name or your tagline.
Your brand is:
• What your customers perceive about you.
• How you make them feel.
• Describing what your business does best beyond
what you sell.
4. Branding Strategy for Business
3. Solve specific problems.
What problem(s) does your business solve for
your customers?
4. Play the word game.
• Volvo = safe
• Coke = refreshing
• Disney = entertainment
• Your Company = ?
5. Branding Strategy for Business
5. Decide which aspect is the most important
about your service and make it a part of every
aspect of your brand communication.
What is the most important aspect of Your
Company?
6. It is best to have one, clear “benefit” that you
are promoting to avoid confusion and
frustration on the part of the customer.
6. Branding Strategy for Business
7. Be consistent. Make sure the attributes of
your brand are clear and understood
throughout all of your communications.
8. Talk about things that relate to your brand.
For example, if you add a new photo to
Facebook, explain what it means to your
company.
7. Branding Strategy for Business
9. Connect emotionally.
Customers can either think rationally about your
product or they can think emotionally about
it. Consider Harley Davidson as an example.
8. Branding Strategy for Business
10. Reward and Cultivate
Reward your customers who are your brand
ambassadors. Cultivating loyalty from these
people early on will yield more returning
customers – and more profit for your
business.
9. Branding Strategy for Business
11. Stay Flexible and Creative
Marketing online is a fast-changing world. This
frees you to be creative. If your tactics aren’t
working, don’t be afraid to change them.
10. Branding Strategy for Business
11. Watch Out for Competitors
Pay attention to what is
happening online. You never
know who else your customers
are listening to. Your
competitors are a challenge to
improve your own strategy
and create greater value in
your overall brand.
11. Build Your Buyer Persona
Start with your TARGET MARKET GROUPS
Example Target Group #1: Baby Boomers (born
1946 – 1964) who are now age 66 – 48.
Example Target Group #2: Business Partners
12. What are their biggest concerns?
Example: What are Baby Boomers biggest concerns?
– Health – Community Service
• Health Care – Giving to Charity
• Eating Right
– Church
• Exercise
– Money – Family
• Personal Finance • Grandparenting
• Investment • Older kids
• Saving Money • Empty Nest
– Politics – Entertainment
• Social Security • Music
– Travel / Vacations • Books
– Work • Movies
– Retirement • Events
– Home Improvement – Shopping
• Do It Yourself • Coupons, discounts, etc.
• Hiring Contractors • Reviews by Baby Boomers
• Smart Home Technology
13. What are their biggest concerns?
Example, what are Business Partners biggest concerns?
• Getting Started in Business
• Running Their Business
• Funding Their Business
• Marketing Their Business
14. What problems will you solve for
them?
Baby Boomers Business Partners
– Information – Marketing
– Connection to other baby
boomers
– Reviews
– Entertainment
15. What do they need the most?
Baby Boomers Business Partners
16. What information are they typically
searching for?
Baby Boomers Business Partners
17. What trends are influencing their
personal or business success?
Baby Boomers Business Partners
18. What kinds of content do they prefer?
Baby Boomers Business Partners
19. What do they do online?
Baby Boomers Business Partners
20. What service do they spend the most
time reading?
Baby Boomers Business Partners
21. Where are they most likely to be when
they become aware of Your Company?
Baby Boomers Business Partners
22. Where are they most likely to be when they
research / educate themselves about BBG?
Baby Boomers Business Alliance Partners
23. Where are they most likely to be when they
compare your services with other services?
Baby Boomers Business Partners
24. Where are they most likely to be when they
decide to purchase your services?
Baby Boomers Business Partners
– Website – Website
25. Branding Strategy for Business
Food for Thought:
How will your measure the effectiveness of
your brand strategy?
We will discuss this in our next presentation,
“How to Measure Online Return on
Investment (ROI)”
Editor's Notes
Brand strategy is the how, what, when, and to whom you plan on communicating your product or service. Having a clear and concise brand strategy leads to stronger overall brand equity -- how people feel about or perceive your product, and how much they are willing to pay for it.It's the stuff that feels intangible, but it's that hard-to-pin-down feeling that separates powerhouse and mediocre brands from one another. So to help you rein in what many marketers consider more of an art and less of a science, we've broken down seven components of a comprehensive brand strategy that will help keep your company around for ages. So is your company's brand strategy smooth like Bond? Or will it leave your company shaken harder than Bond's martini?
Your brand’s strategy should be based on company goals. And just like James Bond wouldn't have gotten too far without a plan, your business will eventually hit a wall without a cohesive brand strategy. Sure, maybe you can finagle a big sale or trick a Russian spy or two, but one day you'll wake up and have no idea how your company got from A-to-Q -- it’s supposed to go from A-to-B, remember? And skipping steps is not how a great company that stands the test of time is built.
6. Be consistent. Make sure the attributes of your brand are clear and understood throughout all of your communications.7. Talk about things that relate to your brand.For example, if you add a new photo to Facebook, explain what it means to your company.
Customers can either think rationally about your product or they can think emotionally about it. Consider Harley Davidson as an example. Customers pay thousands of dollars more for a Harley than they would for another, equally well-made bike. Why? The emotional connection to being a Harley-owner. Harley owners feel they belong to a larger, tight-knit group. (HOG = Harley Owner’s Group)
Reward and Cultivate.Sometimes, just a thank you is all that's needed, but great brands also tend to give more than that. Write them a personalized letter. Do you have some extra special swag? Sent it to them. Ask them to write a review, and feature them prominently on your website. For example, Porsche reached 1 million Facebook fans quicker than any other automotive brand, so to thank its fans, Porsche made a wraparound for its GT3 Hybrid that included all 1 million names. No doubt the car company also received an extra bit of buzz for it. And showing how happy your current customers are with your product certainly helps your sales organization, too, because it shows the positive end result of becoming a customer.
So if your old tactics aren’t working anymore, don’t be afraid to change them just because it worked in the past. Take the opportunity to engage your followers in fresh, new ways. Are there some out-of-the-box partnerships your brand can make? Are there attributes about your product you never highlighted? Use those to connect with new customers and remind your old ones why they love you.
Take the competition as a challenge to improve your own strategy and create greater value in your overall brand. You are in the same business and going after the same customers, right? So watch what they do. Do some of their tactics succeed? Do some fail? Tailor your tactics based on their experience to better your brand and company. For too many years, American car companies ignored their foreign competitors. But they finally realized they needed to change their model for the changing times and tout a more fuel-efficient agenda to keep pace with foreign competitors.