This document summarizes the key components of establishing a strong brand for a business: market, message, name, tagline, and look and feel. It discusses why branding is important for gaining trust, becoming a recognized expert, and differentiating from competitors. The document also provides examples for each branding component and offers a branding program from Gentle Rain Marketing to develop these elements.

1. To listen to the audio of this webinar paste this link into any browser
http://users.macrobatix.com/msatt/branding2.mp3
Branding Your Business
Mark Satterfield
www.GentleRainMarketing.com

2. Why Branding is important
• Brand=Trust
• “Pull” vs. “Push” marketing
• Becoming the recognized expert in your field
• Differentiation from your competitors.
• Educating your prospects about what you do.
Avoiding the “best kept secret” syndrome.
• Thought leadership
• Website…Since everyone can have a website,
everyone does…thus the importance of creating a
unique brand message and image.

3. • Branding is particularly important for services
companies. Differences are less readily
apparent or obvious.
• However it requires commitment. Branding
doesn’t happen overnight.
• The key is to BOTH build brand awareness & maintain
it.

4. Components of establishing your
brand
• Market
• Message
• Name
• Tag line
• Look & Feel
– Logo
– Marketing Collateral
– Website

5. Market
• Can’t be known to everyone
• Goal is to reduce waste.
• Market defined as
– 1) Who can hire you?
– 2) Who can refer you business
• These are the people for whom you want to
create a brand

6. Message
• Why should someone hire you vs. all the other
options available to them including doing
nothing?
• Marketing messages are “forward” focused.
– Desired outcomes
– Avoiding potential disasters.
• What makes you distinctive?
– What would your clients say make you stand out?
– Why did they decide to hire you?

7. Message
• How do your competitors position
themselves?
– What can you emphasize that they don’t?
• Industry?
• Types of services?
• Advise or advise + implement?
• Style? Personality?
• Opinion? Soap box? Perspective?

8. Name
• Does it assist in recall?
• Advantages and disadvantages of using your
own name.
• By all means avoid completely nondescript or
confusing names.
– Solution Resources
– R-Squared Group
• Ideally your name should reflect and tie into
the services you provide.
– Gentle Rain

9. Tagline
• One sentence description of what you offer or your key benefits.
– How To Get More New Clients With No Cold Calling or Hard Selling.
• Specific yet encompassing.
• Think…What is the biggest benefit that people get from you?
• Probably one of the most difficult components of the overall
branding process.

10. Look & Feel
• Logo
– Aids in recall.
– Creates an overall image for your company
– May be a depiction of your name, or…
– Something separate
• Gentle Rain Man

11. Look & Feel
• Name + Logo Crucial for
– Website
– Business cards, stationary
• What IMAGE do you want to present?
• The answer to that is crucial for the design of
all collateral and development of your website

12. Gentle Rain
Corporate Branding & Image Program
• Name
• Tagline
• Logo
• Website brand banner
• Marketing collateral
– Business Cards
– Letterhead
• $2400…(Don’t need a new name? $1500)
• Email mark@gentlerainmarketing.com