How to create a brand for your small business that speaks to the right audience, and how to identify and locate your target market so that you can put your brand in front of it. The basics for increasing your client base and sales.
4. 1) Your brand is not what YOU think it is. It is what THEY think it is.
2) Make branding decisions based on what appeals to your target market.
3) Be clear and consistent with the message of your brand.
4) Put your message in the right places.
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5. For ____________________________________ (state the target market)
who want or need ___________________ (state what they lack)
my company provides _______________ (state what you give them)
that benefits them by ________________ (state the primary benefit)
so they can ____________________________ (state the positive outcome)
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6. For engaged couples
who want or need event styling for their wedding
my company provides eco-friendly wedding styling
that benefits them by customizing their wedding while protecting the environment
so they can have their big day look perfect, protect the environment, and not spend time on décor!
For nonprofit development officers
who want or need an impressive-looking fundraiser within a limited budget
my company provides eco-friendly, professional, affordable styling options
that benefits them by impressing donors with a professional, eco-friendly fundraiser
so they can create a high-quality perception to get more donations within budget.
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7. 1) Be specific. Be precise.
2) Multiple target markets? Multiple brand statements.
3) Tailor the outcome to show exactly how you help.
4) The brand statement is your core messaging.
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8. What Happens When You
Have Multiple Target Markets?
One brand can have multiple products
reaching multiple target markets if
each is marketed separately.
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Sienna
PriusTundra
18. Cards Against Humanity =
Offensively Humorous
“Cards Against Humanity is a party game
for horrible people. Unlike most of the
party games you've played before, Cards
Against Humanity is as despicable and
awkward as you and your friends.”
FAQs = “Your dumb questions.”
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19. Joy (the movie)
Joy sells the mop by looking and
sounding like a normal person
who uses mops.
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24. SERIF
Formal
Traditional
Respectable
Reliable
Authoritative
Good for print –
body of content
SANS SERIF
Universal
Simple
Stable
Clean
Good for web –
body of content
Script
Feminine
Fancy
Elegant
Creative
Good for
invitations
DISPLAY /
DECORATIVE
EXPRESSIVE
AMUSING
UNIQUE
BOLD
MEMORABLE
Good for
headlines
MODERN
COOL
DISTINCT
PROGRESSIVE
STYLISH
Good for
niche markets
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35. Thursday, June 15 – Create a Strong Marketing Funnel
Thursday, June 29 – Marketing Tactics: Referral Building,
Partnership Marketing, and Social Media
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