The document provides guidance on branding and marketing for businesses. It discusses defining a brand, choosing a name, registering the name, understanding customers and competitors, and ensuring the business offers what customers want. It emphasizes that marketing should be a total philosophy through all aspects of the business and should focus on meeting customer needs rather than just selling what the business produces. Brands should be memorable, easy to pronounce, unique, and not offensive. The final section announces an upcoming training event on public speaking without fear.

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9. How will you achieve your price objectives? Same price for all Start low – introductory offer Start high - discounting

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11. ©Pink Elephant Training No demand No production capability Insufficient finance Bad timing

12. Feature – what it has Advantage – this means Benefit – what it does for you

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15. ©Pink Elephant Training Over enthusiasm

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18. ©Pink Elephant Training No demand No production capability Insufficient finance Bad timing No compatibility with existing product or service Over enthusiasm

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28. What is the brand definition for my business? A brand is more than just identifying or differentiating products  Brands add value  Brands deliver a promise  Brands mean something  Brands create loyalty.

29. A brand name provides an image in the customer’s mind Value for money Reassurance Long term reliability Nice people to deal with

30. 5 points to brand definition # Is it focussed? # Is it different enough from competitors? # Will it motivate customers to respond to your advertising? # Can you lay claim to ownership? # What is the time period before it needs tweaking?

31. A brand name should provide long term value Selling through your name

32. Computer operating system? Computer spreadsheet ? Computerised accounts program? Solid emulsion? Baked beans?

33. COKE IS IT! Act local - think Global

34. Visual imagery

35. Name should be short / easy to spell Names should use few letters Names should suggest what you do Names should be unique Names should alliterate Names should be pronounceable Names should surprise not offend Mixing names and numbers – difficult to remember.

36. Names must be memorable, easy to pronounce and not offensive in other languages Mitsubishi Pajero Ford Pinto Pshitt Piss Krapp .

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38. www.newlabour.co.uk Register your name.

39. Register your name. www.dti.org www.dti.gov.uk

40. ©Pink Elephant Training Is marketing an art or a science?

41. Marketing is a TOTAL philosophy – through every aspect of your business Key elements: Know your customers – their likes, dislikes, expectations etc Know your competitors – their strengths and weaknesses

42. Marketing is ensuring the business makes what the customer wants to buy Selling is ensuring customer buys what the business produces

43. Are you meeting an unmet need?

44. ©Pink Elephant Training ‘ Build it and they will come’

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48. ©Pink Elephant Training Next Hot Ticket - Monday 10 October

49. ©Pink Elephant Training The next Hot Ticket aims to take the fear out of making a speech or presentation using a structured format – POPTA - plus easy to adopt techniques to enable you make your next presentation completely naked.

50. ThanK You © Written and Presented by David Watkins . www.pinkelephanttraining.co.uk [email_address] P:(0114) 288 5951

51. How to become a resource of choice ©Pink Elephant Training