A great presentation from John Marovino on how small businesses can get more out of their branding. The presentation provides a model and frame work for small businesses to build a brand essence and brand equity. Presentation originally given to the Waterloo Region Small Business Owner Association on Wednesday April 25th, 2012.

1. The art of Branding: keeping it simple

2. “Products are produced in a factory,
but brands are created in the
consumer’s mind”
Walter Landor

3. Brand equity means people are willing to pay more for your brand
Brand
equity
Brand loyalty
Brand preference
Brand trial
Brand awareness
Brand presence

4. Your Brand should speak with a single voice
~ Steve Jobs, Apple
4

5. Corporate IdenKty

6. Product Design

7. Retail

8. Your brand foundaKon:
What is your point of difference?
Is it relevant? Ownable? Unique?
Does it answer…..So what?
Your customers don’t wake up in the morning
thinking about your brand

9. BRAND ESSENCE
A simple choice for becer eaKng
BRAND PERSONALITY
Approachable •Socially Involved
Social / casual/ responsible/authenKc/ contemporary/ Intriguing / inviKng
TARGET VALUES
Good for food lovers , good for the planet
Well being •authenKcity • Freshness • social responsibility Social interacKon(?) Social occasions(?)
EMOTIONAL BENEFITS
Physical and mental well being
“Sushi generaKon”/ what I choose to eat defines me ” Social/ (percepKon) / guilt‐free
FUNCTIONAL BENEFITS
A becer alternaKve for healthier eaKng
• Healthy • All Natural • Fresh• AuthenKc •Becer for me
CORE FEATURES
• 28 QSR locaKons • Quality ingredients • Chef experKse
• 350 On‐Site locaKons •1000+ DSD LocaKons • Grab and Go convenience •
NaKonal presence, • HACCP mfg plants

11. Proposed kiosk design

12. Proposed design
for Bento tray and
Label.

13. The Brand Pyramid
BRAND ESSENCE
Passionate, Uncompromising Gourmet
BRAND PERSONALITY
•Passionate •Genuine love of food
•Trustworthy
TARGET VALUES
•Discerning •Uncompromising •Caring •Food Loving
EMOTIONAL BENEFITS
Pure Enjoyment
FUNCTIONAL BENEFITS
•True Gourmet Taste
CORE FEATURES
•Finest, Freshest Ingredients •No Preservatives. Add. MSG
•Convenient Meal Solutions•

20. Colour in branding
BLUE RED RED / YELLOW RED / WHITE /
BLUE

21. Fonts that embody the brand personality
… are enduring, memorable and unique

22. Mascots can be endearing and provide emoKonal acachment

23. The Brand Persona
The four dimensions of a brand’s idenKty
Product/ Service Environment
What you do Where you conduct your
business
CommunicaKon Behaviour
What you say about How you conduct your
What people say about you business

24. Personal Branding

25. We live in the age of influence
Personal Branding is a dialogue it has already started:
Embrace it .. Manage it!

26. Tribes – strength in numbers
People with shared interests, experKse and objecKves have a stronger voice,
perceived credibility and accountability

27. JM’s Immutable rules of self‐ branding
Dress like you care
Appearance (self, environment, work) speaks volumes
Aim to delight
Seek soluKons
Inform me, don’t sell me
Be punctual
Seeing is believing
Believing is buying
PercepKon is reality

28. Have a plan ‐ keep it simple – be nimble
Where
I wish to be
Thought
Leader
Market
Challenger
Me too
What
I must do

29. Always ask yourself:

30. So What?

31. Thank you