The document outlines three keys to successful branding: 1) Find your point of difference by determining why customers should choose you, targeting specific customers you can satisfy, and using the right media to reach them. 2) Ensure customers like your brand by delivering excellent customer service. 3) Make customers love your brand through a loyalty program that gives them a reason to return and recommend your brand to others. The overall message is that fulfilling the brand promise at each stage is essential to moving customers from initial interest to loyalty.

1. HOW TO BRAND
F L L B R A N D M A R K E T I N G . C O M
FLL

2. A BRAND IS A
PROMISE
F L L B R A N D M A R K E T I N G . C O M
FLL

3. 1. FIND
2. LIKE
3. LOVE
F L L B R A N D M A R K E T I N G . C O M
FLL
THEREARETHREEKEYSTO
BRANDING:

4. 1. FIND
F L L B R A N D M A R K E T I N G . C O M
FLL
FINDYOURPOINTOFDIFFERENCE
TARGETYOURCUSTOMERS
USETHERIGHTMEDIA

5. F L L B R A N D M A R K E T I N G . C O M
FLL
FINDYOURPOINTOFDIFFERENCE
Why should I choose you?
What is in it for me?
What is the benefit really?

6. F L L B R A N D M A R K E T I N G . C O M
FLL
TARGETYOURCUSTOMERS
You can't be all things to all people.
Pick customers you can best keep happy.

7. F L L B R A N D M A R K E T I N G . C O M
FLL
USETHERIGHTMEDIA
Getting your message to customers requires your
brand to be at the right place at the right time.
Mobile 6pm post. TV Breakfast
show. Radio drive home.

8. F L L B R A N D M A R K E T I N G . C O M
FLL
DELIVEREXCELLENTCUSTOMERSERVICE
2. LIKE

9. F L L B R A N D M A R K E T I N G . C O M
FLL
DELIVEREXCELLENT
CUSTOMERSERVICE
Customers buy what they like.
Make it easy for them to get
what they want.
Delivery details.
Update details.
Store hours.
Refunds.

10. F L L B R A N D M A R K E T I N G . C O M
FLL
GIVECUSTOMERSAREASONTOCOME
BACKWITHALOYALTYPROGRAMME
3. LOVE

11. F L L B R A N D M A R K E T I N G . C O M
FLL
GIVECUSTOMERSAREASONTO
COMEBACKWITHALOYALTY
PROGRAMME
Customers are rational and if they can get a better deal
elsewhere then they will.

12. F L L B R A N D M A R K E T I N G . C O M
FLL
GIVECUSTOMERSA
REASONTOCOMEBACK
WITHALOYALTY
PROGRAMME
Delivering on your brand promise needs follow through;
for customers to come back and tell their friends.
1.FIND
2. LIKE
3.LOVE
DELIVEREXCELLENT
CUSTOMERSERVICE
FINDYOURPOINTOFDIFFERENCE
TARGETYOURCUSTOMERS
USETHERIGHTMEDIA

13. GET THE
BOOK!!
LEARN MORE ON
fllbrandmarketing.com