This document discusses how to create an ideal brand. It explains that a brand is a roadmap for the customer experience and internal team expectations, not just logos or marketing. It emphasizes understanding target customers and filling their needs consistently through habit or standard procedures. The brand should be unique while meeting needs, and allow the customer community to promote it through lived experience. Measuring financial and customer feedback results helps innovate the brand over time. Building a brand requires understanding the target, consistency, uniqueness, community engagement, and continual improvement.

2. What if You Could Create Your Ideal Brand?
YOU CAN!

3. What A Brand Is & Is Not
• What it IS…
• A Roadmap to what YOUR
CUSTOMER will experience
• A direction, of set of expectations,
for your internal team
Very simple, but real. Your brand is
the backbone of your business.
• What it IS NOT…
• A Logo
• A Tagline
• Your website
• Social Media
None of these things,
INDEPENDENTLY, are your brand.
Your brand is a mix of all of these
things.

4. What Makes Your Brand Unique?
What is your brand’s promise?
• Personal
• On time, every time
• Positive in the work environment
• Leader/ Excellent Team Work
• Honest
Customers, clients, friends, colleagues,
bosses…everyone, will come to expect a
certain set of behaviors from you. What do
you want to be known for? What can people
depend on from you?
Everyone understands If something happens
out side of your brand. Apologize, then do
better.
• Business
• Consistent, delicious food
• 10 minute service, during lunch
• Always a human available to speak to, not a
machine
• Give 3 new, helpful tips to clients per
session
Why should we come to your business? Just
saying “great food” or “great service” isn’t
enough. Go out on a limb…promise
something you KNOW your business can
deliver.
“A smile, and positive greeting, for every
customer that enters” is a real brand promise.

5. How Does Your Brand Translate Into Money?
• Personal
• Promotions
• Increased
responsibility/opportunities at work
• Side consulting/coaching
opportunities in your area of
expertise
When YOU define who YOU are and
what YOU have to offer, the world will
listen and react accordingly
• Business
• Increased customers who value what
you offer
• Building a social media tribe that
believes in you
• Media calls you and places more of
your requests, because your business
is speaking their language (and that
of their readers/watchers/listeners)
Walk the walk…talk the talk. Period. On
social media, and in customer service.

6. 10 Important Factors in Branding
There are 10 keys to getting this branding thing right.
Without these 10 things, I’ve found that your brand will still fall short-
leaving you with the same, and all to common, frustrations.

7. 1. Know Your Target Customer(s)
• Who do you, or your business, serve?
• You have to know these groups of people down to how they like their
toilet paper on the roll!
• Ok, that may be a bit much, but you should know:
• What they read
• Where they go
• What they do online
• What they buy
• Why they buy

8. 2. Be A Creature of Habit
Be a creature of habit, personally.
Or, create a standard operations
procedures manual, for employees.
Customers should be able to expect
consistency from your business.
Hopefully, consistent greatness.

9. 3. Fill The Hole
Now that you know:
- WHO you serve
and
- HOW they will be getting consistent
service,
You now have to be exactly sure of WHAT
they NEED or WANT.
Pay attention to where the gaps are in your
industry. Fill that need. Make the money.
AND, make sure to check with in with your
customers, on occasion, to make sure
you’re still on the right path.

10. 4. Let Your Tribe Speak For You
• Once you:
• Have built the right brand
• Are offering excellence service
• And, are meeting your customer’s specific needs…
• Share your success, and some helpful info, but let your tribe (customers) do
the boasting and bragging.
Remember:
A job done well will be the story others tell.

11. 5. Forget Business As Usual
• Have you ever:
• looked at someone and thought “how weird,” but everyone loved them?
• Seen a product that you thought was ridiculous, but it kept flying off of the
shelves?
These people, and businesses, said, “Forget the norm!”
You have to be prepared to be different, unique, standout, while maintaining
all other brand attributes and meeting your customers’ needs.
SPARKLE!

12. 6. Line-UP Your Media & Social Media
Since you know your audience, you should know where they hang out
online, and what they watch and read offline.
Show-up in those places and Make your brand shine.

13. 7. Live your Brand
• Everyday you wake-up as yourself and no one else.
• Be prepared to be that brand you say you are- all day long.
• In business, make sure all of your employees are standing by your
brand expectations and promises.

14. 8. Build a Community
• Build an army of people who love you, or your business.
• Write articles or blogs and get followers
• Create groups or fan pages on social media
• Host Meet-up events
You get it. Get your tribe together around that thing you all believe in. Do it
often. Show the world. Repeat.

15. 9. Measure Results
• Please know that your bank account is the #1 measurement of how
your brand is working. If you’re doing it right, you will make more
money. If not, well, you know.
• You should also check in with your customers directly:
• Focus Groups
• Polls
• Surveys, etc. are excellent ways to find out how you’re doing.

16. 10. Innovate to Increase
• Keep up-to-date on the new things in your industry.
• What are the great new techniques and customer service tools.
• How can you be quicker, better, faster than your competitors?
• If your competition claims to respond to complaints in 24 hours,
respond in 30 minutes.

17. Thanks for Watching, Listening & Reading!
I truly appreciate you being here.
I would love to help you more.
I work with clients:
• As a one-on-one coach, to walk them
through building their SPARKLE brand.
• As a consultant, to build and deliver a
roadmap for success
• As a speaker, and workshop facilitator.
• Ready to build something great? Let’s
get to work: