The Dengie Enterprise Forum - dedicated to building business across the Dengie region. We meet the 3rd Tuesday of every month - Call 01621 834525 to arrange a visit

1. Welcome to the Forum
Branding
“One of the Most
Important Aspects of any
business”

2. Goals of Session
What is a brand?
How to define yours
How to build it

3. What is your brand?
Take five minutes to answer these
questions?
• How do you currently represent your
brand?
• What do you actively do to raise the
profile?
• How much time do you spend thinking
about it?

4. What a brand isn’t:
It is not just a logo
It is not just your product or service
It is not just your website / or shop
It is not just your employees
It is much bigger than that

5. What your brand is:
It is all of your processes
It is every aspect of your reputation
It is all your actions
It is clear blue water - differentiation
It is a conversation

6. An example
Mission
To create peaceful, forward-thinking opportunities for
self-determined entrepreneurs affected by conflict. Our
willingness to take bold risks, community connection, and
distinct designs communicate, "Business, Not Bullets"--
flipping the view on how wars are won. Through
persistence, respect, and creativity, we empower the
mindful consumer to manufacture peace through trade.

8. The Outcome

10. How to define your Brand
• Know why you must care
• Think hard about what matters to you
• What problem are you solving?
• What opportunity are you addressing?
• Who are your customers and what do
they need?

11. Describe your ‘brand character’

12. Vision

13. Vision
• What will your life look like in 5 years?
• What do you want from your business?
• Will you be selling the same services /
products?
• What is your exit strategy?
• Are today’s customers tomorrows?

14. How to define your Brand
“Values”

15. Mission
“My idea of great food is a simple recipe, made with
best quality local ingredients. No fuss, no nonsense, just
enjoyable food, made really well.”

16. Mission Statements
A succinct description of your values and
the opportunity your business addresses
“My idea of great food is a simple recipe, made with
best quality local ingredients. No fuss, no nonsense, just
enjoyable food, made really well.”
Does it achieve it?

17. How to build it
1. Be different from competition in a way
customers value.
2. Be consistent – every output must say
the same thing
3. Be innovative and learn from your
customers – their benefits
4. Keep your promises

18. 1. Customer Profiling
create a portrait of your customers
break down your customer into groups
sharing similar goals and characteristics
give each group an avatar with a photo,
a name, and a description.
https://www.helpscout.net/blog/custom
er-profiling/

19. 2. What problem do you solve?
what is the individual need or challenge
your client’s face that your business can
solve for them?

20. 3. What benefits do you want to
deliver?
What are the biggest benefits a client
gets from choosing to work with you?
What sets you apart from someone
else?
From the clients’ perspective explain
why your services are important to
them
List why they would choose you over
another provider

21. 4. Keep Your Promise in
everything you do
Not a description of what you do
It is partly ‘your mission’
It is the ‘character’ of your business
It is the means of providing value to
your customers

23. Two examples of a brand promise
Whose Promises are these?
“To inspire moments of
optimism and uplift.”
John Lewis

24. “Unapologetically, we
make cool stuff in
dangerous places.”

25. To conclude
• Your brand is more than one thing
• Know your Vision, Mission and Values
• Recognise your differences – build on
them
• Solve problems and create opportunity
• Make a promise – and stick to it

26. Any Questions?
Back in a months’ time