The document outlines strategies for small businesses to establish their brand effectively like larger companies by emphasizing the importance of emotional connections and trust in branding. It highlights that 80% of purchasing decisions are based on feelings, and provides a four-phase process for brand development that includes audience analysis, brand strategy, brand standards, and marketing application. The text also discusses common myths about branding and encourages businesses to stand for their values while being innovative and consistent in their branding efforts.

1. how to brand
my small business like the BIG guys!

2. idea register strategy
website,
social
media etc
marketing
typical business

3. idea register strategy branding
website,
social
media etc
marketing
smart business

4. what is branding?

10. logo
company colors
tagline
products
website
brand

11. logo
company colors
tagline
products
website
brand

12. brand
logo
company colors
tagline
products
website
gut feeling
perception
mental image
promise
reputation
brand

13. proof

14. $40,000

15. $40,000

16. $40,000

17. how brands are formed

18. boy meets girl
cute
so amazing
red head
funny
smart
independent
not confident
not tall enough
nerd
real jerk
cocky
annoying
not handsome
boring

19. boy meets girl
cute
so amazing
red head
funny
smart
independent
not confident not tallenough
nerd
realjerk
cocky
annoying
not handsome
boring

20. brand
a feeling, an emotion based on values,
attributes, characteristics and a persona
that offers a promise through various experiences.

21. brand
a feeling, an emotion based on values,
attributes, characteristics and a persona
that offers a promise through various experiences.
experiences
can make or break a brand!

22. experiences
good make and bad break!

23. experiment
Think of your last unusual purchase decision.
Was it based on feeling or logic?

24. we are emotional beings

25. buying decisions
emotional
80% 20%
rational

26. trust

27. as featured on

28. guarantee

29. trust
in order to build a strong brand, your audience
has to trust you

30. we trust the BIG guys
that’s why we willingly to share so much personal information & have no problem spending money on them

31. trust building 101

32. + emotions
create experiences that evoke positive emotions

33. + emotions
create experiences that evoke positive emotions
+happiness
+gratefulness
+authenticity +sensitivity
+cheerfulness
+acceptance
+understanding
+caring+appreciation

34. branding
rational
an intentional process engaged in with
an aim of influencing perceptions by
creating experiences that build
trust with your audience
+ genuine intentions
+ value proposition
+ product offering
+ customer experience
+ after sales service
+ consistently

35. recap
+we are emotional beings
+80% buying decisions based on feelings not logic
+those feelings sum up to trust
+experiences that evoke positive emotions build trust
+make it easy for your audience trust you & you’ve built a successful brand

36. great branding impacts results

37. 2011 Toyota Prius recalls
Source: http://goo.gl/1FJK3q
Toyota Sales
Increases 42%

38. 1. brand awareness
2. brand position
3. brand knowledge
4. brand
experience
5. brand loyalty
time
consumers
media &
advertising
business

39. smart & savvy consumers

41. recap
+we are emotional beings
+80% buying decisions based on feelings not logic
+those feelings sum up to trust
+experiences that evoke positive emotions build trust
+make it easy for your audience trust you & you’ve built a successful brand
+be authentic & transparent, consumers are smart & savvy

42. benefits of branding

43. benefits
+ loyalty
+ higher sales
+advocacy
+better brand differentiation
+price protection
+extend your offering range

44. why the hesitation?
+ change is scary
+ doesn’t directly generate leads
+ not sure where to start
+ believe it’s expensive
+ it’s not that important

45. myths about branding

46. myths
+ we (the company) will build our brand
+ it’s something only BIG companies do
+ branding is just too complicated
+ we don’t really need branding
+ branding is advertising or marketing

47. are you ready for branding?

48. evaluation
+ do you know your audience?
+ do you know your offer?
+ are you clear on your competitors?
+ are your challenges straight-forward?

49. brand building strategies

50. building a brand based on emotions: competition

51. building a brand based on emotions: guilt
rational

52. building a brand based on emotions: trust
rational

53. building a brand based on emotions: desire to be trendy & cool
rational

54. building a brand based on emotions: control

55. building a brand based on emotions: love & belonging
rational

56. building a brand based on emotions: fear
rational

57. building a brand based on emotions: desire to get a good deal
rational

58. building a brand based on emotions: desire for instant gratification
rational

59. what you stand for
tm

60. people buy
what you are, not what you sell
it’s not what you sell, it’s what you stand for:
why every extraordinary business is driven by purpose
-Roy Spence, CEO, Author, & Co-Founder GSD&M

61. brand development

62. +brand research & analysis
+brand strategy & foundation
+brand standards & elements
+brand marketing & application
4-phase process

63. +audience analysis
primary & secondary audience, key influences, trends, needs, existing perceptions
brand research & analysis
1
Phase
+competition analysis
market & brand position, brand promise, personality, strengths & weaknesses
+current brand audit
brand promise, personality, position, history, swot, values, portfolio analysis
+reports
of all the above

64. brand strategy & foundation
2
+brand promise & personality
every brand offers a promise, establish personality or persona
+brand position
market & brand position, brand promise, personality, strengths & weaknesses
+market position
customers, needs, frame of reference, pod, reason to believe
+value proposition
features, functional & emotional benefits
Phase

65. brand standards & elements
3
+verbal system
name, description, tagline, headline style, copy style
+visual system
logo, colors, typeface, styles of layouts & imagery
+digital templates
website, newsletters, youtube & twitter skins, logo indent, audio logo, video thirds
+printed stationery
biz cards, letter heads, envelops, packaging, folders
Phase

66. brand marketing & application
4
+brand transition campaign
+brand awareness campaign
+lead gen & sales campaigns
+brand loyalty campaigns
Phase

67. brand awareness
brand position
brand knowledge
brand experience
brand loyalty
reach
frequency
compelling msg & usp
deliver on msg & usp
follow-up/dialogue

68. +be innovative, bold and daring
+stand for something you believe in
+define your brand
+communicate your value everywhere
+think of your brand as a person
+brand for long-term relationships
building your brand

69. building your brand
+maintain consistency
+don’t be repetitive, have some variation
+don’t mimic the BIG guys
+mind your brand when doing offers
+create curiosity/mystery

70. Build your brand to greatness and elevate
it above and beyond its competition!
:
We elevate meaningful brands so that they can
elevate the lives of those they serve.