Post on 15-Aug-2015
transcript
Webinar Agenda
1. Benefits of a strong brand
2. Developing a strong brand
3. Branding on a budget
4. Promoting your brand
5. Quick tips to optimize your brand online
6. Additional Resources
Strong Brand + New Customers
Incorporates the
product, personality
and values
Enables customers
to relate to your
business
Benefits You’ll Enjoy
Premium pricing (and reduced price sensitivity)
Lower costs of sales and promotions
Higher market share
Reduced threat of competition
Greater employee satisfaction
Stronger recognition (customers, press, etc.)
As the Result of a Strong Brand
Developing Brand Recognition
Define your brand distinction (why someone should
choose you vs. a competitor)
Capture your value proposition and use it to influence
designs, graphics and messaging
Consistency builds brands
Consistency Builds Brands
The enthusiasm of you and your employees will shine
through to your customers
A great name, logo, value prop, product/service are
essential ingredients for brand success
But brand champions will take your brand success over
the top
But People Power Brands
Create a Standout Logo
General advice: work with an expert
To save money, have a rough idea of what you would like
Research other company logos you like and run ideas by
friends and family
Pick out elements you like (and dislike) and communicate
them to your designer
Helps Others Easily Identify Your Business
Repurposing Your Collateral
Questions to Ask Yourself When Creating
Is this functional?
Does the aesthetic match my brand identity?
Is it original?
Is it appropriate?
Is it timeless?
Is it simple?
Unique uniforms
Encourage staff to interact with
customers on social media
Record videos of your team at
work (i.e.: how to bake the perfect
cupcake)
Encourage your employees to
speak at and attend local events
Your Team Members
= Your Brand Ambassadors
Create a unique style and do
something different
Will be the best piece of
evergreen content you have
Tie your offline presence with
your online presence
Goal: get your customers talking
Your Location
Your products/services don’t have
to be the most unique in the world
Seasonal products make great
content
Provide free samples for blogger
review
Run promotional coupons that
require social sharing
Your Products/Services
Encourage customers to engage
with you on social media
Positive reviews count as
content and build your brand
Blogger outreach
Run surveys and polls
Competitions on social media
Your Customers
Tip #1a
Consistent Branded Citations
Name, address and phone
number
Descriptions (brand name,
company history, press
pickup, customer reviews,
etc.)
Consistency is key
Tip #1b
Consistent Images, Photos and Videos
Logo
Owners and team members
Photos of your business
Videos
Tip #2
Reputation Marketing
A good reputation is the foundation
of many successful local
businesses
Enables you to utilize the strong
relationships you create with your
customers
Makes it easier to convert potential
customers into loyal ones
Tip #3
Create Consistency on Your Social Profiles
Imagery and messaging should be
consistent across all your profiles
Ideas: branded graphics, photo
collages, product shots, etc.
Be consistent – no need to reinvent
the wheel each time!
Tip #4
Authoritative Content
Your blogging and posting efforts should be as much about
SEO and engagement as brand building
Pick topics that demonstrate your value prop, knowledge
and expertise
Gives potential and loyal customers confidence in your
business
Tip #5
Engage with Your Community
Comment on a blog, be active in online communities and talk
to your customers on social media
Exposes your business to customers you normally wouldn’t
reach
Helps you prove your business is knowledgeable and helpful
Simple, Effective and Affordable
Local Online Marketing
Search
Social
Mobile
Advertising
Website
PR
Lead Gen
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