Welcome to the Forum

Branding“One of the Most

Important Aspects of any business”

Goals of SessionWhat is a brand?How to define yoursHow to build it

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?

What a brand isn’t:It is not just a logoIt is not just your product or serviceIt is not just your website / or shopIt is not just your employees

It is much bigger than that

What your brand is:It is all of your processesIt is every aspect of your reputationIt is all your actionsIt is clear blue water - differentiationIt is a conversation

An example

MissionTo 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.

The Outcome

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?

Describe your ‘brand character’

Vision

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?

How to define your Brand“Values”

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.”

Mission StatementsA 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?

How to build it1. Be different from competition in a

way customers value.2. Be consistent – every output must

say the same thing3. Be innovative and learn from your

customers – their benefits4. Keep your promises

1. Customer Profilingcreate a portrait of your customersbreak 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/customer-profiling/

2. What problem do you solve?

what is the individual need or challenge your client’s face that your business can solve for them?

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

4. Keep Your Promise in everything you do

Not a description of what you doIt is partly ‘your mission’It is the ‘character’ of your businessIt is the means of providing value to

your customers

Two examples of a brand promiseWhose Promises are these?

“To inspire moments of optimism and uplift.”

John Lewis

“Unapologetically, we make cool stuff

in dangerous places.”

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

Any Questions?

Back in a months’ time