Big Branding for Small Business

Presented by:Carolyn HigginsPresident, Fortune Marketing Company

What comes to mind?

How about this?

And how about this?

About Me

• 17 years sales and marketing experience

• Certificates in direct marketing practices from the American Marketing Association (AMA) and Duct Tape Marketing Consulting

• UC Berkeley Grad • (Worked with Kaiser, Nestle, Intuit,

Delta Dental, Edwards Lifesciences, Costco, Old Navy, Macy’s

• Solano SBDC Advisor

Agenda

I. What is Branding?II. Marketing vs. BrandingIII. 3 Components of Branding IV. Questions

What is a Brand? (noun)

It boils down to….

A perceptionAn emotionAn experience

A brand is an identity!

What is Branding (verb)

The act of promoting and delivering your

product or service to the market, with consistency.

It’s about TRUST!

The Three Components of Branding

1. Who2. What3. Why

1. WHO = Your Target Market

“You simply cannot be all things to all people.

Narrowing your focus will help you distinguish your business from all others and focus on your ideal

customer”

– John Jantsch, Duct Tape Marketing

Do I Need a Target Market?Who is most likely to buy?When are they most likely to

buy?

How much money is wasted chasing the wrong people at the

wrong time? ?

Your Ideal Customer What is ideal?

Value and respect your business Profitable Refer others Those you want to clone!.

2. WHAT = What are you customers really buying?

Your Target Market buys for 2 reasons:

•They buy a way out of pain• A problem that needs to be solved

•They buy out of desire• Prestige, belonging, pride, recognition, etc

Create BUZZ Find the little things that mean a lot Where is your industry lagging? Grab

on! Competitive Analysis

3. WHY? = Why should they choose you?

Avoid the 2 Most Dreaded Words

in Sales:

“How Much”

Find Your Core Difference

BrandingCreate an experience for your

Target MarketTell the world how you’re

different!Deliver an experience that

defines you

Your Brand Communicates Why Customers Buy from You

Your unique product or serviceYour unique process Your unique experience Your unique people Your unique guarantee Your unique packaging Your unique delivery Your solution to a problem

Promoting Your Brand

Go where your TARGET MARKET goes

Create Messaging they can relate to!

Meet or Exceed Expectations

Be Consistent!

SummaryHow to build a kick-ass brand

◦Know your target market◦Know your competitive advantage◦Know what problem you solve or

benefit you provide and do it better than anyone!

◦Be memorable◦Create an experience◦Tell a story!

Marketing Success Boot Camp

Learn the 9 Step Marketing Plan ◦ Increase sales◦ Increase average value of a client◦ Increase profits◦ Increase MROI◦ Stop wasting time and $$ on the wrong marketing!

Thursday April 1, 9-12:30 pm, Walnut Creek

Normal price - $99Just $29 today!

questions

Fortune Marketing Company

Website: FortuneMarketingCompany.comBlog: FortuneMarketingCompany.com/marketingblogFacebook: facebook.com/FortuneMarketingCoTwitter: Twitter.com/FortuneMktgCoLinkedIn: Linkedin.com/in/carolynrhiggins

Email: chiggins@FortuneMarketingCompany.comPhone: 707.718.4489