// branding for professional services.// branding for professional services.

Reach Leadership Series:

The Brand Factor: Proven strategies for discovering, defining, and leveraging your organization’s unique attribute.

Josh Miles, Principal Miles Design LLC - Indianapolis

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

What are we discussing?- Brand: what is it & why is it important for even for small businesses?

- Grow your business by narrowing your focus.

- Which branding steps offer greatest ROI?

- The pivotal role of thought leadership.

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Who is Miles Design? We are an award-winning branding firm, specializing in branding and design for professional services firms.

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Tweet your feedback:

@joshmiles @milesdesign

@cjmccoach @goreachmore

#reachmore

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Define brand.

- A brand is your visual, experiential reputation.

- Brand is everything that expresses you.

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

What makes up a brand? A brand is much more than just your logo. How you’re perceived in the marketplace. It’s your visual identity, language, reputation... Even the way you answer the phone contributes to how your brand is viewed.

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

What is branding? The act of intentionally positioning your company in a specific place in your prospects’ minds, through visuals, language, collateral and the over-arching experience.

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

But my clients know us... - It’s not about finding new biz today...

- Branding is about power and selectivity.

- Branding and positioning are a foundation.

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Even for small business?- Do you have any competition?

- Are you still in business in 2011?

- Get one step ahead... while you can.

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

What’s most important?- Who are you?

- Brand Strategy: Positioning & Identity

- Consistency: (The flourescent effect)

- Producing sharing content

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Focus on ROI:new

clients

all 3

profitrepeat

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

This guy:

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

The Megaphone:

?

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

The Wedge:

?

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Creating a brand strategy- finding a niche

- positioning your brand

- express your niche (prove it)

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Perceptual Mapping:

$

A

B

$$

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Finding your Niche:

$

A

B

$$

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Am I Pigeon Holed?

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Your Niche:- narrow your focus

- demonstrate your specialty

- broaden your appeal

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Positioning your brand- brand essence

- brand voice

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Bold Brand Essence- service profile

- client profile

- service benefit

- client benefit

- bold brand essence

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Voice- tagline

- headlines

- copy / tone

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Next steps?- niche

- positioning

- brand essence

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Expressing your niche:- elevator speech

- marketing assets

- website

- thought leadership

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Thought Leadership:- social media

- write

- blog

- speak

Reach Leadership Series // The Brand Factor

// branding for professional services.// branding for professional services.

Thank you.Josh Miles, Principal Miles Design LLC - Indianapolis milesdesign.com @joshmiles