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Branding 101 for Small Businesses

Date post:08-Aug-2015
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  1. 1. The Art of Listening and Storytelling Review from 1st Marketing Workshop
  2. 2. Branding Your Business 101 What you will learn: What is Branding? Steps in Creating Your Brand Brand Marketing Strategy Online Brand Management Offline Brand Management
  3. 3. A Brand Defined If the consumer (whether its a business, a buyer, a voter, or a donor) doesnt pay a premium, make a selection, or spread the word, then no brand value exists for that consumer. A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumers decision to choose one product or service over another.
  4. 4. Whats In A Brand? Defines who you are and what you do Sets you apart from others Emphasizes your unique value Communicated through everything your company does
  5. 5. Be a Spotted Zebra In a land of stripes - Flying Hippo Web Creations
  6. 6. Why is Branding So Important? Trust Loyalty Premium Pricing
  7. 7. Creating Your Brand
  8. 8. 1. Market Research: Know Your Customers The most important part of developing your brand is getting to know your customers: How they think and feel about you Demographics Psychographics Buying habits How they feel about other brands
  9. 9. Where to Start? Indirect Research online Social media Forums Keyword Tools Competition Direct Research Interviews Focus Groups Questionnaires
  10. 10. Activity Identifying Your Dream Customer The idea is to picture your perfect customer. We dont just mean an ordinary customer but a raving fan. This exercise is a message to yourself. It help keeps your ideal customer in your mind, so you remember who you are branding to.
  11. 11. 2. Define Your Brand Elements of an Effective Brand Name The name conveys a great deal of information Clarity Memorability Uniqueness Emotional Connection Credibility Timeless
  12. 12. 2. Define Your Brand Your IT Factor? What is your story? What do you do? How do you do it differently? Why do you do it? How does the public see your company? What are your values as they perceive them? Think in terms of personal characteristics If your company were a person, who would it be?
  13. 13. 3. Design Your Brand Logo Tagline How your brand is expressed through: Brand voice Brand style Brand behavior
  14. 14. Design Your Logo Text Logo e.g. Google Image Logo e.g. McDonalds Abstract Symbol e.g. Nike
  15. 15. Clean & Functional Logos Simplicity is key stick with 2 if possible Colors can spark associations - Choose carefully! A single image or word without distractions Must be easy to reproduce Looks good big or small
  16. 16. Taglines Optional but another way to capture attention Can you tell me some memorable local taglines that stick out for you?
  17. 17. 4. Your Identity System Where Visual Elements are Used Marketing materials including books, pamphlets, flyers, websites, etc. Products and packaging Signs Email Newsletters Clothing Stationary
  18. 18. Consistency Is Key The public should get the same message every time they come into contact with you Be consistent across all media A seamless user experience is important
  19. 19. Activity Your Brand Survivor Style If you could only choose a few items to represent your brand experience, what would they be? And what one skill would be the most valuable to you? What objects would you take with you to recreate the brand experience? Object A, B and C. What one extra special ingredient would you add to the mix? Could be music, a smell, a mood. What one skill would be the most critical to the brands survival?
  20. 20. Disney Survior Style
  21. 21. Brand Marketing Strategy
  22. 22. Vision, Values and Story
  23. 23. Branding Alignment Love the Brown & Brown brand. Our logo includes a cheetah and we say "Our corporate culture is built on vision, speed, agility and strength that allows us to thrive in the very competitive insurance environment. Stephen Makis
  24. 24. Interactive Brand Strategy A good marketing strategy is interactive and engages the customer Engage your customer whenever theyre looking for information Provide information they need when and where they need it Integrate all marketing channels
  25. 25. Interactive Brand Strategy (contd) All strategies need to be backed up with strong SEO On social media have someone respond to comments and questions Track analytics and monitor behavior
  26. 26. Word Of Mouth Best brand marketing strategy is to focus on recommendations Word of Mouth can be more powerful than the best advertising Effective as the recommendation is coming from a trusted source
  27. 27. Word Of Mouth
  28. 28. Recap Brand Marketing Strategy Interactive brand strategy with a focus on word of mouth marketing Guided by Vision, Values & Story & the 4 Ps.
  29. 29. Activity Determine what you & your company DO NOT stand for Things you cant stand, dont like doing or want to stop doing. Now write all the opposites on your side
  30. 30. Choosing Which Branding Strategies to Use
  31. 31. Online Brand Management
  32. 32. The Importance of SEO SEO optimization is important to branding Make sure your website and social media profiles come up in related searches People are going to research you Have a proactive SEO strategy in place
  33. 33. Email Is Still Number One Email is the main mode of communication online Build an email list and market directly Enhance your branding and create an emotional bond
  34. 34. Branding On Social Media Find the appropriate social media platforms for your brand Not just Facebook & Twitter includes sharing sites, industry specific networking sites, forums and more Consider each sites capabilities Go where your audience is Consider number of users
  35. 35. Content Marketing A strategy in which you regularly publish articles, blog posts, videos or other content A great way to gain exposure and communicate your brand message
  36. 36. Online Reputation Management Some people may say something bad about your company You need to act and handle it with the best service possible Encourage good reviews Always stay on-brand when responding to bad reviews
  37. 37. Activity Brainstorm keywords and keyword phrases that you can use for your website, social media profiles, and content marketing in general. Take home activity: Create accounts and complete the social media checklist.
  38. 38. Offline Brand Management
  39. 39. Design Features Design features are important for conveying your brand message on and offline Choose colors, shapes, fonts and placements that are consistent with your brand image Manage and control design features carefully
  40. 40. Your Employees Are The Face Of Your Brand Your employees are components of your brand Make sure they understand it They are the face of your brand Choose an employee to be a representative of the company
  41. 41. Wow Your Customers Go a step beyond the competition Bend over backwards for your customers A great way to establish your brand through word of mouth
  42. 42. Establish Offline Ambassadors Identify your biggest supporters Cultivate a good relationship with them Theyre helping to spread your brand
  43. 43. Get Out And See People Make a habit of attending live events or other opportunities to meet customers face to face The more you do this the more you will build your brand Many brands fail to do this
  44. 44. Conclusion What you learned: What branding is Steps in Creating Your Brand Brand Marketing Strategies Online Brand Management Offline Brand Management
  45. 45. What is the top idea you plan to take home and implement? Any concerns or challenges you see with applying what you learned to improve your branding?
  46. 46. Thank You! Im here to help. Book a 45 minute appointment at www.calendly.com/RebekahRichards Contact me at: www.JuceboxLocalMarketingPartners.com 916-415-8625 Want a copy of the slides? Drop your biz card in the basket. Ill also send you 21 Ideas for Promoting Your Business Online
  47. 47. Connect With Me http://www.linkedin.com/in/RebekahRichards http://facebook.com/JuceboxMarketing http://gplus.to/RebekahRichards https://twitter.com/JuceboxMarketin http://www.youtube.com/user/JuceboxMarketing
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