Building Your Business Brand

Chapel Hill Public Library &

SCORE

The Foundation for Defining Your Brand

• Values & Mission

• Complete Products/Services Description including features, benefits and Value Proposition.

• Thorough understanding of your Customers.

• Thorough understanding of your competition.

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Values/Mission/Vision

SupportDocumentation

Products/Services

Market ResearchIndustry

CustomersCompetition

Laws & Regulations

Marketing & Sales Plan

Operations Plan

Management

Personnel Plan

Financial Statements & Analysis

Executive Summary

Critical Thinking& Analysis

The Building Blocks of aSuccessful Business Plan

Initial Feasibility Analysis – Business Model

What is Brand?

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Marketing & Sales Plan

Brand

Marketing Message Tag Line

Marketing Communications Plan Sales PlanYour Business Image Events Your Sales ProcessWebsite NewsletterPricing Direct MailCustomer Service White Papers/Public Relation Case Studies/Networking ReportsPromotions Videos/PodcastsAdvertising Photos & Slide DecksAdvertising Media TelemarketingInternet Marketing/Social Media TextingPackaging & Distribution Personal VisitsBusiness Operations Word-of-MouthStrategic Partnerships SponsorshipsTriple Bottom Line Philosophy Ambassador Programs“Social” & “Green” Operating & Marketing Loyalty Programs

Elevator Pitch

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The Loyalty Loop

The Customer Decision Journey

Consider

Evaluate

BUYEnjoyAdvocate

Bond

Source: Harvard Business Review

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Brand

• Brands are promises that customers over time start to believe in.

• A brand is a promise that links a product or a service to a consumer.

• Brands are a bundle of shared values and associations

• Brands are a mark of pride

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Brand

• Brands are a simplifier of choice

• Brands are differentiated

• Spend time & effort to define your brand and what it stands for so that you and all your organization know exactly the promise you are making and keeping.

• Develop a brand experience that never fails or fluctuates.

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Brand

Establish your brand by building:

• Trust that you will consistently keep your promise (Always!!!),

• Trust in what you stand for,

• Trust in the unique & meaningful benefits you deliver.

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Brand

• Build your brand by living up to your promise every single time people come in contact with your business.

• A brand can only be as good as the experience of the brand.

• Strengthen your brand by constantly reinforcing your brand promise.

• Your brand can only be as good as your business strategy enables it to be.

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Brand

• First step in establishing your brand is to establish a differentiated meaning for your brand. Identify something unique on which to build your brand idea.

• Will the difference matter to anyone?

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Brand

In describing your brand:

• Is it in sync with your mission & values?

• Is it clear?

• Is it based on truth?

• Is it differentiated from competitor’s brands?

• Is it inspiring? Does your staff understand & fully support your brand?

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Differentiation & Branding

Commodity Brand Human Brand

Degree of Differentiation or Meaning to Customers

Low ($ & Profits) High ($ & Profits)

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What are some great local brands & what is their promise?

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Defining Your Brand

Brand “Is” Brand Isn’t

Prepare this analysis for your brand and for competitive brands

Your Brand vs. Competition

SAME DIFFERENT

____________ ____________

____________ ____________

____________ ____________

____________ ____________

____________ ____________

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Defining Your Brand

Using the insights from your “Brand Is/Isn’t” chart describe your brand.

My Brand represents…

My Brand promises…

My Brand delivers…

My brand is different (from other brands) because…

Defining Your Brand

Take the my brand represents, promises, delivers and is different statements and build into one brand description statement.

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Your Business Image

• All aspects of your business must conform to & support your brand.

• Are your premises neat and inviting to your customers? If you have plants, are they green & healthy?

• Does your sign grab attention and does it convey a sense of quality?

• Are your business cards, brochures & other literature relevant, consistent and current?

• Is your logo up-to-date and professional looking?

• How do you answer the phone?

Your Business Image

• Does your staff and you dress & act in accordance with your brand description?

• Are your mailings clear and concise? Check your paper (weight & color), printing and delivery system as well as the message.

• Does your business image reflect the value that you want to communicate to your customers?

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Moments of Truth

BrandAwareness

TotalCustomer

Experience

Planning to Go Out & MakingReservations

Arriving &Parking

Check-in /Seating

IndividualSpace

Experience

CheckOut

PublicSpace

Experience

Depart

Follow-Up& Memory

RestaurantBased on DesigningBrand Identity by Alina Wheeler

Advertising,Promotions,PR, Website,

Word of Mouth

Enjoys &Wants to Repeat

Experience/Tells Friends

NegativeExperience/Tells Friends

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Brand

Your Business ImageMarketing MessageTag LineWebsitePricingCustomer Service Public Relations & EventsNetworkingPromotionsVideos/Podcasts/PhotosAdvertisingSocial MediaPackaging & DistributionBusiness OperationsStrategic Partnerships & SponsorshipsTriple Bottom Line Philosophy“Social” & “Green” Operating & MarketingYour Sales Process

YOUR BRAND

• Define your brand

• Live your brand

• Protect your brand

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A Must Read…

Branding Basics for Small BusinessHow to Create an Irresistible Brand on Any Budget

By Maria Ross

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Future Chapel Hill Public Library SCORE Presentations

• May 28th – Market Research

• More coming beginning in September!!

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SCORE Contact Information

SCORE Chapel Hill is available to assist you with free and confidential business counseling

Sign up tonight for a mentoring session with 2 SCORE mentors. We will contact you to schedule an appointment.

You can also contact us through our website: http://chapelhill.score.org

or by calling our office at 919-968-6894.

A volunteer will contact you within two days

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