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How to Brand My Small Business Like the Big Guys

Date post: 23-Aug-2014
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Building a world-class brand doesn't happen by chance. It’s a purposeful endeavor that is rooted in the fusion of disciplined, strategic thinking and unencumbered creativity. The result is a brand strategy, story and experience that’s elegantly simple, unexpectedly fresh, and an asset that drives your business ahead.
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how to brand my small business like the BIG guys!
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Page 1: How to Brand My Small Business Like the Big Guys

how to brand my small business like the BIG

guys!

Page 2: How to Brand My Small Business Like the Big Guys

idea register strategywebsite,

social media etc

marketing

typical business

Page 3: How to Brand My Small Business Like the Big Guys

idea register strategy

branding

website, social media

etc

marketing

smart business

Page 10: How to Brand My Small Business Like the Big Guys

logocompany colorstaglineproductswebsite

brand

Page 11: How to Brand My Small Business Like the Big Guys

logocompany colorstaglineproductswebsite

brand

Page 12: How to Brand My Small Business Like the Big Guys

brandlogocompany colorstaglineproductswebsite

gut feelingperceptionmental

imagepromisereputation

brand

Page 17: How to Brand My Small Business Like the Big Guys

how brands are formed

Page 18: How to Brand My Small Business Like the Big Guys

boy meets girl

cute

so amazingred head

funny

smart

independent

not confidentnot tall enough

nerdreal jerk

cocky

annoying

not handsomeboring

Page 19: How to Brand My Small Business Like the Big Guys

boy meets girl

cute

so amazingred head

funnysmart

independent

not confidentnot tall enough

nerd

real jerkcocky

annoying

not handsomeboring

Page 20: How to Brand My Small Business Like the Big Guys

branda feeling, an emotion based on values,attributes, characteristics and a personathat offers a promise through various

experiences.

Page 21: How to Brand My Small Business Like the Big Guys

branda feeling, an emotion based on values,attributes, characteristics and a personathat offers a promise through various

experiences.experiencescan make or break a brand!

Page 22: How to Brand My Small Business Like the Big Guys

experiencesgood make and bad break!

Page 23: How to Brand My Small Business Like the Big Guys

experimentThink of your last unusual purchase decision.

Was it based on feeling or logic?

Page 24: How to Brand My Small Business Like the Big Guys

we are emotional beings

Page 27: How to Brand My Small Business Like the Big Guys

as featured on

Page 28: How to Brand My Small Business Like the Big Guys

guarantee

Page 29: How to Brand My Small Business Like the Big Guys

trustin order to build a strong brand, your audience has to trust you

Page 30: How to Brand My Small Business Like the Big Guys

we trust the BIG guysthat’s why we willingly to share so much personal information & have no problem spending money on them

Page 31: How to Brand My Small Business Like the Big Guys

trust building 101

Page 32: How to Brand My Small Business Like the Big Guys

+ emotionscreate experiences that evoke positive emotions

Page 33: How to Brand My Small Business Like the Big Guys

+ emotionscreate experiences that evoke positive emotions

+happiness

+gratefulness

+authenticity

+sensitivity

+cheerfulness

+acceptance

+understanding

+caring+appreciation

Page 34: How to Brand My Small Business Like the Big Guys

branding

rational

an intentional process engaged in with an aim of influencing perceptions by creating experiences that build trust with your audience+ genuine intentions

+ value proposition

+ product offering

+ customer experience

+ after sales service

+ consistently

Page 35: How to Brand My Small Business Like the Big Guys

recap+we are emotional beings

+80% buying decisions based on feelings not logic

+those feelings sum up to trust

+experiences that evoke positive emotions build trust

+make it easy for your audience trust you & you’ve built a successful brand

Page 36: How to Brand My Small Business Like the Big Guys

great branding impacts results

Page 37: How to Brand My Small Business Like the Big Guys

2011 Toyota Prius recalls

Source: http://goo.gl/1FJK3q

Toyota Sales Increases 42%

Page 38: How to Brand My Small Business Like the Big Guys

1. brand awareness

2. brand position

3. brand knowledge

4. brand experience

5. brand loyalty

timeconsumersmedia &

advertising

business

Page 39: How to Brand My Small Business Like the Big Guys

smart & savvy consumers

Page 41: How to Brand My Small Business Like the Big Guys

recap+we are emotional beings

+80% buying decisions based on feelings not logic

+those feelings sum up to trust

+experiences that evoke positive emotions build trust

+make it easy for your audience trust you & you’ve built a successful brand

+be authentic & transparent, consumers are smart & savvy

Page 43: How to Brand My Small Business Like the Big Guys

benefits+ loyalty

+ higher sales

+advocacy

+better brand differentiation

+price protection

+extend your offering range

Page 44: How to Brand My Small Business Like the Big Guys

why the hesitation?+ change is scary

+ doesn’t directly generate leads

+ not sure where to start

+ believe it’s expensive

+ it’s not that important

Page 45: How to Brand My Small Business Like the Big Guys

myths about branding

Page 46: How to Brand My Small Business Like the Big Guys

myths+ we (the company) will build our brand

+ it’s something only BIG companies do

+ branding is just too complicated

+ we don’t really need branding

+ branding is advertising or marketing

Page 47: How to Brand My Small Business Like the Big Guys

are you ready for branding?

Page 48: How to Brand My Small Business Like the Big Guys

evaluation+ do you know your audience?

+ do you know your offer?

+ are you clear on your competitors?

+ are your challenges straight-forward?

Page 50: How to Brand My Small Business Like the Big Guys

building a brand based on emotions: competition

Page 51: How to Brand My Small Business Like the Big Guys

building a brand based on emotions: guilt

rational

Page 52: How to Brand My Small Business Like the Big Guys

building a brand based on emotions: trust

rational

Page 53: How to Brand My Small Business Like the Big Guys

building a brand based on emotions: desire to be trendy & cool

rational

Page 54: How to Brand My Small Business Like the Big Guys

building a brand based on emotions: control

Page 55: How to Brand My Small Business Like the Big Guys

building a brand based on emotions: love & belonging

rational

Page 56: How to Brand My Small Business Like the Big Guys

building a brand based on emotions: fear

rational

Page 57: How to Brand My Small Business Like the Big Guys

building a brand based on emotions: desire to get a good deal

rational

Page 58: How to Brand My Small Business Like the Big Guys

building a brand based on emotions: desire for instant gratification

rational

Page 60: How to Brand My Small Business Like the Big Guys

people buywhat you are, not what you sell

it’s not what you sell, it’s what you stand for:why every extraordinary business is driven by purpose

-Roy Spence, CEO, Author, & Co-Founder GSD&M

Page 62: How to Brand My Small Business Like the Big Guys

+brand research & analysis

+brand strategy & foundation

+brand standards & elements

+brand marketing & application

4-phase process

Page 63: How to Brand My Small Business Like the Big Guys

+audience analysis primary & secondary audience, key influences, trends, needs, existing

perceptions

brand research & analysis

1Phase

+competition analysismarket & brand position, brand promise, personality, strengths & weaknesses

+current brand auditbrand promise, personality, position, history, swot, values, portfolio analysis

+reportsof all the above

Page 64: How to Brand My Small Business Like the Big Guys

brand strategy & foundation

2+brand promise & personalityevery brand offers a promise, establish personality or persona

+brand positionmarket & brand position, brand promise, personality, strengths & weaknesses

+market positioncustomers, needs, frame of reference, pod, reason to believe

+value propositionfeatures, functional & emotional benefits

Phase

Page 65: How to Brand My Small Business Like the Big Guys

brand standards & elements

3+verbal systemname, description, tagline, headline style, copy style

+visual systemlogo, colors, typeface, styles of layouts & imagery

+digital templateswebsite, newsletters, youtube & twitter skins, logo indent, audio logo, video thirds

+printed stationerybiz cards, letter heads, envelops, packaging, folders

Phase

Page 66: How to Brand My Small Business Like the Big Guys

brand marketing & application

4+brand transition campaign

+brand awareness campaign

+lead gen & sales campaigns

+brand loyalty campaigns

Phase

Page 67: How to Brand My Small Business Like the Big Guys

brand awareness

brand position

brand knowledge

brand experience

brand loyalty

reach

frequency

compelling msg & usp

deliver on msg & usp

follow-up/dialogue

Page 68: How to Brand My Small Business Like the Big Guys

+be innovative, bold and daring

+stand for something you believe in

+define your brand

+communicate your value everywhere

+think of your brand as a person

+brand for long-term relationships

building your brand

Page 69: How to Brand My Small Business Like the Big Guys

building your brand+maintain consistency

+don’t be repetitive, have some variation

+don’t mimic the BIG guys

+mind your brand when doing offers

+create curiosity/mystery

Page 70: How to Brand My Small Business Like the Big Guys

Build your brand to greatness and elevate it above and beyond its

competition!

:We elevate meaningful brands so that they

can elevate the lives of those they serve.


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