Idea #1A STRONG BRAND IS ESSENTIAL FOR SMALL BUSINESS SUCCESS
Your small business may have excellent products and services,
lots of investment capital, and an ideal location, BUT…
is lackluster or nonexistent,
if its
will be that much harder to attain.
So, what’s a brand?
about your small business!
EVERYTHINGA brand represents absolutely
A strong brand helps customers develop positive impressions and feelings about your business.
which can influence how they’ll act when it’s time to make a purchase or take an action.
I thought a brand is my company’s logo and look.Am I wrong?
Your logo, look, and visuals are only PART of your brand.
TRANSACTIONS
PROCESSES
PHYSICAL SPACE
MARKETING
COLLATERAL AND
CONTENT
CUSTOMER/ BRAND PROMISE
EMPLOYEE BEHAVIOR
COMPANY VISUALS CUSTOM
EREXPERIE
NCES
BACKGROUNDS
COLORSDESIG
N & LAYOU
TTYPOGRA
PHY
STYLELOGO
SHAPES
SLOGANS/
TAGLINES
CONTENT
IMAGES MOOD
PERSONALITY
COMPANY
VISUALS
TRANSACTIONS
PROCESSESPHYSICAL
SPACE
SALES/RETURN
S/EXCHAN
GESCLEANLINESS/
APPEARANCEPRODUCT/SERVICE DELIVERY
PRODUCT/SERVICE SUPPORT
POLICIES/
CONTRACTS
PACKAGING
SHIPPINGLOYALTY
PROGRAMSCUSTO
MER SERVIC
E
PRICING
FINANCIAL/
ACCOUNTING
DEMOS/ TRIALS/TOURS
E-COMMER
CE
MARKETING COLLATERA
L AND CONTENT
EMAILS/
NEWSLETTERS
WEBSITE
PROPOSALS/
PRESENTATIONSCALL
CENTER
SOCIAL MEDIA
PRINT/DIGITA
L
SIGNAGE/
DISPLAY
BLOG
CASE STUDIE
S
PHONE/
CHATMOBIL
E
TRADE SHOW
S
CUSTOMER/ BRAND
PROMISE
SOLUTIONS
OPERATIONS
ACCESSIBILITY
EMOTIONAL
CONNECTION
PROFESSIONALISMVALUE
EXPERTISE
MISSION/
VISION
REASONS TO BELIEV
E
CUSTOMER
SERVICE
ENGAGEMENT
CONSISTENCY
ETHICAL
COURTEOUS
APPROACHABLE
RESPECTFUL
PROFESSIONAL
PRESENTABLE
SKILLED
POSITIVE
FLEXIBLE
PROACTIVE
COMPETENT
RELIABLE
EMPLOYEE
BEHAVIOR
Why does my SMALL business need a brand?
Small businesses with strong brands typically have higher visibility in the locations they serve.
Small businesses with strong brands are more likely to attract and retain customers.
Stronger brands have an advantageover their competitors.
People perceive strong brands as having greater credibility and a good reputation.
People who frequent well-branded businesses often feel an emotional connection with them.
Stronger brands have the ability to form and maintain long-term customer relationships.
Well-branded small businesses are not as vulnerable to market shifts and economic downturns.
Companies with stronger brands typically have greater opportunities to generate more money than those that do not focus on their brands at all.
The stronger a brand is in customers’ eyes, the stronger the asset, and the more business value it acquires.
Strong brands represent:
PURPOSE
CONSISTENCY
PROFESSIONALISM COMMITME
NTINTEGRIT
Y
Your small business can achieve greater success when the entire team recognizes the importance of:
BRANDING
and has a strong, continuing commitment to “live” the company brand every day.
Thanks for watching this slide presentation! If you’re interested in reading the entire book, Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success, it’s available at Amazon, Barnes & Noble, and many bookstores worldwide. Visit BeyondYourLogo.com for a list of booksellers.