View
412
Download
2
Category
Tags:
Preview:
DESCRIPTION
This presentation shows entrepreneurs and small business owners how to create a simple, targeted, and powerful brand that builds customer engagement and drives sales. This presentation was given at the Decatur Morgan County Entrepreneurial Center in Decatur, AL at the Motivate! Conference on November 9, 2012
Citation preview
Branding 101 What is your business iden0ty?
What We’ll Cover Today
1. What is Branding?
2. Understand your place in the market
3. How to develop clear brand messages
4. How to stand out in your market(s)
5. How to create a 360˚ brand experience
What We’ll Cover Today
1. What is Branding?
2. Understand your place in the market
3. How to develop clear brand messages
4. How to stand out in your market(s)
5. How to create a 360˚ brand experience
What do you think when you see….
How would you define branding?
Is this a brand or Pavlov’s bell?
Effective brand advertising campaigns capture the essence of the brand
Branding is the 360˚ experience of a company through its services, its products, its marketing, and its customer community
What We’ll Cover Today
1. What is Branding?
2. Understand your place in the market
3. How to develop clear brand messages
4. Modifying your message by market(s)
5. How to create a 360˚ brand experience
Do a SWOT Analysis: List your company’s Strengths,
Weaknesses, Opportunities, Threats
STRENGTHS (Internal)
O7en become marke0ng messages
WEAKNESSES
OPPORTUNITIES THREATS
STRENGTHS (Internal)
O7en become marke0ng messages
WEAKNESSES (Internal)
Service & delivery threats to your brand
OPPORTUNITIES THREATS
STRENGTHS (Internal)
O7en become marke0ng messages
WEAKNESSES (Internal)
Service & delivery threats to your brand
OPPORTUNITIES (External)
Poten0al growth areas for your brand
THREATS
STRENGTHS (Internal)
O7en become marke0ng messages
WEAKNESSES (Internal)
Service & delivery threats to your brand
OPPORTUNITIES (External)
Poten0al growth areas for your brand
THREATS (External)
Industry condi0ons that could hurt your brand
Spy on your competitors: What do they say about themselves?
How are you different?
How can you monitor competitors?
Listen to buzz and rumors in your industry Watch your competitors’ websites, social
media, advertising or sales people Communicate with prospects – who else is
bidding on the job? If you didn’t get the job – who did and why?
Pay attention to association participation and industry related LinkedIn groups
Create a Google account and sign up to receive Google Alerts
What We’ll Cover Today
1. What is Branding?
2. Understand your place in the market
3. How to develop clear brand messages
4. Modifying your message by market(s)
5. How to create a 360˚ brand experience
Use your analysis to craft your message. Get beyond your services
list to what makes you different.
Focus on talking about WHY you are a better choice
We can help you grow your business We can help you streamline operations We can help you expand your capabilities We can help you make better products We have the best customer service We have the most experience We have the lowest price (be careful with this) We are local
Put these messages in your elevator pitch – your standard answer when someone asks
“Tell me about your company?”
2006 Web Company
2009 Full Service Agency
2012 Modern Strategic Communica0ons
Company
…while our core brand personality and strengths haven’t changed
Seeing this in practice: How Red Sage’s brand messaging and positioning has adapted over time…
What We’ll Cover Today
1. What is Branding?
2. Understand your place in the market
3. How to develop clear brand messages
4. Modifying your message by market(s)
5. How to create a 360˚ brand experience
Identify & prioritize your target markets
They can look very different and need different marketing approaches and messages to reach effectively. Good marketing is not one size fits all.
Target market examples
Existing customers Board members/stakeholders Homeowners Retirees Small business Government contractors Women
Then drill down even more
Small businesses within a 30 mile radius, at least 3 employees, preferably in the following types of industries, chamber members
Women, age 25 – 50, in the workforce
Adjust your message for each market
Red Sage to small business:
We are an award winning strategic communications company that has helped small businesses like yours grow and succeed through better branding and marketing in their websites, print, and social media.
Red Sage to big business:
We are an award winning strategic communications company that supports and streamlines the efforts of corporate marketing teams by providing responsive, cost effective, and results oriented branding and marketing solutions for web, print, and social media.
Red Sage to communities:
We are an award winning strategic communications company that has helped communities like yours attract new industries, new residents, and increased tourism through better branding and marketing in web, print, and social media.
Your core brand messages need to stay consistent in all markets
What We’ll Cover Today
1. What is Branding?
2. Understand your place in the market
3. How to develop clear brand messages
4. Modifying your message by market(s)
5. How to create a 360˚ brand experience
Control your service delivery – the buying experience is part of your brand
Reassess your brand messaging at least once a year
AUDIENCE PRODUCT/SERVICE MESSAGE BEST WAY TO REACH
General Business Branding, print design, web design, marke0ng & social media consul0ng
We can help you be more strategic with your marke0ng so you get results
Networking, public speaking, sales reps, referral program, social media
Economic & Community Development Organiza0ons
Web design, retail recruitment guides, presenta0on materials
We can help your community aOract the aOen0on of site selectors and retailers
Industry Tradeshows, sponsorships, referral program, e-‐newsleOers, blog
Exis0ng Customers All services – with a focus on new services
Don’t forget we can help you with a wide range of services
Direct mail, referral programs, e-‐newsleOers, calls
List each Audience…
…and the service/product you want to
provide each
…and the message you
want to tell each
…and the best ways to reach each
Build your marketing strategy
Make sure your messaging and visual presentation is
consistent in every area Website Business Cards Brochures and other print Advertisements Social Media
Make sure your brand and messaging is distributed in as many places as possible
What are your brand message delivery options?
Associations and advertising opportunities Sponsorships Newspapers and local magazine ads Trade magazine ads Online advertising Networking – Chamber, WBCNA,
HASBAT, etc.
What are your options?
Radio TV Billboard Social media Blogging Direct Mail Press Releases
E-newsletters Speaking
engagements Promotional
products Etc. etc.
How do you choose? What can you consistently deliver? Is a
monthly e-newsletter realistic? What can you afford? Biggest rule: Have a presence in as
many places as possible within your budget: a small ad four times is better than a big ad once
Spread out your visibility over time
Develop your 12 month plan and budget Do date/pricing research for print ads, events. Then plug in around those.
Your #1 Rule for Branding
Materials for Economic Development
Materials for Small Business
Don’t forget the personality aspect of branding
Thank you! Ellen Didier
edidier@redsageonline.com 256-560-0098
twitter.com/ellendidier facebook.com/redsage linkedin.com/in/ellendidier
Recommended