Branding Your Business

Transforming Your Business

Branding Your Small Business

(c) The Transformational Journey

• A name, term, design, symbol or any other feature that identifies your business and the products and/or services that you sell as distinct from other businesses.

• A brand is designed to communicate or reflect who you are as a business.

• Your brand is how people feel when they interact or experience your product, service or company.


Great Brands• Great brands are created out of a link

between shared cultural meaning and the symbolic representation of a business concept.

• Great brands evolve out of brand interaction or engagement through which the shared meaning of a brand is affirmed and expanded.


Brand As Dialogue• An interactive exploration that builds on itself

and it results in the creation of meaning. • This dialogue occurs at the level of both culture and myth.


Culture & Myth• A brand contains both a verbal and

visual communication system that work to create meaning at two levels:

1. The level of culture; the use of words and images to create shared meaning within a cultural context.

2. The level of myth; the assertion of a natural linkage between the conceptualization of a shared meaning and the symbol of a brand.


The Level of CultureThe Signifier(1)

[Words & Images]

White Glove

The Signified(1)

[The Concept]

Test of Excellence

The Sign(1)

[Meaning]

White Glove Service

Exceptional Service


The Level of MythThe Signifier(2)

[Words & Images]

White Glove Service

The Signified(2)

[The Concept]

Esthetic Skin Care

The Sign(2)

[Meaning]

Exceptional Skin Care


The Linkage of Culture & MythThe degree to which the shared cultural meaning of white gloves is understood and accepted within a market affects how fast and how willing the market will accept the brand.


Target Market

• A target market is a specific group of customers that you have identified as your main market.

• Typically this group is defined by demographics and lifestyle.


Brand Engagement• Brand engagement can develop at both a

rational and/or an emotional level through the customer's experience of the brand.

• Brand engagement leads to brand attachment.


Brand Touch Points• Brand Touch Points: Ways through which an

individual may come into contact with a brand.

• Brand Touch Points include: 1. Advertising2. Word-of-mouth3. Websites and/or Blogs 4. Social Media5. E-mail & E-newsletters6. The experience of the retail environment 7. Through the product or service experience


Momma’s Ice Cream Shoppe

QuickTime™ and a decompressor

are needed to see this picture.


Brand Dialogue

• When a brand is open to a dialogue, the business experiences organic growth.

• When a brand is closed to dialogue, it is not able to effectively respond to the needs of its customers and it stagnates.


Join Us Next TimeTransforming Your Business February 2013Identifying Your Target Market

Date: February 13th 2013Time: 11:30-1:00 p.m. Mountain Time

During this tele-session you will learn how to identify your target market based on an assessment of your products/services, customers and the vision and mission of your business.

Documents

Branding Your Business