Branding in the USA Branding in the USA A beginners guide to A beginners guide to effectively brand your effectively brand your

Products/ServicesProducts/Services

Stephanie Selesnick, PresidentStephanie Selesnick, President

International Trade Information, International Trade Information, Inc.Inc.

Stephanie@intltradeinfo.comStephanie@intltradeinfo.com

@StephSelesnick@StephSelesnick

What we are going to What we are going to covercover

Brand IdentificationBrand Identification Strategies for Branding Strategies for Branding Key Elements of a BrandKey Elements of a Brand Marketing your BrandMarketing your Brand Sales Segmentation Sales Segmentation Customer Service/Quality Customer Service/Quality

ControlControl

Definition of BrandingDefinition of Branding

The process involved in creating a unique The process involved in creating a unique name and image for a product in the name and image for a product in the consumers' mind, mainly through consumers' mind, mainly through advertising campaigns with a consistent advertising campaigns with a consistent theme. theme.

Branding aims to establish a significant Branding aims to establish a significant and differentiated presence in the market and differentiated presence in the market that attracts and retains loyal customers.that attracts and retains loyal customers.

BusinessDictionary.comBusinessDictionary.com Branding is the art of becoming knowable, Branding is the art of becoming knowable,

likeable and trustable.likeable and trustable.

Brands Create an Emotional Brands Create an Emotional ConnectionConnection

Branding --> Marketing --> SalesBranding --> Marketing --> Sales Branding is creating an identity, Branding is creating an identity,

image or look that endures and image or look that endures and grows with time. grows with time. It helps the buyer emotionally connect It helps the buyer emotionally connect

with your product(s).with your product(s).

Branding-->Marketing --Branding-->Marketing -->Sales>Sales

Marketing uses the brand to help Marketing uses the brand to help further that connection to sell. further that connection to sell. Branding is part of the marketing process. Branding is part of the marketing process.

Sales are based on an emotional Sales are based on an emotional response (as well as price).response (as well as price).

Your brand should consistently Your brand should consistently and repeatedly and repeatedly

tell your prospects and customers tell your prospects and customers why they should buy from you.why they should buy from you.

Brand EquityBrand EquityThe amount of money that customers The amount of money that customers

are willing to pay just because it’s are willing to pay just because it’s your brand.your brand. Besides generating revenue, brand equity

makes your company itself more valuable over the long term.

Brand Equity Factors:Brand Equity Factors: AwarenessAwareness Perceived ImagePerceived Image LoyaltyLoyalty Other Associations Other Associations Assets: logos, business partnershipsAssets: logos, business partnerships

What is your current brand strategy?What is your current brand strategy?

Defining Your BrandDefining Your Brand What is your company’s reputation?What is your company’s reputation? How would your customers describe How would your customers describe

your brand?your brand? What is the #1 reason customers buy What is the #1 reason customers buy

your products?your products? What are the greatest strengths of your What are the greatest strengths of your

brand? Weaknesses?brand? Weaknesses? Quality Control: Do you deliver on time Quality Control: Do you deliver on time

and correct - every time?and correct - every time? PricingPricing

What’s Your Company’s What’s Your Company’s Mindshare?Mindshare?

Best Case Neutral Case Worst Case

- Prospects & Customers know exactly what you

deliver.

- You close deals easily because of your reputation

- You can charge a premium because your market knows you are better & are willing to pay for it.

-The Market may or may not have a

consistent view of your products.

-You haven’t thought about or done much branding, but know

you can do a better job

-- You are not hurting or helping yourself.

- You don’t have a brand strategy and

it shows. - Prospects don’t

know your company & products and why

they are better.- You may be sending out

contradictory messages.

- Competitors who communicate more

strongly have a better shot with your prospects & taking

your customers

3 Key Strategies to Build 3 Key Strategies to Build BusinessBusiness

1.1. Competitive positioning strategyCompetitive positioning strategy

2.2. Value proposition every time you touch Value proposition every time you touch your market. your market.

3.3. Brand strategy to help you communicate Brand strategy to help you communicate your positioningyour positioning

Competitive StrategyCompetitive Strategy Who are your top 3 competitors?Who are your top 3 competitors? What differentiates your products from theirs?What differentiates your products from theirs?

What value do you provide and how is it different What value do you provide and how is it different from the alternatives? (Value Proposition)from the alternatives? (Value Proposition)

SWOT AnalysisSWOT Analysis

StrengthsCompany’s Brand Name and ResourcesAttractive Pricing

OpportunitiesDemand for ProductSize of Market

WeaknessesLow Product AwarenessQuality Control

ThreatsCompetitionChallenging Economy

Internal Factors External Factors

Key Brand ElementsKey Brand Elements

SimpleSimple ProprietaryProprietary MemorableMemorable ConsistentConsistent

How to Brand Your How to Brand Your ProductsProducts

Explain your product/service niche Explain your product/service niche and target demographic.and target demographic.

Select a brand name and logo that Select a brand name and logo that is easy for consumers to remember. is easy for consumers to remember.

Your brand name should Your brand name should represent your views and represent your views and background. background.

Use strong and concise language Use strong and concise language for maximum impact.for maximum impact.

Logo should be distinctive and Logo should be distinctive and easily recognizedeasily recognized

Be consistent.Be consistent. On everything.On everything.

US Marketing StyleUS Marketing Style

CleverSnappyDirectVisual

White SpacesMulti-ChannelTargeted

Business to BusinessBusiness to Consumer

MarketingMarketingCommunication of a theme using features Communication of a theme using features

and benefits, which conveys an overall and benefits, which conveys an overall clear message about your product or clear message about your product or service.service.

Marketing enhances the team’s selling Marketing enhances the team’s selling effort.effort.

Marketing materials need to distinguish Marketing materials need to distinguish your products from the competition.your products from the competition.

Answers this fundamental question:Answers this fundamental question: “ “Why choose us over our Why choose us over our competitors?”competitors?”

Marketing QuestionsMarketing Questions

Who is your core customer?Who is your core customer? Who is your core prospect?Who is your core prospect?

Are they the same?Are they the same? What are you presently doing to get What are you presently doing to get

their attention? (marketing, sales their attention? (marketing, sales efforts)efforts)

Placement & DistributionPlacement & Distribution Website - what’s it look like?Website - what’s it look like? Customer Service?Customer Service?

““Features Tell, Benefits Sell.”Features Tell, Benefits Sell.”

FeatureFeature – – i.e. production capacityi.e. production capacity

BenefitBenefit – A personalized selling advantage – A personalized selling advantage of the feature (what’s in it for me?)of the feature (what’s in it for me?) Attention gettingAttention getting Addresses your prospects’ needs.Addresses your prospects’ needs.

Sales SegmentationSales SegmentationTarget MarketingTarget Marketing

Group your prospects into “segments” that Group your prospects into “segments” that have similar needs and can sell your have similar needs and can sell your product in similar ways. product in similar ways.

By grouping prospects into segments, you By grouping prospects into segments, you may efficiently market to each group. may efficiently market to each group. Private label? Private label? Supplier only? Supplier only? Direct to consumer?Direct to consumer?

Quality Control/Customer Quality Control/Customer ServiceService

Key for retaining clientsKey for retaining clients Must be correct the first time & every Must be correct the first time & every

time!time! Must be delivered on timeMust be delivered on time Customer Service Reps must speak Customer Service Reps must speak

EnglishEnglish The Power of Word of MouthThe Power of Word of Mouth

If you want to capture market share, start If you want to capture market share, start with a strong and unique brand identity.with a strong and unique brand identity.

Brand Equity: the amount of money that Brand Equity: the amount of money that customers are willing to pay just because customers are willing to pay just because it’s your brand.it’s your brand.

Define your brand strategyDefine your brand strategy use it in every interaction with your marketuse it in every interaction with your market

Strengthen your messages and Strengthen your messages and relationships and make more sales.relationships and make more sales.

Follow up with superior customer service Follow up with superior customer service and deliver on time and right, every time.and deliver on time and right, every time.

Summary

SourcesSources

http://www.marketingmo.com/strategic-plahttp://www.marketingmo.com/strategic-planning/brand-strategy/nning/brand-strategy/

http://www.ehow.com/how_5325999http://www.ehow.com/how_5325999_make-shoe-brand.html_make-shoe-brand.html

http://www.slideshare.net/http://www.slideshare.net/brianslatts/dc-shoes-brand-mgmt-brianslatts/dc-shoes-brand-mgmt-research-paperresearch-paper

Branding in the USA Branding in the USA A beginners guide to A beginners guide to effectively brand your effectively brand your

Products/ServicesProducts/Services

Stephanie Selesnick, PresidentStephanie Selesnick, President

International Trade Information, International Trade Information, Inc.Inc.

Stephanie@intltradeinfo.comStephanie@intltradeinfo.com

@StephSelesnick@StephSelesnick