Unleashing the power of your business brand

PowerPoint Presentation

Unleashing the Power of your Business Brand

Your Presenters:Peter McCullaghPeter has had over 35 years working across a variety of mainstream media including: Television, Newspaper, Radio, Magazine, and Web and Social Media. This experience allows Peter to recognise the strengths of each advertising medium as well as identifying their weaknesses and consequently plan in an unbiased manner the best marketing campaign for your business.

For the last two years, Peter has applied his knowledge and expertise to the Cairns market while working with Southern Cross Austereo.

Understanding Branding

The 4 Step Process

Key Steps to Building a Positive Brand

Discovery its all about knowing

QuestionsTodays agenda

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

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

The 4 Step ProcessThe 4 Step Process is designed to strengthen business brands while delivering better and measurable advertising results.

Step 1Identify your Brand Step 2Deconstruct and Identify the Key ElementsStep 3StrategizeStep 4Execute

Step 1 identify your brandTake the time to review and snapshot in a very succinct manner the core value you would like customers to have as a lasting memory and legacy of your business.

The burgers are better.

Thank you Mr.

Just do it

There are some things money cant buy. For everything else theres

The ultimate driving machine

Step 1 identify your brandCase studyFast Fit Batteries

Mulgrave Road, Cairns

Fast Fit Batteries our name says it all

Step 2 Deconstruct and Identify the Key ElementsFracture your brand

Identify the key elements that your customers and potential customers should recognize about your brand.

These elements allow customers to build a value proposition about your business and build a strong and lasting brand recognition

These elements can be your range, service, price, location.

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

Step 2 Deconstruct and Identify the Key ElementsCase studyFast Fit Batteries Mulgrave Road, Cairns


Retail battery shop stocking a wide range of leading battery brandsWholesale battery business offering prompt service and follow-up, with a wide range of leading battery brands24/7 365 day a year fast mobile battery service within the hourFree battery health check conducted in storeProfessional service from trained staff

Step 3 StrategizeHow will I make my customers and potential customers aware of my brand?

ProductPriceServiceRangeLocationUnique offeringVALUE PROPOSITION

Step 3 StrategizeValue PropositionA value proposition is a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service.

This statement convinces a potential consumer that one particular product or service will add more value or better solve a problem than another similaroffering.

A value proposition changes the relationship from an exchange of product for money to a relationship where the product or service is seen to be greater in value than the monetary terms.

Step 3 StrategizeCase study

Fast Fit Batteries Mulgrave Road, Cairns


Campaign 24/7 Mobile battery serviceNot special offer drivenNo price pointConvenient and fastFrom Ellis Beach to Gordonvale, if you have a battery problem, well be there within the hour.. Fast Fit Batteries Our name says it all.

Step 4 ExecuteHow do I take my offering to the market?

What mediums will I use to convey the message?

What budget will I allocate?

How do I measure the results of this campaign?

Step 4 ExecuteCase studyFast Fit Batteries Mulgrave Road, Cairns


Campaign 24/7 Mobile battery serviceNot driven by a special offer No price pointConvenient and fastFrom Ellis Beach to Gordonvale, if you have a battery problem, well be there within the hour.. Fast Fit Batteries Our name says it all.

Step 4 ExecuteCase studyFast Fit Batteries Mulgrave Road, Cairns


Campaign 5 minutes can save you hours of inconvenienceSpecial offer attached to a FREE battery health checkEven if you do not need a new battery you will receive a $20 voucher to use when you do need a replacement battery.

Key Steps to Building a Positive Brand1. Define your Brand

Review it and review it again. What do you feel your brand or business stands for Identify your brands position in the market Clearly identify the emotional and rational needs of your customers

Key Steps to Building a Positive Brand1. Define your Brand

Your brand should primarily do three thingsPromote and build your businessConnect with customers and potential customersDifferentiate you in the market

Key Steps to Building a Positive Brand2. Consider your Brand as a PersonYour brand should be a living and breathing entity, not inanimate, but rather as you would see your children, you want to: Mould them Develop them Give them the best opportunity in life, so too with your brand.

Key Steps to Building a Positive Brand3.Aim to Build Long Term Relationships with your CustomersTake the time to build your brand - layer upon layer Develop it over a period of time Reflect upon the strength of your brand as it builds over time

Key Steps to Building a Positive Brand4.Speak to your Customers in a Constant Tone of VoiceWe build our brand in the minds of our customers when we present consistent messages in the same tone of voice. Reflect upon the tone we wish for our businessesEnsure this tone is reflected across all contacts with our customers

Key Steps to Building a Positive Brand5.Build Consistency of Brand Message through Variety BUT within a Clearly Recognised Identity

Key Steps to Building a Positive Brand

6.Take a stand Stand for something you believe in and reflect it in your branding

Key Steps to Building a Positive Brand7. Be Unique Reflect who YOU are, not who you want people to think you are

Do not copy the big players or the national brands Create an identity that reflects the essence of your brand, who you are, and what you do

Key Steps to Building a Positive BrandBe Brand Conscience in ALL Communication with Customers

Key Steps to Building a Positive BrandBranding is More than Logos on Cards and Signs

EVERY touchpoint is an opportunity to build your brand and brand value

Discovery its all about knowingDo you know the following about your business?

What are the strongest points to your business?

What do you feel are the exclusive advantages of your business?

Disadvantages

Who are your major competitors?

What are the weaknesses of your competition?

What are the strengths of your competition?

Who are your customers?

Peak periods of your business week/ month/ year

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Marketing

Unleashing the power of your business brand