Brand your business

Presenter Danielle MacInnis

www.macinnismarketing.com.au

My background

IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION

Why are you here?

Hint: Have you got a burning marketing question to ask? Now is your chance!

Agenda: Branding

Brand your business - A strong brand starts from the inside out. Itdifferentiates your business and attracts employees and customers. Learnin this seminar:

• How a well-defined brand can help grow your business and what this means.

• How to craft a strong brand name, logo, and key messaging to support thevisual elements.

• How to develop a brand strategy that involves the "how you do what you do"that shows your customers and employees you are valuable.

What's in it for you?

1. Templates to follow

2. Resources

3. Lots of examples

4. Short cuts

Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.

Why do you need a brand

Let’s dispel some myths....• First; A brand is not a logo.• Second; A brand is not an identity.• Finally; A brand is not a product.

Tip: It is not what you say it is, it is what your customer says it is.

Why do you need a brand?

• Price premium• Customer preference• Shorter sales cycles• Customer referral• Recruit the best team

People have too many choicesMost have similar features or qualitiesWe tend to buy on trust

Trust = Reliability, and Delight

What elements make up a brand?

• Brand Strategy - positioning, value to your target marketBuilding a strong identity - Differentiate

• Brand Culture - How you do what you do - customer experience your values Building a strong culture - Collaborate

• Brand Implementation - your look and feelCommunicating the brand - Innovate

Who are you?

What do you do? Why does it matter?

Tip: set up google alert for your company, name and competitors name

About Us

I don’t know who you are

I don’t know your company

I don’t know your company’s product

I don’t  know what your company stands for.

I don’t know your company’s customers

I don’t know your company’s record

I don’t know your company’s reputation

Now what was it you wanted to sell to me?

Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.

Your business strategy?

YOUR BUSINESS

VALUE

TARGET MARKET YOUR SKILLS, EXPERIENCE &THE PROBLEM YOU SOLVE

Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?

Your business strategy?

Target ideal customers, not everyone

You want your ideal customer

to say:“That’s for me”

Where do most of us have our focus most of the time?

Our problems, issues, challenges, predicaments, worries,

and pain are where we are focused.

NEWSFLASH:It is not

about YOU.It is about

THEM.

Why should they care?

Step into your customers’ shoes

What is their problem, issue or challenge? Set your mindsetto think "What is in if for me FM?

Tip: set up online survey, and ask customers about your service, how they found you etc

What your prospect is thinking

1. Do you work with people like me?

2. Do you understand my problems, issues and challenges?

3. Do you have solutions and results that actually work for people like me?

4. Do you have some free information that can help me immediately? I

don’t want to pay for anything yet!

Tip: Look at your web and ask yourself how well do we answer these questions for our customers?

Worksheet 1

Summarising your core marketing message

Target market / ideal client (demographics + psychographics)

Problem/Issue/challenge

Where is the pain? Where does it hurt?

Solution/Outcome

Success story

Worksheet 2Marketing Message

What do you say when someone asks you what you do?

The formula is:

What do you do?

We work with ________________(This Target Market)

Who ___________________(Have this Problem or Challenge)

How do you do that?

We help them get __________________(Ultimate Outcome)

Tell me more...

A good example is __________________(Success Story)

“ I’m a groomer that specialises in grooming small dogs and come into my clients home so that the dog is more relaxed”

“We groom dogs and only use environmentally approved products.”

“We help pet owners who have let their pet hair get out of controland now they dog or cat resists getting groomed.”

“ I take my time grooming elderly dogs and ensure that theyremain comfortable during the grooming process.”

What is your elevator pitch?Focus on the story

Why should they care?Expert Problem they solve

Grooming small dogs We specialise in small dog grooming needs with special equipment

Grooming - Environmental Provide an alternative to pets with allergies to some shampoos and products

" We work with these kind of people, with this kind ofproblem, who want this kind of outcome or solution."

Who wants to share their elevator pitch?

Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.

" We work with these kind of people, with this kind ofproblem, who want this kind of outcome or solution."

Does this service really work?Solution / Outcome - Trust

Word of MouthTestimonials

Case Studies

Branding - Consistency and Reliability

LogoStyle GuideValue propositionValues

There are three components to the logo:1. Words – The words in your business name and the words inyour tagline2. Icon – The picture part of your logo.3. Colour – The primary and secondary colour you choose for yourlogo.

Brand PersonalityGregarious - Fun-loving- Empathetic - Gracious- Generous - Easy-going- Professional - Intense- Eccentric - Bubbly

Branding - Consistency and Reliability

Branding - Consistency and ReliabilityTell a Tell a Friend Friend OfferOffer

Special Special TreatTreat

Branding

Where do you put it?VanBusiness cardWebsiteEmail footerAframeAdsT-shirtsMagnets

Branding - Experience

How do you create a valuable customer experience?

Branding - Experience

How do you create a valuable customer experience?

Your Promises describe the result of your unique customer experience. 

Your Promise is what differentiates you from your competition.  

Your Promise is the intersection where your vision, your marketing intelligence, and your Client Fulfillment meet.   

Branding - ExperienceUNAWARE AWARE ATTENTION

INFORMATION GATHERING

EXPERIENCE SIGN UP/SALE REFERRAL

Don't know anything about you or your company

Becomes familiar with you. Association referral, meet you

They want more information and are ready to explore working with you

They want more information and are ready to explore working with you

At this stage, they may be ready for a "taste" or an "EXPERIENCE" prior to purchase

The lead becomes a customer when they sign the agreement and pay.

The customer is happy to refer you after experiencing great service and wants to tell your story and REFER you to their network

Ideal Target Market

Build a Connection

Prospect Lead Qualified LeadCustomer then

ClientAdvocate

Publish Lead capture - autoresponder

Targeted information that solves their problem

Invitation to find out more

Give them a taste or a bite size sample for free, download, survey results, free call

Sign an agreement or quotation

Write up a testimonial or success story

Referral Conversation - collect details

Clarify their issues

Direct Mail, postcard, mail

Call to action An offer that appeals to them

Advertising Call to action A call to action that gets thier attention

Media - PR Lead capture - autoresponder

Subject matter that is important to them

Networking Conversation - collect details

Events they would attend

Speaking Call to action and lead capture

Events they would attend

Online SEO, Google, viral, video and social media

Lead capture - autoresponder

Words they would use and online tools

Getting found in local directories

Call to action and lead capture

Directories they would search

Branding

Want help...?

www.macinnismarketing.com.au

www.daniellemacinnis.com

Over 80 Small Business Marketing Apps

Thank you