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A presentation the covers the basic of Branding, with some tools and examples. Special emphasis on USP (unique selling proposition)
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The ABC’s of Branding
The ABC’s of Branding
Tom McMillian
Techtao, LLC
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This Morning’s PurposeThis Morning’s Purpose
• Explain why Branding is important to the entrepreneur and small business owner
• Give you some tools to improve your Branding– The branding of your
product/service
– The branding of you
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Branding is not Branding is not
• A registered trademark
• A website
• A fancy logo
• Well written copy
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Good Branding is a Shortcut for…Good Branding is a Shortcut for…
•“We are here for you! We’re your guys. When you ask us to do something, we do it and we do it in such a way as to delight you. You can always count on us! Do not waste your time looking at competitive companies. We are state-of-the-art and share all new technology readily with you, to help you always look great. Our best people work on your business and this is their most important priority. If you have a problem let us know and we will make it right! We really really value your business and we want to prove it to you every day by doing excellent work for you.’
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What is a brand?What is a brand?
• A perception in minds of the audience.
• The ability to influence purchasing behavior.
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BrandBrand
A product or service = a basket of goods
Branding
• Inspire
• Motivate
• Connect
• Simplify
• Inform
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• Positive Interactions
• Consistency
• Credibility
• Authenticity
• Trust
• Loyalty
BrandingBranding
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BrandingBranding
Your people are an extension of your Brand
• Training
• Recruiting
• Continuous learning
• Recognition
• Benefits
• The work
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BrandingBranding
• Branding is a planned, consistent and directed collection of efforts and communication,
to a particular audience
for a favorable long term result.
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The way you keep the promise is
Performance
The way you express the promise is
Personality
Your Brand
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TermsTerms
• Brand essence
• Unique selling proposition (USP)
• Integrated marketing
• Advocates
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Brand Essence (2006)Brand Essence (2006)
Carefree Connection with the World
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EssenceEssence
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Winning USP’sWinning USP’s
• Package Shipping Industry– Pain - I have to get this package delivered
quick!– USP - "When it absolutely, positively has to be
there overnight." (Federal Express)
• Food Industry– Pain - The kids are starving, but Mom and Dad
are too tired to cook!– USP - "Pizza delivered in 30 minutes or it's
free." (Dominos Pizza)
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Winning USP’s (continued)Winning USP’s (continued)
• Cold Medicine Industry– Pain - You are sick, feel terrible, and can't
sleep.– USP - "The nighttime, coughing, achy, sniffling,
stuffy head, fever, so you can rest medicine." (Nyquil)
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BrandingBranding
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Brand Positioning PlatformBrand Positioning Platform
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“Truth perceived is the only truth there is.”
Tom Ireland
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EducateListen Provide value
website.com(Database entry point)
website.com(Database entry point)
Awareness Thinker Preparation Trial Loyalty Advocacy
Moderated Discussion Boards
Thinker Preparing Trial Ongoing Relapse
Social Media websites
(e.g. Facebook fan page)
Social Media websites
(e.g. Facebook fan page)
Interactive Tools
Interactive Tools
Advocacy
Packaging
Advocacy Engine [integrated marketing]Advocacy Engine [integrated marketing]
Advertising
PublicRelations
Social Media
Professional
Trade
Packaging
SEO - SEM
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Marketing GuruMarketing Guru
“You do not merely want to be considered just the best of the best. You want to be considered the only ones who do what you do.”
Quotation of Jerry Garcia
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Lessons from the Lessons from the
• It's ok to be different
• A strong community is powerful
• Good marketing doesn't need to be expensive
• Package up products and services and offer discounts in bulk
• Give away something for free
• Be kind to other people
• You can get by even with a sporadic income
• Make it easy to share your content
• It's ok to have fun
• Learn the basics, then experiment relentlessly
• Be forever dedicated to the craft
• Work with people you trust and want to be around
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The ABC’s of BrandingThe ABC’s of Branding
• Attributes
• Behavior
• Circumstances
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How good a brand are you?How good a brand are you?
The 5 questions to ask others:
• Do I connect emotionally to others?
• Do I bring value to the table?
• Am I accessible?
• Are people aware of my capabilities?
• What are my USPs?
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Tom McMillianTom McMillian
President, Techtao, LLC
Let’s Connect
Twitter:@Techtao
[email protected]/in/tommcmillian
