6. Common feelings about branding
✦ I don’t need a fancy logo
✦ I’m not big enough to worry about having a brand
7. Common feelings about branding
✦ I don’t need a fancy logo
✦ I’m not big enough to worry about having a brand
✦ I don’t have enough money to do any branding
8. Common feelings about branding
✦ I don’t need a fancy logo
✦ I’m not big enough to worry about having a brand
✦ I don’t have enough money to do any branding
✦ I’ve already got a logo and stationery
9. Common feelings about branding
✦ I don’t need a fancy logo
✦ I’m not big enough to worry about having a brand
✦ I don’t have enough money to do any branding
✦ I’ve already got a logo and stationery
✦ My customers know all about me and my business already
24. Which car would you buy?
Model A Model B Model C Model D
Price 44,880 45,225 41,120 43,357
Engine 2793cc 24-valve 2997cc 24-valve 2967cc 24-valve Six-cylinder
Six-cylinder Six-cylinder Six-cylinder Variable inlet manifolding
Variable valve timing Variable valve timing Variable valve timing
and inlet manifolding
Power 198 bhp at 5500 rpm 218 bph at 5800 rpm 240 bph at 6800 rpm 226 bph at 6200 rph
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpm
Transmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual
Rear wheel drive Rear wheel drive Rear wheel drive Front wheel drive
Weight 1440kg 1720kg 1628kg 1510kg
Max Speed 147mph 143mph 145mph 150mph
0-100kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs
25. Model A Model B Model C Model D
Price 44,880 45,225 41,120 43,357
Engine 2793cc 24-valve 2997cc 24-valve 2967cc 24-valve Six-cylinder
Six-cylinder Six-cylinder Six-cylinder Variable inlet manifolding
Variable valve timing Variable valve timing Variable valve timing
and inlet manifolding
Power 198 bhp at 5500 rpm 218 bph at 5800 rpm 240 bph at 6800 rpm 226 bph at 6200 rph
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpm
Transmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual
Rear wheel drive Rear wheel drive Rear wheel drive Front wheel drive
Weight 1440kg 1720kg 1628kg 1510kg
Max Speed 147mph 143mph 145mph 150mph
0-100kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs
33. The key ingredients
✦ The big idea – what lies at the heart of your company?
✦ Vision – where are you going?
34. The key ingredients
✦ The big idea – what lies at the heart of your company?
✦ Vision – where are you going?
✦ Personality – how do you want to come across?
35. The key ingredients
✦ The big idea – what lies at the heart of your company?
✦ Vision – where are you going?
✦ Personality – how do you want to come across?
✦ Values – what do you believe in?
37. Brand value grid
Brand Values – Integration
Business processes – how do these values translate into these elements of your business
38. Brand value grid
Brand Values – Integration
Business processes – how do these values translate into these elements of your business
Brand Values
Web site Customers Suppliers Employees Services
Caring
Professional
Simple
41. Key questions
✦ Who are you?
✦ What does your company offer that will enrich your customers experience
42. Key questions
✦ Who are you?
✦ What does your company offer that will enrich your customers experience
✦ Who are your customers
43. Key questions
✦ Who are you?
✦ What does your company offer that will enrich your customers experience
✦ Who are your customers
✦ How are you unique to your customers
44. Key questions
✦ Who are you?
✦ What does your company offer that will enrich your customers experience
✦ Who are your customers
✦ How are you unique to your customers
✦ Why does it matter to your customers
45. Key questions
✦ Who are you?
✦ What does your company offer that will enrich your customers experience
✦ Who are your customers
✦ How are you unique to your customers
✦ Why does it matter to your customers
✦ What are the key benefits of using your company
46. Key questions
✦ Who are you?
✦ What does your company offer that will enrich your customers experience
✦ Who are your customers
✦ How are you unique to your customers
✦ Why does it matter to your customers
✦ What are the key benefits of using your company
✦ What aspirations do you sell
47. Key questions
✦ Who are you?
✦ What does your company offer that will enrich your customers experience
✦ Who are your customers
✦ How are you unique to your customers
✦ Why does it matter to your customers
✦ What are the key benefits of using your company
✦ What aspirations do you sell
✦ What do you want to achieve
48. Key questions
✦ Who are you?
✦ What does your company offer that will enrich your customers experience
✦ Who are your customers
✦ How are you unique to your customers
✦ Why does it matter to your customers
✦ What are the key benefits of using your company
✦ What aspirations do you sell
✦ What do you want to achieve
✦ What do you want to tell the world
52. Easyjet
Easyjet is a great example of a basic, clear big idea and its implementation.
53. Easyjet
Easyjet is a great example of a basic, clear big idea and its implementation.
54. Easyjet
Easyjet is a great example of a basic, clear big idea and its implementation.
The Easyjet premise is simply to make things easy and cheap.
55. Easyjet
Easyjet is a great example of a basic, clear big idea and its implementation.
The Easyjet premise is simply to make things easy and cheap.
And because the big idea is so simple, company founder Sir
56. Easyjet
Easyjet is a great example of a basic, clear big idea and its implementation.
The Easyjet premise is simply to make things easy and cheap.
And because the big idea is so simple, company founder Sir
Stelios Haji-Ioannou has extended it to a wide range of
57. Easyjet
Easyjet is a great example of a basic, clear big idea and its implementation.
The Easyjet premise is simply to make things easy and cheap.
And because the big idea is so simple, company founder Sir
Stelios Haji-Ioannou has extended it to a wide range of
otherwise unrelated services – from pizzas to watches –
58. Easyjet
Easyjet is a great example of a basic, clear big idea and its implementation.
The Easyjet premise is simply to make things easy and cheap.
And because the big idea is so simple, company founder Sir
Stelios Haji-Ioannou has extended it to a wide range of
otherwise unrelated services – from pizzas to watches –
without having to change the basic brand.
59. Easyjet
Easyjet is a great example of a basic, clear big idea and its implementation.
The Easyjet premise is simply to make things easy and cheap.
And because the big idea is so simple, company founder Sir
Stelios Haji-Ioannou has extended it to a wide range of
otherwise unrelated services – from pizzas to watches –
without having to change the basic brand.
60. Easyjet
Easyjet is a great example of a basic, clear big idea and its implementation.
The Easyjet premise is simply to make things easy and cheap.
And because the big idea is so simple, company founder Sir
Stelios Haji-Ioannou has extended it to a wide range of
otherwise unrelated services – from pizzas to watches –
without having to change the basic brand.
63. Marketing your
business
✦ Competition and market place
✦ Your brand and your differentiator
64. Marketing your
business
✦ Competition and market place
✦ Your brand and your differentiator
✦ Your customers
65. Marketing your
business
✦ Competition and market place
✦ Your brand and your differentiator
✦ Your customers
✦ Your Benefits
66. Marketing your
business
✦ Competition and market place
✦ Your brand and your differentiator
✦ Your customers
✦ Your Benefits
✦ Key messages
67. Marketing your
business
✦ Competition and market place
✦ Your brand and your differentiator
✦ Your customers
✦ Your Benefits
✦ Key messages
✦ Right media
71. Relationship between
Marketing & Branding
Marketing for SME’s is:
Getting potential
customers who have a
need to:
72. Relationship between
Marketing & Branding
Marketing for SME’s is:
Getting potential
customers who have a
need to:
✦Know
73. Relationship between
Marketing & Branding
Marketing for SME’s is:
Getting potential
customers who have a
need to:
✦Know
✦Like
74. Relationship between
Marketing & Branding
Marketing for SME’s is:
Getting potential
customers who have a
need to:
✦Know
✦Like
✦Trust
75. Relationship between
Marketing & Branding
Marketing for SME’s is:
Getting potential
customers who have a
need to:
✦Know
✦Like
✦Trust
You / your Business
76. Relationship between
Marketing & Branding
Marketing for SME’s is: Branding for SME’s is:
Getting potential
customers who have a
need to:
✦Know
✦Like
✦Trust
You / your Business
77. Relationship between
Marketing & Branding
Marketing for SME’s is: Branding for SME’s is:
Getting potential Is the art of becoming in
customers who have a those customers eyes:
need to:
✦Know
✦Like
✦Trust
You / your Business
78. Relationship between
Marketing & Branding
Marketing for SME’s is: Branding for SME’s is:
Getting potential Is the art of becoming in
customers who have a those customers eyes:
need to:
✦Know ✦Knowable
✦Like
✦Trust
You / your Business
79. Relationship between
Marketing & Branding
Marketing for SME’s is: Branding for SME’s is:
Getting potential Is the art of becoming in
customers who have a those customers eyes:
need to:
✦Know ✦Knowable
✦Like ✦Likable
✦Trust
You / your Business
80. Relationship between
Marketing & Branding
Marketing for SME’s is: Branding for SME’s is:
Getting potential Is the art of becoming in
customers who have a those customers eyes:
need to:
✦Know ✦Knowable
✦Like ✦Likable
✦Trust ✦Trustable
You / your Business
81. Relationship between
Marketing & Branding
Marketing for SME’s is: Branding for SME’s is:
Getting potential Is the art of becoming in
customers who have a those customers eyes:
need to:
✦Know ✦Knowable
✦Like ✦Likable
✦Trust ✦Trustable
You / your Business You / your Business
85. The End!
Or perhaps it’s the beginning for you!
Thank you for listening and slides can be
found on my LinkedIn profile
at Lou Williams NBE
Editor's Notes
Our aim is to make our businesses stand for something in the eyes and thoughts of customers and the market. \nObviously our objective is to create positive feelings. But we also want them to know what we do and why it‟s different \nfrom a host of others. That’s an important element in your marketing messages. \nIts not just about the products and services you provide… it‟s the image and personality of the business \nThe objective is to make the company and the solutions you provide desirable/ aspirational–They get something from you \nthat they don‟t get with other companies!\n
I argue that a brand is a STRATEGIC ASSET …arguably the most important asset a business will ever possess. \nEvery segment of every market has Premium Players. \nEven when products and functionality are marginally distinguishing. Even in geographies known for dirt cheap pricing. \nThe Premium Players possess brand equity their competitors don’t have. And that equity can be built and developed just like an investment portfolio.\n
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Branding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company. \nHow does this translate for YourCompany? \n1. Passion –I want to feel something and I believe in it –I want it. \n2. Uniqueness –let‟s make it different \n3. Compelling story –industry driven; the time is right; the technology is ready; legislative issues; moral issues \n4. Cause –there has to be a better way; and guess what – there is! \n5. Connection –we want to help you guys; and we can if you participate –it‟s a two-way thing \n6. Personality –we are great people, honest and trustworthy, focused and fun! And we want to make a difference \n7. Integrity –you can trust us not to divulge information and to do the best for you.\n
Branding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company. \nHow does this translate for YourCompany? \n1. Passion –I want to feel something and I believe in it –I want it. \n2. Uniqueness –let‟s make it different \n3. Compelling story –industry driven; the time is right; the technology is ready; legislative issues; moral issues \n4. Cause –there has to be a better way; and guess what – there is! \n5. Connection –we want to help you guys; and we can if you participate –it‟s a two-way thing \n6. Personality –we are great people, honest and trustworthy, focused and fun! And we want to make a difference \n7. Integrity –you can trust us not to divulge information and to do the best for you.\n
Branding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company. \nHow does this translate for YourCompany? \n1. Passion –I want to feel something and I believe in it –I want it. \n2. Uniqueness –let‟s make it different \n3. Compelling story –industry driven; the time is right; the technology is ready; legislative issues; moral issues \n4. Cause –there has to be a better way; and guess what – there is! \n5. Connection –we want to help you guys; and we can if you participate –it‟s a two-way thing \n6. Personality –we are great people, honest and trustworthy, focused and fun! And we want to make a difference \n7. Integrity –you can trust us not to divulge information and to do the best for you.\n
Branding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company. \nHow does this translate for YourCompany? \n1. Passion –I want to feel something and I believe in it –I want it. \n2. Uniqueness –let‟s make it different \n3. Compelling story –industry driven; the time is right; the technology is ready; legislative issues; moral issues \n4. Cause –there has to be a better way; and guess what – there is! \n5. Connection –we want to help you guys; and we can if you participate –it‟s a two-way thing \n6. Personality –we are great people, honest and trustworthy, focused and fun! And we want to make a difference \n7. Integrity –you can trust us not to divulge information and to do the best for you.\n
Branding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company. \nHow does this translate for YourCompany? \n1. Passion –I want to feel something and I believe in it –I want it. \n2. Uniqueness –let‟s make it different \n3. Compelling story –industry driven; the time is right; the technology is ready; legislative issues; moral issues \n4. Cause –there has to be a better way; and guess what – there is! \n5. Connection –we want to help you guys; and we can if you participate –it‟s a two-way thing \n6. Personality –we are great people, honest and trustworthy, focused and fun! And we want to make a difference \n7. Integrity –you can trust us not to divulge information and to do the best for you.\n
Branding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company. \nHow does this translate for YourCompany? \n1. Passion –I want to feel something and I believe in it –I want it. \n2. Uniqueness –let‟s make it different \n3. Compelling story –industry driven; the time is right; the technology is ready; legislative issues; moral issues \n4. Cause –there has to be a better way; and guess what – there is! \n5. Connection –we want to help you guys; and we can if you participate –it‟s a two-way thing \n6. Personality –we are great people, honest and trustworthy, focused and fun! And we want to make a difference \n7. Integrity –you can trust us not to divulge information and to do the best for you.\n
Branding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company. \nHow does this translate for YourCompany? \n1. Passion –I want to feel something and I believe in it –I want it. \n2. Uniqueness –let‟s make it different \n3. Compelling story –industry driven; the time is right; the technology is ready; legislative issues; moral issues \n4. Cause –there has to be a better way; and guess what – there is! \n5. Connection –we want to help you guys; and we can if you participate –it‟s a two-way thing \n6. Personality –we are great people, honest and trustworthy, focused and fun! And we want to make a difference \n7. Integrity –you can trust us not to divulge information and to do the best for you.\n
The key word above is in the fourth line –EMOTION. \n an effective brand can disguise or transcend reality. Who says a Nokia phone is better than one from Motorola? Well, if you do, then it is so. You know they both work fine but will have assessed the brand values and gone for the Nokia story –whether that’s size, style, easier menus, whatever. But much of it will be subjective. In other words: EMOTION. –It made a difference, you have gone beyond just buying a product you have a relationship with the brand.\nThat doesn‟t mean just spending more money on marketing. It means really understanding what your brand is and what it means to your clients. \nBranding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company.\n
The key word above is in the fourth line –EMOTION. \n an effective brand can disguise or transcend reality. Who says a Nokia phone is better than one from Motorola? Well, if you do, then it is so. You know they both work fine but will have assessed the brand values and gone for the Nokia story –whether that’s size, style, easier menus, whatever. But much of it will be subjective. In other words: EMOTION. –It made a difference, you have gone beyond just buying a product you have a relationship with the brand.\nThat doesn‟t mean just spending more money on marketing. It means really understanding what your brand is and what it means to your clients. \nBranding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company.\n
The key word above is in the fourth line –EMOTION. \n an effective brand can disguise or transcend reality. Who says a Nokia phone is better than one from Motorola? Well, if you do, then it is so. You know they both work fine but will have assessed the brand values and gone for the Nokia story –whether that’s size, style, easier menus, whatever. But much of it will be subjective. In other words: EMOTION. –It made a difference, you have gone beyond just buying a product you have a relationship with the brand.\nThat doesn‟t mean just spending more money on marketing. It means really understanding what your brand is and what it means to your clients. \nBranding is ultimately about nothing more –and nothing less – than heart. Its about passion… what you care about. It‟s about what‟s inside –what‟s inside you, what‟s inside your company.\n
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\n Work in groups of three and rotate\n\n
\n Work in groups of three and rotate\n\n
\n Work in groups of three and rotate\n\n
\n Work in groups of three and rotate\n\n
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Take the time to answer each question \nMake certain everyone in (and associated with) your company knows and understands the answers\n
Take the time to answer each question \nMake certain everyone in (and associated with) your company knows and understands the answers\n
Take the time to answer each question \nMake certain everyone in (and associated with) your company knows and understands the answers\n
Take the time to answer each question \nMake certain everyone in (and associated with) your company knows and understands the answers\n
Take the time to answer each question \nMake certain everyone in (and associated with) your company knows and understands the answers\n
Take the time to answer each question \nMake certain everyone in (and associated with) your company knows and understands the answers\n
Take the time to answer each question \nMake certain everyone in (and associated with) your company knows and understands the answers\n
Take the time to answer each question \nMake certain everyone in (and associated with) your company knows and understands the answers\n
Take the time to answer each question \nMake certain everyone in (and associated with) your company knows and understands the answers\n
