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Fsb Pres On Business Branding

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Fsb Pres On Business Branding

  1. 1. Business Branding Why it’s important when marketing your business.
  2. 2. What is a brand ?
  3. 3. Common feelings about branding
  4. 4. Common feelings about branding
  5. 5. Common feelings about branding ✦ I don’t need a fancy logo
  6. 6. Common feelings about branding ✦ I don’t need a fancy logo ✦ I’m not big enough to worry about having a brand
  7. 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. 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. 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
  10. 10. What makes a brand?
  11. 11. What makes a brand? A brand encompasses:
  12. 12. What makes a brand? A brand encompasses: ✦ Passion
  13. 13. What makes a brand? A brand encompasses: ✦ Passion ✦ Uniqueness
  14. 14. What makes a brand? A brand encompasses: ✦ Passion ✦ Uniqueness ✦ Compelling story
  15. 15. What makes a brand? A brand encompasses: ✦ Passion ✦ Uniqueness ✦ Compelling story ✦ Connection
  16. 16. What makes a brand? A brand encompasses: ✦ Passion ✦ Uniqueness ✦ Compelling story ✦ Connection ✦ Personality
  17. 17. What makes a brand? A brand encompasses: ✦ Passion ✦ Uniqueness ✦ Compelling story ✦ Connection ✦ Personality ✦ Integrity
  18. 18. Why do you need one
  19. 19. Why do you need one ✦ Creating a difference
  20. 20. Why do you need one ✦ Creating a difference ✦ Connecting with your customers
  21. 21. Why do you need one ✦ Creating a difference ✦ Connecting with your customers ✦ Adding value
  22. 22. Emotional Connection with your customers
  23. 23. 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
  24. 24. 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. 25. Finding your Differentiation
  26. 26. Finding your Differentiation
  27. 27. Finding your Differentiation ✦ Describe your product or service
  28. 28. Finding your Differentiation ✦ Describe your product or service ✦ What are the key features?
  29. 29. Finding your Differentiation ✦ Describe your product or service ✦ What are the key features? ✦ What are the benefits?
  30. 30. The key ingredients
  31. 31. The key ingredients ✦ The big idea – what lies at the heart of your company?
  32. 32. The key ingredients ✦ The big idea – what lies at the heart of your company? ✦ Vision – where are you going?
  33. 33. 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?
  34. 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? ✦ Values – what do you believe in?
  35. 35. Your Values
  36. 36. Brand value grid Brand Values – Integration Business processes – how do these values translate into these elements of your business
  37. 37. 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
  38. 38. Key questions
  39. 39. Key questions ✦ Who are you?
  40. 40. Key questions ✦ Who are you? ✦ What does your company offer that will enrich your customers experience
  41. 41. Key questions ✦ Who are you? ✦ What does your company offer that will enrich your customers experience ✦ Who are your customers
  42. 42. 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
  43. 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 ✦ Why does it matter to your customers
  44. 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 ✦ What are the key benefits of using your company
  45. 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 ✦ What aspirations do you sell
  46. 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 ✦ What do you want to achieve
  47. 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 ✦ What do you want to tell the world
  48. 48. Easyjet
  49. 49. Easyjet Easyjet is a great example of a basic, clear big idea and its implementation.
  50. 50. Easyjet Easyjet is a great example of a basic, clear big idea and its implementation.
  51. 51. 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.
  52. 52. 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
  53. 53. 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
  54. 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. 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 –
  55. 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 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.
  56. 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 otherwise unrelated services – from pizzas to watches – without having to change the basic brand.
  57. 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 – without having to change the basic brand.
  58. 58. Marketing your business
  59. 59. Marketing your business ✦ Competition and market place
  60. 60. Marketing your business ✦ Competition and market place ✦ Your brand and your differentiator
  61. 61. Marketing your business ✦ Competition and market place ✦ Your brand and your differentiator ✦ Your customers
  62. 62. Marketing your business ✦ Competition and market place ✦ Your brand and your differentiator ✦ Your customers ✦ Your Benefits
  63. 63. Marketing your business ✦ Competition and market place ✦ Your brand and your differentiator ✦ Your customers ✦ Your Benefits ✦ Key messages
  64. 64. Marketing your business ✦ Competition and market place ✦ Your brand and your differentiator ✦ Your customers ✦ Your Benefits ✦ Key messages ✦ Right media
  65. 65. http://youtu.be/JNtmx8PNWvY
  66. 66. Relationship between Marketing & Branding
  67. 67. Relationship between Marketing & Branding Marketing for SME’s is:
  68. 68. Relationship between Marketing & Branding Marketing for SME’s is: Getting potential customers who have a need to:
  69. 69. Relationship between Marketing & Branding Marketing for SME’s is: Getting potential customers who have a need to: ✦Know
  70. 70. Relationship between Marketing & Branding Marketing for SME’s is: Getting potential customers who have a need to: ✦Know ✦Like
  71. 71. Relationship between Marketing & Branding Marketing for SME’s is: Getting potential customers who have a need to: ✦Know ✦Like ✦Trust
  72. 72. Relationship between Marketing & Branding Marketing for SME’s is: Getting potential customers who have a need to: ✦Know ✦Like ✦Trust You / your Business
  73. 73. 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
  74. 74. 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
  75. 75. 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
  76. 76. 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
  77. 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 ✦Knowable ✦Like ✦Likable ✦Trust ✦Trustable You / your Business
  78. 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 ✦Likable ✦Trust ✦Trustable You / your Business You / your Business
  79. 79. Marketing is ..... doing
  80. 80. Marketing is ..... doing Branding is ..... being
  81. 81. 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
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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
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