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Know What is Branding!Branding is the process of creating a clear, distinctive and

durable perceptions in the minds of consumers. Most people associate branding with big company Small company can also use branding technique with great

rewardsTechnique of branding include association of a company

with: Logos Distinctive colors Slogan, musical jingle Unusual qualities and product uniqueness Packaging Mascots Memorable name

Brand strategy must be a vibrant interaction between you and your target market

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Why Branding Pays Off?Time, money and efforts spent on branding

comes back when the process is done intelligently because of things that it create: Memorability:Memorability: It is easier to remember the branded

company than the non branded one. Loyalty:Loyalty: With positive experience with a memorable

brand, they are more likely to repeat buying, and less likely to go for competing brands

Familiarity:Familiarity: Familiarity create liking and this makes even non-customers to recommend a brand they know

Premium Image and Premium Price:Premium Image and Premium Price: Brand can take you out of becoming commodity and price competition. Customers are willing to pay more for a well known brand

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Why Branding Pays Off?Extensionability:Extensionability: Ability to expand a well-

known brand to cover a new category, product, service, or locations

Greater company equity:Greater company equity: A powerful brand means that you can get more money from your company when you decide to sell it

Lower marketing expense:Lower marketing expense: Once a brand has been created, you get more payback for every Bath you use afterwards.

Lower risk and greater confident for Lower risk and greater confident for consumers:consumers: People tends to buy from a well-known company over a no-name one

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Building a Brand: The Decisive Edge for Your Small BusinessBuilding a brand is one of the most important

things a small business will do:Marketing doesn’t happen without a brand and

salesWe have already have a brand whether you

know it or not! A brand started when we open doors and sold our

first product or service People who contact your company has experienced

your brand and formed an opinion about your business

Brand reputation is being formed and your firm’s future is being determined!

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Building a Brand: The Decisive Edge for Your Small BusinessThe important question is: What do they What do they

think of you, and how it affect your sales?think of you, and how it affect your sales?If you cannot answer this question, you have

no control of your brand!Without control, your business is at the mercy

of your competitors and other unseen forces in the market

Your company will lose because you choose not to play the branding game!

Profitable companies understand how to Profitable companies understand how to build a winning brand!build a winning brand!

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Building a Brand That Wins Sales!It takes hard work, planning, execution and

control to build a brandBranding does have direct influence on

building sales!Branding is not merely creating imageBranding create reputationReputation is often the first interaction of

buyers and our companyBranding creates TRUSTTRUST, and trust creates

sales!

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Building a Brand That Wins Sales!To build brand, we must rely on these five

reputation building benefits:A quality of product or servicesProduct and services that are available when customers

need themHonesty and make it easy for customers to do business

with our companyFriendly and helpful people in our businessProduct or services that provides a satisfying result to

customers’ needsThese five benefits are minimum requirement to

make sales and create a loyal, satisfies customers. They are foundation for your Brand Building

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It Takes Time to Build Brand!Look around you now! There must be at least a dozen

of branding elements at work. Mostly it’s LOGO!The Branding Game is constantly being played

around you, all the timeThe goal of brand is to own a share of your mind, so

when you need solution, you will buy from the brand you trusted

For many, especially advertising agencies, they think that brand building is merely advertisingThat perception is partially rightThe best thing for brand building is REPUTATIONREPUTATION

Branding do not require massive budget Branding do not require massive budget available only to large company. You can also do available only to large company. You can also do it! it!

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Creating Your Branding Strategies: What Is Your Branding Strategy?Branding strategy is the most overlooked Branding strategy is the most overlooked

part of a small businesspart of a small business.. Without strategy, you are at the mercy of your competitors!!!

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Rules to Turn Small Business To a Big BrandRule 1: Consumer Perception is the key to Rule 1: Consumer Perception is the key to

successsuccessWhether true or untrue, what customers

perceived about us is the truth, regardless of the facts

Positioning is the key to successRule 2: First to the market player has more Rule 2: First to the market player has more

chance to winchance to winFirst mover has more chance to position your

brand into the mind of consumers firstFirst mover has the best chance to select the

best positioning to win11

Rules to Turn Small Business To a Big BrandRule 3: If you cannot be the first mover, the try to Rule 3: If you cannot be the first mover, the try to

move the battlefield!move the battlefield!Don’t just become a copycatTry to create a new and unique proposition that we can

be the first, so that you avoid becoming an imitator

Rule 4: Focus clearly on your unique selling pointRule 4: Focus clearly on your unique selling pointDon’t try to be everything for everyoneConcentrate on one thing in the mind of consumers. Try

your best to be a Functional Brand!

Rule 5: Differentiate or Sell CheapRule 5: Differentiate or Sell CheapIf you fail to be different, customers will focus on price!

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Rules to Turn Small Business To a Big BrandRule 6: Use Strategic Public Relations for brand Rule 6: Use Strategic Public Relations for brand

building, and advertising just for maintenancebuilding, and advertising just for maintenanceAdvertising is less effective to introduce a brand

It has near zero credibility It is too expensive for small companies There is full of clutter that make advertising ineffective It is a big boy game!

Strategic public relations is the key for success for small companies It is credible It is affordable

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Rules to Turn Small Business To a Big BrandRule 7: Find a great name for your brand!Rule 7: Find a great name for your brand!

The name of your product is what separate you from your competitors

Find a unique and hard hitting name for your brand. Make it: Short Unique Memorable

Rule 8: Make sure that you are absolutely Rule 8: Make sure that you are absolutely consistentconsistent It takes time to be clear in consumers’ mindTo often change of direction confuse your customers and

dilute the power of your brand14

Rules to Turn Small Business To a Big Brand Rule 9: Know who are your enemiesRule 9: Know who are your enemies

No Tom without Jerry! Competition between brands create excitement among customers and media. It help the industry to grow

You have to know who are your primary competitors and fight with them

Rule 10: Be ready to introduce your second Rule 10: Be ready to introduce your second brand if neededbrand if needed

A second brand may be required to enter a new category or segments.

Use the second brand only when you are a dominant player in the existing segment or category

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Rule 9: Know who are your enemiesRule 9: Know who are your enemies No Tom without Jerry! Competition between

brands create excitement among customers and media. It help the industry to grow

You have to know who are your primary competitors and fight with them

Rule 10: Be ready to introduce your second Rule 10: Be ready to introduce your second brand if neededbrand if needed

A second brand may be required to enter a new category or segments.

Use the second brand only when you are a dominant player in the existing segment or category

The Three Energizers of BrandingTo develop a brand strategy, these three

energizers must be in place:Relevance of the offer:Relevance of the offer: our product must

contain an intrinsic value that appeals to the needs of the target market

Clarity of Brand Message to communicate to Clarity of Brand Message to communicate to the target market:the target market: Clear and focused message is required to influence

the perception of our market Be clear and concise with the benefits of our

products and services Be consistent to create familiarity, knowledge,

preference, and finally trust!

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The Three Energizers of Branding

The Quality of Your Branding Encounters: The Quality of Your Branding Encounters: Make sure that positive impression is left every time customers have brand encounter. This will resulted in: Satisfaction Better word-of-mouth reputation Loyalty Higher price and higher sales

In branding, perception is reality!

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Branding for Small Business is a ProcessBranding is a sequential process, and not a one-

time eventFor small business, the brand manager is the owner or

key employeeEasiest and most convenient method for branding is

WOM (word of mouth) and ReferralsBranding is Required to Compete!

Many small businesses never reach their potential because the company neglects to create a strong brand presence in the market

Entrepreneurs are mostly arrogant, overconfidence, believe that their product is so extraordinary that people will line up to buy! Even to the best product, branding is required!

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Elements of A BrandPricing: represent value we offer to our

customersDistribution: how available our offer is?Quality: this influence satisfactionPresence: how prominent we are in the

marketplace, high or low profile?Reputation: the market’s opinion to your

brandImage: perceptions of your brand by buyers

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Elements of A BrandBenefits: the effect our product has on

customersPositioning: how different we are from our

competitorsPreference: the customers’ propensity to buy

our brandCustomer Commitment: the ultimate result of

our branding strategy, loyalty is built through brand contact and relationships

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Elements of A BrandOther Parts of Branding: Some vital components

of branding are:Company nameLogoSlogan and taglineLetterhead and formsSignageDesign of marketing materialsWebsiteAdvetisingStaff dressesYour facilities and maintenance

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Critical Branding QuestionsAnswer these to start building a brand that

wins:What are the benefits of using your product

and services?Does your product or service have an

advantage over your competitors? If yes, what is it? And how does it benefit the customers?

How do your competitors position their brands?

What is your main competitors’s marketing message?

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Critical Branding QuestionsDo your competitors deliver on their marketing

promises?Can that advantage be positioned into your

brand identity?Is there a marketing niche that would benefit

from your brand?Is your company name and logo descriptive

and distinctive? Are there ways that it can be improved?

What is your company’s core message? And is your message clear and focused? Do your message connected to your target audiences?

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Critical Branding QuestionsWhat promises does your company make

during the sales process?Do you deliver on those promises?What process can you use to determine if your

customer or clients believe you are delivering oin your promises?

What research have you done to better understand the needs of your target audiences?

Does your brand have equity, personality or reputation? If not, can we do something to make it happen?

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Brand is The Sum of All PartsBranding is created from the integration of

multiple components, and all of them are necessary. This includes other thing such as:Touch point managementEmployee education and readiness to serve

SO ACT NOW!!!!!!!

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