beyond your logo: 7 brand ideas that matter most for small business success
TRANSCRIPT
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Idea #1A STRONG BRAND IS ESSENTIAL FOR SMALL BUSINESS SUCCESS
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Your small business may have excellent products and services,
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lots of investment capital, and an ideal location, BUT…
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is lackluster or nonexistent,
if its
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will be that much harder to attain.
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So, what’s a brand?
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about your small business!
EVERYTHINGA brand represents absolutely
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A strong brand helps customers develop positive impressions and feelings about your business.
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which can influence how they’ll act when it’s time to make a purchase or take an action.
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I thought a brand is my company’s logo and look.Am I wrong?
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Your logo, look, and visuals are only PART of your brand.
TRANSACTIONS
PROCESSES
PHYSICAL SPACE
MARKETING
COLLATERAL AND
CONTENT
CUSTOMER/ BRAND PROMISE
EMPLOYEE BEHAVIOR
COMPANY VISUALS CUSTOM
EREXPERIE
NCES
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BACKGROUNDS
COLORSDESIG
N & LAYOU
TTYPOGRA
PHY
STYLELOGO
SHAPES
SLOGANS/
TAGLINES
CONTENT
IMAGES MOOD
PERSONALITY
COMPANY
VISUALS
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TRANSACTIONS
PROCESSESPHYSICAL
SPACE
SALES/RETURN
S/EXCHAN
GESCLEANLINESS/
APPEARANCEPRODUCT/SERVICE DELIVERY
PRODUCT/SERVICE SUPPORT
POLICIES/
CONTRACTS
PACKAGING
SHIPPINGLOYALTY
PROGRAMSCUSTO
MER SERVIC
E
PRICING
FINANCIAL/
ACCOUNTING
DEMOS/ TRIALS/TOURS
E-COMMER
CE
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MARKETING COLLATERA
L AND CONTENT
EMAILS/
NEWSLETTERS
WEBSITE
PROPOSALS/
PRESENTATIONSCALL
CENTER
SOCIAL MEDIA
PRINT/DIGITA
L
SIGNAGE/
DISPLAY
BLOG
CASE STUDIE
S
PHONE/
CHATMOBIL
E
TRADE SHOW
S
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CUSTOMER/ BRAND
PROMISE
SOLUTIONS
OPERATIONS
ACCESSIBILITY
EMOTIONAL
CONNECTION
PROFESSIONALISMVALUE
EXPERTISE
MISSION/
VISION
REASONS TO BELIEV
E
CUSTOMER
SERVICE
ENGAGEMENT
CONSISTENCY
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ETHICAL
COURTEOUS
APPROACHABLE
RESPECTFUL
PROFESSIONAL
PRESENTABLE
SKILLED
POSITIVE
FLEXIBLE
PROACTIVE
COMPETENT
RELIABLE
EMPLOYEE
BEHAVIOR
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Why does my SMALL business need a brand?
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Small businesses with strong brands typically have higher visibility in the locations they serve.
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Small businesses with strong brands are more likely to attract and retain customers.
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Stronger brands have an advantageover their competitors.
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People perceive strong brands as having greater credibility and a good reputation.
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People who frequent well-branded businesses often feel an emotional connection with them.
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Stronger brands have the ability to form and maintain long-term customer relationships.
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Well-branded small businesses are not as vulnerable to market shifts and economic downturns.
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Companies with stronger brands typically have greater opportunities to generate more money than those that do not focus on their brands at all.
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The stronger a brand is in customers’ eyes, the stronger the asset, and the more business value it acquires.
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Strong brands represent:
PURPOSE
CONSISTENCY
PROFESSIONALISM COMMITME
NTINTEGRIT
Y
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Your small business can achieve greater success when the entire team recognizes the importance of:
BRANDING
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and has a strong, continuing commitment to “live” the company brand every day.
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Thanks for watching this slide presentation! If you’re interested in reading the entire book, Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success, it’s available at Amazon, Barnes & Noble, and many bookstores worldwide. Visit BeyondYourLogo.com for a list of booksellers.