branding your start-up from the get-go (gerard tannam)
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Branding Your Start-Up From The Get-GoTRANSCRIPT
Branding Your StartupFrom The Get-Go
© All Content Islandbridge
Happily Ever After?
The difference between success and
failure
How a brand works to make you succeed
How to build a brand that works to
influence our customer choice
What Business Are You In?
In Our Experience
Success in businessalways comes down to our abilityto influence choice.
Spoiled For Choice?
So Are Your Customers?
Why Choose You?
Why Choose You?
More & more, customers are making their choice based on brand.
Why Brand?
The sole purpose of your brandis to make you the natural choice of your customer.
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What Is A Brand?
A uniform
A label
A reputation
A goodwill
A badge
A tribe
A worldview
In Our Experience
People buy people.
In Our Experience
Success in businessis down to people influencing people.
What’s The Story?
What business are you in?
What’s The Story?
What business are you in?
The people business!
What Is A Brand?
“A brand stands for the relationshipthat’s proposed or existsbetween a business and its customers”
Islandbridge, 2004
What Business Are You In?
The People Business!
What Business Are You In?
The People Business!
Why Do Brands Fail?
They Fail To Think, Speak & Behave
Like A People Business!
What Is A Brand?
“A brand stands for the relationshipthat’s proposed or existsbetween a business and its customers”
How To Market?
Once we make senseof what we do and how we do it,we must put it work for us in our business.
We must build relationships.
Five Steps : Step 1
Roll up your sleeves & commit to a relationship with your customers.
Meet with them,watch what they do,hear what they say,and find out what they want and need.
Practical Step: Schedule regular customer meetingswhere there is no sales agenda.
Five Steps : Step 2
Find your voice& begin to tell your story.
Link your story and those of your clientsso that they return again and againto hear you tell it.
Practical Step:Gather case stories
Five Steps : Step 3
Find your position& own it.
(Don’t be a small fish in a big pond -create your own pondand be the only fish in it).
Practical Step: Define your own market.
Five Steps : Step 4
Build a network.
Develop prompted word-of-mouth& give them lots to say about you.
Practical Step: Gather testimonials
Five Steps : Step 5
Be seen as an expert.
Publish, speak, share expertise -give away information,become the ‘go-to’ company in your circle.
Practical Step: Build & share resources
Five Steps
Commit To A Relationship With Your
Customers
Find Your Voice & Tell Your Story
Find Your Position & Own It
Be Seen As An Expert
Build Resources
Thank You!
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