practical branding for small business
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Practical BRANDING FOR SMALL BUSINESSSMALL BUSINESS
An overview to get you going.
Lisa Haggis | May 31, 2012
What is it (really)?
LET’S TALK BRANDING
What is it (really)?Why should you do it?Where do you start?Then what?
WHAT IS A BRAND?
� Gut feeling & beliefs about your business
� Born from your 1st
business decision
Like... way up here
© 2012 Lisa Haggis. All Rights Reserved.
business decision (and every other thereafter)
� At the very top level of your business
But don’t let it staystayup there.
WHY WHY WHY WHY DO WE DO IT?
The ultimate goal of branding is to create a great business.
One that people will love.
© 2012 Lisa Haggis. All Rights Reserved.
love.
One that serves a purpose.
PLUS, THE SIDE EFFECTS
“Business Clarity”� Better, faster,
more confident decisions
© 2012 Lisa Haggis. All Rights Reserved.
decisions
� Higher effectiveness
� Better external understanding
© 2012
MOMENTUM, BABY
HOW HOW HOW HOW DO WE DO IT?
Start from where
you are.
Still on the ground? Prepare for lift off!
© 2012 Lisa Haggis. All Rights Reserved.
Already up there? Refine your course.
One decision, action, and interaction at a time.
THE LAYERS OF YOUR BRAND
The Heart
• Your “Why?”
• Your “Who?”
The Preparation
• Visual
The Manifestation
• Your Delivery
© 2012 Lisa Haggis. All Rights Reserved.
• Your “Who?”
• Your “How?”• Visual
• Messaging
• Practices
• Systems
• Your Delivery
• Your Culture
• Touch Point Wins
As in, how you make
them feel.
WHY “WHY?” MATTERS
Because without it, you’re just like everybody else.
Because it is what people
The Heart
• Your “Why?”
© 2012 Lisa Haggis. All Rights Reserved.
Because it is what people really care about. It’s what they will remember.
Because it will fuel your pursuit for greatness.
• Your “Who?”
• Your “How?”
© 2012
If your current mission statement doesn’t energize you, change it.
SO, WHAT IS YOUR PURPOSE?
DOING YOUR GROUNDWORK
Examine each touch point:
� Where does the brand impression really happen?
� Where can you stand out?The Preparation
© 2012 Lisa Haggis. All Rights Reserved.
� Where can you stand out?� How can you be more [insert brand attribute here] at each point?
• Visual
• Messaging
• Practices
• Systems
ORCHESTRATING Experiences
Touch Points
� Website & Blog
� Business Card & Pitch
� Social Media
� Storefront
Front Desk & Phone
Decisions & Preparation
� Name & Logo
� Fonts
� Colours
� Tagline & Messaging
Location
© 2012 Lisa Haggis. All Rights Reserved.
� Front Desk & Phone
� Quote/Proposal
� Product & Packaging
� Email & Newsletter
� Service & Experience
� ETC.
� Location
� Interior Design
� Staff & Partners
� Policies & Practices
� Features & Materials
� ETC.
YOUR SECRET WEAPONS
Consistency
© 2012 Lisa Haggis. All Rights Reserved.
Uniqueness
STAY TRUE TO YOUR PROMISE
Branding is about discipline and focus.
1. Consistent with your purpose
© 2012 Lisa Haggis. All Rights Reserved.
purpose
2. Consistent across touch points
Gain trust and understanding.
BEYOND BUSINESS AS USUAL
Comes right from the heart of your brand.
� Have a story
� Combine your talents
© 2012 Lisa Haggis. All Rights Reserved.
� Combine your talents
� Do something unexpected
Gain interest and loyalty.
WHERE IT ALL COMES TO LIFE
� Your brand is built into the bones of your business.
� All efforts contributing to The Manifestation
© 2012 Lisa Haggis. All Rights Reserved.
� All efforts contributing to your purpose.
� Free up attention to recharge and innovate.
• Your Delivery
• Your Culture
• Touch Point Wins
That’s the end of the overview.
Now, let’s get you going.
1. Every great business has a reason for being in existence.
3 TAKE-AWAYS TO REMEMBER
being in existence.
2. Use your brand as a decision-making tool so that everything aligns.
3. Orchestrate great brand interactions at each touch point with consistency and uniqueness.Build it
into your business DNA!
1. Identify 3 key touch points for your business.
3 THINGS YOU CAN DO TODAY
business.
2. How can you improve consistency a) with your purpose? B) among them?
3. How can you deliver something unexpected that reinforces your brand?
Do you need to revisityour
purpose?
© 2012
[email protected] | 613-898-5035
www.lisahaggis.com
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