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Big Branding for Small Business
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Transcript of Big Branding for Small Business
Big Branding for Small Business
Presented by:Carolyn HigginsPresident, Fortune Marketing Company
What comes to mind?
How about this?
And how about this?
About Me
• 17 years sales and marketing experience
• Certificates in direct marketing practices from the American Marketing Association (AMA) and Duct Tape Marketing Consulting
• UC Berkeley Grad • (Worked with Kaiser, Nestle, Intuit,
Delta Dental, Edwards Lifesciences, Costco, Old Navy, Macy’s
• Solano SBDC Advisor
Agenda
I. What is Branding?II. Marketing vs. BrandingIII. 3 Components of Branding IV. Questions
What is a Brand? (noun)
It boils down to….
A perceptionAn emotionAn experience
A brand is an identity!
What is Branding (verb)
The act of promoting and delivering your
product or service to the market, with consistency.
It’s about TRUST!
The Three Components of Branding
1. Who2. What3. Why
1. WHO = Your Target Market
“You simply cannot be all things to all people.
Narrowing your focus will help you distinguish your business from all others and focus on your ideal
customer”
– John Jantsch, Duct Tape Marketing
Do I Need a Target Market?Who is most likely to buy?When are they most likely to
buy?
How much money is wasted chasing the wrong people at the
wrong time? ?
Your Ideal Customer What is ideal?
Value and respect your business Profitable Refer others Those you want to clone!.
2. WHAT = What are you customers really buying?
Your Target Market buys for 2 reasons:
•They buy a way out of pain• A problem that needs to be solved
•They buy out of desire• Prestige, belonging, pride, recognition, etc
Create BUZZ Find the little things that mean a lot Where is your industry lagging? Grab
on! Competitive Analysis
3. WHY? = Why should they choose you?
Avoid the 2 Most Dreaded Words
in Sales:
“How Much”
Find Your Core Difference
BrandingCreate an experience for your
Target MarketTell the world how you’re
different!Deliver an experience that
defines you
Your Brand Communicates Why Customers Buy from You
Your unique product or serviceYour unique process Your unique experience Your unique people Your unique guarantee Your unique packaging Your unique delivery Your solution to a problem
Promoting Your Brand
Go where your TARGET MARKET goes
Create Messaging they can relate to!
Meet or Exceed Expectations
Be Consistent!
SummaryHow to build a kick-ass brand
◦Know your target market◦Know your competitive advantage◦Know what problem you solve or
benefit you provide and do it better than anyone!
◦Be memorable◦Create an experience◦Tell a story!
Marketing Success Boot Camp
Learn the 9 Step Marketing Plan ◦ Increase sales◦ Increase average value of a client◦ Increase profits◦ Increase MROI◦ Stop wasting time and $$ on the wrong marketing!
Thursday April 1, 9-12:30 pm, Walnut Creek
Normal price - $99Just $29 today!
questions
Fortune Marketing Company
Website: FortuneMarketingCompany.comBlog: FortuneMarketingCompany.com/marketingblogFacebook: facebook.com/FortuneMarketingCoTwitter: Twitter.com/FortuneMktgCoLinkedIn: Linkedin.com/in/carolynrhiggins
Email: [email protected]: 707.718.4489