Branding Your Start-Up From The Get-Go (Gerard Tannam)
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Transcript of Branding Your Start-Up From The Get-Go (Gerard Tannam)
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Branding Your StartupFrom The Get-Go
© All Content Islandbridge
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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
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What Business Are You In?
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In Our Experience
Success in businessalways comes down to our abilityto influence choice.
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Spoiled For Choice?
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So Are Your Customers?
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Why Choose You?
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Why Choose You?
More & more, customers are making their choice based on brand.
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Why Brand?
The sole purpose of your brandis to make you the natural choice of your customer.
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11
What Is A Brand?
A uniform
A label
A reputation
A goodwill
A badge
A tribe
A worldview
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In Our Experience
People buy people.
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In Our Experience
Success in businessis down to people influencing people.
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What’s The Story?
What business are you in?
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What’s The Story?
What business are you in?
The people business!
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What Is A Brand?
“A brand stands for the relationshipthat’s proposed or existsbetween a business and its customers”
Islandbridge, 2004
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What Business Are You In?
The People Business!
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What Business Are You In?
The People Business!
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Why Do Brands Fail?
They Fail To Think, Speak & Behave
Like A People Business!
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What Is A Brand?
“A brand stands for the relationshipthat’s proposed or existsbetween a business and its customers”
![Page 21: Branding Your Start-Up From The Get-Go (Gerard Tannam)](https://reader036.fdocuments.in/reader036/viewer/2022070321/558b990ad8b42ab2788b4583/html5/thumbnails/21.jpg)
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.
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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.
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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
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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.
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Five Steps : Step 4
Build a network.
Develop prompted word-of-mouth& give them lots to say about you.
Practical Step: Gather testimonials
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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
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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
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Thank You!
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