The Winning Brand Formula
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Transcript of The Winning Brand Formula
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The Winning Brand Formula
Simpleideastogrowyourbrand
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LEOWLEIKHONG
Author | Business Coach | Entrepreneur
www.smallfish.com.mySmallFishBusiness @leikhong
Coach LeikHong is an out-of-the-box business coachwho is passionate helpingSMEsbusinessesandentrepreneurachievingtheirbusinessgoals.As a business coach, LeikHong served as mentor & advisor to many businessowners, coaching and guiding entrepreneurs to overcome business challengesandseLngtherightpathforbusinessprofits.
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We deliver #Happiness #Inspiration #WOW
Themetaphor behind the SMALL FISH brand, haswe believed every business has ahumblebeginning,everybusinessstartedsmallandwithlimitedresources.When our business is small,we need to be crea%ve,we need to beflexible andweneedtobedifferent.Inthisebook,wegoingtoshareabouthowyoucandoalltheabove.
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SmallFishBookSeries
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BEING DIFFERENT
1.STORY
2.EXPERIENCE
3.STRATEGY
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BEING DIFFERENT
1.STORY
2.EXPERIENCE
3.STRATEGY
Beginwith…
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1. Tell a STORY
Thefirststepofbeingdifferent,istoabletocreateabrandthattellstory.
Facttell;storysell.
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A Good STORY…
…madeyourtargetaudiencesexcited&happy.Businessneedstocreateastorythatengagespeople.
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BRAND STORYAllthebigbrandsunderstoodthis,whenyoulookattheirlogo,theycreatedacertainemoPonalengagementwithourfeeling.
Wefelttheyhaveatrustworthystoryandthereforeatrustworthybrand.
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A brand is not just a pretty logo.
or a creative tagline.
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BRAND EVOLUTION
A brand is more than a pretty logo, slogan and all the marketing channels;
A brand is about WHO you are & WHAT you represent.
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People don’t buy WHAT you do; They buy WHY you do it.
~Simon Sinek
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FOOD FOR THOUGHT 1…
1. What is your WHY (Purpose) of Business?
2. Can you turn your WHY to become
your Brand Story?
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BEING DIFFERENT
1.STORY
2.EXPERIENCE
3.STRATEGY
ConPnuewith…
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Which cup of coffee would you pick?
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Givenbothpapercupsofcoffeeishavingthesametypecoffee,Ibelievedthemajorityofpeoplewillpicktheonewith“Starbucks”logo.
TheStarbucksbrandhasbeenconsistentlyprovidinggreat‘experience’towardhiscustomers,thatwhywealltrust&lovethebrand.
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BRANDING Telling others how good we are.
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BrandExperience…ishowwemakeourcustomerfeel.
WeareinabusinessofsellingemoPon,notstuffs.
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peoplebuyonemoJon
AndjusPfywithlogic
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In2017….Every conversaPon, every moment, every storycreateanexperience,thatbecomesyourBRAND.
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85%ofbrandhappensindailyinteracJon(tweet,statusupdates,
contentshares,conversaPonsbetweencustomersandemployees.
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This is the logo of Starbucks, NOT the brand.
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ThisisthebrandofStarbucks
Morethan23millionpostsonIntagram
#starbucks
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BrandExperience
CustomerExperience
ProductExperience
ShoppingExperience
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Your BRAND is what people say about you
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FOOD FOR THOUGHT 2…
1. What are the Brand Experiences you’re creating in your business?
2. How can you make it Better?
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BEING DIFFERENT
1.STORY
2.EXPERIENCE
3.STRATEGY
Lastly…
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3. Marketing Strategy
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PrimaryObjecJveof MarkeJng
Educate&Communicate
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2 Types of Customers
a. NEW Customers
b. EXISTING Customers
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LEAD CHANNELS
PrintAdverPsement
EmailNewsle`er
OnlineMarkePng
MobileMarkePng
RadioAdverPsing
TVAdverPsing
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EASYTOBUYLearnfromMcDonald’s,makeyourproductsupereasyforyourcustomers.
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Some other strategies
• Corporate/SiteVisitTour• TryBeforeBuy• Warranty/Guarantee• TesPmonial• DisplayAwards• Writeabook• Keepingthesmile
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Loyalty / Membership Card
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Up-Selling
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Some other strategies
• Offercontract• Productoftheweek/month• Remindersystem• OffersubscripPon• Happyhourpackage• ShoppingChecklist• ExtraWarranty/Insurance• 4forpriceof3
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FOOD FOR THOUGHT 3…
1. List down your Top 5 Strategies for bringing new customer?
2. List down your Top 5 Strategies
for repeat customer?
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In the nutshell
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BRAND=Purpose+People+Culture
Purpose
CulturePeople
Brand
WHY?
WHO?
HOW?
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FOOD FOR THOUGHT… 1. What is your WHY (Purpose) of Business? 2. Can you turn your WHY to become your Brand Story? 3. What are the Brand Experience you’re creating in your business? 4. Can you make it Better?
5. List down your Top 5 Strategies for bringing new customer? 6. List down your Top 5 Strategies for repeat customer?
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ThecontentsofthisebookisderivedfromSmallFish’sBusinessMastery8BlocksPhilosophies.1. BusinessPurpose2. BusinessModel3. BusinessGoals4. OperaPonSystem5. OrganizaPon6. People7. KPIs8. Milestones
Toreadthedetailsofeachblock,youmayvisit:www.smallfish.com.my/philosophies
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www.smallfish.com.my
SmallFishBusiness
@leikhong
THANK YOU