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Fsb Pres On Business Branding

  1. 1. Business BrandingWhy it’s important when marketing your business.
  2. 2. What is a brand ?
  3. 3. Common feelings about branding
  4. 4. Common feelings about branding
  5. 5. Common feelings about branding ✦ I don’t need a fancy logo
  6. 6. Common feelings about branding ✦ I don’t need a fancy logo ✦ I’m not big enough to worry about having a brand
  7. 7. Common feelings about branding ✦ I don’t need a fancy logo ✦ I’m not big enough to worry about having a brand ✦ I don’t have enough money to do any branding
  8. 8. Common feelings about branding ✦ I don’t need a fancy logo ✦ I’m not big enough to worry about having a brand ✦ I don’t have enough money to do any branding ✦ I’ve already got a logo and stationery
  9. 9. Common feelings about branding ✦ I don’t need a fancy logo ✦ I’m not big enough to worry about having a brand ✦ I don’t have enough money to do any branding ✦ I’ve already got a logo and stationery ✦ My customers know all about me and my business already
  10. 10. What makes a brand?
  11. 11. What makes a brand?A brand encompasses:
  12. 12. What makes a brand? A brand encompasses:✦ Passion
  13. 13. What makes a brand? A brand encompasses:✦ Passion✦ Uniqueness
  14. 14. What makes a brand? A brand encompasses:✦ Passion✦ Uniqueness✦ Compelling story
  15. 15. What makes a brand? A brand encompasses:✦ Passion✦ Uniqueness✦ Compelling story✦ Connection
  16. 16. What makes a brand? A brand encompasses:✦ Passion✦ Uniqueness✦ Compelling story✦ Connection✦ Personality
  17. 17. What makes a brand? A brand encompasses:✦ Passion✦ Uniqueness✦ Compelling story✦ Connection✦ Personality✦ Integrity
  18. 18. Why do you need one
  19. 19. Why do you need one✦ Creating a difference
  20. 20. Why do you need one✦ Creating a difference✦ Connecting with your customers
  21. 21. Why do you need one✦ Creating a difference✦ Connecting with your customers✦ Adding value
  22. 22. Emotional Connection with your customers
  23. 23. Which car would you buy? Model A Model B Model C Model DPrice 44,880 45,225 41,120 43,357Engine 2793cc 24-valve 2997cc 24-valve 2967cc 24-valve Six-cylinder Six-cylinder Six-cylinder Six-cylinder Variable inlet manifolding Variable valve timing Variable valve timing Variable valve timing and inlet manifoldingPower 198 bhp at 5500 rpm 218 bph at 5800 rpm 240 bph at 6800 rpm 226 bph at 6200 rphTorque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpmTransmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual Rear wheel drive Rear wheel drive Rear wheel drive Front wheel driveWeight 1440kg 1720kg 1628kg 1510kgMax Speed 147mph 143mph 145mph 150mph0-100kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs
  24. 24. Model A Model B Model C Model DPrice 44,880 45,225 41,120 43,357Engine 2793cc 24-valve 2997cc 24-valve 2967cc 24-valve Six-cylinder Six-cylinder Six-cylinder Six-cylinder Variable inlet manifolding Variable valve timing Variable valve timing Variable valve timing and inlet manifoldingPower 198 bhp at 5500 rpm 218 bph at 5800 rpm 240 bph at 6800 rpm 226 bph at 6200 rphTorque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpmTransmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual Rear wheel drive Rear wheel drive Rear wheel drive Front wheel driveWeight 1440kg 1720kg 1628kg 1510kgMax Speed 147mph 143mph 145mph 150mph0-100kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs
  25. 25. Finding your Differentiation
  26. 26. Finding your Differentiation
  27. 27. Finding your Differentiation✦ Describe your product or service
  28. 28. Finding your Differentiation✦ Describe your product or service✦ What are the key features?
  29. 29. Finding your Differentiation✦ Describe your product or service✦ What are the key features?✦ What are the benefits?
  30. 30. The key ingredients
  31. 31. The key ingredients✦ The big idea – what lies at the heart of your company?
  32. 32. The key ingredients✦ The big idea – what lies at the heart of your company?✦ Vision – where are you going?
  33. 33. The key ingredients✦ The big idea – what lies at the heart of your company?✦ Vision – where are you going?✦ Personality – how do you want to come across?
  34. 34. The key ingredients✦ The big idea – what lies at the heart of your company?✦ Vision – where are you going?✦ Personality – how do you want to come across?✦ Values – what do you believe in?
  35. 35. Your Values
  36. 36. Brand value grid Brand Values – IntegrationBusiness processes – how do these values translate into these elements of your business
  37. 37. Brand value grid Brand Values – Integration Business processes – how do these values translate into these elements of your businessBrand
Values Web
site Customers Suppliers Employees ServicesCaringProfessionalSimple
  38. 38. Key questions
  39. 39. Key questions✦ Who are you?
  40. 40. Key questions✦ Who are you?✦ What does your company offer that will enrich your customers experience
  41. 41. Key questions✦ Who are you?✦ What does your company offer that will enrich your customers experience✦ Who are your customers
  42. 42. Key questions✦ Who are you?✦ What does your company offer that will enrich your customers experience✦ Who are your customers✦ How are you unique to your customers
  43. 43. Key questions✦ Who are you?✦ What does your company offer that will enrich your customers experience✦ Who are your customers✦ How are you unique to your customers✦ Why does it matter to your customers
  44. 44. Key questions✦ Who are you?✦ What does your company offer that will enrich your customers experience✦ Who are your customers✦ How are you unique to your customers✦ Why does it matter to your customers✦ What are the key benefits of using your company
  45. 45. Key questions✦ Who are you?✦ What does your company offer that will enrich your customers experience✦ Who are your customers✦ How are you unique to your customers✦ Why does it matter to your customers✦ What are the key benefits of using your company✦ What aspirations do you sell
  46. 46. Key questions✦ Who are you?✦ What does your company offer that will enrich your customers experience✦ Who are your customers✦ How are you unique to your customers✦ Why does it matter to your customers✦ What are the key benefits of using your company✦ What aspirations do you sell✦ What do you want to achieve
  47. 47. Key questions✦ Who are you?✦ What does your company offer that will enrich your customers experience✦ Who are your customers✦ How are you unique to your customers✦ Why does it matter to your customers✦ What are the key benefits of using your company✦ What aspirations do you sell✦ What do you want to achieve✦ What do you want to tell the world
  48. 48. Easyjet
  49. 49. EasyjetEasyjet is a great example of a basic, clear big idea and its implementation.
  50. 50. EasyjetEasyjet is a great example of a basic, clear big idea and its implementation.
  51. 51. EasyjetEasyjet is a great example of a basic, clear big idea and its implementation.The Easyjet premise is simply to make things easy and cheap.
  52. 52. EasyjetEasyjet is a great example of a basic, clear big idea and its implementation.The Easyjet premise is simply to make things easy and cheap.And because the big idea is so simple, company founder Sir
  53. 53. EasyjetEasyjet is a great example of a basic, clear big idea and its implementation.The Easyjet premise is simply to make things easy and cheap.And because the big idea is so simple, company founder SirStelios Haji-Ioannou has extended it to a wide range of
  54. 54. EasyjetEasyjet is a great example of a basic, clear big idea and its implementation.The Easyjet premise is simply to make things easy and cheap.And because the big idea is so simple, company founder SirStelios Haji-Ioannou has extended it to a wide range ofotherwise unrelated services – from pizzas to watches –
  55. 55. EasyjetEasyjet is a great example of a basic, clear big idea and its implementation.The Easyjet premise is simply to make things easy and cheap.And because the big idea is so simple, company founder SirStelios Haji-Ioannou has extended it to a wide range ofotherwise unrelated services – from pizzas to watches –without having to change the basic brand.
  56. 56. EasyjetEasyjet is a great example of a basic, clear big idea and its implementation.The Easyjet premise is simply to make things easy and cheap.And because the big idea is so simple, company founder SirStelios Haji-Ioannou has extended it to a wide range ofotherwise unrelated services – from pizzas to watches –without having to change the basic brand.
  57. 57. EasyjetEasyjet is a great example of a basic, clear big idea and its implementation.The Easyjet premise is simply to make things easy and cheap.And because the big idea is so simple, company founder SirStelios Haji-Ioannou has extended it to a wide range ofotherwise unrelated services – from pizzas to watches –without having to change the basic brand.
  58. 58. Marketing your business
  59. 59. Marketing your business✦ Competition and market place
  60. 60. Marketing your business✦ Competition and market place✦ Your brand and your differentiator
  61. 61. Marketing your business✦ Competition and market place✦ Your brand and your differentiator✦ Your customers
  62. 62. Marketing your business✦ Competition and market place✦ Your brand and your differentiator✦ Your customers✦ Your Benefits
  63. 63. Marketing your business✦ Competition and market place✦ Your brand and your differentiator✦ Your customers✦ Your Benefits✦ Key messages
  64. 64. Marketing your business✦ Competition and market place✦ Your brand and your differentiator✦ Your customers✦ Your Benefits✦ Key messages✦ Right media
  65. 65. http://youtu.be/JNtmx8PNWvY
  66. 66. Relationship betweenMarketing & Branding
  67. 67. Relationship between Marketing & BrandingMarketing for SME’s is:
  68. 68. Relationship between Marketing & BrandingMarketing for SME’s is:Getting potentialcustomers who have aneed to:
  69. 69. Relationship between Marketing & BrandingMarketing for SME’s is:Getting potentialcustomers who have aneed to:✦Know
  70. 70. Relationship between Marketing & BrandingMarketing for SME’s is:Getting potentialcustomers who have aneed to:✦Know✦Like
  71. 71. Relationship between Marketing & BrandingMarketing for SME’s is:Getting potentialcustomers who have aneed to:✦Know✦Like✦Trust
  72. 72. Relationship between Marketing & BrandingMarketing for SME’s is:Getting potentialcustomers who have aneed to:✦Know✦Like✦Trust You / your Business
  73. 73. Relationship between Marketing & BrandingMarketing for SME’s is: Branding for SME’s is:Getting potentialcustomers who have aneed to:✦Know✦Like✦Trust You / your Business
  74. 74. Relationship between Marketing & BrandingMarketing for SME’s is: Branding for SME’s is:Getting potential Is the art of becoming incustomers who have a those customers eyes:need to:✦Know✦Like✦Trust You / your Business
  75. 75. Relationship between Marketing & BrandingMarketing for SME’s is: Branding for SME’s is:Getting potential Is the art of becoming incustomers who have a those customers eyes:need to:✦Know ✦Knowable✦Like✦Trust You / your Business
  76. 76. Relationship between Marketing & BrandingMarketing for SME’s is: Branding for SME’s is:Getting potential Is the art of becoming incustomers who have a those customers eyes:need to:✦Know ✦Knowable✦Like ✦Likable✦Trust You / your Business
  77. 77. Relationship between Marketing & BrandingMarketing for SME’s is: Branding for SME’s is:Getting potential Is the art of becoming incustomers who have a those customers eyes:need to:✦Know ✦Knowable✦Like ✦Likable✦Trust ✦Trustable You / your Business
  78. 78. Relationship between Marketing & BrandingMarketing for SME’s is: Branding for SME’s is:Getting potential Is the art of becoming incustomers who have a those customers eyes:need to:✦Know ✦Knowable✦Like ✦Likable✦Trust ✦Trustable You / your Business You / your Business
  79. 79. Marketing is ..... doing
  80. 80. Marketing is ..... doingBranding is ..... being
  81. 81. The End! Or perhaps it’s the beginning for you!Thank you for listening and slides can be found on my LinkedIn profile at Lou Williams NBE
  • alissabaguss

    Feb. 2, 2018
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    Feb. 17, 2017
  • radinikram

    Jan. 31, 2017
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    Mar. 25, 2016

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