Post on 21-Oct-2014
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BRAND IT LIKE BECKHAM
Profit from Big Brand Disciplines in your Small Business
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Discover why
branding is even
more important
for small
business.
How to Design a
Brand that
connects with
your audience.
How to Promote
your Brand
without having
to beg your
Bank Manager.
Delivering a
great brand
experience from
the Webber to
the Web!
Why is being
Creative
important?
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“In order to be irreplaceable
one must always be different.”
- Coco Chanel
EXECUTIVE SUMMARY
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BRANDING - MORE IMPORTANT FOR SMALL BUSINESS
THAN BIG BUSINESS
SME’s have a greater need to differentiate in a more
competitive market.
Why, then are so few small businesses “branded?
Because most:– do not understand basic marketing principles and
– believe that branding is expensive and for the big boys
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BRANDS ARE IMPORTANT BECAUSE THEY
DELIVER
An emotional connection to products & services!
Feelings affect rational thought. Most purchase decisions
are emotional, justified with rational thought later.
"Brand will become the most
powerful strategic tool since
the spreadsheet.”
Marty Neumeier,
author - "The Brand Gap"
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YOUR BRAND
is a collection of perceptions in themind of your consumer.
IS HOW THEY SEE YOUIS HOW THEY SEE YOUIS HOW THEY SEE YOUIS HOW THEY SEE YOU
HOW THEY FEEL ABOUT YOUHOW THEY FEEL ABOUT YOUHOW THEY FEEL ABOUT YOUHOW THEY FEEL ABOUT YOU
WHAT THEY SAY ABOUT YOUWHAT THEY SAY ABOUT YOUWHAT THEY SAY ABOUT YOUWHAT THEY SAY ABOUT YOU
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THE REAL THING - EMOTION
Pepsi consistently wins blind taste tests, but no-one drinks Coke with a blindfold!
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IMAGE IS EVERYTHING
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It will affect every part of
your business.
SME Strategy Timeline
4 weeks – 3 months
HOW TO DESIGN A BRAND?
- SIMPLE NOT EASY
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WHO “DESIGNS” THE BRAND?
Entrepreneurs Entrepreneurs Entrepreneurs Entrepreneurs tap into the customer need and design the vision.
Marketers Marketers Marketers Marketers make the vision come alive focusing on Brand Communication to manage Perceptions.
Industrial Designers Industrial Designers Industrial Designers Industrial Designers design the product.
Graphic DesignersGraphic DesignersGraphic DesignersGraphic Designersinterpret brand attributes in visual media.
Copywriters Copywriters Copywriters Copywriters give the brand a voice.
Film Producers, Directors, Animators, EtcFilm Producers, Directors, Animators, EtcFilm Producers, Directors, Animators, EtcFilm Producers, Directors, Animators, Etcput brand on our screens, from the very big to the very small…
Customer ServiceCustomer ServiceCustomer ServiceCustomer Servicedeliver the “brand experience.
LIKE
MAKING
MOVIES
IT
IS
OWNER PRODUCERTHEISTHE
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What is your Brand
• Name?
• Personality?
• Story?
• Promise? (Do you deliver?)
• Positioning
• Positioning Statement
BRANDING IS HOW WE COMMUNICATE
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BRAND NAMES ARE A POWERFUL FORCE
Does your Brand Name:
• Differentiate you from your competitors?
• Reinforce a unique positioning?
• Create positive and lasting engagement with your audience?
• Make you unforgettable?
• Propel itself through the world on its own by being a PR generating vehicle?
• Provide a deep well of marketing and advertising images? Is it easily promotable?
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NAMING PROCESS
1. Competitive Analysis
2. Positioning
3. Name/Brand Development
4. Trademark / Domain Name
5. Creative/Testing
6. Name and Tagline
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RADIO RENTALSBrand name was too descriptive and
limiting in the first place and now
makes no sense at all, showing the ageing nature of the business!
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SHAVER SHOP
•Expanding product range
beyond the initially focused
concept.
•Only time will tell if the brand extension will be successful.
•Brand name was too descriptive
and limiting in the first place!
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PROTECT YOUR NAME
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THE PERSONALITY IS THE BRAND
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MR. MUTUAL FUND
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MS MEGABYTE
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GADGET GUY
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BOUNCEBACKFAST
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THE PRODUCTIVITY QUEEN
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POWERFUL POINTS
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GEEK SQUAD
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WHAT DO THEY ALL HAVE IN COMMON?
1. They are specialists…the only…in their market (some have a
wider area of influence than others!)
2. They are easy to remember
3. They have names that are easy to promote – they have
PERSONALITY and a STORY to tell.
4. They are “famous” amongst their intended target audience –
AWARENESS and RECOGNITION.
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People love stories from children’s fairytales to books and
movies.
Good advertisements are nothing more than very short
stories:– A story is more memorable than a straightforward message.
– A story is easy to re-tell and pass on to other consumers
A brand story needs to be:– Real and authentic
– Colorful and interesting
BRAND STORY
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TELL YOUR STORY AND SELL
Est. 1932 Est. 1924
Est. 1967
Real Stories that developed through the
decades.
A brand legend is born, a heritage created with a tie. He did not attend
fashion school, but worked for Brooks Brothers as a salesman. In 1967,
with the financial backing of Norman Hilton, Lauren opened a necktie store
where he also sold ties of his own design, under the label "Polo".
2003Rebrand
2006Website “Before” Website “After”
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LEGENDS ARE MADE
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BRAND NAME & CORPORATE IDENTITY
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MOST SME’S SELL FEATURES INSTEAD OF BENEFITS
Make Up v Hope To Women
Mousetraps
v
Absence of Mice
Drill
v
Picture on the Wall
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BUILDING A BRAND - POSITIONING
“The way to
become rich is to
put all your eggs
in one basket
and then watch
that basket.”– Andrew Carnegie 1835-1919
How can we “own” a place in the consumer mind?
By focusing on the things that matter.
Focus demands Sacrifice - To own something you need to give up something else.
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POWER OF FOCUS
“The men who have succeeded are men who have
chosen one line and stuck to it.”
- Andrew Carnegie
“This is the day of dramatization. Merely stating a truth isn’t
enough. The truth has to be made vivid, interesting dramatic.
You have to use showmanship. The movies do it. Television does
it. And you will have to do it if you want attention”
- “How to Win Friends and Influence People” – Updated version, Dale Carnegie
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“An expert is someone who has succeeded in making decisions and judgments simpler through knowing what to pay attention to and what to ignore”
- Simplicity - Edward de Bono, 1998
The specialist has a chance to use their field of expertise as a point of differentiation - “I believe that the true road to pre-eminent success in any line is to make yourself master of that line”
- Andrew Carnegie 1835-1919
SIMPLICITY ADDS VALUE
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SIMPLICITY REQUIRES CREATIVITY
“Simplicity is easy to use but can be hard to design. You may
need some creativity”
- Simplicity - Edward de Bono, 1998
“The ability to simplify means to eliminate the unnecessary so
that the necessary may speak”
- Hans Hoffman – Artist
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BRAND POSITIONING
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REAL ESTATE
Position against the leader.
Same Principle as Pepsi v Coke.
Use competitor strength and turn it into a
weakness.
Original = Old.
“Pepsi the Choice of a New Generation”
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SEGMENTATION
Savings f
or good driv
ers!
Young Driv
ers and M
odified C
ars
Tailore
d Polic
ies for Y
ou -
We A
sk M
ore Q
uestions
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MAJOR (RESIDENTIAL) BUILDING CATEGORY
Meaningful
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The law of the category - if
you can't be first in a
category, set up a new
category you can be first in. –
Al Reis
NEW CATEGORY
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The law of the category - if you can't be first in a category, set up a new
category you can be first in.– Al Reis
SEGMENT EVEN FURTHER
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GENERAL HOME SERVICES - ESTABLISHED
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SPECIALIST HOME SERVICES – E.G.: CLEANING, STILL
DEVELOPING
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BRAND RECOGNITION
“… alone is useless. Today every plumber has a brand and a slogan on
the side of his truck. The world is drowning in brands and slogans”Robert Bloom author and ex – Chairman of Publicis Worldwide
Although we are not there yet in either
the USA or Australia, the sentiment is
right – recognition alone is not
enough!
Virtually every category of consumer
product and service is now crowded
with – in some cases overcrowded –
with brands, however this is not the
case in the SME space which presents
a tremendous opportunity.
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Communication alone
does not create brand
feelings.
Experience with the
brand creates brand
feelings.
Today customers
expect to be vowed and
entertained.
BRAND EXPERIENCE – “BRANDTERTAINMENT”
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HOW DO YOU CREATE WOW?
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A consistent THEME that uses the name of the brand or its positioning or
ultimately both will always get better results.
MORE CREATIVE
MORE MEMORABLE
LESS FREQUENCY
LESS $$$
CREATIVE STRATEGY IS MORE IMPORTANT FOR THE SME
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CREATIVITY = ORIGINALITY
The first objective of any communication is to get noticed – to
grab attention. Without it you can not begin to PERSUADE.
Human beings are hard-wired to look for “the new.”
“What was effective one day, for that very reason, will not be
effective the next, because it has lost the maximum impact of
originality.”- advertising great Bill Bernbach, way back in the 1960s.
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CAMPAIGNS = CONSISTENCY = FAMILIARITY
Every advertisement should be thought of as a contribution to the complex symbol which is the
brand image.- David Ogilvy, regarded as the Father of Modern Advertising
A Brand is a Personality. Personalities like people don’t really change, neither should your brand, which is why having a consistent creative THEME is important.
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CHAMPION COMPRESSORS - WEBSITE
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CHAMPION COMPRESSORS - TRADE ADVERTISING
- VEHICLES
Before After
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BAYVIEW REALESTATE - POSTCARD CAMPAIGN
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GUYS DOMAIN – Direct Mail Postcard Templates
CREATIVELY CUTTING COSTS
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PROMOTING YOUR BRAND
MEDIA EFFECTIVENESS - SME TOP 10
Media Effectiveness – SME Top 10
1. Networkinga) Physical – Industry Associations, Expos, BNI, etc
b) Virtual (LinkedIn, Facebook, etc)
2. Website / Blog, Online Video
3. Search Engine Marketing
4. Email
5. PR - Traditional and Online
6. Direct Mail
7. Point of Sale (for Retailers)
8. Packaging
9. Trade Press / Local Paper / Niche Magazines
10. Outdoor and Out Of Home / Ambient
Only 10 years ago –1b, 2, 3, 4, 5 did not
exist as a way of reaching the consumer
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IMPORTANCE OF FREQUENCY
1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, "Oh brother!"
8. The eighth time, he says, "Here's that confounded thing again!"
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it.
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might be worth something.
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering.
Thomas Smith of London
wrote this back in 1885 when
the Newspaper was the only
medium!
Today the estimates are that
the average consumer is
exposed to between 500 to
5000 brand messages per
day.
Reach 1,000 x 10
v
Reach 10,000 x 1
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Have you made yours?
The best time in the history of the world to be an SME
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WEB - MOST FLEXIBLE & ACCOUNTABLE MARKETING
WEAPON
It is a interactive medium and a distribution channel – Tell visitors why they should buy from you and not your competitors
– Collect information about your customers
– Customize customer experience
– Improve customer service
– Provide a vehicle for feedback
– Generate sales leads
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WHY ARE MOST SME’S WEBSITES (COMMUNICATION)
TERRIBLE? THEY REFLECT THEIR MARKETING EFFORTS!
Common Professional Services and B2B Industrials issues:
• Internal Company v External Customer Focus (WE v YOU), e.g.: “leading”
• No Point of Difference
• Features instead of Benefits
• Copywriting
• Rules of Design
We have looked at and can provide examples in the following markets:
• B2B Industrials (Manufacturer’s Monthly)
• Top Tier Law Firms (Accounting)
• Top Tier Architects
• BRW Fast 100 IT Firms
• Financial Planning - Follows
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Missing:
1.USP – Positioning Statement
2.WIFM
3.Call to Action
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NO USPInternal focus – “WE”
Blah, blahService is an empty promise
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Why should I call?What will I get?
We, we, we, look how good we are
Name?Positioning?
Can the imagery get any more typical?
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Your name is?What business are we in?Property? Finance? Planning?Too many messages
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Good “Point of Difference”However Price is easy to copy!
What does the logo mean?Where is the USP?Where is the benefit in the USP?
Better use of space?Simpler Menu structure?
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Home baked?Trust?Credibility?
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Simple & FocusedMessagesOwn “friendly”Clear benefits
Focused- Targeted
CreativePleasantEasy to readCampaignable
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STARK REALITY CHECKSTARK REALITY CHECKSTARK REALITY CHECKSTARK REALITY CHECK30 minutes of FREE,
No Obligation Advice
to
Turn Your Customer Perceptions
into a more
Profitable Reality
e: info@starkreality.com.au