Knowing & Growing your brand

Knowing & Growing your

BrandBy Louis Howell, Founder of Exponential Marketing

Meet your new friend…. Exponential Marketing is a marketing transformation agency

that helps small businesses to build a powerful in-house marketing operation so that they can dominate their market and grow their company.

Nobody knows the vision, values and principles better than those in the company, so they should be given the opportunity to stay in control of their marketing and communications, whilst having the skills necessary to deliver it at an incredibly high standard.

What factors help to identify your brand?

Establishing Brand DNA/brand identity

Message

Values Personality

Philosophy USP

Vision

A harsh reality:Your brand is simply and literally, everything that your potential, and actual, customers think of you

Engagement & experience

Stages, stereotypes and situations1. Startup BusinessQuick promo video Blast it out on social media HOPE that the inbound enquiries come flying our way.

2. Been around a while, seen some growthFocus suddenly goes to … AUTOMATION and TARGETING

3. Big company, experiencing some stagnationKiller advertising campaign, PR stunt or short-term partnership

3 steps for appealing to your perfect customer

Old mcdonald’s had a brand…In the 80s and 90s, led with the messages of: Taking a break Ending a great day with tasty food Great customer service

Today, they lead with the messages of: Local meat, fish and produce Nutritional value CSR

Compare the Campaign

Go Compare used the imitation of Pavarotti to LITERALLY shout about the brand

Due to people saying they found it incredibly annoying … the adverts became based on ways that people could get rid of the singing man

How to go about ‘listening’ Social media – trends, conversations, disputes, viral content Articles & Forums – What discussions are getting the most

attraction and input? What topics are getting questions being asked? Events – What topics are being focused on for keynotes? What’s the

theme of event that gets highest attendance? What do general attendees think of topics or share as challenges?

Surveys and polls – What information – qualitative and quantitative – can you gather, analyse and utilise to understand the market

A good old phone call – Directly ask people what challenges they are facing? Gather perspectives and opinions.

How/what to ‘create’ Content – Video (I,O,C), Written, Platform,

Opportunities Experiences – Focus Groups, Best Practise Sharing

Events, Webinars, Exclusive demonstrations Products – Specific, Relevant, Accessible, Authentic

Only able to give a brief overview here, but the thing to remember is that what you create must be VALUABLE and

must be ENGAGING

How to ‘respond’ Prioritising – The first group of people to go to with your new

creations should ideally be the people with the problems and the community you’ve built

Launch Events – Those attending a launch event will clearly see value in your new creation, show them how much you care

Incentivise feedback/sharing – Competitions, Publicity and Promotion, FREE access to an offer

Just a few examples of ways to respond, but the key thing to remember is that ideally you will want to be PERSONAL

and show COMPASSIONATE LEADERSHIP

QUICK RECAP1. Brand Identity and DNA2. Engagement & Experience3. Stereotypical Marketing Choices4. McDonald’s and GoCompare marketing

transitions5. 3 steps to appealing to your perfect

customer

What’s next? Follow us on Social MediaTwitter: @EXPMktgLinkedin: Exponential Marketing Limited

Come and speak to me in a break or at the endAppreciate all feedback, comments, questions and would love to meet you all

Get more information about our training programmes and consultancy opportunities

Gifts, Giveaways, offers FREE publicity for those in attendance today

- Marketing challenges and routes to overcome

FREE strategic advice session with Louis Howell

Up to 25% discount on our “Activation” or “Acceleration” programmes:

- Marketing Principles and Brand Development- Digital Marketing Essentials and Delivery- Branding and Brand Management- Strategic Marketing and Sustainable Growth

Strategies