Idea #1A STRONG BRAND IS ESSENTIAL FOR SMALL BUSINESS SUCCESS

Your small business may have excellent products and services,

lots of investment capital, and an ideal location, BUT…

is lackluster or nonexistent,

if its

will be that much harder to attain.

So, what’s a brand?

about your small business!

EVERYTHINGA brand represents absolutely

A strong brand helps customers develop positive impressions and feelings about your business.

which can influence how they’ll act when it’s time to make a purchase or take an action.

I thought a brand is my company’s logo and look.Am I wrong?

Your logo, look, and visuals are only PART of your brand.

TRANSACTIONS

PROCESSES

PHYSICAL SPACE

MARKETING

COLLATERAL AND

CONTENT

CUSTOMER/ BRAND PROMISE

EMPLOYEE BEHAVIOR

COMPANY VISUALS CUSTOM

EREXPERIE

NCES

BACKGROUNDS

COLORSDESIG

N & LAYOU

TTYPOGRA

PHY

STYLELOGO

SHAPES

SLOGANS/

TAGLINES

CONTENT

IMAGES MOOD

PERSONALITY

COMPANY

VISUALS

TRANSACTIONS

PROCESSESPHYSICAL

SPACE

SALES/RETURN

S/EXCHAN

GESCLEANLINESS/

APPEARANCEPRODUCT/SERVICE DELIVERY

PRODUCT/SERVICE SUPPORT

POLICIES/

CONTRACTS

PACKAGING

SHIPPINGLOYALTY

PROGRAMSCUSTO

MER SERVIC

E

PRICING

FINANCIAL/

ACCOUNTING

DEMOS/ TRIALS/TOURS

E-COMMER

CE

MARKETING COLLATERA

L AND CONTENT

EMAILS/

NEWSLETTERS

WEBSITE

PROPOSALS/

PRESENTATIONSCALL

CENTER

SOCIAL MEDIA

PRINT/DIGITA

L

SIGNAGE/

DISPLAY

BLOG

CASE STUDIE

S

PHONE/

CHATMOBIL

E

TRADE SHOW

S

CUSTOMER/ BRAND

PROMISE

SOLUTIONS

OPERATIONS

ACCESSIBILITY

EMOTIONAL

CONNECTION

PROFESSIONALISMVALUE

EXPERTISE

MISSION/

VISION

REASONS TO BELIEV

E

CUSTOMER

SERVICE

ENGAGEMENT

CONSISTENCY

ETHICAL

COURTEOUS

APPROACHABLE

RESPECTFUL

PROFESSIONAL

PRESENTABLE

SKILLED

POSITIVE

FLEXIBLE

PROACTIVE

COMPETENT

RELIABLE

EMPLOYEE

BEHAVIOR

Why does my SMALL business need a brand?

Small businesses with strong brands typically have higher visibility in the locations they serve.

Small businesses with strong brands are more likely to attract and retain customers.

Stronger brands have an advantageover their competitors.

People perceive strong brands as having greater credibility and a good reputation.

People who frequent well-branded businesses often feel an emotional connection with them.

Stronger brands have the ability to form and maintain long-term customer relationships.

Well-branded small businesses are not as vulnerable to market shifts and economic downturns.

Companies with stronger brands typically have greater opportunities to generate more money than those that do not focus on their brands at all.

The stronger a brand is in customers’ eyes, the stronger the asset, and the more business value it acquires.

Strong brands represent:

PURPOSE

CONSISTENCY

PROFESSIONALISM COMMITME

NTINTEGRIT

Y

Your small business can achieve greater success when the entire team recognizes the importance of:

BRANDING

and has a strong, continuing commitment to “live” the company brand every day.

Thanks for watching this slide presentation! If you’re interested in reading the entire book, Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success, it’s available at Amazon, Barnes & Noble, and many bookstores worldwide. Visit BeyondYourLogo.com for a list of booksellers.