What Every Business Owner Needs to Know to Get and Keep ...The Shocking Truth Behind Successful Brands . You own a company. Congratulations. As owner, you have the opportunity to make

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Wendy Marlow Marketing & Sales Strategist for Small Business

What Every Business Owner Needs to Know to Get and Keep Your Team on the Same Page!

Copyright ©Wendy Marlow, 2016 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical photocopying, recording, or otherwise (except for brief passages for purposes of review) without the prior permission of The Art of Marketing Inc. Permission to photocopy should be requested from the Canadian Copyright Licensing Agency. Publisher: The Art of Marketing Inc. Library and Archives Canada The Shocking Truth Behind Successful Brands ISBN 978-0-9869588-2-3 Electronic book text CONTENTS Introduction

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Core Values Defining Core Values Examples of Microsoft's Core Values

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Branding

What is Branding? 5 Ways to Build a Brand Brand Equity How Relationships Affect Loyalty

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9 9 10 10

Vision Statements Creating a Vision Statement

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Mission Statements What is a Mission Statement? Formula for Crafting a Good Mission Statement The Art of Marketing's Mission Statement The Vision, Mission, Values Wheel

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Examples The Coca-Cola Company The Hospital for Sick Children

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Publishing Where to publish Vision, Values and Mission Statement? . . . . . . . . 20

Small Business Owner’s Marketing Handbook Page 2 of 21 The Shocking Truth Behind Successful Brands © 2016 The Art of Marketing Inc. All rights reserved.

The Shocking Truth Behind Successful Brands

You own a company. Congratulations. As owner, you have the opportunity to make decisions on how your business operates and how successful it will be this year and every year thereafter. All it takes is a few golden moments of focus, inward thinking, and honesty, directed towards the soul of your enterprise. Baby Boomers are approaching "re-wirement" age. Some already have. What about you? Do you intend to work forever? Are you thinking about perhaps selling your business and retiring to the rustic north or sunny south? This eBook will help you prepare for departure. All aboard!

1. Defining Core Values The Core Values of an organization guide its actions in conducting business. It is from Core

Values that you develop the culture and the brand for the business. Core Values are reflected in

everything you do and say. What do you think inflexible return policies, unhelpful sales

associates, limited inventory, or dirty washrooms say about an organization?

Core Values answer the question,

“What is important at our company, what principles do we honour,

and what is unique about working here?”

Ask yourself, what do we believe in? What don't we believe in? What should we believe in? What

do others in our industry do that we would never do?

Identifying the Core Values of Your Company This is where a comprehensive list of words will help. Work your way through the following list

and circle the concepts that resonate with you. Involve your team throughout the process.

Identify the appropriate word for each concept. Team participating will help to make acceptance

and change easier. Change is never easy.


Core Values List:

Above and Beyond Dependability Individuality Reason

Acceptance Depth

Industry Recognition

Accessibility Determination Informal

Recreation

Accomplishment Determined Innovation Refined

Accountability Development Innovative Reflection

Accuracy Devotion

Inquisitive Relationships

Accurate Devout

Insight

Relaxation

Achievement Different

Insightful Reliability

Activity Differentiation Inspiration Reliable

Adaptability Dignity

Integrity

Resilience

Adventure Diligence Intelligence Resolute

Adventurous Direct

Intensity

Resolution

Affection Directness International Resolve

Affective Discipline Intuition

Resourceful

Aggressive Discovery Intuitive

Resourcefulness

Agility Discretion Invention Respect

Aggressiveness Diversity

Investing

Respect for Others

Alert Dominance Investment Respect for Individual

Alertness Down-to-Earth Inviting Responsibility

Altruism Dreaming Irreverence Responsiveness

Ambition Drive

Irreverent Rest

Amusement Duty

Joy

Restraint

Anti-Bureaucratic Eagerness Justice

Results

Anticipate Ease of Use Kindness

Results-Oriented

Anticipation Economy

Knowledge Reverence

Anti-Corporate Education Leadership Rigor

Appreciation Effective

Learning

Risk

Approachability Effectiveness Legal

Risk Taking

Approachable Efficiency Level-Headed Rule of Law

Assertive Efficient

Liberty

Sacrifice

Assertiveness Elegance

Listening

Safety


Attention to Detail Empathy

Lively Sanitary

Attentive Employees Local

Satisfaction

Attentiveness Empower Logic

Security

Availability Empowering Longevity Self Awareness

Available Encouragement Love

Self Motivation

Awareness Endurance Loyalty

Self Responsibility

Balance Energy

Mastery

Self-Control

Beauty Engagement Maturity

Self-Directed

Being the Best Enjoyment Maximizing Selfless

Belonging Entertainment Maximum Utilization Self-Reliance

Best Enthusiasm Meaning

Sense of Humor

Best People Entrepreneurship Meekness Sensitivity

Bold Environment Mellow

Serenity

Boldness Equality

Members Serious

Bravery Equitable Merit

Service

Brilliance Ethical

Meritocracy Shared Prosperity

Brilliant Exceed Expectations Meticulous Sharing

Calm Excellence Mindful

Shrewd

Calmness Excitement Moderation Significance

Candor Exciting

Modesty

Silence

Capability Exhilarating Motivation Silliness

Capable Exuberance Mystery

Simplicity

Careful Experience Neatness Sincerity

Carefulness Expertise Nerve

Skill

Caring Exploration No Bureaucracy Skillfulness

Certainty Explore

Obedience Smart

Challenge Expressive Open

Solitude

Change Extrovert

Open-Minded Speed

Character Fairness

Openness Spirit

Charity Faith

Optimism Spirituality

Cheerful Faithfulness Order

Spontaneous

Citizenship Family

Organization Stability

Clean Family Atmosphere Original

Standardization


Cleanliness Famous

Originality Status

Clear Fashion

Outrageous Stealth

Clear-Minded Fast

Partnership Stewardship

Clever Fearless

Passion Strength

Clients Ferocious Patience

Structure

Collaboration Fidelity

Patient-Centered Succeed

Comfort Fierce

Patient-Focused Success

Commitment Firm

Patients

Support

Common Sense Fitness

Patient-Satisfaction Surprise

Communication Flair

Patriotism Sustainability

Community Flexibility Peace

Sympathy

Compassion Flexible

People

Synergy

Competence Fluency

Perception Systemization

Competency Focus

Perceptive Talent

Competition Focus on Future Perfection Teamwork

Competitive Foresight Performance Temperance

Completion Formal

Perseverance Thankful

Composure Fortitude Persistence Thorough

Comprehensive Freedom

Personal

Development Thoughtful

Concentration Fresh

Personal Growth Timeliness

Concern for Others Fresh Ideas Persuasive Timely

Confidence Friendly

Philanthropy Tolerance

Confidential Friendship Play Tough

Confidentiality Frugality

Playfulness Toughness

Conformity Fun

Pleasantness Traditional

Connection Generosity Poise

Training

Consciousness Genius

Polish

Tranquility

Consistency Giving

Popularity Transparency

Content Global

Positive

Trust

Contentment Goodness Potency

Trustworthy

Continuity Goodwill

Potential

Truth

Continuous Improvement Gratitude Power

Understanding


Contribution Great

Powerful Unflappable

Control Greatness Practical

Unique

Conviction Growth

Pragmatic Uniqueness

Cooperation Guidance Precise

Unity

Coordination Happiness Precision

Universal

Cordiality Hard Work Prepared

Useful

Correct Harmony

Preservation Utility

Courage Health

Pride

Valor

Courtesy Heart

Privacy

Value

Craftiness Helpful

Proactive Value Creation

Craftsmanship Heroism

Proactively Variety

Creation History

Productivity Victorious

Creative Holiness

Profane

Victory

Creativity Honesty

Professionalism Vigor

Credibility Honor

Profitability Virtue

Cunning Hope

Profits

Vision

Curiosity Hopeful

Progress

Vital

Customer Focus Hospitality Prosperity Vitality

Customer Satisfaction Humble

Prudence Warmth

Customer Service Humility

Punctuality Watchful

Customers Humor

Purity

Watchfulness

Daring Hygiene

Pursue

Wealth

Decency Imagination Pursuit

Welcoming

Decisive Impact

Quality

Willfulness

Decisiveness Impartial

Quality of Work Winning

Dedication Impious

Rational

Wisdom

Delight Improvement Real

Wonder

Democratic Independence Realistic

Worldwide

Work/Life Balance


Examples of Core Values Here are a few of the core values that technology giant Microsoft has published:

“We believe that it’s our people who make Microsoft what it is – and we have a team of

great people, with great values:

• A passion for technology

• Respectful and open

• Accountability

• Honest and with integrity

• Self-critical

• Eager to take on big challenges”

Microsoft then goes on to declare its commitment to employees (selected excerpts follow):

“Learning and Development: We work with all our people to identify their true strengths

and inner talents. And we encourage our people to grow and evolve as Microsoft evolves. A

continual investment in learning and development empowers our people and leads us to

achieve great results.”

“A Comfortable Working Environment: More than just providing comfortable work

stations, notebook mobility and state-of-the-art meeting rooms with the latest AV facilities,

we take care of the broader work environment. Our aim is simply to make everyone feel as

stress-free as possible whilst they are at work, so they can focus on doing their best.”

Now it's your turn. Add the values that you previously circled in the space below. Condense similar or overlapping concepts. Confirm with your team that these are the values your company can and will live and breathe by. Choose 8 or less values. Identifying more may be all encompassing, but they will be difficult to implement. Write your Core Values here:


2. Branding There are two types of "branding". The first refers to a name, term, sign, symbol, design, or a

combination intended to identify the goods or services of one from another. Like these:

More importantly, the second type of branding is how people "feel" when they see your logo or

hear your name. Branding is your opportunity to create a unique identity for your company

that goes far beyond the visual recognition of the name.

When you build a brand, you are building a relationship, because you are:

• helping people (clients, employees...) get what they want

• delivering the results they expect

• partnering with them through changing times

A brand becomes the emotional connection that's formed between seller and buyer or employer

and employee. Branding is closely connected to loyalty.

5 Ways to Build a Brand 1. Define your company's brand with a Vision Statement, Mission Statement and Statement

of Values.

2. Encourage strong leadership and work as a team to reinforce the brand.

3. Protect your brand - create policies and procedures around it.

4. Once you establish your brand, communicate it

5. Apply your brand consistently


Everything you Say and Do Communicates your Brand The actions, business philosophies, treatment of employees, colleagues, clients, suppliers, how

you look, how you give back, where you network, how you interact on social media, these are all

things that communicate your brand.

Brand Equity Brand equity relates to the degree of brand-name recognition, perceived brand quality, strong

mental and emotional associations, and other assets such as patents and trademarks. The better

your company's brand equity, the more competitive advantages you'll find.

• Your company may enjoy reduced marketing costs because of the high level of brand

awareness and loyalty

• Your company can charge a higher price than its competitors because the brand has

higher perceived quality

• Your company can more easily launch brand extensions since the brand carries high

credibility

• The brand offers the company some defence again fierce price competition (due to

customer loyalty)

Relationships = Loyalty Relationships are based on 3 elements:

1. The trust of the customer earned through your brand

2. Your accumulated understanding of the customer’s unique situation and needs

3. Your decision to offer value at a decent margin based on your knowledge and

experience in the industry.


Building Customer Loyalty for Results There are 3 statements that will impact your business like no

other. Vision. Mission. Values. Why? If you communicate

your beliefs to employees, customers, prospective

customers, shareholders, and suppliers you have the

opportunity to create emotional attachments to your

company/brand. Those emotional attachments lead to

loyalty and a sense of belonging. The net effect of this

loyalty is better results. Plain and simple.

Vision Statements, Mission Statements and Core Values are the foundation for every business.

They articulate what you want your business to be in the future, why you exist today, the values

that you and other stakeholders honour; and last but not least, Vision and Mission Statements

and Core Values provide a guide for future direction.

3. Creating a Vision Statement When you create a Vision Statement you are articulating your hopes and dreams for your

business. It reminds you of what you are trying to build. A Vision Statement may apply to an

entire company, a division or even a department of that company. All Vision Statements answer

the question,

"Where do we want to go?"

Don’t confuse a Vision Statement with a road map; it's not. What Bill Gates envisioned when he

first started Microsoft was a personal computer in every home and business, not the series of

steps to make it happen.

When crafting a Vision Statement it's critical to let your imagination go. Dare to dream so you

can capture your passion.

Vision Statement are:


A high level concept or idea of what you want the business to be.

Something you day-dream about or see in your mind’s eye as you lie in bed thinking

about what you want, and how you want others to think of you.

How you picture yourself working with your target market, achieving your goals, etc.

Fred Smith had a vision. He wanted to deliver mail anywhere in the United States before 10:30

a.m. the next day. That’s how Federal Express was born.

The president of Sony wanted the world to have access to personal portable sound, and soon

the Sony Walkman was born.

What do you want for your company?

Write your vision statement here:

Is Your Vision Statement True?

It isn't all that difficult to create a Vision Statement. What is difficult is writing one that truly

encapsulates the vision you have for your company. When you write your Vision Statement,

make sure that you have chosen the vision that is most important to you. If you don't fully

believe in your Vision Statement, you won't be able to fully commit to it.

A Vision Statement will provide the inspiration for daily operations (working in your business)

and strategic decisions (working on your business).

Keep Your Vision Statement Alive

Post it, print it, publish your Vision Statement in prominent places for all to see. Share it with

potential partners, staff and employees. They have as much to do with bringing the Vision to

life as you do.


4. Mission Statement A Mission Statement is a brief description of a company's fundamental purpose. It answers the

question,

"Why do we exist?"

Mission Statements briefly describe an organization's present capabilities, customer focus,

activities, and business makeup.

The difference between a Mission Statement and a Vision Statement is that a Mission Statement

focuses on the company’s present while a Vision Statement focuses on a company’s future.

Every business should have a Mission Statement, as a way of ensuring that (a) everyone in the

organization is "on the same page" and to (b) serve as a baseline for effective business planning.

Good Mission Statements answer 3 questions:

1. what is my business?

2. who is my target market?

3. what is the value I offer the customer?

Mission Statements also:

1. focus on a limited number of goals

2. include important company policies and values

3. define a scope of business (i.e., industry, product, service, competencies, geographic

area).

I’m a firm believer that you should be able to hand your Mission Statement to a stranger, and

have them tell you exactly what you do, who you do it for, and why customers buy from you.

Begin by jotting down the answers to the 3 questions:


http://sbinfocanada.about.com/od/businessplanning/a/writevision.htm

http://sbinfocanada.about.com/od/businessplanning/g/bizplanning.htm

1. what is my business?

2. who is my target market?

3. what is the value I offer the customer?

The next step is to condense your thoughts to capture the essence of your message in no more

than 2 sentences. Here’s my Mission Statement:

The Art of Marketing's:

1. business is: strategic marketing and sales expertise

2. target market is: small business owners

3. value offered is: distinctive, creative and caring ways, that enable the

conquering of obstacles, the finding of focus, and the

achievement of results.


Write down your completed Mission Statement.

Once your company has been reborn, create a wheel like this to communicate your Core Values,

Brand, Vision Statement and Mission Statement.


Published examples of Mission, Vision & Values Mission, Vision & Values By: The Coca-Cola Company

http://www.coca-colacompany.com/our-company/mission-vision-values

The world is changing all around us. To continue to thrive as a business over the next ten years

and beyond, we must look ahead, understand the trends and forces that will shape our business

in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow

today. That's what our 2020 Vision is all about. It creates a long-term destination for our

business and provides us with a "Roadmap" for winning together with our bottling partners.

Our Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company

and serves as the standard against which we weigh our actions and decisions.

• To refresh the world...

• To inspire moments of optimism and happiness...

• To create value and make a difference.

Our Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by

describing what we need to accomplish in order to continue achieving sustainable, quality

growth.

• People: Be a great place to work where people are inspired to be the best they can be.

• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy people's desires and needs.

• Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value.

• Planet: Be a responsible citizen that makes a difference by helping build and support

sustainable communities.

• Profit: Maximize long-term return to shareowners while being mindful of our overall

responsibilities.

• Productivity: Be a highly effective, lean and fast-moving organization.


http://www.coca-colacompany.com/search?q=The+Coca-Cola+Company

http://www.coca-colacompany.com/our-company/mission-vision-values

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required of us to make our

2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave in the world.

• Leadership: The courage to shape a better future

• Collaboration: Leverage collective genius

• Integrity: Be real

• Accountability: If it is to be, it's up to me

• Passion: Committed in heart and mind

• Diversity: As inclusive as our brands

• Quality: What we do, we do well

Focus on the Market

• Focus on needs of our consumers, customers and franchise partners

• Get out into the market and listen, observe and learn

• Possess a world view

• Focus on execution in the marketplace every day

• Be insatiably curious

Work Smart

• Act with urgency

• Remain responsive to change

• Have the courage to change course when needed

• Remain constructively discontent

• Work efficiently

Act Like Owners

• Be accountable for our actions and inactions

• Steward system assets and focus on building value

• Reward our people for taking risks and finding better ways to solve problems


http://www.coca-colacompany.com/stories/diversity-education-training

• Learn from our outcomes -- what worked and what didn’t

Be the Brand

• Inspire creativity, passion, optimism and fun

Vision, mission and values By: The Hospital for Sick Children

http://www.sickkids.ca/AboutSickKids/who-we-are/Vision-Mission-Values/index.html

Our Vision

Healthier Children. A Better World.

Our Mission

As leaders in child health, we partner locally and globally to improve the health of children

through the integration of care, research and education.

Our Values

• Excellence

• Compassion

• Integrity

• Collaboration

• Innovation

Values and Expectations

You are important to us and we remain committed to supporting you as a patient or family

member. You have told SickKids the following values and expectations are most important to

you.

What you value and what you expect from us at SickKids:


http://www.sickkids.ca/

http://www.sickkids.ca/AboutSickKids/who-we-are/Vision-Mission-Values/index.html

Respect:

At SickKids, we value the knowledge you share with us. We take the choices and decisions you

make very seriously. We protect your privacy. We are courteous and respectful. We are

sensitive and responsive to your beliefs, culture and background.

Understanding:

At SickKids, we treat you as a whole person. We provide comfort and care to support your

physical, social, emotional, learning and developmental needs.

Communication:

At SickKids, we take the time to listen to you. We respond thoughtfully to your concerns. We

explain information fully and clearly so you can make informed choices. We take into account

your language and special communication needs

Accountability:

At SickKids, we strive to provide high-quality, safe, child and family-centred care. We engage

you as a partner in care. We use publicly funded resources appropriately and effectively.

Flexibility:

At SickKids, we work creatively to accommodate your needs. We try to prevent changes to your

schedule and appointments and we provide an explanation if changes occur.

Transparency:

At SickKids, we identify the members of your healthcare team for you and how they are involved

in your care. We provide you with access to your health record. We tell you in advance if you

have to pay for any expenses.

What we at SickKids value and what we expect from you:

Engagement:

At SickKids, you continue to provide comfort and support as a family in the special ways that

only families can. You strive to attend your appointments and you inform us of any changes to

your schedule. You listen openly to the information provided by your healthcare team.


Speaking up:

At SickKids you ask questions when you do not understand. You share your concerns with us.

You let us know how we can improve the quality of care at SickKids.

Respect:

At SickKids you treat staff, volunteers, other patients and families with understanding and

dignity. You follow hospital rules and you treat hospital property with care.

Understanding:

At SickKids you try to be flexible and understand that not all answers can be provided right

away. You acknowledge the important role that SickKids has in research and education. You help

contribute to the experiences of students and learners.

Where should you publish your Vision, Values, and Mission Statement? Here are a few ideas:

• framed in your office • website • business cards

• painted on the walls • employee handbooks • media kits

• information kits • directory listings • ads (broadcast or digital)

When you are producing marketing materials, be sure your marketing department/graphic

designer has access to this information. That way they will be able to accurately interpret your

brand through colour, font, format, style, etc. and that in turn helps you communicate it.

Enjoy the journey!


About the Author Wendy Marlow is a Marketing & Sales Strategist, Certified Sales Professional, and Certified Networker with more than 16 years of experience working with small business owners. In 1999, Wendy decided to leave corporate life and started The Art of Marketing Inc. She is an intuitive leader and strategic thinker; taking a pragmatic approach to helping small business owners conquer obstacles and achieve results. Wendy generously shares her broad-based business knowledge through diverse corporate experience in administration, sales and marketing. A flexible and enthusiastic team player, Wendy is a top notch

communicator as well as a tactful and effective negotiator with a professional work ethic. She also looked like one of the Campbell's Soup Kids when she was a child. What's not to love? Connect with Wendy: Phone: 905.331.4777

Email: [email protected]

Website: www.artofmarketing.ca

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What Every Business Owner Needs to Know to Get and Keep ...The Shocking Truth Behind Successful Brands . You own a company. Congratulations. As owner, you have the opportunity to make