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