Branding for Small Businesses

Branding is

and

much more

way lessthan you think.

Why is branding

such bullshit?

real

= realbranding

branding is a

disguise for the dishonest

be honest.

(Strategy)Ideas

vs.

(Tools)Things

Who are you?

What do you do?

Why does it matter?

I want a website with ...

I need a new logo

I need to be on Twitbook!

Logo

Word Mark

Typography

Color Palette

Personality

Clarity

Ease of Use

Brand Promise

Support Policy

Where are you making a

Difference?

Not: What do you want ?

What do you want

to Achieve?

Wasted.

If you don’t know, the money you spend on your social media campaign will be

A brand is not . . .

your brand is . . .

an emotional connection

a relationship

honesty

(authenticity)

consistencyhuman

promises

fulfillment.

Your Brand is an Asset

Why are brands valuable?

Too Little Time (Time Poor)

Too Many Choices (Information Rich)

How Do We Choose?

Emotions

Trust

Strong Brands:

Clear Competitive Stance

Sense of Purpose

Dedication to Aesthetics

Aesthetics is the Language of Feeling

Information Rich + Time Poor

Customers Value Feeling more than Information

Strategy: The What & Why

Three Strategic Questions:

Who Are You?

What Do You Do?

Why Does It Matter?

Strategy is Proactive

Strategy Establishes the Vision

Everything Else is a Tool

What business owners need are results.

Strategy + Creative = Results.

Primary Tools:

Messaging

Creative

Invest in Content

Create a Messaging Matrix

Restaurant Messaging

Restaurant Messaging Target AudiencesTarget AudiencesTarget AudiencesTarget Audiences

Visitors Homeowners Catering Local Businesses

Primary Messages

Steamers Shellfish To Go specializes in Gourmet Take Out, allowing you to spend more time sharing good fresh seafood with your friends and family and less time cooking or waiting for a table.

Steamer’s diverse selection of fully prepared meals offers something for everyone in your party -- more than seafood.

Secondary Messages

Waterfront Deck for Dining

For convenience, order by phone anytime and specify a pick-up time

Private Chef Service Available

Catering available anywhere from ??? to the 4 wheel area of Corova

The Original Outerbanks Steamer Pot To Go, Since 1994

Channels:

Employee Interactions

Website

Social Media

Email Marketing

In-Store Signage

Visual Design Provides Cues & Pointers

Be mindful of what you are communicating

Create a Brand Standards Manual

be honest.

be yourself.

be sure you know where

you want to go