Description
Branding is the process of creating a clear, distinctive and durable perceptions in the minds of consumers., Most people associate branding with big company, Small company can also use branding technique with great rewards
1
Branding for Small Business
Sanchai Thiewprasertkul
September 2007
2
Know What is Branding!
? Branding is the process of creating a clear, distinctive and
durable perceptions in the minds of consumers.
? Most people associate branding with big company
? Small company can also use branding technique with great
rewards
? Technique of branding include association of a company with:
? Logos
? Distinctive colors
? Slogan, musical jingle
? Unusual qualities and product uniqueness
? Packaging
? Mascots
? Memorable name
? Behavioral incidences and hallmarks
? Brand strategy must be a vibrant interaction between you and
your target market
3
Why Branding Pays Off?
? Time, money and efforts spent on branding comes
back when the process is done intelligently because
of things that it create:
? Memorability: It is easier to remember the branded company
than the non branded one.
? Loyalty: With positive experience with a memorable brand,
they are more likely to repeat buying, and less likely to go
for competing brands
? Familiarity: Familiarity create liking and this makes even
non-customers to recommend a brand they know
? Premium Image and Premium Price: Brand can take you out
of becoming commodity and price competition. Customers
are willing to pay more for a well known brand
4
Why Branding Pays Off?
? Extensionability: Ability to expand a well-known
brand to cover a new category, product, service,
or locations
? Greater company equity: A powerful brand means
that you can get more money from your company
when you decide to sell it
? Lower marketing expense: Once a brand has been
created, you get more payback for every Bath you
use afterwards.
? Lower risk and greater confident for consumers:
People tends to buy from a well-known company
over a no-name one
5
Building a Brand: The Decisive Edge for
Your Small Business
? Building a brand is one of the most important
things a small business will do:
? Marketing doesn’t happen without a brand and
sales
? We have already have a brand whether you know
it or not!
? A brand started when we open doors and sold our first
product or service
? People who contact your company has experienced your
brand and formed an opinion about your business
? Brand reputation is being formed and your firm’s future
is being determined!
6
Building a Brand: The Decisive Edge for
Your Small Business
? The important question is: What do they
think of you, and how it affect your sales?
? If you cannot answer this question, you have no
control of your brand!
? Without control, your business is at the mercy of
your competitors and other unseen forces in the
market
? Your company will lose because you choose not
to play the branding game!
? Profitable companies understand how to
build a winning brand!
7
Building a Brand That Wins Sales!
? It takes hard work, planning, execution and
control to build a brand
? Branding does have direct influence on
building sales!
? Branding is not merely creating image
? Branding create reputation
? Reputation is often the first interaction of buyers
and our company
? Branding create TRUST, and trust create sales!
8
Building a Brand That Wins Sales!
? To build brand, we must rely on these five reputation
building benefits:
? A quality of product or services
? Product and services that are available when customers
need them
? Honesty and make it easy for customers to do business
with our company
? Friendly and helpful people in our business
? Product or services that provides a satisfying result to
customers’ needs
? These five benefits are minimum requirement to
make sales and create a loyal, satisfies customers.
They are foundation for your Brand Building
9
It Takes Time to Build Brand!
? Look around you now! There must be at least a
dozen of branding elements at work. Mostly it’s
LOGO!
? The Branding Game is constantly being played
around you, all the time
? The goal of brand is to own a share of your mine, so
when you need solution, you will buy from the brand
you trusted
? For many, especially advertising agencies, they think
that brand building is merely advertising
? That perception is partially right
? The best thing for brand building is REPUTATION
? Branding do not require massive budget available
only to large company. You can also do it!
10
Creating Your Branding Strategies: What
Is Your Branding Strategy?
? Branding strategy is the most overlooked
part of a small business. Without strategy,
you are at the mercy of your competitors!!!
11
Rules to Turn Small Business To a Big
Brand
? Rule 1: Consumer Perception is the key to
success
? Whether true or untrue, what customers perceived
about us is the truth, regardless of the facts
? Positioning is the key to success
? Rule 2: First to the market player has more
chance to win
? First mover has more chance to position your
brand into the mind of consumers first
? First mover has the best chance to select the best
positioning to win
12
Rules to Turn Small Business To a Big
Brand
? Rule 3: If you cannot be the first mover, the try to
move the battlefield!
? Don’t just become a copycat
? Try to create a new and unique proposition that we can be
the first, so that you avoid becoming an imitator
? Rule 4: Focus clearly on your unique selling point
? Don’t try to be everything for everyone
? Concentrate on one thing in the mind of consumers. Try
your best to be a Functional Brand!
? Rule 5: Differentiate or Sell Cheap
? If you fail to be different, customers will focus on price!
13
Rules to Turn Small Business To a Big
Brand
? Rule 6: Use Strategic Public Relations for
brand building, and advertising just for
maintenance
? Advertising is less effective to introduce a brand
? It has near zero credibility
? It is too expensive for small companies
? There is full of clutter that make advertising ineffective
? It is a big boy game!
? Strategic public relations is the key for success
for small companies
? It is credible
? It is affordable
14
Rules to Turn Small Business To a Big
Brand
? Rule 7: Find a great name for your brand!
? The name of your product is what separate you from your
competitors
? Find a unique and hard hitting name for your brand. Make it:
? Short
? Unique
? Memorable
? Rule 8: Make sure that you are absolutely consistent
? It takes time to be clear in consumers’ mind
? To often change of direction confuse your customers and
dilute the power of your brand
15
Rules to Turn Small Business To a Big
Brand
? Rule 9: Know who are your enemies
? No Tom without Jerry! Competition between
brands create excitement among customers and
media. It help the industry to grow
? You have to know who are your primary
competitors and fight with them
? Rule 10: Be ready to introduce your second
brand if needed
? A second brand may be required to enter a new
category or segments.
? Use the second brand only when you are a dominant
player in the existing segment or category
16
The Three Energizers of Branding
? To develop a brand strategy, these three
energizers must be in place:
? Relevance of the offer: our product must contain
an intrinsic value that appeals to the needs of the
target market
? Clarity of Brand Message to communicate to the
target market:
? Clear and focused message is required to influence the
perception of our market
? Be clear and concise with the benefits of our products
and services
? Be consistent to create familiarity, knowledge,
preference, and finally trust!
17
The Three Energizers of Branding
? The Quality of Your Branding Encounters: Make
sure that positive impression is left every time
customers have brand encounter. This will
resulted in:
? Satisfaction
? Better word-of-mouth reputation
? Loyalty
? Higher price and higher sales
? In branding, perception is reality!
18
Branding for Small Business is a Process
? Branding is a sequential process, and not a one-time
event
? For small business, the brand manager is the owner or key
employee
? Easiest and most convenient method for branding is WOM
and Referrals
? Branding is Required to Compete!
? Many small business never reach its potential because the
company neglects to create a strong brand presence in the
market
? Entrepreneurs are mostly arrogant, overconfidence, believe
that their product is so extraordinary that people will line up
to buy! Even to the best product, branding is required!
19
Elements of A Brand
? Pricing: represent value we offer to our
customers
? Distribution: how available our offer is?
? Quality: this influence satisfaction
? Presence: how prominent we are in the
marketplace, high or low profile?
? Reputation: the market’s opinion to your
brand
? Image: perceptions of your brand by buyers
20
Elements of A Brand
? Benefits: the effect our product has on
customers
? Positioning: how different we are from our
competitors
? Preference: the customers’ propensity to buy
our brand
? Customer Commitment: the ultimate result of
our branding strategy, loyalty is built through
brand contact and relationships
21
Elements of A Brand
? Other Parts of Branding: Some vital components of
branding are:
? Company name
? Logo
? Slogan and tagline
? Letterhead and forms
? Signage
? Design of marketing materials
? Website
? Advetising
? Staff dresses
? Your facilities and maintenance
22
Critical Branding Questions
? Answer these to start building a brand that
wins:
? What are the benefits of using your product and
services?
? Does your product or service have an advantage
over your competitors? If yes, what is it? And how
does it benefit the customers?
? How do your competitors position their brands?
? What is your main competitors’s marketing
message?
23
Critical Branding Questions
? Do your competitors deliver on their marketing
promises?
? Can that advantage be positioned into your brand
identity?
? Is there a marketing niche that would benefit from
your brand?
? Is your company name and logo descriptive and
distinctive? Are there ways that it can be
improved?
? What is your company’s core message? And is
your message clear and focused? Do your
message connected to your target audiences?
24
Critical Branding Questions
? What promises does your company make during
the sales process?
? Do you deliver on those promises?
? What process can you use to determine if your
customer or clients believe you are delivering oin
your promises?
? What research have you done to better
understand the needs of your target audiences?
? Does your brand have equity, personality or
reputation? If not, can we do something to make it
happen?
25
Brand is The Sum of All Parts
? Branding is created from the integration of
multiple components, and all of them are
necessary. This includes other thing such
as:
? Touch point management
? Employee education and readiness to serve
? SO ACT NOW!!!!!!!
doc_580886310.ppt
Branding is the process of creating a clear, distinctive and durable perceptions in the minds of consumers., Most people associate branding with big company, Small company can also use branding technique with great rewards
1
Branding for Small Business
Sanchai Thiewprasertkul
September 2007
2
Know What is Branding!
? Branding is the process of creating a clear, distinctive and
durable perceptions in the minds of consumers.
? Most people associate branding with big company
? Small company can also use branding technique with great
rewards
? Technique of branding include association of a company with:
? Logos
? Distinctive colors
? Slogan, musical jingle
? Unusual qualities and product uniqueness
? Packaging
? Mascots
? Memorable name
? Behavioral incidences and hallmarks
? Brand strategy must be a vibrant interaction between you and
your target market
3
Why Branding Pays Off?
? Time, money and efforts spent on branding comes
back when the process is done intelligently because
of things that it create:
? Memorability: It is easier to remember the branded company
than the non branded one.
? Loyalty: With positive experience with a memorable brand,
they are more likely to repeat buying, and less likely to go
for competing brands
? Familiarity: Familiarity create liking and this makes even
non-customers to recommend a brand they know
? Premium Image and Premium Price: Brand can take you out
of becoming commodity and price competition. Customers
are willing to pay more for a well known brand
4
Why Branding Pays Off?
? Extensionability: Ability to expand a well-known
brand to cover a new category, product, service,
or locations
? Greater company equity: A powerful brand means
that you can get more money from your company
when you decide to sell it
? Lower marketing expense: Once a brand has been
created, you get more payback for every Bath you
use afterwards.
? Lower risk and greater confident for consumers:
People tends to buy from a well-known company
over a no-name one
5
Building a Brand: The Decisive Edge for
Your Small Business
? Building a brand is one of the most important
things a small business will do:
? Marketing doesn’t happen without a brand and
sales
? We have already have a brand whether you know
it or not!
? A brand started when we open doors and sold our first
product or service
? People who contact your company has experienced your
brand and formed an opinion about your business
? Brand reputation is being formed and your firm’s future
is being determined!
6
Building a Brand: The Decisive Edge for
Your Small Business
? The important question is: What do they
think of you, and how it affect your sales?
? If you cannot answer this question, you have no
control of your brand!
? Without control, your business is at the mercy of
your competitors and other unseen forces in the
market
? Your company will lose because you choose not
to play the branding game!
? Profitable companies understand how to
build a winning brand!
7
Building a Brand That Wins Sales!
? It takes hard work, planning, execution and
control to build a brand
? Branding does have direct influence on
building sales!
? Branding is not merely creating image
? Branding create reputation
? Reputation is often the first interaction of buyers
and our company
? Branding create TRUST, and trust create sales!
8
Building a Brand That Wins Sales!
? To build brand, we must rely on these five reputation
building benefits:
? A quality of product or services
? Product and services that are available when customers
need them
? Honesty and make it easy for customers to do business
with our company
? Friendly and helpful people in our business
? Product or services that provides a satisfying result to
customers’ needs
? These five benefits are minimum requirement to
make sales and create a loyal, satisfies customers.
They are foundation for your Brand Building
9
It Takes Time to Build Brand!
? Look around you now! There must be at least a
dozen of branding elements at work. Mostly it’s
LOGO!
? The Branding Game is constantly being played
around you, all the time
? The goal of brand is to own a share of your mine, so
when you need solution, you will buy from the brand
you trusted
? For many, especially advertising agencies, they think
that brand building is merely advertising
? That perception is partially right
? The best thing for brand building is REPUTATION
? Branding do not require massive budget available
only to large company. You can also do it!
10
Creating Your Branding Strategies: What
Is Your Branding Strategy?
? Branding strategy is the most overlooked
part of a small business. Without strategy,
you are at the mercy of your competitors!!!
11
Rules to Turn Small Business To a Big
Brand
? Rule 1: Consumer Perception is the key to
success
? Whether true or untrue, what customers perceived
about us is the truth, regardless of the facts
? Positioning is the key to success
? Rule 2: First to the market player has more
chance to win
? First mover has more chance to position your
brand into the mind of consumers first
? First mover has the best chance to select the best
positioning to win
12
Rules to Turn Small Business To a Big
Brand
? Rule 3: If you cannot be the first mover, the try to
move the battlefield!
? Don’t just become a copycat
? Try to create a new and unique proposition that we can be
the first, so that you avoid becoming an imitator
? Rule 4: Focus clearly on your unique selling point
? Don’t try to be everything for everyone
? Concentrate on one thing in the mind of consumers. Try
your best to be a Functional Brand!
? Rule 5: Differentiate or Sell Cheap
? If you fail to be different, customers will focus on price!
13
Rules to Turn Small Business To a Big
Brand
? Rule 6: Use Strategic Public Relations for
brand building, and advertising just for
maintenance
? Advertising is less effective to introduce a brand
? It has near zero credibility
? It is too expensive for small companies
? There is full of clutter that make advertising ineffective
? It is a big boy game!
? Strategic public relations is the key for success
for small companies
? It is credible
? It is affordable
14
Rules to Turn Small Business To a Big
Brand
? Rule 7: Find a great name for your brand!
? The name of your product is what separate you from your
competitors
? Find a unique and hard hitting name for your brand. Make it:
? Short
? Unique
? Memorable
? Rule 8: Make sure that you are absolutely consistent
? It takes time to be clear in consumers’ mind
? To often change of direction confuse your customers and
dilute the power of your brand
15
Rules to Turn Small Business To a Big
Brand
? Rule 9: Know who are your enemies
? No Tom without Jerry! Competition between
brands create excitement among customers and
media. It help the industry to grow
? You have to know who are your primary
competitors and fight with them
? Rule 10: Be ready to introduce your second
brand if needed
? A second brand may be required to enter a new
category or segments.
? Use the second brand only when you are a dominant
player in the existing segment or category
16
The Three Energizers of Branding
? To develop a brand strategy, these three
energizers must be in place:
? Relevance of the offer: our product must contain
an intrinsic value that appeals to the needs of the
target market
? Clarity of Brand Message to communicate to the
target market:
? Clear and focused message is required to influence the
perception of our market
? Be clear and concise with the benefits of our products
and services
? Be consistent to create familiarity, knowledge,
preference, and finally trust!
17
The Three Energizers of Branding
? The Quality of Your Branding Encounters: Make
sure that positive impression is left every time
customers have brand encounter. This will
resulted in:
? Satisfaction
? Better word-of-mouth reputation
? Loyalty
? Higher price and higher sales
? In branding, perception is reality!
18
Branding for Small Business is a Process
? Branding is a sequential process, and not a one-time
event
? For small business, the brand manager is the owner or key
employee
? Easiest and most convenient method for branding is WOM
and Referrals
? Branding is Required to Compete!
? Many small business never reach its potential because the
company neglects to create a strong brand presence in the
market
? Entrepreneurs are mostly arrogant, overconfidence, believe
that their product is so extraordinary that people will line up
to buy! Even to the best product, branding is required!
19
Elements of A Brand
? Pricing: represent value we offer to our
customers
? Distribution: how available our offer is?
? Quality: this influence satisfaction
? Presence: how prominent we are in the
marketplace, high or low profile?
? Reputation: the market’s opinion to your
brand
? Image: perceptions of your brand by buyers
20
Elements of A Brand
? Benefits: the effect our product has on
customers
? Positioning: how different we are from our
competitors
? Preference: the customers’ propensity to buy
our brand
? Customer Commitment: the ultimate result of
our branding strategy, loyalty is built through
brand contact and relationships
21
Elements of A Brand
? Other Parts of Branding: Some vital components of
branding are:
? Company name
? Logo
? Slogan and tagline
? Letterhead and forms
? Signage
? Design of marketing materials
? Website
? Advetising
? Staff dresses
? Your facilities and maintenance
22
Critical Branding Questions
? Answer these to start building a brand that
wins:
? What are the benefits of using your product and
services?
? Does your product or service have an advantage
over your competitors? If yes, what is it? And how
does it benefit the customers?
? How do your competitors position their brands?
? What is your main competitors’s marketing
message?
23
Critical Branding Questions
? Do your competitors deliver on their marketing
promises?
? Can that advantage be positioned into your brand
identity?
? Is there a marketing niche that would benefit from
your brand?
? Is your company name and logo descriptive and
distinctive? Are there ways that it can be
improved?
? What is your company’s core message? And is
your message clear and focused? Do your
message connected to your target audiences?
24
Critical Branding Questions
? What promises does your company make during
the sales process?
? Do you deliver on those promises?
? What process can you use to determine if your
customer or clients believe you are delivering oin
your promises?
? What research have you done to better
understand the needs of your target audiences?
? Does your brand have equity, personality or
reputation? If not, can we do something to make it
happen?
25
Brand is The Sum of All Parts
? Branding is created from the integration of
multiple components, and all of them are
necessary. This includes other thing such
as:
? Touch point management
? Employee education and readiness to serve
? SO ACT NOW!!!!!!!
doc_580886310.ppt