brand it like beckham

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BRAND IT LIKE BECKHAM

Profit from Big Brand Disciplines in your Small Business

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Discover why

branding is even

more important

for small

business.

How to Design a

Brand that

connects with

your audience.

How to Promote

your Brand

without having

to beg your

Bank Manager.

Delivering a

great brand

experience from

the Webber to

the Web!

Why is being

Creative

important?

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“In order to be irreplaceable

one must always be different.”

- Coco Chanel

EXECUTIVE SUMMARY

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BRANDING - MORE IMPORTANT FOR SMALL BUSINESS

THAN BIG BUSINESS

SME’s have a greater need to differentiate in a more

competitive market.

Why, then are so few small businesses “branded?

Because most:– do not understand basic marketing principles and

– believe that branding is expensive and for the big boys

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BRANDS ARE IMPORTANT BECAUSE THEY

DELIVER

An emotional connection to products & services!

Feelings affect rational thought. Most purchase decisions

are emotional, justified with rational thought later.

"Brand will become the most

powerful strategic tool since

the spreadsheet.”

Marty Neumeier,

author - "The Brand Gap"

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YOUR BRAND

is a collection of perceptions in themind of your consumer.

IS HOW THEY SEE YOUIS HOW THEY SEE YOUIS HOW THEY SEE YOUIS HOW THEY SEE YOU

HOW THEY FEEL ABOUT YOUHOW THEY FEEL ABOUT YOUHOW THEY FEEL ABOUT YOUHOW THEY FEEL ABOUT YOU

WHAT THEY SAY ABOUT YOUWHAT THEY SAY ABOUT YOUWHAT THEY SAY ABOUT YOUWHAT THEY SAY ABOUT YOU

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THE REAL THING - EMOTION

Pepsi consistently wins blind taste tests, but no-one drinks Coke with a blindfold!

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IMAGE IS EVERYTHING

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It will affect every part of

your business.

SME Strategy Timeline

4 weeks – 3 months

HOW TO DESIGN A BRAND?

- SIMPLE NOT EASY

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WHO “DESIGNS” THE BRAND?

Entrepreneurs Entrepreneurs Entrepreneurs Entrepreneurs tap into the customer need and design the vision.

Marketers Marketers Marketers Marketers make the vision come alive focusing on Brand Communication to manage Perceptions.

Industrial Designers Industrial Designers Industrial Designers Industrial Designers design the product.

Graphic DesignersGraphic DesignersGraphic DesignersGraphic Designersinterpret brand attributes in visual media.

Copywriters Copywriters Copywriters Copywriters give the brand a voice.

Film Producers, Directors, Animators, EtcFilm Producers, Directors, Animators, EtcFilm Producers, Directors, Animators, EtcFilm Producers, Directors, Animators, Etcput brand on our screens, from the very big to the very small…

Customer ServiceCustomer ServiceCustomer ServiceCustomer Servicedeliver the “brand experience.

LIKE

MAKING

MOVIES

IT

IS

OWNER PRODUCERTHEISTHE

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What is your Brand

• Name?

• Personality?

• Story?

• Promise? (Do you deliver?)

• Positioning

• Positioning Statement

BRANDING IS HOW WE COMMUNICATE

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BRAND NAMES ARE A POWERFUL FORCE

Does your Brand Name:

• Differentiate you from your competitors?

• Reinforce a unique positioning?

• Create positive and lasting engagement with your audience?

• Make you unforgettable?

• Propel itself through the world on its own by being a PR generating vehicle?

• Provide a deep well of marketing and advertising images? Is it easily promotable?

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NAMING PROCESS

1. Competitive Analysis

2. Positioning

3. Name/Brand Development

4. Trademark / Domain Name

5. Creative/Testing

6. Name and Tagline

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RADIO RENTALSBrand name was too descriptive and

limiting in the first place and now

makes no sense at all, showing the ageing nature of the business!

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SHAVER SHOP

•Expanding product range

beyond the initially focused

concept.

•Only time will tell if the brand extension will be successful.

•Brand name was too descriptive

and limiting in the first place!

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PROTECT YOUR NAME

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THE PERSONALITY IS THE BRAND

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MR. MUTUAL FUND

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MS MEGABYTE

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GADGET GUY

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BOUNCEBACKFAST

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THE PRODUCTIVITY QUEEN

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POWERFUL POINTS

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GEEK SQUAD

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WHAT DO THEY ALL HAVE IN COMMON?

1. They are specialists…the only…in their market (some have a

wider area of influence than others!)

2. They are easy to remember

3. They have names that are easy to promote – they have

PERSONALITY and a STORY to tell.

4. They are “famous” amongst their intended target audience –

AWARENESS and RECOGNITION.

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People love stories from children’s fairytales to books and

movies.

Good advertisements are nothing more than very short

stories:– A story is more memorable than a straightforward message.

– A story is easy to re-tell and pass on to other consumers

A brand story needs to be:– Real and authentic

– Colorful and interesting

BRAND STORY

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TELL YOUR STORY AND SELL

Est. 1932 Est. 1924

Est. 1967

Real Stories that developed through the

decades.

A brand legend is born, a heritage created with a tie. He did not attend

fashion school, but worked for Brooks Brothers as a salesman. In 1967,

with the financial backing of Norman Hilton, Lauren opened a necktie store

where he also sold ties of his own design, under the label "Polo".

2003Rebrand

2006Website “Before” Website “After”

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LEGENDS ARE MADE

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BRAND NAME & CORPORATE IDENTITY

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MOST SME’S SELL FEATURES INSTEAD OF BENEFITS

Make Up v Hope To Women

Mousetraps

v

Absence of Mice

Drill

v

Picture on the Wall

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BUILDING A BRAND - POSITIONING

“The way to

become rich is to

put all your eggs

in one basket

and then watch

that basket.”– Andrew Carnegie 1835-1919

How can we “own” a place in the consumer mind?

By focusing on the things that matter.

Focus demands Sacrifice - To own something you need to give up something else.

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POWER OF FOCUS

“The men who have succeeded are men who have

chosen one line and stuck to it.”

- Andrew Carnegie

“This is the day of dramatization. Merely stating a truth isn’t

enough. The truth has to be made vivid, interesting dramatic.

You have to use showmanship. The movies do it. Television does

it. And you will have to do it if you want attention”

- “How to Win Friends and Influence People” – Updated version, Dale Carnegie

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“An expert is someone who has succeeded in making decisions and judgments simpler through knowing what to pay attention to and what to ignore”

- Simplicity - Edward de Bono, 1998

The specialist has a chance to use their field of expertise as a point of differentiation - “I believe that the true road to pre-eminent success in any line is to make yourself master of that line”

- Andrew Carnegie 1835-1919

SIMPLICITY ADDS VALUE

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SIMPLICITY REQUIRES CREATIVITY

“Simplicity is easy to use but can be hard to design. You may

need some creativity”

- Simplicity - Edward de Bono, 1998

“The ability to simplify means to eliminate the unnecessary so

that the necessary may speak”

- Hans Hoffman – Artist

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BRAND POSITIONING

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REAL ESTATE

Position against the leader.

Same Principle as Pepsi v Coke.

Use competitor strength and turn it into a

weakness.

Original = Old.

“Pepsi the Choice of a New Generation”

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SEGMENTATION

Savings f

or good driv

ers!

Young Driv

ers and M

odified C

ars

Tailore

d Polic

ies for Y

ou -

We A

sk M

ore Q

uestions

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MAJOR (RESIDENTIAL) BUILDING CATEGORY

Meaningful

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The law of the category - if

you can't be first in a

category, set up a new

category you can be first in. –

Al Reis

NEW CATEGORY

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The law of the category - if you can't be first in a category, set up a new

category you can be first in.– Al Reis

SEGMENT EVEN FURTHER

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GENERAL HOME SERVICES - ESTABLISHED

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SPECIALIST HOME SERVICES – E.G.: CLEANING, STILL

DEVELOPING

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BRAND RECOGNITION

“… alone is useless. Today every plumber has a brand and a slogan on

the side of his truck. The world is drowning in brands and slogans”Robert Bloom author and ex – Chairman of Publicis Worldwide

Although we are not there yet in either

the USA or Australia, the sentiment is

right – recognition alone is not

enough!

Virtually every category of consumer

product and service is now crowded

with – in some cases overcrowded –

with brands, however this is not the

case in the SME space which presents

a tremendous opportunity.

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Communication alone

does not create brand

feelings.

Experience with the

brand creates brand

feelings.

Today customers

expect to be vowed and

entertained.

BRAND EXPERIENCE – “BRANDTERTAINMENT”

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HOW DO YOU CREATE WOW?

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A consistent THEME that uses the name of the brand or its positioning or

ultimately both will always get better results.

MORE CREATIVE

MORE MEMORABLE

LESS FREQUENCY

LESS $$$

CREATIVE STRATEGY IS MORE IMPORTANT FOR THE SME

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CREATIVITY = ORIGINALITY

The first objective of any communication is to get noticed – to

grab attention. Without it you can not begin to PERSUADE.

Human beings are hard-wired to look for “the new.”

“What was effective one day, for that very reason, will not be

effective the next, because it has lost the maximum impact of

originality.”- advertising great Bill Bernbach, way back in the 1960s.

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CAMPAIGNS = CONSISTENCY = FAMILIARITY

Every advertisement should be thought of as a contribution to the complex symbol which is the

brand image.- David Ogilvy, regarded as the Father of Modern Advertising

A Brand is a Personality. Personalities like people don’t really change, neither should your brand, which is why having a consistent creative THEME is important.

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CHAMPION COMPRESSORS - WEBSITE

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CHAMPION COMPRESSORS - TRADE ADVERTISING

- VEHICLES

Before After

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BAYVIEW REALESTATE - POSTCARD CAMPAIGN

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GUYS DOMAIN – Direct Mail Postcard Templates

CREATIVELY CUTTING COSTS

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PROMOTING YOUR BRAND

MEDIA EFFECTIVENESS - SME TOP 10

Media Effectiveness – SME Top 10

1. Networkinga) Physical – Industry Associations, Expos, BNI, etc

b) Virtual (LinkedIn, Facebook, etc)

2. Website / Blog, Online Video

3. Search Engine Marketing

4. Email

5. PR - Traditional and Online

6. Direct Mail

7. Point of Sale (for Retailers)

8. Packaging

9. Trade Press / Local Paper / Niche Magazines

10. Outdoor and Out Of Home / Ambient

Only 10 years ago –1b, 2, 3, 4, 5 did not

exist as a way of reaching the consumer

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IMPORTANCE OF FREQUENCY

1. The first time a man looks at an advertisement, he does not see it.

2. The second time, he does not notice it.

3. The third time, he is conscious of its existence.

4. The fourth time, he faintly remembers having seen it before.

5. The fifth time, he reads it.

6. The sixth time, he turns up his nose at it.

7. The seventh time, he reads it through and says, "Oh brother!"

8. The eighth time, he says, "Here's that confounded thing again!"

9. The ninth time, he wonders if it amounts to anything.

10. The tenth time, he asks his neighbor if he has tried it.

11. The eleventh time, he wonders how the advertiser makes it pay.

12. The twelfth time, he thinks it must be a good thing.

13. The thirteenth time, he thinks perhaps it might be worth something.

14. The fourteenth time, he remembers wanting such a thing a long time.

15. The fifteenth time, he is tantalized because he cannot afford to buy it.

16. The sixteenth time, he thinks he will buy it some day.

17. The seventeenth time, he makes a memorandum to buy it.

18. The eighteenth time, he swears at his poverty.

19. The nineteenth time, he counts his money carefully.

20. The twentieth time he sees the ad, he buys what it is offering.

Thomas Smith of London

wrote this back in 1885 when

the Newspaper was the only

medium!

Today the estimates are that

the average consumer is

exposed to between 500 to

5000 brand messages per

day.

Reach 1,000 x 10

v

Reach 10,000 x 1

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Have you made yours?

The best time in the history of the world to be an SME

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WEB - MOST FLEXIBLE & ACCOUNTABLE MARKETING

WEAPON

It is a interactive medium and a distribution channel – Tell visitors why they should buy from you and not your competitors

– Collect information about your customers

– Customize customer experience

– Improve customer service

– Provide a vehicle for feedback

– Generate sales leads

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WHY ARE MOST SME’S WEBSITES (COMMUNICATION)

TERRIBLE? THEY REFLECT THEIR MARKETING EFFORTS!

Common Professional Services and B2B Industrials issues:

• Internal Company v External Customer Focus (WE v YOU), e.g.: “leading”

• No Point of Difference

• Features instead of Benefits

• Copywriting

• Rules of Design

We have looked at and can provide examples in the following markets:

• B2B Industrials (Manufacturer’s Monthly)

• Top Tier Law Firms (Accounting)

• Top Tier Architects

• BRW Fast 100 IT Firms

• Financial Planning - Follows

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Missing:

1.USP – Positioning Statement

2.WIFM

3.Call to Action

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NO USPInternal focus – “WE”

Blah, blahService is an empty promise

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Why should I call?What will I get?

We, we, we, look how good we are

Name?Positioning?

Can the imagery get any more typical?

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Your name is?What business are we in?Property? Finance? Planning?Too many messages

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Good “Point of Difference”However Price is easy to copy!

What does the logo mean?Where is the USP?Where is the benefit in the USP?

Better use of space?Simpler Menu structure?

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Home baked?Trust?Credibility?

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Simple & FocusedMessagesOwn “friendly”Clear benefits

Focused- Targeted

CreativePleasantEasy to readCampaignable

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STARK REALITY CHECKSTARK REALITY CHECKSTARK REALITY CHECKSTARK REALITY CHECK30 minutes of FREE,

No Obligation Advice

to

Turn Your Customer Perceptions

into a more

Profitable Reality

e: info@starkreality.com.au