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Understanding BrandingAnd How to Make the

Most of Yours

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Although you may think this is a brand, it is only a logo. A brand is the experience received when

engaging a product or service.

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In order to demonstrate how vital branding can be to every company regardless of size or industry, let me

introduce you to…

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As you will see, Billy is quite a bright and ambitious young man, has a lot of friends, and

has taken advantage of many opportunities that have come his way. Quite a feat for

someone who is only 8.

Billy will demonstrate how he is able to carve out a niche that will be profitable and defend

his unique position within the market and defend his brand against all competitors.

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The following slides are a breakdown of how Billy has leveraged the Billy’s Lemonade brand in many channels, communicated to his target

audience and marketed the unique properties of his product and its brand experience.

Billy especially took advantage of social media and made it a significant part of the Bill’s

Lemonade website. This channel presented a great way for Billy to interact with his target

market, provide information that was valuable and receive important feedback regarding his

product and services.

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When Billy started, he wanted to make sure that his lemonade stood out from the rest. He

knew that there would be plenty of competition and that if his product was unique he would be able to create a market segment

that would be his alone. After asking his friends and their parents what was most

important to them he found that there was a desire to have lemonade that was healthy while still being tasty. The result was to

create…

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Billy started by first making sure his staff understood the brand and what makes it

different. Staffing is the first point of contact with many customers and most times

neglected. As you can see here, Billy has made sure that every staff member is trained to present the Billy’s Lemonade brand in its

best light.

Billy - CEO Mia & Eve - Sales Staff

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Once the staff was ready, it was time to make sure that the Billy’s Lemonade brand was predominately displayed throughout the

buying experience. Everything from pitchers to glasses communicated the Billy’s brand and

its messaging.

Packaging

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With his brand in place and staff ready, Billy was now ready to open for business. By

strategically placing his locations, Billy was able to attract his target audience to the Billy’s Lemonade brand at places where people were

likely to frequent.

Retail Location

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Now that the Billy’s Lemonade brand was established, it was time to market the brand, its experience and product. In order to reach the target market Billy developed a strategy that engrained the Billy’s Lemonade brand into the community as well as community members.

By capitalizing on a mix of social media, grass roots marketing, marketing sponsorships, and

traditional channels, the Billy’s Lemonade brand was now immersed into the market resulting in

efficient sustainable brand building while creating immediate sales during targeted periods. The

following examples are what Billy used to complete his strategy.

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billyslemonade.com website

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Facebook page

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Email marketing

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Sponsored events and grass roots marketing providing YouTube opportunities

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Transportation & delivery

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Field Marketing

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Bristlewood Little League, Greenville Humane Society and Main Street Cub Scout program ads

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Location pole poster

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As you can see branding is far more than creating a logo. However, it a can be the

single most important asset that a company possesses. In fact, the intellectual property of

a brand is limitless in value. Brands can provide the backbone for creating successful

and sustainable companies as well as defending the model in which a business plan

is structured.

The building of a brand is possible regardless of the company size and shouldn’t be

diminished. Even Billy age 7, and his staff of 4 and 6 year olds understood its value in

developing their business.