Building Your Brand Through Communications

Tips for Winning and Keeping Customers

Agenda

Telling Your Company Story

Finding Your Brand Voice

Identifying Customer Touch Points

Creating an Emotional Connection to Your Brand

Enlisting Brand Ambassadors

Wrap-Up

2

Telling Your Company Story

Advanced Skincare Med Center is a leading-edge dermatology

and cosmetics medical practice with an accredited surgery

center that has been keeping skin healthy and looking

great for men, women and children in North Orange County for

over 30 years

Revitalizing Skin Health

Dr. David J. Sire, MD

What’s Your Company Story?

What does your company do?

What distinguishes your company from your competitors?

Why should I want to be your customer?

4

Brand Voice

Personality

Friendly

Loving

Competent

Results-Driven

Precise

Happy

Environment

Open

Uplifting

Warm

Soothing

Inviting

Professional

The practice brand reflects the personality of Dr. Sire.

Identifying Customer Touch Points

Direct or Indirect Contact with Your Business

o Awareness

o Interaction

Opportunity to create a connection with your customer

o Impress

o Build loyalty

A place to consistently use your brand voice

6

Customer Touch Points

How many places can you use your brand voice?

Awareness

AdvertisingWebsiteSignage

BrochuresTwitterFacebook

Interaction

MerchandisingStaff GreetingEntry to Your Location

ReceiptsOrder FormsProduct Packaging

CouponsMonthly Billing Statements

AromasWaiting Area On Hold Message/Music

Cash Register

Creating an Emotional Brand Connection

Respected

Comfortable Loved

Confident

Supported

Happy

Enlisting Brand Ambassadors

Equip them to help tell your story

Give them a customer experience

Inspire them to act

Ask them explicitly to play this role

9

Tips for Winning and Keeping Customers

Tip #1

Fresh, clear, interesting, descriptive language is key to a successful brand.

Tip #2

Make sure to communicate what’s unique about your brand.

Tip #3

Find your brand voice and use it in everything you say and write.

Tip #4

When you speak in your brand voice consistently, your message is stronger and more memorable.

Tip# 5

Leverage key touch points to make sure your brand voice is consistent.

Tip #6

Create memorable, branded experiences that draw your customers back for more.

Tip #7

Enlist employees, friends, family to help you build your brand and win customers.

Tip #8

Leverage social media as a place for brand ambassadors to help tell your story.10

Appendix

Brand Components

Elements:

Logo

Tagline

Photographic style

Illustrative style

Typographic style

Color palette

Copy tonality (voice)

These elements must:

Serve a function

Reflect the brand positioning and personality

Complement each other

Be used consistently across all communications

Building Toward a Positioning

These four questions are a good starting point for getting clarity around the positioning for your business.

1. What unique purpose does your company serve?

2. What differentiates your company from other, similar businesses?

3. What is your company’s strategy?

4. To what does your company aspire – what is the vision that inspires you to do what you do?

As you answer these questions think about the profile of your typical customer and how you want them to think about your company.

AMY DAMIANAKES925- 937-4561

www.damianakes.com