branding strategy for business

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Branding Strategy for Business By Vibrant Internet Marketing June 5, 2012 All rights reserved. No portion of this presentation may be duplicated without permission of the author. Vibrant Internet Marketing is available to provide customized presentations to your organization. Contact us at [email protected].

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Page 1: Branding strategy for business

Branding Strategy for BusinessBy Vibrant Internet Marketing

June 5, 2012

All rights reserved. No portion of this presentation may be duplicated without permission of the author. Vibrant Internet Marketing is available to provide customized presentations to

your organization. Contact us at [email protected].

Page 2: Branding strategy for business

Branding Strategy for Business

• Brand strategy is how, what, when and to whom you will be communicating your services.

• Having a clear and concise brand strategy leads to stronger overall brand equity

• How people feel about or perceive your product will dictate how much they are willing to pay for it.

• Even though it seems intangible, it’s that “hard-to-pin-down” feeling that separates powerhouse and mediocre brands from one another.

Page 3: Branding strategy for business

Branding Strategy for Business

1. Your brand’s strategy should be based on your company’s goals.

2. Your brand is not the services you offer, your logo, your website, your name or your tagline.

Your brand is:• What your customers perceive about you.• How you make them feel.• Describing what your business does best beyond

what you sell.

Page 4: Branding strategy for business

Branding Strategy for Business

3. Solve specific problems.What problem(s) does your business solve for

your customers?4. Play the word game.• Volvo = safe• Coke = refreshing• Disney = entertainment• Your Company = ?

Page 5: Branding strategy for business

Branding Strategy for Business

5. Decide which aspect is the most important about your service and make it a part of every aspect of your brand communication.

What is the most important aspect of Your Company?

6. It is best to have one, clear “benefit” that you are promoting to avoid confusion and frustration on the part of the customer.

Page 6: Branding strategy for business

Branding Strategy for Business

7. Be consistent. Make sure the attributes of your brand are clear and understood throughout all of your communications.

8. Talk about things that relate to your brand.For example, if you add a new photo to

Facebook, explain what it means to your company.

Page 7: Branding strategy for business

Branding Strategy for Business

9. Connect emotionally.Customers can either think rationally about your

product or they can think emotionally about it. Consider Harley Davidson as an example.

Page 8: Branding strategy for business

Branding Strategy for Business

10. Reward and CultivateReward your customers who are your brand

ambassadors. Cultivating loyalty from these people early on will yield more returning customers – and more profit for your business.

Page 9: Branding strategy for business

Branding Strategy for Business

11. Stay Flexible and CreativeMarketing online is a fast-changing world. This

frees you to be creative. If your tactics aren’t working, don’t be afraid to change them.

Page 10: Branding strategy for business

Branding Strategy for Business

11. Watch Out for CompetitorsPay attention to what is

happening online. You never know who else your customers are listening to. Your competitors are a challenge to improve your own strategy and create greater value in your overall brand.

Page 11: Branding strategy for business

Build Your Buyer PersonaStart with your TARGET MARKET GROUPS

Example Target Group #1: Baby Boomers (born 1946 – 1964) who are now age 66 – 48.

Example Target Group #2: Business Partners

Page 12: Branding strategy for business

What are their biggest concerns?

Example: What are Baby Boomers biggest concerns?– Health

• Health Care• Eating Right• Exercise

– Money• Personal Finance• Investment• Saving Money

– Politics• Social Security

– Travel / Vacations– Work– Retirement– Home Improvement

• Do It Yourself• Hiring Contractors• Smart Home Technology

– Community Service– Giving to Charity– Church– Family

• Grandparenting• Older kids• Empty Nest

– Entertainment• Music• Books• Movies• Events

– Shopping• Coupons, discounts, etc.• Reviews by Baby Boomers

Page 13: Branding strategy for business

What are their biggest concerns?

Example, what are Business Partners biggest concerns?

• Getting Started in Business• Running Their Business• Funding Their Business• Marketing Their Business

Page 14: Branding strategy for business

What problems will you solve for them?

Baby Boomers– Information– Connection to other baby

boomers– Reviews– Entertainment

– Marketing

Business Partners

Page 15: Branding strategy for business

What do they need the most?

Baby Boomers Business Partners

Page 16: Branding strategy for business

What information are they typically searching for?

Baby Boomers Business Partners

Page 17: Branding strategy for business

What trends are influencing their personal or business success?

Baby Boomers Business Partners

Page 18: Branding strategy for business

What kinds of content do they prefer?

Baby Boomers Business Partners

Page 19: Branding strategy for business

What do they do online?

Baby Boomers Business Partners

Page 20: Branding strategy for business

What service do they spend the most time reading?

Baby Boomers Business Partners

Page 21: Branding strategy for business

Where are they most likely to be when they become aware of Your Company?

Baby Boomers Business Partners

Page 22: Branding strategy for business

Where are they most likely to be when they research / educate themselves about BBG?

Baby Boomers Business Alliance Partners

Page 23: Branding strategy for business

Where are they most likely to be when they compare your services with other services?

Baby Boomers Business Partners

Page 24: Branding strategy for business

Where are they most likely to be when they decide to purchase your services?

Baby Boomers– Website – Website

Business Partners

Page 25: Branding strategy for business

Branding Strategy for Business

Food for Thought:How will your measure the effectiveness of

your brand strategy?

We will discuss this in our next presentation, “How to Measure Online Return on Investment (ROI)”