ironing out your brand
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IRONING OUT YOUR VALUEThe Importance of Branding for Dry Cleaners
Why should you care about branding as a dry cleaner?
Consumers see dry cleaners as interchangeable
If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.
Phillip Kotler, Kellogg
What is a brand?
It’s not a logo.
NOT a brand.
It’s not an identity.
X
And, it’s not a product.
A brand is a person’s gut
feeling about a product, service or
organization
Branding is the process of developing consumer beliefs and perceptions around
what you want them to believe about your business.
In this case, perception is reality. The only thing that matters is
the buyer’s perception.
In other words…
IT’S NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS.
Our brains act as FILTERS to protect us from INFORMATION OVERLOAD.
We are hardwired to notice only what’s different
So…
…what can branding do for you?
BRANDING CAN
Create marketing gravity.
BRANDING CANCreate a sense of elitism.
Create a template for resource investment.
BRANDING CAN
Branding is about getting more people, to buy more stuff, for more years, at a higher price.
But, wait….
…you’ve been in business a while, you already have a brand, right?
The economic downturn has touched nearly every
brand in some way.
Reasons for a brand tune up:
• Significant changes in staffing• Changes to your sales channels• Revised customer service strategies • New products, line extensions or changes to
product offerings• Added or closed locations• Significant changes in the competitive
landscape• New demographic targets
The Branding Process
Research
Define
Position
Defining Your _______
• What do you offer that your competition doesn’t?
• What do you do better than the competition?
• What area of your business gets the most compliments from clients?
But, what it really all boils down to is….
What one reason,
above all others, causes people to buy from your business?
Write It Down
• True statement• Summary of what your brand stands for• Basis of marketing materials• Creates CONSISTENCY between brand
base and identity
Congratulations! It’s a brand!
The three most important words to remember…
Consistency
Consistency
Consistency
Be CONSISTENT
• Consistent tone• Consistent level of quality• Consistently true to your brand
A Strong Brand
• Reflected in all communications and marketing
• Brought to life at each channel and every touch point where your audience is engaged
• Collection of coherent ideas and experiences
• A “true” voice
The same message should
appear uniformly across all weapons in your advertising and marketing arsenal.
Audit all your company’s marketing communications,
paying particular attention to sales tools.
HIGH LEVEL MESSAGING
Ask yourself how the message you intend to convey in your marketing relates to your
overarching brand.
LOW LEVEL MESSAGING
Look at what you’re saying indirectly,
and make sure it doesn’t clash with
your high-level message.
Commit, don’t campaign.
Brands are like people.
People can change clothes…
…and so can brands.
Pssssst….
He doesn’t really want a drill.
Ultimate Secret of Branding
• Value to Clients
• Improved condition
• Address customer needs
And…
…a nod to ABC.
If you’re planning for one year, grow sales.If you’re planning for three years, grow channel.
If you want a business that is built to last,
grow a brand.
THANK YOUKatherine McGraw Patterson
Smart Fish Marketing
www.smartfishmarketing.com
303.638.8625