Presentation deck for Little Business Bureau

1. The Art of Branding
& Communication.

2. ou
ce would y
Whose fa r?
remembe

3. Am I MORE
to the veil t
masks my id hat
entity?

4. Points for Consideration
Your Brand is the only real
competitive advantage you have in
today’s business environment.
Your Brand defines your personality
and identity.
Your Brand is what makes you
unique instead of becoming just
another face in the crowd.

5. What is a brand?
Surprisingly, not many organizations
understand what branding really is
about.
A brand
is about identity
differentiates you from the
competition
mirrors how others see you
communicates your vision, goals,
culture and credibility
is a powerful competitive advantage

6. How PR Build Brands
BRAND
EXPLAIN AND COMMUNICATE
COMMUNICATE Experiential Functional THE
YOUR FUNCTIONAL
PERSONALITY, ASPECTS OF
PULLING THE THE BRAND
TECHNOLOGY
HEART- EMOTIONS
INNOVATION
WITH
PERCEPTIONS CREDIBILITY &
STRINGS AND PROCESSES
AFFINITY
ALTERING EXPERTISE AND KNOW HOW COMPETENCE
SATISFACTION
PERCEPTIONS IDENTITY EMPHASISING
AND OPINIONS THE
SUBSTANCE
THAT BACKS
YOUR BRAND

7. Communication Stakeholders
Consumers
&
Other Publics
PR &
Branding Mix
Partners,
Management
Vendors
&
&
Staff
Suppliers

8. Value of PR
Scenario 6 months direct campaign in dailies & trade
publications Publicity sustaining programme for a
single product
Spheres ADVERTISING PUBLIC RELATIONS
Average cost Total $250, 000 or Total $30,000 or
$41,000 per month $5,000 per month
Result Visibility achieved Visibility achieved
Differentiation Content is controlled Content is influenced
Factor Self -proclaimed Endorsed by third party
Audience Skepticism / cynicism Acceptance / trust
reaction Disbelief or doubts Credibility is achieved
remain

9. PR & Branding
PR creates stories, opportunities and
publicity that close the gap between
what you want to be, and what the
consumer thinks you are.
Remember always that a brand is
what the consumer says it is – so we
must undertake activities to either
enhance or change the perception of
the consumer.
A brand is further enhanced by
adding sustained experiences across
multiple touch-points in various
situations.

10. ings
I CA N make th
Trust me, er.
work bett

11. Who We Are
• Little Business Bureau is a hive of creativity and ideas that
seeks to address branding and communication needs of
clients targeted at enhancing brand positioning and identity,
build brand equity and customer loyalty, and manage overall
corporate image.
• LBB is backed by the Little Group’s digital and print capabilities
to offer effective and practical solutions in the areas of strategic
management, brand management, marketing communications
and public relations, and image management.

12. Our Mission
Our mission is clear:
To facilitate and enhance
communications for clients
aligned to their overall brand
strategy.

13. Our Philosophy
Good Public Relations is a story
well told
Brings out the personality and
identity of the brand
Builds brand equity and consumer
loyalty
Compels consumers to want to
share the brand with others
Dynamic strategies devised and
adapted to various stages of the
brand’s growth

14. Our Approach
What Makes Us Different
Approach of most consultancies: Our approach is holistic:
Identity
Business
Etc. Stakeholders
Operations
Management &
Strategy
= PR
Etc. Management
Brand Equity
& Strategy
“PR campaigns and
activities are about glitz
and glamour”
Business
Credibility PR
hence the attention and Operations
focus tends to be isolated,
singular, and separated from
management and operations
of the organization
Visibility Loyalty
Opinions
CRM
& Mindsets Values
&
Perceptions

15. Project Processes
Typical Project
Client Overview Development Implementation
Management PR Campaign
Execute campaign,
Strategies monitor impact and
Alignment effectiveness of
Operations campaign; refine and
hone PR blueprint
People
Intelligence
Culture
Situation Positioning
Analysis Statement
PR Blueprint

16. LBB Solutions
Retainer Services Ad-Hoc Projects
Comprehensive suite comprising Add-on services:
Media Relations Perception audit
Stakeholder Engagement Media audit
Internal Communications
Mystery shopper programme
Industry / Regulatory Engagement
Business plan / grant writing
Customer Relationship Building
Crisis management
Market Intelligence
Event Conceptualisation & Management Proposal Preparation
Awards Management
We incorporate a range of digital and traditional media channels and technologies to bring
about optimal and effective solutions to meet clients’ needs and requirements.

17. Brand Blocks
Corporate Brand
Product / Services Brand
Corporate Creative Product Romancing & Influencers
Communications/ & Services Loyalty Mapping
Branding Profiling Programmes
Positioning / Re-Positioning
• important to target audience
• based on real strengths
• reflect some form of competitive advantage
• capable of being communicated simply

18. Publicity Process
1. BRAND PROMISE 2. ADVOCACY
Essence of the Brand 3rd party endorsement
• Positioning in the marketplace Visibility
• Marketing form Placements
YOUR
BRAND
4. RELATIONSHIP 3. EXPERIENCE
• Benefits & accessibility
Outreach, viral bulletins,
• Different tastes
Inform, Educate, Promote

19. Integrated Communications
Brand Promise
Internal Fixed
Mission
Vision
Values
Positioning
Goals
Strategy
Delivery
External Acceptance Variable
Employees Marketing/ Public Campaigns
& Partners Corporate Comms &
Promotions

20. Our People
Darryn Johnston | Director
Bachelor’s Degree, University of Canterbury
• Marketing & Branding
• Media Relations
• Events & Project Management
• Customer Relationship Management
Roy Phang | Director
MBA, University of Hull
Bachelor’s Degree, National University of Singapore
• Branding
• Crisis Communications
• Media Relations
• Market Intelligence

21. Strange h
ow someth
can make ing LITTL
a large im E
pression