Peter McCullagh will present on unleashing the power of your business brand. The presentation will cover understanding branding, a 4 step branding process, and key steps to building a positive brand. The 4 step process includes identifying your brand, deconstructing and identifying key brand elements, strategizing your brand messaging and value proposition, and executing your branding plan. Building a positive brand requires defining your brand message, considering your brand as a living entity, building long-term customer relationships, maintaining a consistent tone of voice, consistency in branding while allowing for variety, taking a stand for beliefs, being unique, and ensuring branding is applied to all customer touchpoints. Discovery of business strengths, weaknesses, opportunities, and customers is important.

1. Unleashing the
Power of your Business Brand

2. Your Presenters: Peter McCullagh
Peter has had over 35 years working across a variety of mainstream media including: Television, Newspaper,
Radio, Magazine, and Web and Social Media. This experience allows Peter to recognise the strengths of each
advertising medium as well as identifying their weaknesses and consequently plan in an unbiased manner the
best marketing campaign for your business.
For the last two years, Peter has applied his knowledge and expertise to the Cairns market while working with
Southern Cross Austereo.

3. • Understanding Branding
• The 4 Step Process
• Key Steps to Building a Positive Brand
• Discovery – its all about knowing
• Questions
TODAY’S AGENDA

4. UNDERSTANDING BRANDING
Branding
The process involved in creating a unique name and image for a product / service /
business in the consumers' mind, mainly through advertising campaigns with a
consistent theme.
Branding aims to establish a significant and differentiated presence in the market that
attracts and retains loyal customers.

5. THE 4 STEP PROCESS
The 4 Step Process is designed to strengthen business brands while delivering better
and measurable advertising results.
Step 1 Identify your Brand
Step 2 Deconstruct and Identify the Key Elements
Step 3 Strategize
Step 4 Execute

6. STEP 1 – IDENTIFY YOUR BRAND
Take the time to review and snapshot in a very succinct manner the core value you would
like customers to have as a lasting memory and legacy of your business.
The burgers are better….
Thank you Mr…….
Just do it…
There are some things money can’t buy. For everything else there’s………
The ultimate driving machine……

7. STEP 1 – IDENTIFY YOUR BRAND
CASE STUDY
Fast Fit Batteries
Mulgrave Road, Cairns
“Fast Fit Batteries – our name says it all…”

8. STEP 2 – DECONSTRUCT AND IDENTIFY THE KEY ELEMENTS
Fracture your brand
Identify the key elements that your customers and potential customers should recognize about your brand.
These elements allow customers to build a value proposition about your business and build a strong and
lasting brand recognition
These elements can be your range, service, price, location.
“Branding aims to establish a significant and differentiated
presence in the market that attracts and retains loyal
customers.”

9. STEP 2 – DECONSTRUCT AND IDENTIFY THE KEY ELEMENTS
CASE STUDY
Fast Fit Batteries – Mulgrave Road, Cairns
“Fast Fit Batteries – our name says it all…”
• Retail battery shop stocking a wide range of leading battery brands
• Wholesale battery business offering prompt service and follow-up, with a wide range of leading battery
brands
• 24/7 365 day a year fast mobile battery service – within the hour
• Free battery health check conducted in store
• Professional service from trained staff

10. STEP 3 – STRATEGIZE
How will I make my customers and potential customers aware of my brand?
• Product
• Price
• Service
• Range
• Location
• Unique offering
• VALUE PROPOSITION

11. STEP 3 – STRATEGIZE
Value Proposition
A value proposition is a business or marketing statement that a company uses to
summarize why a consumer should buy a product or use a service.
This statement convinces a potential consumer that
one particular product or service will add more value or
better solve a problem than another similar offering.
A value proposition changes the relationship from an
exchange of product for money to a relationship where
the product or service is seen to be greater in value
than the monetary terms.

12. STEP 3 – STRATEGIZE
CASE STUDY
Fast Fit Batteries – Mulgrave Road, Cairns
“Fast Fit Batteries – our name says it all…”
• Campaign – 24/7 Mobile battery service
• Not special offer driven
• No price point
• Convenient and fast
• From Ellis Beach to Gordonvale, if you have a battery problem, we’ll be there within
the hour….. Fast Fit Batteries – Our name says it all.

13. STEP 4 – EXECUTE
How do I take my offering to the market?
What mediums will I use to convey the message?
What budget will I allocate?
How do I measure the results of this campaign?

14. STEP 4 – EXECUTE
CASE STUDY
Fast Fit Batteries – Mulgrave Road, Cairns
“Fast Fit Batteries – our name says it all…”
• Campaign – 24/7 Mobile battery service
• Not driven by a special offer
• No price point
• Convenient and fast
• From Ellis Beach to Gordonvale, if you have
a battery problem, we’ll be there within the
hour….. Fast Fit Batteries – Our name says
it all.

15. STEP 4 – EXECUTE
CASE STUDY
Fast Fit Batteries – Mulgrave Road, Cairns
“Fast Fit Batteries – our name says it all…”
• Campaign – 5 minutes can save you hours of
inconvenience
• Special offer attached to a FREE battery health
check
• Even if you do not need a new battery you will
receive a $20 voucher to use when you do need
a replacement battery.

16. KEY STEPS TO BUILDING A POSITIVE BRAND
1. Define your Brand
Review it and review it again.
- What do you feel your brand or business stands for
- Identify your brands position in the market
- Clearly identify the emotional and rational needs of your customers

17. KEY STEPS TO BUILDING A POSITIVE BRAND
1. Define your Brand
Your brand should primarily do three things
i. Promote and build your business
ii. Connect with customers and potential customers
iii. Differentiate you in the market

18. KEY STEPS TO BUILDING A POSITIVE BRAND
2. Consider your Brand as a Person
Your brand should be a living and breathing entity, not inanimate, but rather as you would see
your children, you want to:
- Mould them
- Develop them
- Give them the best opportunity in life, so too with your brand.

19. KEY STEPS TO BUILDING A POSITIVE BRAND
3. Aim to Build Long Term Relationships with your Customers
- Take the time to build your brand - layer upon layer
- Develop it over a period of time
- Reflect upon the strength of your brand
as it builds over time

20. KEY STEPS TO BUILDING A POSITIVE BRAND
4. Speak to your Customers in a Constant Tone of Voice
We build our brand in the minds of our customers when we present consistent messages in the
same tone of voice.
- Reflect upon the tone we wish for our businesses
- Ensure this tone is reflected across all contacts with our customers

21. KEY STEPS TO BUILDING A POSITIVE BRAND
5. Build Consistency of Brand
- Message through Variety BUT within a Clearly Recognised Identity

22. KEY STEPS TO BUILDING A POSITIVE BRAND
6. Take a stand
- Stand for something you believe in and reflect it in
your branding

23. KEY STEPS TO BUILDING A POSITIVE BRAND
7. Be Unique
Reflect who YOU are, not who you want
people to think you are
- Do not copy the big players or the
national brands
- Create an identity that reflects the
essence of your brand, who you are,
and what you do

24. KEY STEPS TO BUILDING A POSITIVE BRAND
8. Be Brand Conscience in ALL Communication
with Customers

25. KEY STEPS TO BUILDING A POSITIVE BRAND
9. Branding is More than Logos on
Cards and Signs…
- EVERY touchpoint is an opportunity
to build your brand and brand value

26. DISCOVERY – IT’S ALL ABOUT KNOWING
Do you know the following about your business?
What are the strongest points to your business?
What do you feel are the exclusive advantages of your business?
Disadvantages
Who are your major competitors?
What are the weaknesses of your competition?
What are the strengths of your competition?
Who are your customers?
Peak periods of your business week/ month/ year