In this webinar, we take a look at what is a brand, how important it is for a small business and steps to establish a brand. Whether building a personal brand or organisation, these tips can help you.

1. What is a
brand?
By Ray Pastoors

2. Content
By Ray Pastoors
1. What does brand
mean?
2. The importance of a
brand in your small
business.
3. 10 Steps to establish
your brand.
4. Your brand health
checklist.
This material is copyrighted. Do not resuse without permission. This presentation is for
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3. About me
100km
Oxfam
Trailwalker
On this a lot
My inspirations
What I love
Adopted

4. What does brand mean?

5. What does brand mean?
A brand is a distinguishing symbol, mark, logo, name,
word, sentence or a combination of these items that
companies use to distinguish their product from others in
the market. Legal protection given to a brand name is
called a trademark.
- Investopedia

6. What people think it means?
● Business name
● Logo
● Trademark
● Website
● Brochure
● Advertising
● Product
● Packaging

7. What truly is brand?
It’s a collection of thoughts and experiences that a person
(consumer) has with your business.

8. What truly is brand?
Think about these examples..

9. What truly is brand?
Think about these examples..

10. What truly is brand?
Think about these examples..

11. Why is brand important?

12. Why is brand important?
It lets you stand out
from the crowd

13. Why is brand important?

14. Why is brand important?
It’s how people perceive us.
And how they feel when they interact with us.
Intangible, not tangible

15. Why is brand important?
It gives us a sense of purpose.
Allows us to understand our customers further.

16. Example: Start a water bottle company
Why would anyone buy your product?
If we focus on the product we know that in
Australia:
● Water can be accessed for free in public
places.
● Tap water is cheaper.
● Bottled water often comes from the tap.
● Water bottles are wasteful packaging,
compared to reusable drink bottles.

17. Example: Start a water bottle company
But if you build up a brand, people will buy.
In fact people, will advocate for you.

18. Why people buy Thankyou.
They have a strong brand with a real sense of purpose.

19. Why is brand important?
Because competing on product and price alone is not sustainable.
Your business can easily lose customers.
Remember Nokia?

20. Why is brand important?
Because competing on product and price alone is not sustainable.
Your business can easily lose customers.
Remember Nokia?

21. Why is brand important?
Brand is about building a relationship.
The sales funnel is about building brand love.

22. Steps to establishing your brand

23. Steps to establishing your brand
Step 1:
Define who your target
audience is.
- Create a personal
bio for them.
- Map out their
interests, wants and
needs.
- What do they do,
like, dislike, feel etc.

24. Steps to establishing your brand
Step 2:
Understand your
purpose.
- Why do you do, what
you do?
- Why should
someone choose you
over another
business?

25. Steps to establishing your brand
Step 3:
Write down your vision
and mission statement.
- Vision: Think big
picture. If anything
was possible.
- Mission: What you
aim to do everyday.

26. Steps to establishing your brand
Step 4:
Look at your
competitors.
- Write down a list of
them. Take several
hours to research
how they market to
a customer.
- What do your
competitors do for
customers?

27. Steps to establishing your brand
Step 5:
List your key differential
points.
- What makes you the
obvious choice?
- Why would I choose
you?
- What are your
values?

28. Steps to establishing your brand
Step 6:
Determine how you
want people to feel
about you.
- Are you a positive,
high energy brand?
- Do you make people
laugh?
- Are you risk averse?

29. Steps to establishing your brand
Step 7:
Create a brand style
guide.
- Map out how your
brand talks to
people.
- Look at colours,
design and logo.
- Think about the full
customer journey.

30. Steps to establishing your brand
Step 8:
Write down your
elevator pitch.
- 1-2 sentences of
why someone should
choose you over
another person or
competitor.
- Think benefits, not
features for the
customer.

31. Steps to establishing your brand
Step 9:
Integrate your brand.
- Everything you do
needs to be on
brand.
- Consistency is the
key when it comes to
colours, tone, layout,
design etc.

32. Steps to establishing your brand
Step 10:
Stick to your brand.
- Don’t break away
from your brand
values.
- Advocate for your
brand.

33. Your brand health checklist
Use this as a guide to create questions for your target audience. Find out
how well you are tracking in terms of how they perceive your brand.
Reward them with a voucher/discount for participating in your
research.
1. I understand the brand.
2. They believe in….
3. Brand is unique and relevant to business.
4. Memorable compared to others.
5. Feel part of the brand.
6. Intangible benefits are understood.
7. The elevator pitch makes sense and links to what they do.
8. Experience matches the brand.
9. Everything they do seems meaningful.
10. Communications and marketing is consistent.
11. Brand is authentic.
12. I respond well to them.

35. Question time
Ray Pastoors
LYF Solutions Founder

36. Thank you
Facebook.com/LYFSolutions
@LYFSolutions
+LYFSolutions
www.LYFSolutions.com.au
sales@LYFsolutions.com.au