Questions that every Entrepreneur has about his business? - Who are the key competitors, what can you learn from them, what will it take to outperform them? - What is the value that you promise to deliver to the customer? - Why will your target market believe your promise? - What does the consumer desire and how will you uniquely fulfill that desire? - What is the fundamental purpose behind your business – that inspires all in the organisation? - How will the business evolve over time? - What is your backbone – what is negotiable and what is not? - How do you present yourself

2.  Who are the key competitors, what can you learn from them, what will
it take to outperform them?
 What is the value that you promise to deliver to the customer?
 Why will your target market believe your promise?
 What does the consumer desire and how will you uniquely fulfill that
desire?
Questions that every Entrepreneur has
about his business

3. Questions that every Entrepreneur has
about his business
 What is the fundamental purpose behind your business – that inspires
all in the organisation?
 How will the business evolve over time?
 What is your backbone – what is negotiable and what is not?
 How do you present yourself?

4. What is Branding?
Branding is the process of creating a strong, positive perception of a
company, its products or services in the customer’s mind by
combining such elements as
Logo
Design
Mission statement and
A consistent theme throughout all marketing communications.
Effective branding helps companies differentiate themselves from their
competitors and build a loyal customer base.

6. Your brand is derived from

 who you are,
 who you want to be and
 who people perceive you to be.

7. How does it help your business
 Connect with your audience
 Stand out from your competitors
 Create and increase the value of your offer

8. Connecting with your audience
The goal is to draw customers to your
business
Make them feel that this is the right fit
for them

9. Stand out from your competitors
 Communicates the difference – highlights what
makes your brand stand out
 Connect with an audience on an emotional level –
customers have both rational and emotional reasons
for choosing products/services

10. Create and increase the value of your offer
 Creates additional value
 Influences perception
 Customers – willing to pay more for a product
/service that is well-branded
 Perception of the brand must match up to the actual
experience

11. What is a brand
Intrinsic
Functional
Design
Performance
Ingredients/comp
onents
Size/shape
Price
Extrinsic
Meaning
Value
Brand image
Images of stores
where sold
Perceptions of
users of the brand

12. Why Branding?
 Delivers the message clearly
 Confirms your credibility
 Connects your target prospects emotionally
 Motivates the buyer
 Concretes user loyalty
 Market share

13. Where do we start?
 Why customers have chosen you or would choose
you?
 There is always something unique about every
business – go back to the beginning of the business,
identify the original motivation

14. Branding Strategy
The
Brand
Drivers
Emotion – Does
your brand
connect with
customers
emotionally
Value- Does it
deliver the
values
expected
Awareness – Are
customers and
stakeholders
aware of your
brand
Difference –
Does your
brand give your
customers a
reason to
believe

15. For new business
 What would you like your future customers to say about
you?
Example-
Plumber – is considerate and ensure the cleanliness in
people’s homes
Carpenter – focuses on using sustainable material
Restaurant – wants to be known for a warm and homely
atmosphere

16. THE TEST
 Ultimate Brand idea is to apply it to as many touch points as
possible
For a warm and friendly atmosphere
What does the signage look like?
How does the staff greet customers?
How does the brochure look like?
Each should reinforce, the idea should feel consistent inside
and out

17. Brand Values
 The brand building process can be at a surface level –
design of the logo OR
 Delving into your personal identity – thinking about
your legacy
Defining brand values will help you articulate what your
business stands for to your customers

18. For small business
– culture and values reflect those of the founders
Move away from generic words – HONEST and
PASSIONATE
Use what is true to you
Shaped by your personal experiences

19. Brand Personality
 Reflects the personality of the business owner
 Communicate through the tone of writing at the
brand touch points

20. Creating a Brand
 Identifying and articulating the
Brand idea
Brand personality
Brand values
Lay the foundation of creating a strong brand
It is challenging so reach out to a partner /consultant to get the
perspective of someone from outside

21. ….but opportunities exist for
the agile !

22. Acitivity
1. Write the company brand
The culture and
What the company wants to achieve.
2. Write 20 words that best describe your company. These are effectively a number of
associations for the company brand. These words can be anything that you like. They
can be factual, emotional or even symbolic. Examples are:
Adventurous
Efficient
Lion
Cute
Big
Fun
Red
Horizontal
Select the choice of these words and then pick 5 of them.

23. Activity
Brainstorm possible values and attributes for your
brand – start writing random adjectives , words
(short, exclusive) or expressions that could be used to
describe your brand
Separate those into what belongs and doesn’t belong
to it – segregate into YES and NO
Group the ones which belong into abstracted groups -
Distill them into values, key attributes and analogies –
visual. Tone, values

24. Thank you