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Branding for Business Growth
- 1. GET MORE CLIENTS THROUGH BRANDING Barry Kamrad & Gabriela Santamaria © 2012 Support Functions Inc. All Rights Reserved
- 2. Background Questions at the end Interactive –Activities Housekeeping © 2012 Support Functions Inc. All Rights Reserved
- 3. More Making it Branding Clients Happen Agenda © 2012 Support Functions Inc. All Rights Reserved
- 4. What comes to mind when you see the following: Exercise © 2012 Support Functions Inc. All Rights Reserved
- 5. Expectations Experience Reputation Your Brand © 2012 Support Functions Inc. All Rights Reserved
- 6. How can branding lead to growth? Attract customers Retain employees Improve profits Differentiation Benefits © 2012 Support Functions Inc. All Rights Reserved
- 7. Company Brands # of Earnings Profit/Em Employees ployee Southwest YES 32,000 $1.53B $46,933 Delta NO 51,300 $1.29B $25,146 UAL NO 53,000 $1.30B $24,528 Source: Strategy Design & Advertising Impact © 2012 Support Functions Inc. All Rights Reserved
- 8. Indicators None Strong Weak Business life New Existing Existing cycle Repeat No Yes No customers Customer No Yes No referrals Market No Yes Maybe recognition Raving fans Maybe Yes No Competitive No Yes No advantage Step 1 Current State © 2012 Support Functions Inc. All Rights Reserved
- 9. What do you want to your company to be known for: Service Product Response Time Quality Customer Service Reliability Quality of Service Ease of Use Customer Service Step 2 Ideal Brand © 2012 Support Functions Inc. All Rights Reserved
- 10. What comes to mind when you see the following: Known For © 2012 Support Functions Inc. All Rights Reserved
- 11. Marketing More Operations Brand Sales Clients Customer Service Step 3: Begin Branding © 2012 Support Functions Inc. All Rights Reserved
- 12. Logo & Website Marketing Collateral Promotional Items Market Brand © 2012 Support Functions Inc. All Rights Reserved
- 13. Characteristics of a good logo Logo & Website © 2012 Support Functions Inc. All Rights Reserved
- 14. Consistent message Clear understanding what your prospective client wants and expects Must be visually appealing Content must be interesting Marketing Collateral © 2012 Support Functions Inc. All Rights Reserved
- 15. Must convey your desired brand image Quality vs Price ◦ Tradeshows & events Relevant to the prospect ◦ Electrician ◦ House-to-house services Timescale Distribution Promotional Items © 2012 Support Functions Inc. All Rights Reserved
- 16. Take Notes Where are you stuck? Book: Get Clients Now! By: CJ Haden *Get Clients Now is a Registered Trademark of wings For Business use. Licensed © 2012 Support Functions Inc. All Rights Reserved
- 17. Brand = Customer Reality 3 Steps to Building Your Brand Communicating your brand through your marketing translates into more business NEXT: TIME Conclusion © 2012 Support Functions Inc. All Rights Reserved
- 18. “Time is the scarcest resource and unless it is managed, nothing else can be managed…. There is nothing so useless as doing efficiently that which should not be done at all.” -Peter Drucker Management Guru & Author Making It Happen © 2012 Support Functions Inc. All Rights Reserved
- 19. To make it happen, we need to establish: Principles Goals Priorities Use a system consistently System © 2012 Support Functions Inc. All Rights Reserved
- 20. Our principles are the springs of our actions. Our actions, the springs of our happiness or misery. Too much care, therefore, cannot be taken in forming our principles. Red Skeleton Writer & Performer Principles © 2012 Support Functions Inc. All Rights Reserved
- 21. Ours: Your List of Principles © 2012 Support Functions Inc. All Rights Reserved
- 22. It is easier to fight for one’s principles than to live up to them. Alfred Adler Austrian psychiatrist Not Wavering © 2012 Support Functions Inc. All Rights Reserved
- 23. Your list The one above all Long-term Short-term Goals © 2012 Support Functions Inc. All Rights Reserved
- 24. List up to five on your worksheet Long-Term Goals © 2012 Support Functions Inc. All Rights Reserved
- 25. List up to five on your worksheet Short-Term Goals © 2012 Support Functions Inc. All Rights Reserved
- 26. Choose a system that works for you System © 2012 Support Functions Inc. All Rights Reserved
- 27. Daily Action Plan Plan © 2012 Support Functions Inc. All Rights Reserved
- 28. Learn to say no; that does not mean we have to become uncooperative: • Express Concern: "I wish I could help." • Give your reason: "I'm working on a project that is nearing its deadline." • Offer an alternative: "Have you considered ….“ • The same goes for certain tasks Avoiding Time-Wasters © 2012 Support Functions Inc. All Rights Reserved
- 29. If you work just for money, you'll never make it, but if you love what you're doing and you always put the customer first, success will be yours. Ray Kroc former CEO, McDonalds Corporation Perspective © 2012 Support Functions Inc. All Rights Reserved
- 30. The right mindset and attitude Video © 2012 Support Functions Inc. All Rights Reserved
Hinweis der Redaktion
- We are going to discuss how to get more clients and grow your business through the use of branding. We will cover what a brand is, steps you can take to build your brand and get more repeat business and once you have the additional business how to manage your time and priorities to continue to grow your business and achieve your goals.Lets start by discussing what is a brand.
- What about the price ipod vs. mp3 playerQuality – when you stayService – when you stay at ritzcarltonUser preference – Best selling car brand in latinamericaPrice – when you go into a dollar tree how much do you expect to pay per item? And if you are charged more what is your reaction?
- A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand made by a particular company. [2]The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity—it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you. Today branding is a strategic vehicle for growing your business. It includes the expectations, experience that customers can expect to received from your product or services. In other words it is their perception of your company in the buyers eye’s before, during and after the sale.
- The impact is huge. So then the question becomes how? How do you build a brand that allows you to build enthusiasm around your product or service?Has 37% less employees than Delta making 16% more earningsHas 40 % less employees than UAL making This is HUGE! But how can this be? It is what they are doing all companies are in the airline business. The secret is in the HOW they are doing it. This is a large company I’m a new small business. 1967 Herb incorporates Air Southwest with $500,000 in the bank he submits Texas Aueronatics commission for certificate1968 ConObtains a restraining order to stop SWA from obtaining certificate1970 In a battle that went all the way to US Supreme court he finally was able to defeat and have his humble beginnings. We will talk about the 3 basic steps to building your brand.Identify where you are nowIdentify where you want to beDefine the steps to getting there
- Indicators on the topBusiness life cycle – if your business is new then it is probably does not have an established brand. If you have been in business is established is your brand clear to you, your employees and customers?Repeat customers – when the product or service meets the customer’s initial expectation that builds trust and loyalty. Are your customers coming back for more? If not are there any gaps between expectations and service. Are you doing any upsales?Referrals – people know what to expect in terms of quality and are willing to put their name on the line for you.Market recognition – people know who you are and refer you by name. Raving fans – I never knew I could love a bank so much TD Bank, Amex, Harley Davison – wear there logo with pride and ownership, defended by the company.Competitive advantage – are customers lining up at the door and you are able to charge more? Would they rather go to you than your competitor?Notice that having no brand will not produce more customers but having a weak brand means losing market share.Spend a few minutes writing down on your paper where you fall in each category and define overall where you stand.
- Response time – 24 hours service, same day, 27/7 supportCustomer satisfaction – money back guarantee, satisfaction guarantee, how far are you willing to go to keep your customers happy? How will you qualify customers to ensure a match before you begin to work with them?Quality of service – what is the quality of your services in comparison to the competition? How will you
- Apple – InnovationStarbucks – experience, socially responsible, great coffeeToyota – according to Forbes magazine 40% brand loyalty ( coming back for more) reliable, affordableRitz – Luxery, prestige, superb serviceDollar tree – affordableThey know what they want to be known for and everything in their business revolves around meeting those expectations.
- Branding is not a short term quick fix. It is a strategy that has to be implemented throughout the entire organization. We are going to talk about certain areas that can help you make or break your brand image with customers.
- Characteristics of a good logoDistinctive- appealing, easy to rememberSimple – in form and graphics. Not too complex or overwhelmingColor – should be able to be black and white, does not bleed or touchPractical – conveys a message to the end userYou want prospective customers to remember you and when they see your logo.Have a professional help you create a logo – he or she will be able to guide your through color selection, concept development and creating the right look and feel for the type of brand and experience you want to create.Once logo is set you will want to build your brand through your website. It should reflect what you want to be known by.
- Promotional items can help you stay in front of the customers mind long after the initial visit or after the sale has happen. Promotional items can help you build or break your brand depending on how it is implemented.ProspectingAfter the saleTimescale – how long is your sells cycle? How long do you want the item to lastDistribution – size, weight, shipping costs