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Building a Brand for Your Business

Published on Nov 18, 2015

Basics every small business needs to know to build their brand. Many small business owners think that money is most important for building a brand, but in reality, though money helps, principles are most important.

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1.

Building a Brand for Your Business

Basics that won't bust your budget
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What is your brand?

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Your Brand is EVERYTHING

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Why You Need a Brand Strategy

Consistency
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Repetition = Reputation

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NOT repetition like:
We're the best!
We're the best!
We're the best!

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Consistency

in look
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Consistent = Branded

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Consistency

in messaging
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Language reinforces brand promise

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Consistency

in actions
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Words mean NOTHING without actions to back them up

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How do you achieve that consistency?

Brand Strategy
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Goal-> Strategy-> Guidelines

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GOAL
Who are you?
Who do your customers think you are?
How do you want to be seen/known?

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STRATEGY
Map out how to reach your goal & how you'll differentiate

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PLAN TO REACH YOUR GOAL
touchpoints
tone/personality
brand promise
target customer
positioning
differentiation
etc.

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GUIDELINES
Tools you & your employees need to build a consistent brand

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Brand vision
Positioning statement
Brand guidelines
Style guide
Key messages
Color palette
etc.

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Your Strategy & Guidelines Should Help You:
tell your story
deliver your brand promise
CONSISTENTLY

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Consistency in Look
Consistency in Messaging
Consistency in Actions
=
A STRONG BRAND

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Coreen Tossona
Copywriter, Marketing Consultant

http://ct-mar.com/
@ctmarcom

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Coreen Tossona

http://ct-mar.com/