Facilitator: Mark Corbin Does Your Brand Win You Clients? Customer Growth Innovation Training Learning Win Victory Strategic Planning SALES Positioning Brand Awareness Facilitator: Mark Corbin

Table of Contents Skill Development Branding Is … Identifiable Quality Good, Better, Best Brand Strategy for Small Business Defining Your Service Niche The Disruptions That Exploit Innovation Create Value? Target Your Message Positioning Your Brand As A Leader

Branding Is … “Branding, is a term that means to create an identifiable entity that makes a promise of value.” 3

“Identifiable Quality” How often do you think about your brand?: Your brand requires attention regularly . You must focus on your brand if your goal is to have your products/you represent something that your target market cannot get from your competitors. Brand Muscle does not allow for chameleons: You must build your brand to withstand Macro-economic, political and societal shifts.   “People only by from people they like.” Everyone will not like your product. Focus on the target market for your product or service.” “I am who I say I am.” Only tell your target market about your strengths and weaknesses. Not of who you hope to become. 4

Good, Better, Best ”Good, Better, Best Never Let It Rest Until The Good Becomes Better and The Better Become Best!” What does your company do better than anyone else, and how can you show the world? Be the light that leads the way.  ”Being different for the sake of being different is not branding.” 5

Branding Strategy For Small Businesses Your slogan should include your distinguishing characteristics and it’s major benefit to your target market. You’ll need to really give this some thought, write lots of slogans, and test them with your target market before deciding on your final one. Sample Slogan: ___________________________ 6

Defining Your Service Niche Target Market: When an entrepreneur is considering a new business is the time to target a market and to learn every thing possible about target market members. Demographic Characteristics: Can usually be determined through research, including brain-storming and researching literature on the Internet and at libraries. Services and then Niches: Create a list of your business services and then create a list of the niches that those services fill: Services: Niches: ______________ ______________ 7

The Disruptors That Exploit Innovation Create Value? Technology: What are the key technologies being used inside and outside of your industry? Business Models: Are there new business models emerging that you can adopt or adapt to deliver improvements in the way you do business? Globalization: What’s happening in other parts of the world that you could adopt or adapt to in your environment? 8

Target Your Message People who depend on communication for their livelihood know the necessity of over simplification. The enemy that is keeping your messages from hitting the mark: (1) Right product wrong retailer, (2) Unclear messaging. Being different is key. Tout your difference because you provide solutions. 9

Positioning Your Brand As A Leader By focusing on the prospect rather than the product, you simplify the selection process. The essential ingredient in securing the leadership position is getting into the mind first. Brand leaders should constantly use the power of their leadership to keep far ahead of the competition. 10

Mark Corbin, Director Telephone: 610-399-2473 Small Business Enterprise Supportive Services Center Telephone: 610-399-2473 Email: mcorbin@cheyney.edu Website: www.pennsbess.com