Building Your Business Brand Chapel Hill Public Library & SCORE

The Foundation for Defining Your Brand Values & Mission Complete Products/Services Description including features, benefits and Value Proposition. Thorough understanding of your Customers. Thorough understanding of your competition. 2

3 Values/Mission/Vision Support Documentation Products/Services Market Research Industry Customers Competition Laws & Regulations Marketing & Sales Plan Operations Plan Management Personnel Plan Financial Statements & Analysis Executive Summary Critical Thinking & Analysis The Building Blocks of a Successful Business Plan Initial Feasibility Analysis – Business Model

What is Brand? 4

5 Marketing & Sales Plan Brand Marketing Message Tag Line Marketing Communications PlanSales Plan Your Business ImageEvents Your Sales Process WebsiteNewsletter PricingDirect Mail Customer Service White Papers/ Public RelationCase Studies/ NetworkingReports PromotionsVideos/Podcasts AdvertisingPhotos & Slide Decks Advertising MediaTelemarketing Internet Marketing/Social MediaTexting Packaging & DistributionPersonal Visits Business OperationsWord-of-Mouth Strategic PartnershipsSponsorships Triple Bottom Line PhilosophyAmbassador Programs “Social” & “Green” Operating & MarketingLoyalty Programs Elevator Pitch

6 The Loyalty Loop The Customer Decision Journey Consider Evaluate BUY Enjoy Advocate Bond Source: Harvard Business Review

7 Brand Brands are promises that customers over time start to believe in. A brand is a promise that links a product or a service to a consumer. Brands are a bundle of shared values and associations Brands are a mark of pride

8 Brand Brands are a simplifier of choice Brands are differentiated Spend time & effort to define your brand and what it stands for so that you and all your organization know exactly the promise you are making and keeping. Develop a brand experience that never fails or fluctuates.

9 Brand Establish your brand by building: Trust that you will consistently keep your promise (Always!!!), Trust in what you stand for, Trust in the unique & meaningful benefits you deliver.

10 Brand Build your brand by living up to your promise every single time people come in contact with your business. A brand can only be as good as the experience of the brand. Strengthen your brand by constantly reinforcing your brand promise. Your brand can only be as good as your business strategy enables it to be.

11 Brand First step in establishing your brand is to establish a differentiated meaning for your brand. Identify something unique on which to build your brand idea. Will the difference matter to anyone?

12 Brand In describing your brand: Is it in sync with your mission & values? Is it clear? Is it based on truth? Is it differentiated from competitor’s brands? Is it inspiring? Does your staff understand & fully support your brand?

13 Differentiation & Branding CommodityBrand Human Brand Degree of Differentiation or Meaning to Customers Low ($ & Profits) High ($ & Profits)

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15 What are some great local brands & what is their promise?

16 Defining Your Brand Brand “Is” Brand Isn’t Prepare this analysis for your brand and for competitive brands

Your Brand vs. Competition SAME DIFFERENT ____________ 17

18 Defining Your Brand Using the insights from your “Brand Is/Isn’t” chart describe your brand. My Brand represents… My Brand promises… My Brand delivers… My brand is different (from other brands) because…

Defining Your Brand Take the my brand represents, promises, delivers and is different statements and build into one brand description statement. 19

20 Your Business Image All aspects of your business must conform to & support your brand. Are your premises neat and inviting to your customers? If you have plants, are they green & healthy? Does your sign grab attention and does it convey a sense of quality? Are your business cards, brochures & other literature relevant, consistent and current? Is your logo up-to-date and professional looking? How do you answer the phone?

Your Business Image Does your staff and you dress & act in accordance with your brand description? Are your mailings clear and concise? Check your paper (weight & color), printing and delivery system as well as the message. Does your business image reflect the value that you want to communicate to your customers? 21

22 Moments of Truth Brand Awareness Total Customer Experience Planning to Go Out & Making Reservations Arriving & Parking Check-in / Seating Individual Space Experience Check Out Public Space Experience Depart Follow-Up & Memory Restaurant Based on Designing Brand Identity by Alina Wheeler Advertising, Promotions, PR, Website, Word of Mouth Enjoys & Wants to Repeat Experience/ Tells Friends Negative Experience/ Tells Friends

23 Brand Your Business Image Marketing Message Tag Line Website Pricing Customer Service Public Relations & Events Networking Promotions Videos/Podcasts/Photos Advertising Social Media Packaging & Distribution Business Operations Strategic Partnerships & Sponsorships Triple Bottom Line Philosophy “Social” & “Green” Operating & Marketing Your Sales Process

YOUR BRAND Define your brand Live your brand Protect your brand 24

A Must Read… Branding Basics for Small Business How to Create an Irresistible Brand on Any Budget By Maria Ross 25

Future Chapel Hill Public Library SCORE Presentations May 28 th – Market Research More coming beginning in September!! 26

SCORE Contact Information SCORE Chapel Hill is available to assist you with free and confidential business counseling Sign up tonight for a mentoring session with 2 SCORE mentors. We will contact you to schedule an appointment. You can also contact us through our website: or by calling our office at A volunteer will contact you within two days 27