1. Building Your Brand… Ideas for Entrepreneurs Chris Ruzicka Marketing Consultant

2. Why Do You Need Branding? Provides differentiation, helps you stand out Minimizes time and money trying to explain who you are Makes you look professional/legitimate and bigger than you may be Helps your company ambassadors (friends, family, partners) Prevents competitors from defining your business

3. Your Brand Is Not A Logo… Brand Perceived emotional corporate image as a whole Identity Visual aspects that form part of the overall brand Logo Identifies a business in its simplest form via the use of a mark or icon

4. What Is A Brand? A representation of an organization’s DNA A set of promises you make to customers/clients An explanation of how you are different from the competition – a reason to buy How you want to be perceived in the marketplace Key messaging that connects to customers Brand AttributesPositioningPersonalityBenefitsVisionValue

5. Examples

6. Clear Positioning & Messaging Create a one page communications platform to guide all external messaging Provide to all strategic partners and any vendors assisting with your marketing and sales Content is King! “From prepping, cooking and serving…to storage and disposal, we provide convenient solutions for busy households.”

7. Developing A Name Select a name early in the process Pick a name that reflects your brand identity Web ready and rich with words describing what you do – Avoid being too descriptive especially if you expand services Abstract, informative, made up words with meaning (Acura) Non descriptive names – may need tagline to clarify services Avoid acronyms Conduct “grandma” research - ask them to spell it out Conduct web and domain name search so you are unique – US Patent & Trademark online search tool Register and protect

8. What Makes A Good Logo? Functional: Will it work on a letterhead, a business card as well as a large poster? Aesthetic: No one likes an ugly image Original: If you use clip art, it will be obvious. Create original art Appropriate: A plumber might have pipes in their logo or a large wrench Timeless: Pick a logo that will work into the future Simple: Keep the drawing clean and simple Dimension detail are necessarily removed so they can be read properly on mobile screens (Google – logo trends) Take ideas/sketches to a designer. Talk it ALL through with them

9. Optional Tagline Can provide a clear message of what you do Value you bring to clients Helps communicate your differentiation Helps inspire, show your personality Used with or without the logo

10. Your Branding Checklist Develop a one page communication platform Your value proposition, features, benefits, FAQ’s, etc. Create a company name Reflects brand, check web and domain search, register Have a logo designed Keep simple, mobile friendly, legible in multiple formats Consider a tagline Describing what you do or your differentiator Consistently use your BRANDING in ALL communications!

11. Want To Learn More…...about building your Brand?

12. Thank you. For any questions please contact: Chris Ruzicka 314.607.2252