March 26, 2024 • 17 mins
010: Learning how to create a brand strategy for small business is easier than you think. In part five of the series on where to start with your marketing when just starting out in business, join me, Lily Richmond as I teach you the branding basics you need to know.
We'll explore the essence of your business identity, beyond just aesthetics, and how you can create a brand experience that keeps customers coming back to your business.
We'll work through an exercise designed to help you identify your brand's core attributes—your brand essence. You'll also have access to a workbook to help you brainstorm and then weave your brand's essence into your business operations. We'll explore the importance of consistency and trust in branding, and you'll learn how to articulate the soul of your brand in just three words.
By the end of our conversation, you'll have the tools and insight necessary to create a distinctive space for your brand in the competitive market.
Get your FREE workbook, all the links mentioned, show notes, transcript and the other workbooks in the series at https://marketingondemand.co/podcast
Got a topic you want me to cover? Share your ideas here: https://marketingondemand.co/contact
Like what you hear? Connect with me on social media:
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Introduction (00:05):
Welcome to the Small Business Marketing Huddle.
Our show is all about takingaction.
We equip you with the marketingknowledge and confidence you
need to make real progress.
So let's huddle up and listenin to the latest episode with
your host, Lily Richmond.
Lily Richmond (00:31):
Hey, this is Lily .
Thank you for being here today.
If you're already subscribed tothe show, thank you so much.
I do really appreciate youbeing here and you know I am
really stoked that you aretaking some proactive steps to
take control of your marketing.
Now, if this is your first timehere, don't forget to hit the
(00:51):
follow or subscribe button inyour favorite podcast player,
because today, like in everyepisode, I'm going to cover a
marketing topic that I reallythink you have to master if you
want to improve your marketing.
That I really think you have tomaster if you want to improve
your marketing.
And make sure you listen inright until the end, because, as
always, I'm going to share withyou a really simple exercise
(01:12):
and a link to a workbook that isgoing to help you improve your
branding and, specifically, howto narrow down what your small
brand stands for.
Okay, so let's get right intothe episode.
Today is part five of seven inmy series on where to start with
your marketing when you arejust starting up in business,
(01:34):
and let's do a really superquick recap on what we have
covered so far.
In part one, we talked allabout how to make your product
or service irresistible, and inpart two, we uncovered your
target market and your idealcustomer.
Then, in part three, we crafteda single-minded statement on
how you make your customer'slife better.
(01:55):
And in part four, wedemystified how to set pricing
and win business so that you canmake a profit.
And today I'm going to boildown branding to a really,
really simple concept and thatis brand essence and I'm going
to teach you how to come up withyours and I'm going to share
(02:16):
some ideas on how you can usethat to create, I guess, a
really engaging and a consistentbrand experience for your
target market.
So, before we go anywhere, whatis a brand?
I know this seems like I don'tknow a really simple question,
but we need to start with what abrand is, and I want you to
(02:36):
take a really broad view of whata brand is.
It is more than a logo.
It is much more than a colorscheme or a fancy looking
website, and I really love thedefinition that one of the most
famous marketing speakers in theworld, seth Godin, uses to
define a brand, and I'll drop alink to a really good blog
(02:57):
article of his where he talksabout the definition of brand.
I'll pop that in the show notes.
But he says that a brand is theset of expectations, the
memories, the stories and therelationships that, when you put
all of those together, thataccounts for the consumer's
decision to choose one productor service over another.
(03:17):
Now, what I love about thisdefinition is that it not only
explains what a brand is, but italso puts it in the context of
the consumer and their decisionto buy.
Because ultimately, we createbrands because we want a
consumer to resonate with us.
We want them to buy something,or we might want them to join up
(03:38):
to a community group, or wemight want them to support our
charity.
You know, we need a brand to beable to do that and we need to
create a set of expectations anda relationship with that
consumer so that they can choosewhich brand they're going to
choose over another.
Ultimately, how you feel abouta brand in that case that's
(03:58):
going to dictate whether itresonates with you or not and
whether you support that brandand how you feel about that
brand is going to be made out ofthe expectations you have,
those memories that are storedof your experiences with it and
the relationship that you buildwith that brand, and that's why
I'm choosing in this episode forus to focus on what your brand
(04:20):
essence is, and your brandessence really is kind of the
spirit of your brand and how itmakes people feel, and we're
going to do a really simpleexercise to help you come up
with that brand essence.
Now, at this point I want tomake a disclaimer.
This short podcast episode isnot going to cover the nitty
(04:41):
gritty and all elements of brandstrategy.
You know that could be a wholeseries in itself.
In fact, that could be a wholeother podcast, and I'm sure
there are plenty of podcasts outthere that talk just about
branding if you really want togo deep into this topic.
What I'm really conscious of inteaching this episode today is
that there is a huge amount ofjargon, there are a lot of
(05:02):
concepts around branding andthere are many theories about
branding and I don't want you toget overwhelmed because you
just have to do a Google searchand start trawling the internet
for information on how to dobranding and there is so much
out there, and so when you arejust starting out in business
and you've maybe never had abusiness before, the whole
concept of this could be justtoo much and you give up and you
don't even focus on it, butbranding is a core pillar of
(05:25):
your business when you firststart out.
So I did think about thisepisode long and hard.
And how do I explain brandingin a really simple way that is
accessible for you and is easyfor you to implement?
And that's why we're going tofocus on the essence of your
brand.
You know this is not the onlyway to do it, but I find that
when I've worked with clients,it helps them narrow in and
(05:47):
focus on what is most important.
So what are some of theimportant watchouts when
thinking about branding?
Firstly, to create a brand thatpeople understand and resonate
with, I think you've really gotto be consistent.
And why is that?
Well, being consistent withyour branding builds trust, and
(06:10):
as consumers, we do start toexpect a certain experience when
we interact with brands, and wedon't really like it when that
familiarity is challenged.
So think of some of the world'smost recognizable brands.
You know they don't change.
Think Coca-Cola or Nike orAmazon.
They are reassuringlyconsistent, and that builds
(06:31):
trust and therefore a strongerbond.
And one of the things that I seewith small businesses and their
brands quite often is that theyare inconsistent.
Often is that they areinconsistent.
So you're always changingthings up, always changing the
colors or fiddling around withthe logo or changing the website
all the time.
You know your email campaignslook totally different to what's
(06:54):
on your website.
The look and feel there istotally different.
Or you say that you know you'vegot great customer service, but
you never pick up the phone.
All of these things are aboutbuilding consistency in your
branding.
So what I want you to thinkabout more than anything is how
do I just be consistent?
How do I always deliver thesame brand experience each time?
(07:15):
That's what the first thingthat I think you have to watch
out with branding.
The second thing that I wantedto raise is that branding is
much more than your logo, it'smuch more than your website and
it is so much more than brandcolors.
You've got to think of branding, I think, as every experience
that your consumer has with youand I've already touched on it
in point one, but every phonecall, every email, every social
(07:37):
media post, every purchase andeven when someone might see your
sign written business vehicleout on the road these are all
brand experiences.
These are all opportunities foryour target market to have an
interaction with you, whetheryou're proactively doing that or
not, and what does that mean?
That means it's an opportunityfor that consumer to ultimately
(07:58):
form a perception of what yourbrand and your business is about
.
So it's really important.
Think of every single touchpoint that a consumer might have
with you.
That's a brand experience, andwe'll cover that off when we go
through the exercise in the nextsection of the episode.
Thirdly and lastly, I wanted toraise a question that you might
(08:19):
be having right now listening tothis episode, which is as a
small business owner, do I evenneed to bother focusing on
branding?
Isn't this a big business thingwhere you have big budgets and
deep pockets?
And I would argue that having aclear and consistent brand that
resonates or creates anemotional response with your
target market is very important.
(08:41):
When you're a small businessand you don't need to be
spending a lot of money ondeveloping branding and
expensive branding to be able todo a good job of it, you've
really just got to be able todistill down and narrow down
what it is you want to be knownfor, and a really cost-effective
way for you to buildrelationships with your
customers is to develop a brandidentity or an essence of your
(09:03):
brand and it's a way for you toset yourself apart from your
competition.
You know, if you remember, inthe last episode if you've
listened to it where we coveredpricing with Alana Swain, there
was a really great example abouta white shirt, and lots of
brands sell white shirts andeach one of those brands creates
a very different brandexperience.
So it is also a way forconsumers to identify with
(09:25):
something, that a brand thatresonates with them, and be able
to choose between differentalternatives that are out there.
So if you're a small businessowner, don't you want people to
choose your brand?
So it's about identifying whatyour brand essence is and being
able to deliver thatconsistently across all touch
points.
So I think that about coverseverything that I wanted to
(09:45):
really cover off with you beforewe move on to the next section
and the exercise.
So stay tuned because after thebreak, we are going to delve
into how you define your brandessence and then how you can
implement that across yourmarketing.
Okay, so are you ready todefine your brand essence?
(10:09):
Now?
To recap, your brand essence islike the spirit of your brand.
It's essentially how your brandmakes people feel when they
experience it and, for anotherquote.
There is a very famous one fromJeff Bezos, the founder of the
retail giant Amazon, who I'msure many of you know and love
(10:30):
Now.
He said that your brand is whatpeople say about you when you
aren't in the room, and I justthink that is really true.
As a business, you know you cancreate the branding that you
want to project right.
You can create that experienceas best you can, but ultimately
the consumer is going to decidehow they think and feel about it
(10:53):
, and that is why I think it isso important for you to be clear
, concise and consistent withwhat you want your brand to
stand for, because if you can dothat, you have a much greater
chance of your consumer actuallyhaving that same experience and
having them feel that way aboutyour brand.
Now, to do this exercise, I'vecreated another easy to follow
(11:16):
workbook, which I will drop alink to in the show notes, or
you can grab it on my website,and the url to go to is
marketingondemandco and thenslash startup5.
Okay, to uncover your brandessence, here is what I want you
to do.
I want you to put yourself inthe seat of your ideal customer,
(11:39):
which you would have defined.
As a side note in part two ofthe series.
Now, if you're the sort ofperson that has a hard time
visualizing or imagining whatlife might be like for your
ideal customer, I want you to goand observe them, if you can,
of course, okay.
So if your ideal customer, forexample, is a busy parent who
has to juggle a lot ofpriorities, well, a good way to
(12:01):
see them might be to head downto your local sports field after
school and observe parents withtheir kids heading to sports
practice.
Now, this could help you putyourself in their shoes, by
observing them, because you'vegot to remember that we aren't
always in the target market forthe products and services that
we sell, right, so we need to beable to put ourselves in their
(12:22):
shoes.
Okay, so let's visualize, right, you are your ideal customer.
Now I want you to ask yourselfthis question how do I want my
ideal customer to think and feelabout my brand?
And here I want you to do abrainstorm.
Use the workbook or grab apiece of paper and get as many
(12:44):
words out onto paper as possible.
Just free flow.
Write, for I don't know, sayfive minutes all the ways that
you want your consumer to thinkand feel about your brand.
So that's part one of theexercise.
Now part two.
I want you to look at thosewords.
Are there any patterns?
Could you group some of thosewords together into kind of
(13:04):
categories that might gotogether so you can kind of
summarize some of that data?
That's part two.
Now part three.
I want you to take thatbrainstorm and I want you to
come up with just three wordsthat you would want the consumer
to use to describe your brand.
So if you overheard them in acafe talking about your brand,
(13:27):
what three words would you wantthem to be using to describe you
?
So, for example, my brandMarketing On Demand.
My three words are supported,relaxed and helpful.
So those are the three thingsthat I try to embody in any of
the branding that I do.
Okay, great stuff.
You've now nailed down how youwant your ideal customer to
(13:50):
think and feel about your brand.
Now the final piece is puttingit into practice.
Now, if you're just startingout and you haven't developed
any branding yet, I want you touse these three words to inform
your decisions about how youwant your brand to visually
appear and how all aspects ofyour business will work towards
making the consumer feel thatway.
(14:10):
Now, if you're going to engagesomeone to help you do your
branding, these three words arereally helpful.
Hey, even share with them thebrainstorming that you did,
because that might help themspur their thinking as well.
Now, in this exercise, I wantyou to list out all of the ways
a potential customer couldinteract with or see your brand.
(14:32):
You know, so I'll give you someideas.
These are obviously all yourmarketing activities that you
might do.
It would be your social mediacontent, it could be the way you
answer the phones, it could beany of your customer servicing,
how you deliver your productsand services, your office space,
what that looks like, youremail signature.
You know the signage on theoutside of your building.
You know even people who aren'tin your target market are going
(14:53):
to see that signage.
So there could be ways thatyour consumer is interacting
with your brand, which is notthem directly interacting with
you you but observing and seeingit in the marketplace.
So I do want you to list outall of the ways a potential
customer could interact with orsee your brand, and I want you
to use your three words to guidehow you are going to create and
(15:16):
manage those experiences.
So write those down and thenthat's going to give you a
really good action list of thethings that you need to do to
create those brand experiencesthat you want.
So that is it.
That's a wrap.
You have now come up with yourbrand essence and how you can
turn that into a reality acrossall of the ways the consumer
(15:37):
could interact with your brand.
Thank you so much for being partof the huddle today.
I hope you enjoyed the episodeand I hope you're feeling a
little bit fired up and inspiredreally to get creative and
develop your branding.
Now don't forget to hitsubscribe, because next time, in
part six of the series on whereto start with your marketing
when you're just starting out inbusiness, we're going to talk
(15:58):
about distribution and that ishow you are going to get your
product or service to market.
This is a really excitingepisode because this is where
our attention in this series nowstarts to turn from the why
behind why you are doing yourmarketing all of the why, the
strategic pieces into the howare you going to execute it.
(16:19):
So you don't want to miss thisepisode.
It is vital.
As you get ready to launch andas a quick reminder, don't
forget to visit the episode shownotes to get access to today's
workbook to help you define yourbrand essence and a plan for
implementing it in your business.
Or you can head to my websiteand you can grab the download
there.
You would find it atmarketingondemandco, slash
(16:41):
startup5.
Thank you so much for listeningand I will catch you at the
next episode of the SmallBusiness Marketing Huddle.
Now for the legal jargon.
This podcast is for informationand education purposes only.
(17:01):
We make no business performanceclaims or guarantees in the
information shared.
The podcast content is generalin nature and does not
constitute advice for yourunique business situation.
Welcome to the Small Business Marketing Huddle.
Our show is all about takingaction.
We equip you with the marketingknowledge and confidence you
need to make real progress.
So let's huddle up and listenin to the latest episode with
your host, Lily Richmond.
Lily Richmond (00:31):
Hey, this is Lily .
Thank you for being here today.
If you're already subscribed tothe show, thank you so much.
I do really appreciate youbeing here and you know I am
really stoked that you aretaking some proactive steps to
take control of your marketing.
Now, if this is your first timehere, don't forget to hit the
(00:51):
follow or subscribe button inyour favorite podcast player,
because today, like in everyepisode, I'm going to cover a
marketing topic that I reallythink you have to master if you
want to improve your marketing.
That I really think you have tomaster if you want to improve
your marketing.
And make sure you listen inright until the end, because, as
always, I'm going to share withyou a really simple exercise
(01:12):
and a link to a workbook that isgoing to help you improve your
branding and, specifically, howto narrow down what your small
brand stands for.
Okay, so let's get right intothe episode.
Today is part five of seven inmy series on where to start with
your marketing when you arejust starting up in business,
(01:34):
and let's do a really superquick recap on what we have
covered so far.
In part one, we talked allabout how to make your product
or service irresistible, and inpart two, we uncovered your
target market and your idealcustomer.
Then, in part three, we crafteda single-minded statement on
how you make your customer'slife better.
(01:55):
And in part four, wedemystified how to set pricing
and win business so that you canmake a profit.
And today I'm going to boildown branding to a really,
really simple concept and thatis brand essence and I'm going
to teach you how to come up withyours and I'm going to share
(02:16):
some ideas on how you can usethat to create, I guess, a
really engaging and a consistentbrand experience for your
target market.
So, before we go anywhere, whatis a brand?
I know this seems like I don'tknow a really simple question,
but we need to start with what abrand is, and I want you to
(02:36):
take a really broad view of whata brand is.
It is more than a logo.
It is much more than a colorscheme or a fancy looking
website, and I really love thedefinition that one of the most
famous marketing speakers in theworld, seth Godin, uses to
define a brand, and I'll drop alink to a really good blog
(02:57):
article of his where he talksabout the definition of brand.
I'll pop that in the show notes.
But he says that a brand is theset of expectations, the
memories, the stories and therelationships that, when you put
all of those together, thataccounts for the consumer's
decision to choose one productor service over another.
(03:17):
Now, what I love about thisdefinition is that it not only
explains what a brand is, but italso puts it in the context of
the consumer and their decisionto buy.
Because ultimately, we createbrands because we want a
consumer to resonate with us.
We want them to buy something,or we might want them to join up
(03:38):
to a community group, or wemight want them to support our
charity.
You know, we need a brand to beable to do that and we need to
create a set of expectations anda relationship with that
consumer so that they can choosewhich brand they're going to
choose over another.
Ultimately, how you feel abouta brand in that case that's
(03:58):
going to dictate whether itresonates with you or not and
whether you support that brandand how you feel about that
brand is going to be made out ofthe expectations you have,
those memories that are storedof your experiences with it and
the relationship that you buildwith that brand, and that's why
I'm choosing in this episode forus to focus on what your brand
(04:20):
essence is, and your brandessence really is kind of the
spirit of your brand and how itmakes people feel, and we're
going to do a really simpleexercise to help you come up
with that brand essence.
Now, at this point I want tomake a disclaimer.
This short podcast episode isnot going to cover the nitty
(04:41):
gritty and all elements of brandstrategy.
You know that could be a wholeseries in itself.
In fact, that could be a wholeother podcast, and I'm sure
there are plenty of podcasts outthere that talk just about
branding if you really want togo deep into this topic.
What I'm really conscious of inteaching this episode today is
that there is a huge amount ofjargon, there are a lot of
(05:02):
concepts around branding andthere are many theories about
branding and I don't want you toget overwhelmed because you
just have to do a Google searchand start trawling the internet
for information on how to dobranding and there is so much
out there, and so when you arejust starting out in business
and you've maybe never had abusiness before, the whole
concept of this could be justtoo much and you give up and you
don't even focus on it, butbranding is a core pillar of
(05:25):
your business when you firststart out.
So I did think about thisepisode long and hard.
And how do I explain brandingin a really simple way that is
accessible for you and is easyfor you to implement?
And that's why we're going tofocus on the essence of your
brand.
You know this is not the onlyway to do it, but I find that
when I've worked with clients,it helps them narrow in and
(05:47):
focus on what is most important.
So what are some of theimportant watchouts when
thinking about branding?
Firstly, to create a brand thatpeople understand and resonate
with, I think you've really gotto be consistent.
And why is that?
Well, being consistent withyour branding builds trust, and
(06:10):
as consumers, we do start toexpect a certain experience when
we interact with brands, and wedon't really like it when that
familiarity is challenged.
So think of some of the world'smost recognizable brands.
You know they don't change.
Think Coca-Cola or Nike orAmazon.
They are reassuringlyconsistent, and that builds
(06:31):
trust and therefore a strongerbond.
And one of the things that I seewith small businesses and their
brands quite often is that theyare inconsistent.
Often is that they areinconsistent.
So you're always changingthings up, always changing the
colors or fiddling around withthe logo or changing the website
all the time.
You know your email campaignslook totally different to what's
(06:54):
on your website.
The look and feel there istotally different.
Or you say that you know you'vegot great customer service, but
you never pick up the phone.
All of these things are aboutbuilding consistency in your
branding.
So what I want you to thinkabout more than anything is how
do I just be consistent?
How do I always deliver thesame brand experience each time?
(07:15):
That's what the first thingthat I think you have to watch
out with branding.
The second thing that I wantedto raise is that branding is
much more than your logo, it'smuch more than your website and
it is so much more than brandcolors.
You've got to think of branding, I think, as every experience
that your consumer has with youand I've already touched on it
in point one, but every phonecall, every email, every social
(07:37):
media post, every purchase andeven when someone might see your
sign written business vehicleout on the road these are all
brand experiences.
These are all opportunities foryour target market to have an
interaction with you, whetheryou're proactively doing that or
not, and what does that mean?
That means it's an opportunityfor that consumer to ultimately
(07:58):
form a perception of what yourbrand and your business is about
.
So it's really important.
Think of every single touchpoint that a consumer might have
with you.
That's a brand experience, andwe'll cover that off when we go
through the exercise in the nextsection of the episode.
Thirdly and lastly, I wanted toraise a question that you might
(08:19):
be having right now listening tothis episode, which is as a
small business owner, do I evenneed to bother focusing on
branding?
Isn't this a big business thingwhere you have big budgets and
deep pockets?
And I would argue that having aclear and consistent brand that
resonates or creates anemotional response with your
target market is very important.
(08:41):
When you're a small businessand you don't need to be
spending a lot of money ondeveloping branding and
expensive branding to be able todo a good job of it, you've
really just got to be able todistill down and narrow down
what it is you want to be knownfor, and a really cost-effective
way for you to buildrelationships with your
customers is to develop a brandidentity or an essence of your
(09:03):
brand and it's a way for you toset yourself apart from your
competition.
You know, if you remember, inthe last episode if you've
listened to it where we coveredpricing with Alana Swain, there
was a really great example abouta white shirt, and lots of
brands sell white shirts andeach one of those brands creates
a very different brandexperience.
So it is also a way forconsumers to identify with
(09:25):
something, that a brand thatresonates with them, and be able
to choose between differentalternatives that are out there.
So if you're a small businessowner, don't you want people to
choose your brand?
So it's about identifying whatyour brand essence is and being
able to deliver thatconsistently across all touch
points.
So I think that about coverseverything that I wanted to
(09:45):
really cover off with you beforewe move on to the next section
and the exercise.
So stay tuned because after thebreak, we are going to delve
into how you define your brandessence and then how you can
implement that across yourmarketing.
Okay, so are you ready todefine your brand essence?
(10:09):
Now?
To recap, your brand essence islike the spirit of your brand.
It's essentially how your brandmakes people feel when they
experience it and, for anotherquote.
There is a very famous one fromJeff Bezos, the founder of the
retail giant Amazon, who I'msure many of you know and love
(10:30):
Now.
He said that your brand is whatpeople say about you when you
aren't in the room, and I justthink that is really true.
As a business, you know you cancreate the branding that you
want to project right.
You can create that experienceas best you can, but ultimately
the consumer is going to decidehow they think and feel about it
(10:53):
, and that is why I think it isso important for you to be clear
, concise and consistent withwhat you want your brand to
stand for, because if you can dothat, you have a much greater
chance of your consumer actuallyhaving that same experience and
having them feel that way aboutyour brand.
Now, to do this exercise, I'vecreated another easy to follow
(11:16):
workbook, which I will drop alink to in the show notes, or
you can grab it on my website,and the url to go to is
marketingondemandco and thenslash startup5.
Okay, to uncover your brandessence, here is what I want you
to do.
I want you to put yourself inthe seat of your ideal customer,
(11:39):
which you would have defined.
As a side note in part two ofthe series.
Now, if you're the sort ofperson that has a hard time
visualizing or imagining whatlife might be like for your
ideal customer, I want you to goand observe them, if you can,
of course, okay.
So if your ideal customer, forexample, is a busy parent who
has to juggle a lot ofpriorities, well, a good way to
(12:01):
see them might be to head downto your local sports field after
school and observe parents withtheir kids heading to sports
practice.
Now, this could help you putyourself in their shoes, by
observing them, because you'vegot to remember that we aren't
always in the target market forthe products and services that
we sell, right, so we need to beable to put ourselves in their
(12:22):
shoes.
Okay, so let's visualize, right, you are your ideal customer.
Now I want you to ask yourselfthis question how do I want my
ideal customer to think and feelabout my brand?
And here I want you to do abrainstorm.
Use the workbook or grab apiece of paper and get as many
(12:44):
words out onto paper as possible.
Just free flow.
Write, for I don't know, sayfive minutes all the ways that
you want your consumer to thinkand feel about your brand.
So that's part one of theexercise.
Now part two.
I want you to look at thosewords.
Are there any patterns?
Could you group some of thosewords together into kind of
(13:04):
categories that might gotogether so you can kind of
summarize some of that data?
That's part two.
Now part three.
I want you to take thatbrainstorm and I want you to
come up with just three wordsthat you would want the consumer
to use to describe your brand.
So if you overheard them in acafe talking about your brand,
(13:27):
what three words would you wantthem to be using to describe you
?
So, for example, my brandMarketing On Demand.
My three words are supported,relaxed and helpful.
So those are the three thingsthat I try to embody in any of
the branding that I do.
Okay, great stuff.
You've now nailed down how youwant your ideal customer to
(13:50):
think and feel about your brand.
Now the final piece is puttingit into practice.
Now, if you're just startingout and you haven't developed
any branding yet, I want you touse these three words to inform
your decisions about how youwant your brand to visually
appear and how all aspects ofyour business will work towards
making the consumer feel thatway.
(14:10):
Now, if you're going to engagesomeone to help you do your
branding, these three words arereally helpful.
Hey, even share with them thebrainstorming that you did,
because that might help themspur their thinking as well.
Now, in this exercise, I wantyou to list out all of the ways
a potential customer couldinteract with or see your brand.
(14:32):
You know, so I'll give you someideas.
These are obviously all yourmarketing activities that you
might do.
It would be your social mediacontent, it could be the way you
answer the phones, it could beany of your customer servicing,
how you deliver your productsand services, your office space,
what that looks like, youremail signature.
You know the signage on theoutside of your building.
You know even people who aren'tin your target market are going
(14:53):
to see that signage.
So there could be ways thatyour consumer is interacting
with your brand, which is notthem directly interacting with
you you but observing and seeingit in the marketplace.
So I do want you to list outall of the ways a potential
customer could interact with orsee your brand, and I want you
to use your three words to guidehow you are going to create and
(15:16):
manage those experiences.
So write those down and thenthat's going to give you a
really good action list of thethings that you need to do to
create those brand experiencesthat you want.
So that is it.
That's a wrap.
You have now come up with yourbrand essence and how you can
turn that into a reality acrossall of the ways the consumer
(15:37):
could interact with your brand.
Thank you so much for being partof the huddle today.
I hope you enjoyed the episodeand I hope you're feeling a
little bit fired up and inspiredreally to get creative and
develop your branding.
Now don't forget to hitsubscribe, because next time, in
part six of the series on whereto start with your marketing
when you're just starting out inbusiness, we're going to talk
(15:58):
about distribution and that ishow you are going to get your
product or service to market.
This is a really excitingepisode because this is where
our attention in this series nowstarts to turn from the why
behind why you are doing yourmarketing all of the why, the
strategic pieces into the howare you going to execute it.
(16:19):
So you don't want to miss thisepisode.
It is vital.
As you get ready to launch andas a quick reminder, don't
forget to visit the episode shownotes to get access to today's
workbook to help you define yourbrand essence and a plan for
implementing it in your business.
Or you can head to my websiteand you can grab the download
there.
You would find it atmarketingondemandco, slash
(16:41):
startup5.
Thank you so much for listeningand I will catch you at the
next episode of the SmallBusiness Marketing Huddle.
Now for the legal jargon.
This podcast is for informationand education purposes only.
(17:01):
We make no business performanceclaims or guarantees in the
information shared.
The podcast content is generalin nature and does not
constitute advice for yourunique business situation.
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