Brand Identity

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Brand Identity?

• Ken Tucker, Business Mentors
• Keri Jones Gina Douglas, Restoration Media
  Marketing
• Alan Goeltz, IRS
• Skip Nelson, Quantum Restoration

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• It makes sense to understand that branding is not
  about getting your target market to choose you
  over the competition, but it is about getting
  your prospects to see you as the only one that
  provides a solution to their problem.

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• The objectives that a good brand will achieve
• Deliver the message clearly
• Confirm your credibility
• Connects your target prospects emotionally
• Motivate the buyer
• Concretes User Loyalty

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• Your Brand
• The Corporate and the Personal!

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• Wheres the mustard?

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• To succeed in branding you must understand the
  needs and wants of your customers and prospects.
• You do this by integrating your brand strategies
  through your company at every point of public
  contact
• A strong brand is invaluable as the battle for
  customers intensifies day by day.

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Brands
Do your People and Vehicles look like this or
this ?
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• How did tissues become Kleenex?
• Sandwich bagsBaggies?
• Bandage strips Band-Aids?
• More importantly, how can you turn your service
  into a household name?

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The big companys have large advertising budgets
to help push their names to the forefront. But
where does that leave the small-business owner
who has limited resources?
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Tom Peters, Co-author of In Search of
Excellence Pursuit of WOW says

• Take stock of what you have to offer and
  analyzing how its unique
• Identify your greatest strengths, determine what
  draws customers to you and note the specific ways
  you outshine your competitors.
• Then compare the benefits of your service to
  those of your competitors.
• Every feature should yield an identifiable and
  distinguishable benefit for the consumer.

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• The next step is to increase your visibility
  getting out there and spreading the word about
  your business.
• Become known as an expert in your field and
  customers and clients will think of you first.
• Teaching a class at your brokers association or
  speak at an adjuster meeting. Offer workshops and
  seminars in your area. Speak on disaster planning
  before community groups. Will you be the one when
  the next storm hits?

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• Writing is another way to enhance your profile.
• Submit opinion pieces to your local newspaper,
  industry magazines, or offer to write a column.
• Submit articles to your industry newsletter.

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• Become active in your local chamber of commerce
  and other professional and business
  organizations.
• Sign up for committees, host get-togethers at
  your place of business and attend functions.

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• Visibility alone wont make you stand out in the
  marketplace.
• Treat all your personal interactions as
  opportunities to build your reputation.
• Always being sincere, honest, prepared, and
  professional.

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• Returning phone calls, fulfilling promises and
  even saying thank you may all seem like little
  things, but they make an impression

• Try to develop a knack for remembering names.
  People are flattered when you remember their
  name.
• Be an active listener.
• Create a small talk notebook. In it jot down
  anecdotes about life or current events to
  stimulate conversation.

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• Send a follow-up note. When you meet someone who
  youd like to stay in touch with, send a letter
  saying how much you enjoyed meeting. Mention the
  possibility of getting together in the future.
• Know your profession. Keep updated about the
  latest trends and developments in your field and
  your geographic area.

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• Pass along interesting articles. When you come
  across something you know an acquaintance, client
  or customer would be interested in, send it along
  with an email I thought you might find the
  attached of interest.
• Go through your address book periodically. Send a
  hello note to those you havent been in touch
  with in awhile.
• Tom Peters calls this branding yourself
  identify what sets your company apart from the
  rest, spread the word and back your business with
  your own reputation. Like Kleenex, your name may
  become synonymous with what you do. And thats
  nothing to sneeze at.

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• The person that figures out how to harness the
  collective genius of the people in his or her
  organization is going to blow the competition
  away.
• - Walter Wriston, former Citibank CEO

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• Thats the way
• Weve always
• Done it

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• Wheres the mustard?

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• Confusion

Hiring Practices
expectations
INCENTIVE PROGRAMS
PRIORITIES
ACTIONS
Deadlines
CONFUSION
perceptions
JOB DESCRIPTIONS
Hazy Directions
contradictions
PERFORMANCE REVIEWS
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• Value is determined deep inside operations by
  how well people at the front lines do their jobs.
  A company that creates value in the boiler room,
  counts it in the Penthouse
• The very notion that a company could be full of
  people who dont understand how they contribute
  to value creation is unacceptable to any
  business.
• - John Donovan, Richard Tulley and Brent Wortman,
  TheValue Enterprise