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.
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Executive Summary
The Building Blocks of a
Successful Business Plan
Financial Statements &
Analysis
Personnel Plan
Management
Operations Plan
Critical Thinking
& Analysis
Marketing & Sales Plan
Market Research
Industry
Customers
Competition
Laws & Regulations
Support
Documentation
Products/Services
Values/Mission/Vision
Initial Feasibility Analysis – Business Model
3
What is Brand?
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Marketing & Sales Plan
Brand
Marketing Message
Tag Line
Elevator Pitch
Marketing Communications Plan
Sales Plan
Your Business Image
Events
Your Sales Process
Website
Newsletter
Pricing
Direct Mail
Customer Service
White Papers/
Public Relation
Case Studies/
Networking
Reports
Promotions
Videos/Podcasts
Advertising
Photos & Slide Decks
Advertising Media
Telemarketing
Internet Marketing/Social Media
Texting
Packaging & Distribution
Personal Visits
Business Operations
Word-of-Mouth
Strategic Partnerships
Sponsorships
Triple Bottom Line Philosophy
Ambassador Programs
“Social” & “Green” Operating & Marketing Loyalty Programs
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The Customer Decision Journey
Consider
Evaluate
The Loyalty Loop
Bond
Advocate
Enjoy
BUY
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Source: Harvard Business Review
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
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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.
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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.
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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.
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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?
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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?
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Differentiation & Branding
Commodity
Low ($ & Profits)
Brand
Human Brand
High ($ & Profits)
Degree of Differentiation or Meaning to Customers
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What are some great local brands & what is
their promise?
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Defining Your Brand
Brand “Is”
Brand Isn’t
Prepare this analysis for your brand and for competitive brands
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Your Brand vs. Competition
SAME
____________
____________
____________
____________
____________
DIFFERENT
____________
____________
____________
____________
____________
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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…
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Defining Your Brand
Take the my brand represents, promises,
delivers and is different statements and build
into one brand description statement.
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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?
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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?
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Moments of Truth
Public
Space
Experience
Advertising,
Promotions,
PR, Website,
Word of Mouth
Arriving &
Parking
Follow-Up
& Memory
Total
Customer
Experience
Brand
Awareness
Planning to Go
Out & Making
Reservations
Depart
Check-in /
Seating
Check
Out
Individual
Space
Experience
Enjoys &
Wants to Repeat
Experience/
Tells Friends
Negative
Experience/
Tells Friends
Restaurant
Based on Designing
Brand Identity by
Alina Wheeler
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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
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YOUR BRAND
• Define your brand
• Live your brand
• Protect your brand
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A Must Read…
Branding Basics for Small Business
How to Create an Irresistible Brand on Any Budget
By Maria Ross
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Future Chapel Hill Public Library
SCORE Presentations
• May 28th – Market Research
• More coming beginning in September!!
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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:
http://chapelhill.score.org
or by calling our office at 919-968-6894.
A volunteer will contact you within two days
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