June 2013
All
Systems
Grow
Brand Building
Brand-Building Best Practices Page 3
Branding by the Book Page 7
Creating a “Pie Paradise” Page 13
Build-a-Brand Tool Kit Page 15
I make lotions that melt in your hand.
But when it comes to printing,
I need a helping hand.
Brand-Building Best Practices
To make your business stand out, live your brand and deliver the
values that matter most to your customers
01. Introduction: Your Brand Is What People Say It Is
People rarely recommend an auto mechanic because he’s got the best transmission repair skills in
town. They say, “He’s always dealt honestly with me. I trust him.” The idea takes a different form at a
neighborhood family restaurant: “The first time we ate there, the owner visited our table. The second
time, she remembered our names.”
T:10”
That’s brand in a nutshell. It’s not your company’s logo, tagline, or mission statement. “Someone said,
it’s what people say about you when you leave the room,” says Carlos Martinez Onaindia, Global Brand
senior manager at Deloitte Touche Tohmatsu Limited and co-author of Designing B2B Brands: Lessons
from Deloitte and 195,000 Brand Managers (Wiley, 2013). “It’s about perception; it’s about reputation.
Why are you different from your competition?”
B:10.125”
S:9.5”
O
P
F
What inspires loyalty in a customer? The details vary from one transaction to another, but the unifying
thread is always the same: a sense of personal connection and confidence.
02. Make Your Brand Meaningful
His co-author, Brian Resnick, Global Brand associate director at Deloitte Touche Tohmatsu Limited, explains,
“A clear brand strategy is built from a clear business strategy. At the heart of any successful brand is that
idea of consistency in communications and consistency of experience.” Your brand, in other words, tells
customers what they can count on from your products, services, and people. It’s a commitment to taking
care of their needs and giving them a consistently positive experience with your company.
SMALL BUSINESS: YOU’RE NOT ALONE OUT THERE. Misty, owner of Just Wanna Melt, has a passion for
organic lotions that melt in your hand. So when she needed to make her packaging shine, she turned to her
locally owned UPS Store. Because while Misty knows smooth hands, The UPS Store® experts know all about creating
professionally printed labels, flyers, banners and displays that make her customers
just want to melt. At The UPS Store, we love small businesses. We love logistics.
check out Misty’s video and learn how The UPS Store
can help your business at smallbiz.theupsstore.com
A business focused on the quality of those experiences does more to build brand than it can accomplish
by using worn-out phrases like “premier provider” or “world-class service,” experts say. “People think
they establish brand by saying ‘we’re the world leaders,’ or using terms like ‘service’ and whatnot. It
actually does just the opposite, because everybody’s saying that,” says John Jantsch, founder of Duct Tape
Marketing.
What can you say to stand out? Start by thinking about your customers rather than your company. Ask
what they value most about doing business with you and what services you could add to support their
businesses or make their lives easier. Direct interaction with customers gives you an edge in responding to
their needs—and that’s the core of a strong small business brand.
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Copyright © 2013 The UPS Store, Inc.
Inc. | The UPS Store
3
03. Know What Your Market Needs
05. Make Your Position Clear
“When people are trying to establish
a brand, the very first thing they do
is take what they perceive as the
most important attribute to their core
customer base and argue that they
have it,” says Wharton professor
Barbara E. Kahn, author of Global Brand
Power: Leveraging Branding for LongTerm Growth (Wharton Digital Press,
2013). The better strategy? Show them
that you understand the challenges
they face and the benefits they’ll get
from doing business with you. Instead
of selling products or services, offer
them solutions that seem customdesigned to their needs.
That feedback offers a fresh perspective on your strengths as a company and how you can build on them
to be the preferred provider of your products or services. Will your customers appreciate after-sales
support? Customized solutions? Training to get the most from their purchases? Think about how you can
add value in a way that makes customers more reliant on—and more loyal to—your business brand.
Consider Sandy Poehnelt, whose Kauai, Hawaii-based The Right Slice started selling pies at five dollars
a slice in December 2009. You might not expect upscale desserts to take off in a down economy. But
Poehnelt struck branding gold with a combination of fresh, locally-sourced, high-quality ingredients and
fun presentation. During a stressful time, her products tapped into people’s desire for a little indulgence.
Poehnelt’s example illustrates how brand strategy isn’t the exclusive domain of big enterprises. In
fact, small companies’ personal relationships with their customers can create a branding advantage.
Your brand is how you respond to client emergencies, how you handle product complaints—even the
way your employees greet customers when you’re not there. “That collective experience is happening
whether you control it or not,” Jantsch says.
04. Keep the Conversation Going
You can’t control it completely—but you can guide it by listening and responding to customer needs.
That means engaging customers in person, by phone, in writing, or virtually, in accordance with their
preferences for receiving information.
Social media platforms give you unprecedented access to information about where you’re succeeding
in wowing customers, where your efforts are falling flat or backfiring, and where opportunities are
emerging to strengthen ties to the community your business serves. You can use those platforms to
solicit input, which is a great way not only to solidify relationships, but to convert your most committed
customers into “brand evangelists”—people who help spread your message across what Martinez
Onaindia calls “the brandscape.”
To zero in on those points, take your branding beyond price—someone can undercut you tomorrow.
Likewise, don’t base brand on having the fastest service, latest innovation, or most creative solution—
again, someone may be right on your heels. The “sticky” characteristics focus on why your business
does what it does, Jantsch says. “How does it help their customers solve their challenges and meet their
goals? Hone that down to its simplest terms, and lead with that.”
“In the end, differentiation is not about differentiation from your competition,” Martinez Onaindia says.
“It’s about how you engage your people and your stakeholders so they feel in their minds that you are
different.”
The more you interact with your customers, the better informed you’ll be about their needs, their
priorities, and their perception of your company’s value to them. And that will tell you which branding
messages to drive home.
06. Branding Is a Team Sport
To attain those goals of authenticity and consistency, your brand must be demonstrated by every member
of your team. “Every member of the organization has a role in shaping that brand,” Resnick says.
With that in mind, make brand awareness a universal job requirement. Recruit for it, and let employees
know that it’s one of your criteria for awarding raises, promotions, and bonuses. And take time to ensure
that your team articulates the company’s branding message consistently across all media.
“You really have to educate your employees to contribute to brand,” Kahn says. “If you don’t really have
the entire company understand the brand essence and live the brand, you’re going to be off message.”
07. Live Your Brand
Aligning your products, services, and conduct with your message is key to maintaining your customers’
trust, loyalty, and business. Everything you do should reinforce your brand message.
Authenticity is key: self-promotion rings false, and social media veterans tune it out. But they’re open to
receiving messages that relate your brand to their interests and needs. “When you tackle it with the right
spirit, you have the opportunity to make these interactions really emotional, collaborative experiences,”
Resnick says. “You’re able to get wonderful real-time insights on your brand and react accordingly.”
For example, if being “green” is important to your business and its customers, use post-consumer
content recycled paper, packaging, and shipping materials. Encourage employees to carpool, and give
them paid company time to volunteer with local parks or clean-up crews. If you market products or
services designed to simplify your customers’ lives, reinforce that concept in your pricing: mark items
$50, not $49.95. If your core customers are young families, keep an eye out for parents who are loaded
down with toddlers and purchases, and offer to carry their packages to their cars.
Building Your Brand | 2013
Inc. | The UPS Store
5
“People relate to the core beliefs that they live, and I think that is very attractive from a branding
standpoint,” Jantsch says. “And the cool thing about it is, you can’t replicate that. It’s easy to replicate
product features, service packages, and points of view, even, but it’s difficult to replicate a system of core
beliefs that then infuse every element of the organization.”
Case Study
Just Wanna Melt: A Textbook Approach
How one personal products inventor built
a successful brand—with a little help
from some local students
That thinking informs all the branding decisions that Lexington, South Carolina nurse Misty Rawls
makes in marketing her Just Wanna Melt line of organic skin care products. Her ecological focus and
commitment to plastic-free packaging runs counter to some prospective customers’ preferences. But by
staying true to her brand, she earned word-of-mouth loyalty and carved out a niche that attracted the
attention of bigger players in the market who now sell her product line. Rawls’ experience shows the
value not just of building your brand, but of keeping it true to your core vision.
If you made a list of the expertise necessary
to build an internationally recognized personal
products brand, it might include chemists, market
researchers, package designers, marketers, and
salespeople. That is, unless you’re looking at Misty
Rawls’s case.
08. Keep Your Brand Alive and Evolving
Rawls had always had a hard time finding lotion for
her sensitive skin and, over the years, the Lexington,
South Carolina nurse had become increasingly fussy
about additives, primarily because of her allergies;
lotions and makeup often caused redness or rashes.
As she recovered from back surgery in 2008, she
faced the possibility that she might not be able to
return to her 30-year profession because of her
back, and lost herself in looking for a soothing
solution to her skin issues.
Thinking from this perspective allows you not just to tell your story, but to show why your company does
what it does and why that should matter to the people you want to serve. In the process, you’ll position
your brand to make a lasting impression and retain its vitality and relevance even as the market changes
and customer needs evolve.
Once you’ve established a message that’s true to your business and values, it’s essential that you continue
to listen to customers and stay on top of market conditions. Branding isn’t a task you tackle and complete.
You must reevaluate your messaging and revitalize it as you expand operations or even reinvent your
business; that will allow you to attract new customers and prospects without alienating your existing base.
“If a brand is not moving forward, then it’s going to be stale very quickly,” Resnick says. “That doesn’t mean
completely reinventing yourself every year, but it really does require a keen understanding of business
conditions, marketplace wants, regulatory shifts, and a host of other factors. So that type of evolution, that
type of growth, I think is absolutely necessary.”
Consider corporate social responsibility. Not many years ago, customers focused primarily on a company’s
business conduct. But today, many people are equally concerned about corporate citizenship. For that
market segment, it’s no longer enough for business owners to engage in charitable support. They must be
involved in and make positive contributions to the communities the company serves. A business with a
strong yet elastic brand can integrate community engagement seamlessly into its established identity.
09. Good Brands Make Good Neighbors
Here, again, many small business owners enjoy a branding advantage as an outgrowth of their close
interaction with customers. When they listen to their customers, Jantsch says, many small business
owners discover that “their brand is the little touches, the little things that they do to make customers
happy. And a lot of times, they do those just because their mom taught them how to treat people. That,
to me, is one of the best ways to capture the essence of what your company stands for.”
The result is Just Wanna Melt, a one-person, homebased personal products company that has evolved
from Rawls’ recovery-time hobby to a small line
of award-winning products that can be found
regionally in Whole Foods, among other resellers. After creating her fledgling brand with the sumptuous
name, she teamed up with a group of business school students who helped her refine it. By developing
a strong image of luxury and sustainability that’s reflected in all of her materials, manufacturing, and
packaging, she has attracted widespread attention and built a thriving business. She accomplished this
with a methodical, strategic approach.
Start with a great product
As a health care provider, Rawls says she was constantly being exposed to chemicals that irritated
her sensitive skin. She was committed to creating a lotion without additives, fragrance, dyes, or
preservatives, so she began experimenting with beeswax and other materials. The result was a solid
lotion—Rawls says that often when a product like this is liquid, it requires chemicals to get the right
consistency and prevent spoilage.
She turned her kitchen into a workshop, handcrafting each item from plant-based ingredients and taking
care that the end result was gentle on both skin and the environment. Family and friends began urging
her to start selling her lotion at local farmers’ markets, where Rawls quickly developed a following.
Know your customer
It comes back to that mechanic you trust and that restaurant owner who remembers your name. Most
of us want to feel valued as customers, and most of us prefer to do business with people with whom we
share values, priorities, and a sense of personal connection. Build your brand to the point that customers
think of themselves as doing business with you, not with a company. Treat them the way you’re treated
by the vendors and service providers you value most. When you handle customer relationships that way
consistently and in a manner that rings true, your brand will capture the essence of your business and
inspire loyalty.
At those farmers’ markets, Rawls got to interact with her customers one-on-one and educate them about
Just Wanna Melt and its commitment to all-natural products and sustainability. She knew her product
wasn’t for everyone, such as those who wanted fragrant or colorful soaps and body washes. “I’m at the
mercy of the bees,” she tells customers who are disappointed at the uniform buttery gold color or the
smell of her lotion bars. When bees are pollinating flowers, her products are more fragrant than if they’re
pollinating squash at the time of harvest, she says.
Building Your Brand | 2013
Inc. | The UPS Store
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When children would try to touch her solid lotions, their mothers would often express concern about
allergies until Rawls showed them the all-natural product and offered to let them take some home to try
a patch test on their children. Those mothers often became customers.
Customer feedback led to new products. One customer wanted a lotion bar with an abrasive that she
could use in the shower, so Rawls made just that and began selling it as her shower scrub bar. Other
customers requested smaller lotion bars for their children and as wedding favors, so she developed a
petite version at a lower price point.
Be true to your brand
As Rawls and the students began developing packaging, they were committed to using only recycled,
biodegradable, compostable, and environmentally friendly packaging. Rawls hand-wraps her lotion
bars and shower scrub bars in recycled craft tissue paper, made in the USA from 100 percent recycled
fibers. The Just Wanna Melt lotion bars and lip balm come packaged in recycled and reusable tins.
Get the help you need
This has sometimes been a challenge—customers have asked for lip balm in tubes so they don’t have
to apply it with their fingers. However, she refuses to put her product in plastic packaging. During
warm-weather months or in warm climates, she often has to freeze products before shipping them so
they don’t melt.
Finding good partners has been an important ingredient in Rawls’s business success. It was at a
farmers’ market at the University of South Carolina that some of the university’s business school
students found Rawls and her products. They asked her if they could help her develop her business
and brand as a business class project.
She has also stuck to three main products for now because they’re what she can do well within the
constraints of her home-based manufacturing process. Her counter allows her to mold about 200
lotion bars at a time.
Soon, she had her own personal board of collegiate advisors who were evaluating every aspect of
her business. They helped her develop a brand “look” that was rustic but still upscale, making it
appropriate on store shelves ranging from upscale spas and boutiques to small-town general stores.
Get the word out and be ready for growth
The students also helped her to form her limited liability company (LLC) and bump up her pricing from
the five dollars per bar she was charging at farmer’s markets to ten dollars per bar—a more reasonable
price based on her materials costs, production time, and competitive research. The university’s
chemistry department helped her determine the shelf life of each product and how to meet Food and
Drug Administration (FDA) guidelines.
As Just Wanna Melt began taking off, Rawls realized she needed more help. After checking out the
solutions available at her local The UPS Store, in Lexington, South Carolina, she now relies on its
staff to help her with everything from packaging and shipping to signage and marketing. The local
store prints labels and flyers as well as signage and banners for retailers and display booths and, says
Rawls, it goes above and beyond that in helping her. Many times, The UPS Store prices have helped
her save money over local printers, she adds.
Rawls admits that this is an area where she could be more active with her brand. She still sells at
local farmers’ markets, where she distributes samples and flyers. Her student advisors helped build
an ecommerce site, and she has a Facebook Page where she posts product information. The website
has become its own source of word-of-mouth. New customers in remote areas of Tennessee and
Pennsylvania have spread the word, and now she has small followings in each area.
Rawls’ steadfast commitment to her brand has paid off. A buyer from Whole Foods found her in one
of the roughly 30 boutiques that now carry her product. After a brief meeting, the buyer committed
to carrying her products in local store locations. But that was just the beginning of the process. It took
about nine months to fill out all of the paperwork and ensure she met manufacturing requirements.
Her products have also been recognized with a number of awards. The South Carolina Small Business
Development Center used Just Wanna Melt as their focus product for their biannual meeting,
showcasing it to local, state, and federal officials. It was then promoted in Brazil a few months later as
a South Carolina Certified Product. In March 2011, Just Wanna Melt was recognized by the Lexington
County Green Business Program for sustainable practices.
The awards and recognition are nice, but Rawls focuses on how she can manage growth and remain
true to her brand. She’s currently looking at manufacturing partners, but they would have to be
committed to sustainability, she says. She’s experimenting with soaps and a shampoo bar. Adding
natural, non-irritating fragrances is another project on deck.
“I never expected it to do what it’s doing now. I wish I had a huge marketing team that would go
out and promote the product and do different events, but I think I’ll just have to go with the way it
grows,” she says. One might say, organically.
Building Your Brand | 2013
Inc. | The UPS Store
9
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Building Your Brand | 2013
Inc. | The UPS Store
11
I make the crust by hand.
I make the filling by hand.
But to build my business,
I need a hand.
The Right Slice: Creating a Pie Paradise
Case Study
The Challenge: Setting Her Pies Apart
When Sandy Poehnelt first made her move from Wisconsin
to Hawaii in July 2009, she needed a job that would allow
her to stay. At first, she worked as a cook in a small café,
and while that job didn’t work out, her homemade pies
soon became a customer favorite.
Poehnelt went back to the mainland, bought some
equipment, and returned to the island of Kauai with a new
plan: to become a purveyor of all manner of pies. After
launching her new business in October 2009, she made her
living selling slices and whole pies at local farmers markets. Determined to make her new business,
The Right Slice, a success, she knew she had to answer one all-important question: How could she
build a brand experience so compelling that people would be willing to fork over a higher price for her
delicious, hand-made pies?
Brand Building Blocks
•
T:10”
B:10.125”
S:9.5”
Brand Values. From the beginning, Poehnelt wanted her business to reflect her personal values in
addition to its commitment to quality. Baking is done in glass pie plates to cut down on waste in
landfills. Customers pay a $10 deposit, which is refundable when they return the plate.
When possible, her ingredients are sourced from local farmers to offer the freshest options
and support the local economy. She also promotes other local businesses, but they have to be
those with which she has personal experience.
•
Find the Right Partners. As more people became fans of her pies, she got requests to ship them
asked to ship pies from her Hawaiian island shop in Kauai to the mainland, she went to The UPS Store® in her neighborhood. Because while Sandy
knows all about flaky crust and fruit filling, The UPS Store experts know all about packing and shipping. And they can even put together
Locally owned and ready to help. At The UPS Store, we love small businesses. We love logistics.
Check out Sandy’s video and learn how The UPS Store can help your business at
theupsstore.com/smallbiz
POSTERS
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FLYERS
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Building Your Brand | 2013
MENUS
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BUSINESS CARDS
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new business were manifold, there was one absolute
Poehnelt held sacred from the start. She wanted to focus
on one thing—pie—and do it well. She had seen other
eateries and bakeries that had one or two excellent
marquee items while the rest of the offerings were
unimpressive. Her hand-rolled butter crusts line deep
glass dishes filled with fresh ingredients, baked
to perfection.
She began selling her sweet creations at farmers
markets around Kauai and at regional events, such as a
local arts festival. Here, she found customers that appreciate the hand-made pies and fresh ingredients,
even at five dollars per slice or $28 to $35 per pie.
But a single product focus doesn’t mean slacking off when it comes to creativity. In addition
to the apple and caramel apple pies her customers loved, Poehnelt—soon dubbed “the pie lady”
by locals—kept delighting customers with her innovation. She incorporated island flavors, such as
mango lilikoi (similar to passion fruit) and blueberry piña colada. Savory pies and quiches made their
way onto the menu. She also has gluten-free and no-sugar-added pies and takes special orders for
weddings and holidays.
•
SMALL BUSINESS: YOU’RE NOT ALONE OUT THERE. Sandy, owner of The Right Slice, makes pies. Amazing pies. And when tourists
professionally printed flyers, business cards and menus, easy as Mango Passion Fruit Pie.
The Right Product. While the challenges of building a
to the mainland. But figuring out how to package her pies so that they’d survive the trans-Pacific
journey and arrive intact was daunting.
After doing online research, Poehnelt checked in with The UPS Store in Kauai. The owner
helped her find the perfect box—one that allowed for just the right amount of packaging, but
didn’t add unnecessarily to her shipping costs. She agreed to supply the dry ice packs to keep the
pies fresh, while The UPS Store would provide all other packaging materials and support.
CERTIFIED PACKING EXPERTS
Inc. | The UPS Store
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To grow your business you need to promote your business. And you can count on The UPS Store
to help you look good. We can print and produce a wide variety of marketing materials with
professional results.
•
•
•
In December 2009, she shipped her first mango lilikoi pie through The UPS Store. Soon, the
franchise location became her outsourced fulfillment department, shipping between 20 and 40
pies during a typical month. She says the process saves her time and money, both because The UPS
Store can handle this portion of her business more efficiently and cost-effectively, and because she
doesn’t have to take up valuable space at her business warehousing shipping materials. The UPS
Store also handles some faxing and photocopying for The Right Slice.
“Simply put, I trust The UPS Store. I don’t have to worry that if I package it, I won’t do it right,
then I have to replace it,” she says. “My customers are usually ordering pies for a specific reason.
So if they’re ordering it for a birthday and it gets smashed, I have an unhappy customer. In a bigger
sense, it’s not just that our pies get where they’re supposed to be on time and intact. It matters that
I can put the integrity of our brand’s promise in the hands of The UPS Store and know they’ll deliver
every time.”
•
Brand-centered Growth. As word began to get out about Poehnelt’s creations, she was approached
•
Proper Promotion. The Right Slice isn’t an “in your
face” kind of brand, so brash advertising of any kind
isn’t a good fit. Poehnelt has cultivated a tremendous
following through word-of-mouth. In addition, social
media has been an important part of engaging
customers and getting the word out. She also monitors
feedback on TripAdvisor and Yelp—both have been
“huge” for driving business, she says.
She also produces a modest collection of business
cards and a schedule of events where customers can
find The Right Slice. The UPS Store also does some
faxing and photocopying for her. She invested in a
cargo van, which is emblazoned with The Right Slice’s
logo and contact information.
Business cards, brochures, invitations
Banners, presentations, posters
Document finishing: binding, laminating, and more
Tight on time? Our online printing is a convenient and cost-effective way to handle all your
printing needs with a quick turnaround.
•
•
•
Handle it right from your computer or electronic device
Upload, customize, preview and submit your projects from anywhere
Pick it up when it’s ready, and get back to business
by others who wanted to sell them. She began selling them to a local restaurant, and had a few
other inquiries from restaurants and stores interested in buying her products wholesale, but she really
wanted her own shop.
In the meantime, Poehnelt had almost given up looking for a permanent retail location and was
becoming resigned to the nomadic life of selling at farmers markets and shipping pies. Then, she
learned of a small shop in back of an industrial park. She fell in love at first sight. “It just looked like a
pie shop,” she said.
She opened the doors in August 2011, using the previous tenant’s fixtures until she could afford
her own, freshened everything with new paint and bright colors, and affixed a blackboard to the
wall to announce daily specials. She is making plans to open a second location and is considering
a third on the mainland in a few years. A West Coast shop would significantly reduce her shipping
costs, she says.
Building Your Brand | 2013
“We’ve grown a million times
more than I ever dreamed,”
Poehnelt says. No matter where
and how fast she’ll grow the
business, one thing is certain:
The Right Slice will always
be synonymous with a truly
memorable piece of pie.
To learn more, check out The UPS Store Printing Services: www.TheUPSStore.com/PRODUCTSSERVICES/PRINT/Pages/index.aspx
Inc. | The UPS Store
15
Mail.
Print.
Pack.
Ship.
Whew!
You’re Not Alone. Stop In, and Do It All At The UPS Store.
Stop by your local The UPS Store to learn about everything we can do to help your business succeed.
Visit The UPS Store online www.theupsstore.com to find a location near you.
Copyright © 2013 The UPS Store, Inc.