practical branding for small business

Practical BRANDING FOR SMALL BUSINESSSMALL BUSINESS

An overview to get you going.

Lisa Haggis | May 31, 2012

What is it (really)?

LET’S TALK BRANDING

What is it (really)?Why should you do it?Where do you start?Then what?

WHAT IS A BRAND?

� Gut feeling & beliefs about your business

� Born from your 1st

business decision

Like... way up here

© 2012 Lisa Haggis. All Rights Reserved.

business decision (and every other thereafter)

� At the very top level of your business

But don’t let it staystayup there.

WHY WHY WHY WHY DO WE DO IT?

The ultimate goal of branding is to create a great business.

One that people will love.

© 2012 Lisa Haggis. All Rights Reserved.

love.

One that serves a purpose.

PLUS, THE SIDE EFFECTS

“Business Clarity”� Better, faster,

more confident decisions

© 2012 Lisa Haggis. All Rights Reserved.

decisions

� Higher effectiveness

� Better external understanding

© 2012

MOMENTUM, BABY

HOW HOW HOW HOW DO WE DO IT?

Start from where

you are.

Still on the ground? Prepare for lift off!

© 2012 Lisa Haggis. All Rights Reserved.

Already up there? Refine your course.

One decision, action, and interaction at a time.

THE LAYERS OF YOUR BRAND

The Heart

• Your “Why?”

• Your “Who?”

The Preparation

• Visual

The Manifestation

• Your Delivery

© 2012 Lisa Haggis. All Rights Reserved.

• Your “Who?”

• Your “How?”• Visual

• Messaging

• Practices

• Systems

• Your Delivery

• Your Culture

• Touch Point Wins

As in, how you make

them feel.

WHY “WHY?” MATTERS

Because without it, you’re just like everybody else.

Because it is what people

The Heart

• Your “Why?”

© 2012 Lisa Haggis. All Rights Reserved.

Because it is what people really care about. It’s what they will remember.

Because it will fuel your pursuit for greatness.

• Your “Who?”

• Your “How?”

© 2012

If your current mission statement doesn’t energize you, change it.

SO, WHAT IS YOUR PURPOSE?

DOING YOUR GROUNDWORK

Examine each touch point:

� Where does the brand impression really happen?

� Where can you stand out?The Preparation

© 2012 Lisa Haggis. All Rights Reserved.

� Where can you stand out?� How can you be more [insert brand attribute here] at each point?

• Visual

• Messaging

• Practices

• Systems

ORCHESTRATING Experiences

Touch Points

� Website & Blog

� Business Card & Pitch

� Social Media

� Storefront

Front Desk & Phone

Decisions & Preparation

� Name & Logo

� Fonts

� Colours

� Tagline & Messaging

Location

© 2012 Lisa Haggis. All Rights Reserved.

� Front Desk & Phone

� Quote/Proposal

� Product & Packaging

� Email & Newsletter

� Service & Experience

� ETC.

� Location

� Interior Design

� Staff & Partners

� Policies & Practices

� Features & Materials

� ETC.

YOUR SECRET WEAPONS

Consistency

© 2012 Lisa Haggis. All Rights Reserved.

Uniqueness

STAY TRUE TO YOUR PROMISE

Branding is about discipline and focus.

1. Consistent with your purpose

© 2012 Lisa Haggis. All Rights Reserved.

purpose

2. Consistent across touch points

Gain trust and understanding.

BEYOND BUSINESS AS USUAL

Comes right from the heart of your brand.

� Have a story

� Combine your talents

© 2012 Lisa Haggis. All Rights Reserved.

� Combine your talents

� Do something unexpected

Gain interest and loyalty.

WHERE IT ALL COMES TO LIFE

� Your brand is built into the bones of your business.

� All efforts contributing to The Manifestation

© 2012 Lisa Haggis. All Rights Reserved.

� All efforts contributing to your purpose.

� Free up attention to recharge and innovate.

• Your Delivery

• Your Culture

• Touch Point Wins

That’s the end of the overview.

Now, let’s get you going.

1. Every great business has a reason for being in existence.

3 TAKE-AWAYS TO REMEMBER

being in existence.

2. Use your brand as a decision-making tool so that everything aligns.

3. Orchestrate great brand interactions at each touch point with consistency and uniqueness.Build it

into your business DNA!

1. Identify 3 key touch points for your business.

3 THINGS YOU CAN DO TODAY

business.

2. How can you improve consistency a) with your purpose? B) among them?

3. How can you deliver something unexpected that reinforces your brand?

Do you need to revisityour

purpose?

© 2012

lisa@lisahaggis.com | 613-898-5035

www.lisahaggis.com

Come sign up for my newsletter & receive a free

worksheet to identify the Heart of Your Brand.

Questions?