the winning brand formula
Post on 21-Apr-2017
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The Winning Brand Formula
Simpleideastogrowyourbrand
LEOWLEIKHONG
Author | Business Coach | Entrepreneur
www.smallfish.com.mySmallFishBusiness @leikhong
Coach LeikHong is an out-of-the-box business coachwho is passionate helpingSMEsbusinessesandentrepreneurachievingtheirbusinessgoals.As a business coach, LeikHong served as mentor & advisor to many businessowners, coaching and guiding entrepreneurs to overcome business challengesandseLngtherightpathforbusinessprofits.
We deliver #Happiness #Inspiration #WOW
Themetaphor behind the SMALL FISH brand, haswe believed every business has ahumblebeginning,everybusinessstartedsmallandwithlimitedresources.When our business is small,we need to be crea%ve,we need to beflexible andweneedtobedifferent.Inthisebook,wegoingtoshareabouthowyoucandoalltheabove.
SmallFishBookSeries
BEING DIFFERENT
1.STORY
2.EXPERIENCE
3.STRATEGY
BEING DIFFERENT
1.STORY
2.EXPERIENCE
3.STRATEGY
Beginwith…
1. Tell a STORY
Thefirststepofbeingdifferent,istoabletocreateabrandthattellstory.
Facttell;storysell.
A Good STORY…
…madeyourtargetaudiencesexcited&happy.Businessneedstocreateastorythatengagespeople.
BRAND STORYAllthebigbrandsunderstoodthis,whenyoulookattheirlogo,theycreatedacertainemoPonalengagementwithourfeeling.
Wefelttheyhaveatrustworthystoryandthereforeatrustworthybrand.
A brand is not just a pretty logo.
or a creative tagline.
BRAND EVOLUTION
A brand is more than a pretty logo, slogan and all the marketing channels;
A brand is about WHO you are & WHAT you represent.
People don’t buy WHAT you do; They buy WHY you do it.
~Simon Sinek
FOOD FOR THOUGHT 1…
1. What is your WHY (Purpose) of Business?
2. Can you turn your WHY to become
your Brand Story?
BEING DIFFERENT
1.STORY
2.EXPERIENCE
3.STRATEGY
ConPnuewith…
Which cup of coffee would you pick?
Givenbothpapercupsofcoffeeishavingthesametypecoffee,Ibelievedthemajorityofpeoplewillpicktheonewith“Starbucks”logo.
TheStarbucksbrandhasbeenconsistentlyprovidinggreat‘experience’towardhiscustomers,thatwhywealltrust&lovethebrand.
BRANDING Telling others how good we are.
BrandExperience…ishowwemakeourcustomerfeel.
WeareinabusinessofsellingemoPon,notstuffs.
peoplebuyonemoJon
AndjusPfywithlogic
In2017….Every conversaPon, every moment, every storycreateanexperience,thatbecomesyourBRAND.
85%ofbrandhappensindailyinteracJon(tweet,statusupdates,
contentshares,conversaPonsbetweencustomersandemployees.
This is the logo of Starbucks, NOT the brand.
ThisisthebrandofStarbucks
Morethan23millionpostsonIntagram
#starbucks
BrandExperience
CustomerExperience
ProductExperience
ShoppingExperience
Your BRAND is what people say about you
FOOD FOR THOUGHT 2…
1. What are the Brand Experiences you’re creating in your business?
2. How can you make it Better?
BEING DIFFERENT
1.STORY
2.EXPERIENCE
3.STRATEGY
Lastly…
3. Marketing Strategy
PrimaryObjecJveof MarkeJng
Educate&Communicate
2 Types of Customers
a. NEW Customers
b. EXISTING Customers
LEAD CHANNELS
PrintAdverPsement
EmailNewsle`er
OnlineMarkePng
MobileMarkePng
RadioAdverPsing
TVAdverPsing
EASYTOBUYLearnfromMcDonald’s,makeyourproductsupereasyforyourcustomers.
Some other strategies
• Corporate/SiteVisitTour• TryBeforeBuy• Warranty/Guarantee• TesPmonial• DisplayAwards• Writeabook• Keepingthesmile
Loyalty / Membership Card
Up-Selling
Some other strategies
• Offercontract• Productoftheweek/month• Remindersystem• OffersubscripPon• Happyhourpackage• ShoppingChecklist• ExtraWarranty/Insurance• 4forpriceof3
FOOD FOR THOUGHT 3…
1. List down your Top 5 Strategies for bringing new customer?
2. List down your Top 5 Strategies
for repeat customer?
In the nutshell
BRAND=Purpose+People+Culture
Purpose
CulturePeople
Brand
WHY?
WHO?
HOW?
FOOD FOR THOUGHT… 1. What is your WHY (Purpose) of Business? 2. Can you turn your WHY to become your Brand Story? 3. What are the Brand Experience you’re creating in your business? 4. Can you make it Better?
5. List down your Top 5 Strategies for bringing new customer? 6. List down your Top 5 Strategies for repeat customer?
ThecontentsofthisebookisderivedfromSmallFish’sBusinessMastery8BlocksPhilosophies.1. BusinessPurpose2. BusinessModel3. BusinessGoals4. OperaPonSystem5. OrganizaPon6. People7. KPIs8. Milestones
Toreadthedetailsofeachblock,youmayvisit:www.smallfish.com.my/philosophies
www.smallfish.com.my
SmallFishBusiness
@leikhong
THANK YOU
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