Branding for Local Businesses

Webinar Agenda

1. Benefits of a strong brand

2. Developing a strong brand

3. Branding on a budget

4. Promoting your brand

5. Quick tips to optimize your brand online

6. Additional Resources

Branding = Business Identity

Strong Brand + New Customers

Incorporates the

product, personality

and values

Enables customers

to relate to your

business

Strong Brand + Loyal Customers

Makes selling to your customer much easier

Competitive advantage

Benefits You’ll Enjoy

Premium pricing (and reduced price sensitivity)

Lower costs of sales and promotions

Higher market share

Reduced threat of competition

Greater employee satisfaction

Stronger recognition (customers, press, etc.)

As the Result of a Strong Brand

Developing Brand Recognition

Define your brand distinction (why someone should

choose you vs. a competitor)

Capture your value proposition and use it to influence

designs, graphics and messaging

Consistency builds brands

Consistency Builds Brands

The enthusiasm of you and your employees will shine

through to your customers

A great name, logo, value prop, product/service are

essential ingredients for brand success

But brand champions will take your brand success over

the top

But People Power Brands

Developing a Strong Brand

Create a Standout Logo

General advice: work with an expert

To save money, have a rough idea of what you would like

Research other company logos you like and run ideas by

friends and family

Pick out elements you like (and dislike) and communicate

them to your designer

Helps Others Easily Identify Your Business

Tone and Voice

What does your brand sound like?

Fonts and Typefaces

What font or fonts do you use?

Colors

What are your core colors?

Design Elements

Do you have any that define your brand?

Messaging

Repurposing Your Collateral

Questions to Ask Yourself When Creating

Is this functional?

Does the aesthetic match my brand identity?

Is it original?

Is it appropriate?

Is it timeless?

Is it simple?

Promoting Your Brand

Content is Key

Don’t Limit Your Definition

Unique uniforms

Encourage staff to interact with

customers on social media

Record videos of your team at

work (i.e.: how to bake the perfect

cupcake)

Encourage your employees to

speak at and attend local events

Your Team Members

= Your Brand Ambassadors

Create a unique style and do

something different

Will be the best piece of

evergreen content you have

Tie your offline presence with

your online presence

Goal: get your customers talking

Your Location

Your products/services don’t have

to be the most unique in the world

Seasonal products make great

content

Provide free samples for blogger

review

Run promotional coupons that

require social sharing

Your Products/Services

Encourage customers to engage

with you on social media

Positive reviews count as

content and build your brand

Blogger outreach

Run surveys and polls

Competitions on social media

Your Customers

Quick Tips to

Optimize Your Brand Online

Tip #1a

Consistent Branded Citations

Name, address and phone

number

Descriptions (brand name,

company history, press

pickup, customer reviews,

etc.)

Consistency is key

Tip #1b

Consistent Images, Photos and Videos

Logo

Owners and team members

Photos of your business

Videos

Tip #2

Reputation Marketing

A good reputation is the foundation

of many successful local

businesses

Enables you to utilize the strong

relationships you create with your

customers

Makes it easier to convert potential

customers into loyal ones

Tip #3

Create Consistency on Your Social Profiles

Imagery and messaging should be

consistent across all your profiles

Ideas: branded graphics, photo

collages, product shots, etc.

Be consistent – no need to reinvent

the wheel each time!

Tip #4

Authoritative Content

Your blogging and posting efforts should be as much about

SEO and engagement as brand building

Pick topics that demonstrate your value prop, knowledge

and expertise

Gives potential and loyal customers confidence in your

business

Tip #5

Engage with Your Community

Comment on a blog, be active in online communities and talk

to your customers on social media

Exposes your business to customers you normally wouldn’t

reach

Helps you prove your business is knowledgeable and helpful

Additional Resources

Simple, Effective and Affordable

Local Online Marketing

Search

Social

Mobile

Email

Advertising

Website

PR

Lead Gen

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More Local Marketing Resources

Adam’s Info

orestedesign.com

info@orestedesign.com

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