understand branding and real life applications
TRANSCRIPT
Growing a sustainable brand.Kudzu Video Play
Kudzu Brands is a full-service
branding agency and commercial
print house in downtown
Black Mountain, just
outside of Asheville.
We provide the tools and support that local and
regional businesses (and non-profits) need to become
powerful, profitable, sustainable brands.
Why the Name Kudzu??
Memorable. Has strong roots Is indestructible. Seen everywhere.
Just like a great brand.
Cues you may need to brand or re-brand:
Lack of clarity in messaging
Lack of focus in marketing efforts Sales slump
Aggressive competitor Materials are not a reflection of your values
You are ready to grow New product or service
New mission, vision or direction
8,000
What is branding?
It is not a pretty (or hip) business card.
It is not just for big corporations.
It doesn’t have to be expensive.
Just saw branding bill.
Replace the word branding with: Perception.
People do businesses with businesses they perceive bring them a value.
And they decide within 6 seconds what that perception is.
A brand is:
The sum of people’s perception of a company’s value and service.
It becomes your reputation.
…orYelp Review.
It is your key competitive advantage and the most valuable asset your business has.
It is formed by your values and creates your vision.
It becomes your company culture.
It is what you are known for.
It is what people say about you.
And how you make people feel.
It translates into loyalty.
And repeat customers.
And rabid, drooling fans.
Think Pavlov.
Bell + Dog + Meat = Branding
Frequency and Consistency
Marketing: The Bell
Branding: The Meat
How do you sell a diamond ring?
How do you sell accounting?
How do you sell construction?
The Dog: Your Target Audience
No longer about demographic targeting
20-40?
Know their needs What makes them salivate What problems they need you to solve Understand what matters to them.
Mainly. Don’t confuse them.
Do one thing.
Do it really well.
Know exactly who you are doing it for.
One of the world’s most powerful brands
You don’t have to be for everyone.
2 %
Awareness
Unawareness
Comprehension Conviction
Action
Repeat/Refer
Marketing Bridge
Frequency & Consistency
100% of 10% OR
10% of 100%
Share of mind equals share of market
Great Branding is: Being the business (ENOUGH) people think of first and the one they feel the best about in your
business category.
Name a national mattress brand
Sealy 60%
Serta 30%
Simmons 30%
Sealy builds a better mattress, you get a better night’s sleep.
The power of frequency, consistency & emotional anchoring
Focus on your frequency, consistency and emotional anchoring.
With the right partner.
You will grow like…
well, you know.
Values, Mission, Target
Emotional Anchoring
Frequency, Consistency
Examples of our work
Hicok, Fern & Company
Before Kudzu….
Sterile, one-dimensional. Language that talks at you and does not
engage or inspire.
Peerless Blowers
Manufacturing company with
long term market equity.
In tremendous sales slump.
No new products in 30 years.
Needed to “elevate” the brand.
Before Kudzu
Boring.
Just like everyone else.
Focus on the product.
Not the experience or the relationship.
Marthaler Jewelers
Located in Biltmore Park
Have a high end clientele
And a beautiful story to tell
Before Kudzu
Sally Massagee, CPA
Typical accountant.
Before Kudzu
Who was anything but typical.
Wanted to attract like minded, creative entrepreneurs.
Beach Builders
Needed a brand that could compete regionally. And could emulate their
proprietary, lean building process.
There’s that emotional anchoring!
Follow these rules.
And you will grow like…
Well, you know.