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Sparkle your brand

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Dominique Pryor-Anderson
Dominique Pryor-Anderson

This document discusses how to create an ideal brand. It explains that a brand is a roadmap for the customer experience and internal team expectations, not just logos or marketing. It emphasizes understanding target customers and filling their needs consistently through habit or standard procedures. The brand should be unique while meeting needs, and allow the customer community to promote it through lived experience. Measuring financial and customer feedback results helps innovate the brand over time. Building a brand requires understanding the target, consistency, uniqueness, community engagement, and continual improvement.

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Sparkle your brand
What if You Could Create Your Ideal Brand? YOU CAN!
What A Brand Is & Is Not • What it IS… • A Roadmap to what YOUR CUSTOMER will experience • A direction, of set of expectations, for your internal team Very simple, but real. Your brand is the backbone of your business. • What it IS NOT… • A Logo • A Tagline • Your website • Social Media None of these things, INDEPENDENTLY, are your brand. Your brand is a mix of all of these things.
What Makes Your Brand Unique? What is your brand’s promise? • Personal • On time, every time • Positive in the work environment • Leader/ Excellent Team Work • Honest Customers, clients, friends, colleagues, bosses…everyone, will come to expect a certain set of behaviors from you. What do you want to be known for? What can people depend on from you? Everyone understands If something happens out side of your brand. Apologize, then do better. • Business • Consistent, delicious food • 10 minute service, during lunch • Always a human available to speak to, not a machine • Give 3 new, helpful tips to clients per session Why should we come to your business? Just saying “great food” or “great service” isn’t enough. Go out on a limb…promise something you KNOW your business can deliver. “A smile, and positive greeting, for every customer that enters” is a real brand promise.
How Does Your Brand Translate Into Money? • Personal • Promotions • Increased responsibility/opportunities at work • Side consulting/coaching opportunities in your area of expertise When YOU define who YOU are and what YOU have to offer, the world will listen and react accordingly • Business • Increased customers who value what you offer • Building a social media tribe that believes in you • Media calls you and places more of your requests, because your business is speaking their language (and that of their readers/watchers/listeners) Walk the walk…talk the talk. Period. On social media, and in customer service.
10 Important Factors in Branding There are 10 keys to getting this branding thing right. Without these 10 things, I’ve found that your brand will still fall short- leaving you with the same, and all to common, frustrations.
1. Know Your Target Customer(s) • Who do you, or your business, serve? • You have to know these groups of people down to how they like their toilet paper on the roll! • Ok, that may be a bit much, but you should know: • What they read • Where they go • What they do online • What they buy • Why they buy
2. Be A Creature of Habit Be a creature of habit, personally. Or, create a standard operations procedures manual, for employees. Customers should be able to expect consistency from your business. Hopefully, consistent greatness.
3. Fill The Hole Now that you know: - WHO you serve and - HOW they will be getting consistent service, You now have to be exactly sure of WHAT they NEED or WANT. Pay attention to where the gaps are in your industry. Fill that need. Make the money. AND, make sure to check with in with your customers, on occasion, to make sure you’re still on the right path.
4. Let Your Tribe Speak For You • Once you: • Have built the right brand • Are offering excellence service • And, are meeting your customer’s specific needs… • Share your success, and some helpful info, but let your tribe (customers) do the boasting and bragging. Remember: A job done well will be the story others tell.
5. Forget Business As Usual • Have you ever: • looked at someone and thought “how weird,” but everyone loved them? • Seen a product that you thought was ridiculous, but it kept flying off of the shelves? These people, and businesses, said, “Forget the norm!” You have to be prepared to be different, unique, standout, while maintaining all other brand attributes and meeting your customers’ needs. SPARKLE!
6. Line-UP Your Media & Social Media Since you know your audience, you should know where they hang out online, and what they watch and read offline. Show-up in those places and Make your brand shine.
7. Live your Brand • Everyday you wake-up as yourself and no one else. • Be prepared to be that brand you say you are- all day long. • In business, make sure all of your employees are standing by your brand expectations and promises.
8. Build a Community • Build an army of people who love you, or your business. • Write articles or blogs and get followers • Create groups or fan pages on social media • Host Meet-up events You get it. Get your tribe together around that thing you all believe in. Do it often. Show the world. Repeat.
9. Measure Results • Please know that your bank account is the #1 measurement of how your brand is working. If you’re doing it right, you will make more money. If not, well, you know. • You should also check in with your customers directly: • Focus Groups • Polls • Surveys, etc. are excellent ways to find out how you’re doing.
10. Innovate to Increase • Keep up-to-date on the new things in your industry. • What are the great new techniques and customer service tools. • How can you be quicker, better, faster than your competitors? • If your competition claims to respond to complaints in 24 hours, respond in 30 minutes.
Thanks for Watching, Listening & Reading! I truly appreciate you being here. I would love to help you more. I work with clients: • As a one-on-one coach, to walk them through building their SPARKLE brand. • As a consultant, to build and deliver a roadmap for success • As a speaker, and workshop facilitator. • Ready to build something great? Let’s get to work:

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Sparkle your brand

  • 2. What if You Could Create Your Ideal Brand? YOU CAN!
  • 3. What A Brand Is & Is Not • What it IS… • A Roadmap to what YOUR CUSTOMER will experience • A direction, of set of expectations, for your internal team Very simple, but real. Your brand is the backbone of your business. • What it IS NOT… • A Logo • A Tagline • Your website • Social Media None of these things, INDEPENDENTLY, are your brand. Your brand is a mix of all of these things.
  • 4. What Makes Your Brand Unique? What is your brand’s promise? • Personal • On time, every time • Positive in the work environment • Leader/ Excellent Team Work • Honest Customers, clients, friends, colleagues, bosses…everyone, will come to expect a certain set of behaviors from you. What do you want to be known for? What can people depend on from you? Everyone understands If something happens out side of your brand. Apologize, then do better. • Business • Consistent, delicious food • 10 minute service, during lunch • Always a human available to speak to, not a machine • Give 3 new, helpful tips to clients per session Why should we come to your business? Just saying “great food” or “great service” isn’t enough. Go out on a limb…promise something you KNOW your business can deliver. “A smile, and positive greeting, for every customer that enters” is a real brand promise.
  • 5. How Does Your Brand Translate Into Money? • Personal • Promotions • Increased responsibility/opportunities at work • Side consulting/coaching opportunities in your area of expertise When YOU define who YOU are and what YOU have to offer, the world will listen and react accordingly • Business • Increased customers who value what you offer • Building a social media tribe that believes in you • Media calls you and places more of your requests, because your business is speaking their language (and that of their readers/watchers/listeners) Walk the walk…talk the talk. Period. On social media, and in customer service.
  • 6. 10 Important Factors in Branding There are 10 keys to getting this branding thing right. Without these 10 things, I’ve found that your brand will still fall short- leaving you with the same, and all to common, frustrations.
  • 7. 1. Know Your Target Customer(s) • Who do you, or your business, serve? • You have to know these groups of people down to how they like their toilet paper on the roll! • Ok, that may be a bit much, but you should know: • What they read • Where they go • What they do online • What they buy • Why they buy
  • 8. 2. Be A Creature of Habit Be a creature of habit, personally. Or, create a standard operations procedures manual, for employees. Customers should be able to expect consistency from your business. Hopefully, consistent greatness.
  • 9. 3. Fill The Hole Now that you know: - WHO you serve and - HOW they will be getting consistent service, You now have to be exactly sure of WHAT they NEED or WANT. Pay attention to where the gaps are in your industry. Fill that need. Make the money. AND, make sure to check with in with your customers, on occasion, to make sure you’re still on the right path.
  • 10. 4. Let Your Tribe Speak For You • Once you: • Have built the right brand • Are offering excellence service • And, are meeting your customer’s specific needs… • Share your success, and some helpful info, but let your tribe (customers) do the boasting and bragging. Remember: A job done well will be the story others tell.
  • 11. 5. Forget Business As Usual • Have you ever: • looked at someone and thought “how weird,” but everyone loved them? • Seen a product that you thought was ridiculous, but it kept flying off of the shelves? These people, and businesses, said, “Forget the norm!” You have to be prepared to be different, unique, standout, while maintaining all other brand attributes and meeting your customers’ needs. SPARKLE!
  • 12. 6. Line-UP Your Media & Social Media Since you know your audience, you should know where they hang out online, and what they watch and read offline. Show-up in those places and Make your brand shine.
  • 13. 7. Live your Brand • Everyday you wake-up as yourself and no one else. • Be prepared to be that brand you say you are- all day long. • In business, make sure all of your employees are standing by your brand expectations and promises.
  • 14. 8. Build a Community • Build an army of people who love you, or your business. • Write articles or blogs and get followers • Create groups or fan pages on social media • Host Meet-up events You get it. Get your tribe together around that thing you all believe in. Do it often. Show the world. Repeat.
  • 15. 9. Measure Results • Please know that your bank account is the #1 measurement of how your brand is working. If you’re doing it right, you will make more money. If not, well, you know. • You should also check in with your customers directly: • Focus Groups • Polls • Surveys, etc. are excellent ways to find out how you’re doing.
  • 16. 10. Innovate to Increase • Keep up-to-date on the new things in your industry. • What are the great new techniques and customer service tools. • How can you be quicker, better, faster than your competitors? • If your competition claims to respond to complaints in 24 hours, respond in 30 minutes.
  • 17. Thanks for Watching, Listening & Reading! I truly appreciate you being here. I would love to help you more. I work with clients: • As a one-on-one coach, to walk them through building their SPARKLE brand. • As a consultant, to build and deliver a roadmap for success • As a speaker, and workshop facilitator. • Ready to build something great? Let’s get to work: