BRANDING & PERSONAL SELLING

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Webinar #3:
Branding/Personal
Selling & Networking
12009, The LEE Group, MI LLC All Rights
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How Did You Do On Your
Homework Assignment?
I. Marketing Action Plan Document
-Prepare Goal Two
II. Small Business Survival Workbook
-Milestone 6: Critical Sales Skills to Succeed
-Sales Skills Evaluation
-Elevator Pitch
Milestone 7: Managing Critical Relationships
-Sales Call Preparation
-Conversation Makers
-Sales by the Numbers
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What Binds the Organization And
Connects the Dots?
Simple Question…
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Answer…
Your Brand!
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What is a Brand?
A brand is a product or service you do
business with for a variety of reasons
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Popular Brands
 Nike
 McDonald’s
 Coca Cola
 ESPN
 Sports Illustrated
 Nordstrom’s
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Understand your Brand
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Now, Think of Your Business…
 As a brand
 Not a provider of a specific job but a brand
that provides more than specific services
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What Makes Our Brand
Different?
 What makes you different from the
competition?
 Point of difference
 Price
 Value
 Quality
 Customer Service
 Consistent Product and/or Service
 Others?
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Brand Components
 A successful brand has:
 Vision
 A positioning Statement
 Recognizes its point of difference
 A strong sense of its strengths and
weaknesses
 An understanding of its competitive set
 An effective communications plan
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Become the XX service
provider most preferred by
customers because they know
XX understands their needs
and is willing to work with
them.
Brand Vision/Example
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But, You Need to…
 Understand your Brand
 And, what makes your Brand unique
relative to the competition
 How do you do this?
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Know Where You Stand…
 Strengths and weaknesses
 Competitive landscape
 What does your business represent?
 What makes you different?
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Now, Ask Yourself…
What does my business represent and why
would anyone purchase my product or
service?
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Understand Reasons Why
Consumers Purchase You?
 Reasons might include:
 Fills a need
 Satisfies an urge/need
 Emotional connection
 Price/Quality
 It’s “hot”
 Represents you in some way shape or form
 Communicates something about you
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Perform Research/
“Gap” Analysis
 Meaning…
 How do you perceive your business?
 How do others perceive your business strengths and
weaknesses?
 Generally, there is a “gap”
 What do I need to do to close the gap?
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Closing the “Gap”
 Develop a roadmap focused on:
 Identifying your Brand Defining Idea (BDI)
 Clearly articulating your vision
 Identifying specific steps to implement
 What does your business represent?
 What’s your “niche”
 Are you over promising versus under delivering?
 Write it down and communicate it
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Identify a Brand Defining Idea (BDI)
 A BDI is the cornerstone of your Brand
and captures the essence of your
business
 Who are you?
 What do you represent?
 What makes you different?
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 Delivers vision saliently and consistently...
 To all stakeholders such as customers, prospects, employees, sales force,
business partners
 Across all business units
 Through all brand communication touch points
 Creates an ownable and relevant point of difference
 Ownable –True to your equity and vision
 Relevant – Resonates with all constituencies
 Differentiating – Breaks the category commodity paradigm
Brand Defining Idea (BDI)
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 Ultimately generates customer loyalty and business growth
 Creates a consistent brand image in the minds of customers and
provides a reason to do business with that brand
 Loyal customers tend to
 make referral
 give greater share of wallet to their preferred brand
 The BDI is not to be used as a tagline
Brand Defining Idea (BDI)
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Attitudes
Willing to listen and help
Constructive problem-solver
Shares your values and goals
Empathizes with you
Empowers you and supports your independence
Behaviors
Approaches you with respect and in your own language
Proactively finds solutions, even in difficult situations
Sticks with you from start to finish
Frames situations realistically
Behaves with integrity
Framework Helped Identify BDI
Examples
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The Southwest Example
Quality
customer
service
delivered
with warmth,
friendliness,
pride, and
company
spirit.
A low-cost
airline that
makes
travel
freedom
possible
Enjoy
Travel
Freedom
Lower fares
Corporate Vision BDI
We demonstrate this
through offering:
How we operate
Frequent
schedules
Service with flair
Efficiency
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You Can Extend Your Brand…
 Through various customers touchpoints
 Traditional/non traditional media
 Contacts
 Family/friends
 Or, through your NETWORK and/or
Personal Selling
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Networking/Personal Selling
It’s About Meeting The Right People
• -Who do you need to meet?
• -Who needs to meet you?
• -Where are they?
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 Join professional organizations
 Join non-profit boards
 Use social media
 Facebook
 Linked: In
 Twitter
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 Community Involvement
 Family, friends and past contacts
 Business cards
 Ex-coworkers
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Assignment
 Review the Branding worksheet
 Read the questions on the left
 Fill out responses in the space provided on
the right
 Answer the questions openly and honestly
Goal: Brand assessment and developing an
enhanced understanding of your brand
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Next Webinar: 1/5/10; 2-3pm
 Homework
 Marketing Plan Action Document
 Prepare Goal #3
 Small Business Survival Workbook
 Milestone 5: Pick the Right Tools-The Marketing Mix
 Your Message to the World Page 14
 Competitive Marketing Material Analysis Page 15
 Website Assessment Page 16
 The LEE Group’s Branding Worksheet
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Next Webinar Topics
 Marketing & Sales Promotion
 Tactical Strategies that work on any
budget
 Creating the right mix for Your business
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Thank You and Happy Holidays!
Mark S. Lee
The LEE Group, MI LLC
Beth Goldstein
MarketingEdge Consulting Group
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BRANDING & PERSONAL SELLING

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