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Reach Leadership Series:




The Brand Factor:
Proven strategies for discovering,
defining, and leveraging your
organization’s unique attribute.

Josh Miles, Principal
Miles Design LLC - Indianapolis




                    // branding for professional services.
Reach Leadership Series // The Brand Factor




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




What are we discussing?
       - Brand: what is it & why is it important for
         even for small businesses?
       - Grow your business by narrowing your focus.
       - Which branding steps offer greatest ROI?
       - The pivotal role of thought leadership.


                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Who is Miles Design?
       We are an award-winning branding firm,
       specializing in branding and design for
       professional services firms.




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Tweet your feedback:

       @joshmiles @milesdesign
       @cjmccoach @goreachmore
       #reachmore



                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Define brand.

       - A brand is your visual, experiential reputation.
       - Brand is everything that expresses you.




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




What makes up a brand?
       A brand is much more than just your logo.
       How you’re perceived in the marketplace. It’s
       your visual identity, language, reputation...
       Even the way you answer the phone
       contributes to how your brand is viewed.


                             // branding for professional services.
Reach Leadership Series // The Brand Factor




What is branding?
       The act of intentionally positioning your
       company in a specific place in your prospects’
       minds, through visuals, language, collateral
       and the over-arching experience.



                             // branding for professional services.
Reach Leadership Series // The Brand Factor




But my clients know us...
       - It’s not about finding new biz today...
       - Branding is about power and selectivity.
       - Branding and positioning are a foundation.




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Even for small business?
       - Do you have any competition?
       - Are you still in business in 2011?
       - Get one step ahead... while you can.




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




What’s most important?
       - Who are you?
       - Brand Strategy: Positioning & Identity
       - Consistency: (The flourescent effect)
       - Producing sharing content



                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Focus on ROI:
                                                                       new
                                                                      clients


                                                                      all 3

                                                    repeat                      profit




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




This guy:




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




The Megaphone:




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




The Wedge:




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Creating a brand strategy
       - finding a niche
       - positioning your brand
       - express your niche (prove it)




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Perceptual Mapping:
                                                                      A



                                             $                            $$



                                                                      B
                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Finding your Niche:
                                                                      A



                                             $                            $$



                                                                      B
                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Am I Pigeon Holed?




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Your Niche:
       - narrow your focus
       - demonstrate your specialty
       - broaden your appeal




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Positioning your brand
       - brand essence
       - brand voice




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Bold Brand Essence
       - service profile
       - client profile
       - service benefit
       - client benefit
       - bold brand essence

                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Voice
       - tagline
       - headlines
       - copy / tone




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Next steps?
       - niche
       - positioning
       - brand essence




                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Expressing your niche:
       - elevator speech
       - marketing assets
       - website
       - thought leadership



                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Thought Leadership:
       - social media
       - write
       - blog
       - speak



                             // branding for professional services.
Reach Leadership Series // The Brand Factor




Thank you.
       Josh Miles, Principal
       Miles Design LLC - Indianapolis
       milesdesign.com
       @joshmiles




                             // branding for professional services.

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Brand Factor - Reach Leadership Series

  • 1. Reach Leadership Series: The Brand Factor: Proven strategies for discovering, defining, and leveraging your organization’s unique attribute. Josh Miles, Principal Miles Design LLC - Indianapolis // branding for professional services.
  • 2. Reach Leadership Series // The Brand Factor // branding for professional services.
  • 3. Reach Leadership Series // The Brand Factor // branding for professional services.
  • 4. Reach Leadership Series // The Brand Factor What are we discussing? - Brand: what is it & why is it important for even for small businesses? - Grow your business by narrowing your focus. - Which branding steps offer greatest ROI? - The pivotal role of thought leadership. // branding for professional services.
  • 5. Reach Leadership Series // The Brand Factor Who is Miles Design? We are an award-winning branding firm, specializing in branding and design for professional services firms. // branding for professional services.
  • 6. Reach Leadership Series // The Brand Factor Tweet your feedback: @joshmiles @milesdesign @cjmccoach @goreachmore #reachmore // branding for professional services.
  • 7. Reach Leadership Series // The Brand Factor Define brand. - A brand is your visual, experiential reputation. - Brand is everything that expresses you. // branding for professional services.
  • 8. Reach Leadership Series // The Brand Factor What makes up a brand? A brand is much more than just your logo. How you’re perceived in the marketplace. It’s your visual identity, language, reputation... Even the way you answer the phone contributes to how your brand is viewed. // branding for professional services.
  • 9. Reach Leadership Series // The Brand Factor What is branding? The act of intentionally positioning your company in a specific place in your prospects’ minds, through visuals, language, collateral and the over-arching experience. // branding for professional services.
  • 10. Reach Leadership Series // The Brand Factor But my clients know us... - It’s not about finding new biz today... - Branding is about power and selectivity. - Branding and positioning are a foundation. // branding for professional services.
  • 11. Reach Leadership Series // The Brand Factor Even for small business? - Do you have any competition? - Are you still in business in 2011? - Get one step ahead... while you can. // branding for professional services.
  • 12. Reach Leadership Series // The Brand Factor What’s most important? - Who are you? - Brand Strategy: Positioning & Identity - Consistency: (The flourescent effect) - Producing sharing content // branding for professional services.
  • 13. Reach Leadership Series // The Brand Factor Focus on ROI: new clients all 3 repeat profit // branding for professional services.
  • 14. Reach Leadership Series // The Brand Factor This guy: // branding for professional services.
  • 15. Reach Leadership Series // The Brand Factor The Megaphone: // branding for professional services.
  • 16. Reach Leadership Series // The Brand Factor The Wedge: // branding for professional services.
  • 17. Reach Leadership Series // The Brand Factor Creating a brand strategy - finding a niche - positioning your brand - express your niche (prove it) // branding for professional services.
  • 18. Reach Leadership Series // The Brand Factor Perceptual Mapping: A $ $$ B // branding for professional services.
  • 19. Reach Leadership Series // The Brand Factor Finding your Niche: A $ $$ B // branding for professional services.
  • 20. Reach Leadership Series // The Brand Factor Am I Pigeon Holed? // branding for professional services.
  • 21. Reach Leadership Series // The Brand Factor Your Niche: - narrow your focus - demonstrate your specialty - broaden your appeal // branding for professional services.
  • 22. Reach Leadership Series // The Brand Factor Positioning your brand - brand essence - brand voice // branding for professional services.
  • 23. Reach Leadership Series // The Brand Factor Bold Brand Essence - service profile - client profile - service benefit - client benefit - bold brand essence // branding for professional services.
  • 24. Reach Leadership Series // The Brand Factor Voice - tagline - headlines - copy / tone // branding for professional services.
  • 25. Reach Leadership Series // The Brand Factor Next steps? - niche - positioning - brand essence // branding for professional services.
  • 26. Reach Leadership Series // The Brand Factor Expressing your niche: - elevator speech - marketing assets - website - thought leadership // branding for professional services.
  • 27. Reach Leadership Series // The Brand Factor Thought Leadership: - social media - write - blog - speak // branding for professional services.
  • 28. Reach Leadership Series // The Brand Factor Thank you. Josh Miles, Principal Miles Design LLC - Indianapolis milesdesign.com @joshmiles // branding for professional services.