As a business owner or leader, you are constantly subjected to competition from many sources. Falling victim to the demands of today's market can leave your company unprepared when priorities begin to collide. Whether you are a small or large business, owner or employee, consultant or advisor, working ON your business rather than IN your business will help you begin to build value in your brand. This panel of seven experts will share seven simple ideas and tips that any company can immediately implement to add value to their brand and business using social media, new marketing ideas and other brand building techniques. The seminar is organized by UVM's Vermont Family Business Initiative

1. 7 Experts – 7 Tips – 7 Minutes Adding Value to Your Brand and Business May 25, 2011

2. Ground rules: Each EXPERT will have SEVEN MINUTES to share their TIP. A one-minute warning will sound. Once the signal sounds, no more TIPS! Please hold all questions until the end. There will be approximately 30 minutes for questions and answers after all have shared. Questions should be directed to the moderator. Please keep track of TIPS on the back of your info sheet.

3. Today’s moderator Veronica Williams hmc2 advertising www.hmc2agency.com

4. John SiddleJDK Designjdk.com

12. Steve Hill Magic Hat and North American Breweries magichat.net

14. Creating CommunityWith Social Media

15. Vermont has an advantage when it comes to business: Community

16. As You Build Your Brand Within Your Community, Build It In an Online Community.

17. Why Do it? -Spread the word of your business -Get referrals -Network -Get new ideas -Public forum for good customer service -You can choose your level of involvement and go at your own pace

18. The Tools Are Free and Easy:

19. Online connection creates a FACE & a VOICE behind your brand. Online connection creates a FACE and a VOICE behind your brand.

20. The Voice of Magic Hat

21. -People like feeling as if they’re a part of something --> Community. -Magic Hat created an online community at MagicHat.net (The People’s Place) -Then we got involved with Facebook and Twitter, and further grew our online presence in an organic way. -We constantly INTERACT with our followers. We ask THEM what beers they want, what they like/dislike, where we should conduct promotions…

22. Why use Social Media? -140 million people in the U.S. are on Facebook, 40% of whom follow a brand. -51% of those following a brand will make a purchase -60% of Facebook users are more likely to recommend a brand they follow.

23. Why Use Social Media? Why use Social Media? -61 million people in the U.S. use Twitter, 25% of whom follow a brand. -67% are loyal consumers of those brands. -79% of Twitter users are more likely to recommend a brand they follow.

24. Some More Numbers

25. What Can You Do to Get Involved? -Join a social network and get to know how it works. -Follow similar brands and learn from them. -Ask your friends to share your information

26. What Can You Do to Get Involved? Show your customers that you’re online by branding your store, merch, packaging, etc.

27. These small symbols are all it takes:

29. There Is One Key to an Online Presence: There is One Key to an Online Community Presence: CONTENT!

30. Content! -Use your Voice and your Face as a connection point to your consumers. -Plan to update your community pages on a consistent basis. -Ask Questions of, Listen to, Engage Your Followers! -Offer people something. -Anything relevant is fair game. -Don’t be a robot. Be human. Speak to people online as you’d speak to them face-to-face.

31. Invest However You Want! -You can reach someone in 5 minutes, or you can reach someone in 2 hours. It’s up to you. -If you’re a small business, you don’t need to hire someone specifically for social media.

32. If you’re thirsty after the Expo, head to the brewery for free samples, growlers and tours! Cheers!

34. Dianne Hanlon-Druyff Kelliher Samets Volk ksvc.com

35. Branding: sum total of parts A brand is the sum total of the thoughts, feelings, associations and expectations a prospect or customer experiences when exposed to any aspect of a company’s product or service, including its name, logo, the actual product experience, word-of-mouth, marketing, etc.

36. Baxter’s Sandwich Shops Fresh Creative Fun Natural Home-made Local Fast/convenient Charitable Family-owned Unexpected Delicious Good value Friendly Clean Distinctive Organic Tech savvy Healthy Kid-approved Customer focus Sincere

37. “The art of sacrifice” Desirable Supportable Ownable Sustainable “The art of sacrifice”

38. Baxter’s Sandwich Shops Fresh Creative Fun Natural Home-made Local Fast/convenient Charitable Family-owned Unexpected Delicious Good value Friendly Clean Distinctive Organic Tech savvy Healthy Kid-approved Customer focus Sincere

39. Baxter’s Sandwich Shops What makes Baxter’s special is our dedication to using only the freshestingredients, our wildly unexpected flavor combinations, and our commitment to making you a trulyhealthymeal.

40. What does it take to get there? Invite the right people (key stakeholders) into the process – too many cooks… well, you know… Start big and broad, then do the hard work – the art of sacrifice Document what you’ve done in a statement – a declaration of your brand DNA Tell everyone in your organization and make sure they can articulate it – even if it is in their own words

41. Brian Degen Fieldstone Consulting fieldstoneco.com

42. Tip #1 Investors will value a strong brand higher when it comes time to sell your business.

44. More predictable revenues, less riskSource: Zero Defections: Quality Comes to Services, HBR

45. Loyal Customers Pay More Example: Generic vs. Popular Brands 32% Higher Price Advil 200 mg Ibuprofen tablets (50) $6.99 Equaline 200 mg Ibuprofen tablets (50) $5.29 Customers typically pay 5-10% higher for brand-name products

46. Revenues $20 M Expenses ($18 M) EBITDA $2 M EBITDA Multiple 5.0 X Company Value $10 M 46 Calculating Company Value Weak Brand

47. 47 Higher Prices & Cash Flow Weak Brand Strong Brand HigherPrices Revenues $20 M $22 M Expenses ($18 M) ($18 M) EBITDA $2 M $4 M EBITDA Multiple 5.0 X Company Value $10 M 10% 100% GreaterCash Flow

48. 48 Lower Risk, Higher Multiple Weak Brand Strong Brand HigherPrices Revenues $20 M $22 M Expenses ($18 M) ($18 M) EBITDA $2 M $4 M EBITDA Multiple 5.0 X 5.5 X Company Value $10 M 10% 10% 100% GreaterCash Flow Lower Risk

49. 49 Increased Value Weak Brand Strong Brand HigherPrices Revenues $20 M $22 M Expenses ($18 M) ($18 M) EBITDA $2 M $4 M EBITDA Multiple 5.0 X 5.5 X Company Value $10 M $22 M 10% 10% 100% GreaterCash Flow Lower Risk 120% $12 M Additional Value

50. Strong Branding Contributes to Shareholder Value Brands account for more than 1/3 of shareholder value. “Brand Valuation: The Financial Value of Brands” JP Morgan & Interbrand On average, a corporate brand accounts for 8.5% of a company’s market cap. Speaking in Numbers, The Language of Bottom Line Business David Stewart, The Univ. of Southern California Brand contribution to shareholder value can be over 50% in the case of marketing heavyweights like Coca-Cola, McDonald’s, and Disney. “Brand Valuation” in Brands and Branding The Economist Series, Bloomberg Press

51. 51 The Golden Rule “Do unto others as you would have them do unto you”

52. 52 The Golden Rule “Do unto others as you would have them do unto you” “Do unto others as they would have you do unto them”

53. Bonus: Tip #2 Branding is not just about what you think. It’s about what your customers think.

54. Kathy Murphy State of Vermont www.vermont.gov

56. Why use brand personality?

57. How do you create brand personality?

58. How does brand personality create brand equity?

59. Brand Personality Models

61. Being Who You Are

62. Following Your Own Path

63. Brand Personality: Combines Identity and Image – Externally Focused

65. “Who” is a Brand – Traits, Qualities

66. How the Brand Behaves Externally

67. “Likeability” FactorBrand Dimensions Sincerity Excitement Competence Sophistication Ruggedness Brand Traits Down to earth Wholesome Honest Cheerful Daring Imaginative Spirited Reliable Intelligent Successful Charming Upper Class Up to Date Outdoorsy Tough

69. Outcome of Consumer’s Experiences with Brand

70. The “Weighted Average” of Past Impressions

71. Sets the “Expectation” StagePersonality traits are what the brand will live and die for

73. Contributes to Differentiated Identity

74. May Be Leveraged Beyond Brand to Context Product and Experience

75. Guides Communication Adding Texture; Richer Meaning

77. Product Attributes Affect Personality

78. User Imagery

79. Events, Activities, Sponsorships

80. Brand/Business Age

82. Relationship Basis Model

84. Consumer’s Self-Identity - Actual/Real Identity or Ideal/Aspirational Self

85. Feelings Engendered by Brand Personality

86. Brand = Badge

87. Brand as Part of the Consumer’s ‘Self’ or OnenessIsis Respects and Values Women as They Are Real Women Engaged in Outdoor Activities Authentic, Informed Women in Mutually Beneficial Relationship

89. Elements Affecting Individual’s Relationship with a Brand

90. Brand as a Person

91. Type of Person the Brand RepresentsBanks, Insurance Companies, Financial Investment Competent, Serious, Stable Northfield Savings Bank

93. Visual Symbol or Image Exists that Creates or Cues Personality

94. Country/Region of Origin Can Add Credibility to Identity

95. Quality Cue

97. Represents and Cues Functional Benefits and Product Attributes

98. Sustainable Point of Differentiation – Difficult to Copy Personality

99. Propels Your Brand to Public Consciousness – Flock or Flee

101. Simon Pearce Background Founded in 1971 in Kilkenny, Ireland by Simon Pearce 1980 – Simon moves to Vermont and begins renovation of the old woolen mill in Quechee 1981 – Simon opens glassblowing workshop at the Mill in Quechee 1993 - opens 32,000 square foot manufacturing facility in Windsor, VT 1999 – opens 190,000 square foot manufacturing and warehouse facility in Mtn. Lake Park, Maryland 2011 – the Mill in Quechee welcomes over 300,000 visitors Currently eight company-owned retail stores 500 wholesale partners that carry our products 260 employees nationwide

102. An anecdote

103. Defining Your Brand Voice Goal: Your Brand Voice should build confidence and consistency throughout the company, across all channels and levels. The Brand Voice aligns the entire value chain to use the same “central currency” and facilitates clear and directed communication. Elements of the Brand Voice Voice Tone Desired Impact Brand Personality Personality traits that don’t represent your brand Elements of History (how does history impact your messaging)

104. Defining Your Brand Voice How and Where do you use your Brand Voice in “real life”? Social Media Press material Email Campaigns Internal “speak” Training Customer Service Sales Collateral Copywriting Web content creation

105. Defining Your Brand Voice The point is that Brand Voice becomes the guardrails and guideposts for how you tell yourstory.

106. Defining Your Brand Voice Simon Pearce Brand Voice Tone: Real, Approachable, Connected to our environment and present in the moment. We never try to be anything that we are not. We are helping customers enrich their “story”. Impact: Eye-Catching/Arresting, Striking, Head-turning, Provocative, Surprising, Wow, Excite, Inspire Personality: Nimble, Flexible, Approachable, Highly Responsive, Attentive, Stimulating, Selectively Whimsical, Confident, Advisory, Inspirational, Engaging, Great Listener, Valued Counsel (coach), Magnetic, Charismatic Personality Traits We Are Not: Museum-like, Unapproachable, Stiff, Dry, Fragile, Overly-academic, Bureaucratic, Quiet, Reserved Elements of History: History informing the future, history of location, history as a guidepost for future decisions. History of the Mill is our DNA

107. Defining Your Brand Voice Re-cap Define the goal of your brand voice Determine how and where will you use your brand voice Define the elements of your brand voice

108. Ken Millman Spike Advertising spikeadvertising.com

109. Questions? Please direct either towards a specific panelist or in general for any to answer

110. THANK YOU FOR ATTENDING TODAY Copies of today’s presentation are available for sharing or download at: www.twitter.com/fambiz2point0 www.slideshare.com/dvdv