The document discusses the importance of branding for businesses and provides guidance on developing an effective brand planning process. It outlines key components of a brand plan such as establishing a vision and mission, identifying target customers, and defining the brand. The presentation also stresses the importance of understanding a brand's strengths and weaknesses, performing market research, and setting measurable goals and criteria for tracking success.

1. The Power of the Brand
The Roadmap for Growth
April 30, 2014
Mark S. Lee
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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

2. Agenda
• The Essence of Branding
• Effectively developing a Brand planning process—
How?
– Key Components of a plan
– Simple steps to create a plan
– Key Criteria to use to Measure and Benchmark Success
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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

3. What Binds the Organization And
Connects the Dots?
Simple Question…
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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

4. Answer…
Your Brand!
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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

5. What Branding’s NOT?
• It’s not just the:
– Product
– Pricing
– Packaging
– Advertising/Communications
– Promotions
The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding
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6. But, Branding is…
• Embodies ALL and captures the essence of
the:
– Consumer
– Emotional connectivity
– Brand promise
– Delivers based on the promise
– Feels a void and satisfies a need
– Integrated communications
The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding
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7. The LEE Group, MI LLC 7
Popular Brands
• Nike
• McDonald’s
• Coca Cola
• ESPN
• Sports Illustrated
• Nordstrom’s
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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

8. What Brands are These?
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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

9. Brand Planning
• The role of brand marketing is to:
– Determine a longer-term vision for your business
– Identify relevant consumers to target
– Identify/build/enhance ongoing relationships with
consumers and customers
-Strategically target customer segments and focus on
profitable growth
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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

10. The LEE Group, MI LLC
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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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

11. The LEE Group, MI LLC 11
Now, Ask Yourself…
What does my business represent and why
would anyone purchase my product or
service?
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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

12. 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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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

13. The LEE Group, MI LLC 13
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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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

14. 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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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

15. Starts with a Situation Analysis
• Current assessment:
– Internal operations
– Competition
– Products/Services
– Pricing
• In essence, helps you to identify “gaps”
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Entrepreneur Roundtable - Branding

16. Leads to SWOT Analysis
• (S)trengths
• (W)eaknesses
• (O)pportunities
• (T)hreats
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17. The LEE Group, MI LLC 17
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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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

18. The LEE Group, MI LLC 18
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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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

19. Vision Statement
• Longer-term
• More aspirational
• Focused, concise and precise
• Not to be confused with a Mission statement,
objectives and strategies
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Entrepreneur Roundtable - Branding

20. Mission Statement
• The brand purpose and reason for being
• Reflects organizational mission and reinforces
long-term direction
• Provides direction for goal-setting
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Entrepreneur Roundtable - Branding

21. Brand Defining Idea (BDI)
What is it?
• 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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Entrepreneur Roundtable - Branding

22.  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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Entrepreneur Roundtable - Branding

23. • 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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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

24. Plan Creation
• Understand who you are and what your
business represents
• Identify or refine company’s vision and
mission
• Establish realistic, measureable goals
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The LEE Group, MI LLC 2014
Entrepreneur Roundtable - Branding

25. Plan Creation
• Clearly identify and target relevant customer’s
• Develop a marketing plan which addresses
market segments identified and how you're
going to reach them
• Establish budgetary resources
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Entrepreneur Roundtable - Branding

26. Plan Creation
• Establish measurement criteria
• Track results in a timely manner
• Build contingency plans
• Be transparent and FLEXIBLE
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Entrepreneur Roundtable - Branding

27. Questions?
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Entrepreneur Roundtable - Branding
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28. Thank You!
• Site: leegroupinnovation.com
• Phone: (734) 507-0866
• Email: mark@leegroupinnovation.com
• Twitter: @leegroup
• Linked In: www.linkedin.com/in/leegroup
• Facebok: www.facebook.com/mark.s.lee.31
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