A great presentation from John Marovino on how small businesses can get more out of their branding. The presentation provides a model and frame work for small businesses to build a brand essence and brand equity. Presentation originally given to the Waterloo Region Small Business Owner Association on Wednesday April 25th, 2012.
9. BRAND ESSENCE
A simple choice for becer eaKng
BRAND PERSONALITY
Approachable •Socially Involved
Social / casual/ responsible/authenKc/ contemporary/ Intriguing / inviKng
TARGET VALUES
Good for food lovers , good for the planet
Well being •authenKcity • Freshness • social responsibility Social interacKon(?) Social occasions(?)
EMOTIONAL BENEFITS
Physical and mental well being
“Sushi generaKon”/ what I choose to eat defines me ” Social/ (percepKon) / guilt‐free
FUNCTIONAL BENEFITS
A becer alternaKve for healthier eaKng
• Healthy • All Natural • Fresh• AuthenKc •Becer for me
CORE FEATURES
• 28 QSR locaKons • Quality ingredients • Chef experKse
• 350 On‐Site locaKons •1000+ DSD LocaKons • Grab and Go convenience •
NaKonal presence, • HACCP mfg plants
23. The Brand Persona
The four dimensions of a brand’s idenKty
Product/ Service Environment
What you do Where you conduct your
business
CommunicaKon Behaviour
What you say about How you conduct your
What people say about you business
27. JM’s Immutable rules of self‐ branding
Dress like you care
Appearance (self, environment, work) speaks volumes
Aim to delight
Seek soluKons
Inform me, don’t sell me
Be punctual
Seeing is believing
Believing is buying
PercepKon is reality