Are you an entrepreneur or business owner? Are you responsible for online marketing? Do you have a blossoming business idea you want to develop? If you answered 'Yes', you all share something in common. The truth is most firms in any competitive market are undifferentiated, selling the same homogenous goods as the next guy. This means one thing, they must all sell at whatever price the market determines. Sound familiar? Do you have a clear plan that sets you apart from you competition, or does you marketing just go from one knee-jerk reaction to the next? For your business to differentiate and dominate you need to think strategically. Strategy is the substructure that is crucial to every company. All the hard work you and your people can muster, and the great products or services you create, are all at risk without a strategy that explains to your prospects the reasons they should buy from you instead of the competition. Strategic thinking of this kind results in a “brand strategy”. This is the work that needs to be done before you start building a website or finding and converting browsers into buyers. Deep down we all know that setting up a pretty website and crossing your fingers, throwing money at Google or increasing Likes and Followers on social media is not a strategy. The good news is developing a brand strategy is definitely not as confusing or overwhelming as you might think. It's about following seven steps that rely on the values and principles you hold dear and and linking them through the guided exercises we help you through to build the foundations that will support your growth. It’s easier and more powerful to do if you’re a small business and the untapped potential a better understanding of brand strategy can bring to entrepreneurs and growing businesses is huge.

1. the
essential ingredients for
making people want to
buy from you
Brand Strategy for
Entrepreneurs & Small Businesses

2. the aim
Establishing why customers should buy your product or services
instead of the competitors by creating a point of difference.
Today marketing is complex. Greater results are achieved by
simplifying and focusing on a narrower target and developing a
strategy that builds mindshare in your market.
To dominate today the one question you must answer is...
“Why should prospects buy from you, and not the competition?”
You can only do this if you think strategically and plan.

3. the challenge
1) Consumers are rejoicing in a world of unparalleled choice.
2) Businesses are facing an explosion of local and global competition.
Without a clear point of difference businesses face;
... failure to maximise
return on marketing
spend.
... lower growth and a
higher cost of sales.
... a lack of perceived
value.
... having to sell at
whatever price the
market determines.

4. … failing to identify a clear and
believable reason why prospects
should buy from them and not
their competition.
… failing to consistently
express the unique value they
offer their prospects.
the challenge
When promoting their companies the two most common
mistakes business owners make are;
? 1
2
3

5. the recipe for success
Finding a clear point of difference is the greatest challenge faced by every small and
mid sized firm. Without one it’s impossible to create strong marketing messages that
deliver significant results.
Even if you use some marketing tactics perfectly, the results won’t follow if your
prospects don’t have a clear reason to buy.
Differentiate and create the right message
that makes people want to buy.

6. the essential ingredients
Stop working in your business and start building a brand. The proven way to gain better
results from all marketing, sales and promotional activities - begins with a plan...
Build your brand’s foundations to support long-term growth.
7
6
5
4
3
2
1
PERSONALITY
VISION
BRAND PROMISE
BRAND PILLARS
POSITIONING
CUSTOMER PAINS & GAINS
PURPOSE

7. 7
6
5
4
3
2
1
INTERNALFOCUS
EXTERNALFOCUS
PERSONALITY
Adopt and consistently express a brand personality using human
traits that your audience relates to.
BRAND PILLARS
Instil principles and attributes that connect with you market on an
emotional level and act as a filter for everything you do internally.
BRAND PROMISE
Create brand messaging based on the the unique value you offer the
market over your competition.
POSITIONING
Create distance between your brand and your competitors through
better positioning.
VISION
Set the motivating goals that outline where you want to be to
inspire and guide your team.
CUSTOMER PAINS & GAINS
Attract more customers by clarifying the reasons they buy,
addressing their pain points and exceeding their expectations.
PURPOSE
Decide on what you stand for to stand out and guide decision
making and company activity.

8. big brands recipes for differentiation
Our Purpose
To make insanely great,
imaginative, cool, easy-to-use,
cutting edge products that
enrich peoples lives’.
Our Pillars
• We believe that we’re on the face of
the Earth to make great products.
• We believe in the simple, not the
complex.
• We believe that we need to own and
control the primary technologies
behind the products we make.
• We believe in saying no to
thousands of projects so that we can
really focus on the few that are truly
important and meaningful to us.
• We believe in deep collaboration
and cross-pollination of our groups,
which allow us to innovate in a way
that others cannot.
Our Purpose
To enable individuals and
businesses around the world to
realise their fullest potential.
Our Pillars
• Continual self-improvement,
• Passion for technology
• Accountable to our customers
• Striving for the highest quality
Our Purpose
To use technological smarts to
help make the planet work
better in areas like healthcare,
education, environmental
causes, and other areas of
critical need.
Our Pillars
• Dedication to every client's success.
• Innovation that matters - for our
company and for the world.
• Trust and personal responsibility in
all relationships.

9. 2
days
2
facilitators
1
copywriter
12
participants
A Build
your Brand
Workbook
your
established
BRAND
the program
Our Brand Strategy Workshop

10. Growth
A clearly articulated and
differentiated position in your
market will drive sales and make
communications with potential
customers more effective.
Clarity & focus
A clearer understanding of
how to communicate with
the target market and beat
the competition.
Value within your market
The value of your products or
services over the competition
will be more apparent to
Prospects, employees and
stakeholders of the company.
the results
What benefits will you or your marketing team experience?

11. ...who have just
established their
company, and don’t
know where to start
with marketing.
...who have an
existing company
that has plateaued
and needs a boost.
...who want to focus
on differentiation,
and become a leader
in their industry.
who it’s for
It’s for passionate CEOs, Directors and Entrepreneurs...

12. further reading . . .
We work with businesses who understand the importance of developing a well thought through brand
strategy before design or marketing work begins.
creativebrew.com.au
Want even more insight into our...
7 essential ingredients for
Building A Brand, not a business
“It’s given me a lot of brand clarity to unify my message
across all my different forms of communication.”
Rody Bajo – Whisper Media
“I’ve now got a much better understanding of what brand is.”
Kerry Boulton – Exit Strategy Group
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