Start ups and small businesses need solid, actionable advice on how to invest wisely in their marketing and branding. Unfortunately, they often end up investing scare dollars in marketing that doesn't work. Speaking to a group of entrepreneurs and small business owners at the Propeller Incubator in New Orleans, Geoff Coats -- Principal and Creative Director at Line 58 Branding and Web Design ( http://line58.com/ ) -- provides an overview of branding for small businesses and provides tools that small business owners can start using today to build equity in their businesses.

6. Branding for Small Businesses

7. Branding is
much more
and
way less
than you think.

8. Why is branding
such bullshit?

13. real

14. branding = real

15. branding is a
disguise for
the dishonest

16. be honest.

17. Ideas (Strategy)
vs.
Things
(Tools)

18. Who are you?
What do you do?
Why does it matter?

19. I want a website with ...
I need a new logo
I need to be on Twitbook!

20. Clarity
Logo
Color Palette
Word Mark
Personality
Typography
Ease of Use
Brand Promise
Support Policy

23. Where are you making a
Difference?

24. Not: What do you want ?

25. What do you want
to Achieve?

26. If you don’t know, the money
you spend on your social media
campaign will be
Wasted.

27. A brand is not . . .

34. your brand is . . .

35. an emotional connection

36. a relationship

37. honesty
(authenticity)

38. human consistency

39. promises

40. fulfillment.

41. Your Brand is an Asset

42. Why are brands valuable?
Too Little Time (Time Poor)
Too Many Choices (Information Rich)

43. How Do We Choose?
Emotions
Trust

44. Strong Brands:
Clear Competitive Stance
Sense of Purpose
Dedication to Aesthetics

45. Aesthetics is the Language of Feeling

46. Information Rich + Time Poor
Customers Value Feeling more than Information

47. Strategy: The What & Why

48. Three Strategic Questions:
Who Are You?
What Do You Do?
Why Does It Matter?

49. Strategy is Proactive

50. Strategy Establishes the Vision

51. Everything Else is a Tool

52. What business owners need are results.

53. Strategy + Creative = Results.

54. Primary Tools:
Messaging
Creative

55. Invest in Content

56. Create a Messaging Matrix

57. Restaurant Messaging
Restaurant Messaging Target Audiences
Visitors Homeowners Catering Local Businesses
Primary Messages
Steamers Shellfish To Go specializes in Gourmet Take Out, allowing
you to spend more time sharing good fresh seafood with your friends
and family and less time cooking or waiting for a table.
Steamer’s diverse selection of fully prepared meals offers something
for everyone in your party -- more than seafood.
Secondary Messages
Waterfront Deck for Dining
For convenience, order by phone anytime and specify a pick-up time
Private Chef Service Available
Catering available anywhere from ??? to the 4 wheel area of Corova
The Original Outerbanks Steamer Pot To Go, Since 1994

58. Channels:
Employee Interactions
Website
Social Media
Email Marketing
In-Store Signage

59. Visual Design Provides Cues & Pointers
Be mindful of what you are communicating

60. Create a Brand Standards Manual

66. be honest.

67. be yourself.

68. be sure you know where
you want to go