Branding is about creating an experience through various touchpoints that differentiate a company and its products. It is not just a logo or name, but the overall experience people have with the company. Anything representing the company can impact its brand, including marketing materials, website, employee interactions, and more. Strong branding involves truly listening to clients to understand their wants and needs rather than just talking at customers.

2. HOW TO:
WIN CLIENTS THROUGH
PROFESSIONAL BRANDING
What is your Brand saying?

3. • Owned a Digital Media Agency
for 9 years
• Taught Web & Graphic Design,
Branding and Marketing for a
national design college
Aaron Jorgensen
UI/UX Developer
TOPS Software
How To Win Clients Through Professional Branding

4. WHAT IS
BRANDING?
How To Win Clients Through Professional Branding

5. WHAT MAKES UP A BRAND?
• Name ?
• Logo ?
• Colors ?
• Business Cards ?
• Letterhead ?
How To Win Clients Through Professional Branding

6. “The marketing practice of
creating a name, symbol or
design that identifies and
differentiates a product from
other products”
Entrepreneur.com
How To Win Clients Through Professional Branding

7. A BRAND IS NOT JUST A LOGO OR NAME
It is:
• The overall experience that a
person has with your company
• An emotional connection they
develop through experience
How To Win Clients Through Professional Branding

8. BRAND EXPERIENCE
How To Win Clients Through Professional Branding

9. How To Win Clients Through Professional Branding
My Experiences:
• Large crowds
• Lack of staff when I need
help
• Disorganized
• Never any checkout lines
open
BRAND EXPERIENCES

10. How To Win Clients Through Professional Branding
BRAND EXPERIENCES
My Experiences:
• Smaller crowds
• More attentive staff
• More organized
• More checkout lines
open

11. How To Win Clients Through Professional Branding
BRAND EXPERIENCES
My Experiences:
• Greeted at the door
• Cleaned, organized store
• Knowledgeable staff
• Comfortable
environment

12. THINGS THAT CAN AFFECT YOUR BRAND
• Your Company Name
• Logo (and its colors)
How To Win Clients Through Professional Branding
• Business Cards
• Website

13. THINGS THAT CAN AFFECT YOUR BRAND
• Your messaging or copy on your
marketing materials or website
• Signage (vehicle, roadside, etc.)
• The documents you provide to your
clients (Community Reports, Form
Letters, Contracts, etc.)
• The recorded message someone
gets when your offices are closed
How To Win Clients Through Professional Branding

14. THINGS THAT CAN AFFECT YOUR BRAND
• How your team answers the phone
or respond to questions
• Your response time when issues
arise
• Your email communications
• The signature in those emails
How To Win Clients Through Professional Branding

15. “Always enter the
community with both you
and your car being sharp
in appearance. Some view
this as an indicator of
your professionalism and
your ability to pay
attention to detail.”
– CAMBlog – Andrew W.
How To Win Clients Through Professional Branding
• The way the
representatives of your
company present
themselves in person
• Even communities have a
brand
• Even something as
abstract as your driving!

16. How To Win Clients Through Professional Branding

17. MORTON’S STEAKHOUSE DELIVERS
How To Win Clients Through Professional Branding

18. KROGER ISN’T SCARED OF MONSTERS
How To Win Clients Through Professional Branding

19. What is your
“Calling Description”?
How To Win Clients Through Professional Branding

20. What message do you want
to tell your customers?
How To Win Clients Through Professional Branding

21. “We save people money
so they can live better”
How To Win Clients Through Professional Branding

22. WHAT IS YOUR BRAND SAYING?
“The Ultimate Driving Machine”Freedom and Living Life
How To Win Clients Through Professional Branding

23. “Listen, listen, listen
and then ask
strategic questions.”
Lululemon’s Corporate Manifesto

24. “Don't fall in love with your
business because with
technology it will change.
Instead fall in love with your
clients and learn everything
there is to know about them…
their wants, their desires,
everything that they will ever
need.”
Tony Robbins
Interview for Foundr Magazine
How To Win Clients Through Professional Branding

25. TOPS APP Image
How To Win Clients Through Professional Branding

26. IN SUMMARY…
• Branding is not just a logo… it is an experience
• Anything that represents your company affects your brand
• As humans, we can make a difference
• Fall in love with your clients and truly listen to them
• Stop talking AT your customers and start talking with them
How To Win Clients Through Professional Branding

27. Any Questions?
How To Win Clients Through Professional Branding