This is a presentation given to StayLocal! business owners in New Orleans. The goal is to provide business owners with three tools they can use immediately -- without hiring a branding firm -- to begin creating a strong brand. By the end of this presentation you will have three new tools for branding your business: 1. Questions to help you define your strategy 2. A messaging matrix to help you get and stay on target 3. A Do-It-Yourself Brand Standards Manual With these new tools in hand, you can help your employees more effectively communicate with your customers and you can more effectively invest your marketing dollars. Geoff Coats @geoffcoats

1. ZANDE+ NEWMAN DESIGN

3. Strategy and Strong Brands

4. Beware the Web Guy!
(and the radio girl)

5. Driving Traffic. Driving Profitable Sales.

6. Attracting Traffic. Attracting Profitable Sales.

7. Three Tools:
Strategy Defining Questions
Messaging Matrix Tool
DIY Brand Standards Manual

8. What is a Brand?

9. A Brand is Not . . .

16. Your Brand is . . .

17. An Emotional Connection

18. A Relationship

19. Honesty
(Authenticity)

20. Human Consistency

21. Promises

22. Fulfillment

23. What is the Value of a Brand?
Apple: $183 billion
IBM: $116 billion
Google: $108 billion
BMW: $25 billion

24. Your Brand is an Asset

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

26. How Do We Choose?
Emotions
Trust

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

28. Aesthetics is the Language of Feeling

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

30. Strategy: The What & Why

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

32. Strategy is Proactive

33. Strategy Establishes the Vision

34. Everything Else is a Tool

35. What business owners need are results.

36. Strategy + Creative = Results.

37. Primary Tools:
Messaging
Creative

38. Invest in Content

39. Create a Messaging Matrix

40. 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

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

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

48. Will it help or hurt the brand?

49. Beware the Web Guy!
(and the radio girl)

50. Who You Are
What You Do
And Why It Matters

51. Thank you!
zandenewman.com