1. Building Your Business Brand
Chapel Hill Public Library &
SCORE

2. The Foundation for Defining Your Brand
Values & Mission
Complete Products/Services Description including features, benefits and Value Proposition.
Thorough understanding of your Customers.
Thorough understanding of your competition.

3. Critical Thinking & Analysis Support Documentation
Executive Summary
The Building Blocks of a
Successful Business Plan
Financial Statements &
Analysis
Personnel Plan
Management
Critical Thinking
& Analysis
Operations Plan
Marketing & Sales Plan
Market Research
Industry
Customers
Competition
Laws & Regulations
Support
Documentation
Products/Services
Values/Mission/Vision
Initial Feasibility Analysis – Business Model 3

4. What is Brand?

5. Marketing & Sales Plan Brand Marketing Message Tag Line
Marketing Communications Plan Sales Plan
Your Business Image Events Your Sales Process
Website Newsletter
Pricing Direct Mail
Customer Service White Papers/
Public Relation Case Studies/
Networking Reports
Promotions Videos/Podcasts
Advertising Photos & Slide Decks
Advertising Media Telemarketing
Internet Marketing/Social Media Texting
Packaging & Distribution Personal Visits
Business Operations Word-of-Mouth
Strategic Partnerships Sponsorships
Triple Bottom Line Philosophy Ambassador Programs
“Social” & “Green” Operating & Marketing Loyalty Programs
Elevator Pitch

6. BUY The Customer Decision Journey Consider Evaluate The Loyalty Loop
Bond
Advocate
Enjoy
BUY
Source: Harvard Business Review

7. Brand
Brands are promises that customers over time start to believe in.
A brand is a promise that links a product or a service to a consumer.
Brands are a bundle of shared values and associations
Brands are a mark of pride

8. Brand Brands are a simplifier of choice Brands are differentiated
Spend time & effort to define your brand and what it stands for so that you and all your organization know exactly the promise you are making and keeping.
Develop a brand experience that never fails or fluctuates.

9. Brand Establish your brand by building:
Trust that you will consistently keep your promise (Always!!!),
Trust in what you stand for,
Trust in the unique & meaningful benefits you deliver.

10. Brand
Build your brand by living up to your promise every single time people come in contact with your business.
A brand can only be as good as the experience of the brand.
Strengthen your brand by constantly reinforcing your brand promise.
Your brand can only be as good as your business strategy enables it to be.

11. Brand
First step in establishing your brand is to establish a differentiated meaning for your brand. Identify something unique on which to build your brand idea.
Will the difference matter to anyone?

12. Brand In describing your brand:
Is it in sync with your mission & values?
Is it clear?
Is it based on truth?
Is it differentiated from competitor’s brands?
Is it inspiring? Does your staff understand & fully support your brand?

13. Differentiation & Branding
Commodity Brand Human Brand
Low ($ & Profits) High ($ & Profits)
Degree of Differentiation or Meaning to Customers 13

15. What are some great local brands & what is their promise?

16. Defining Your Brand Brand “Is” Brand Isn’t
Prepare this analysis for your brand and for competitive brands

17. Your Brand vs. Competition
SAME DIFFERENT ____________ ____________ ____________ ____________

18. Defining Your Brand
Using the insights from your “Brand Is/Isn’t” chart describe your brand.
My Brand represents…
My Brand promises…
My Brand delivers…
My brand is different (from other brands) because…

19. Defining Your Brand
Take the my brand represents, promises, delivers and is different statements and build into one brand description statement.

20. Your Business Image
All aspects of your business must conform to & support your brand.
Are your premises neat and inviting to your customers? If you have plants, are they green & healthy?
Does your sign grab attention and does it convey a sense of quality?
Are your business cards, brochures & other literature relevant, consistent and current?
Is your logo up-to-date and professional looking?
How do you answer the phone?

21. Your Business Image
Does your staff and you dress & act in accordance with your brand description?
Are your mailings clear and concise? Check your paper (weight & color), printing and delivery system as well as the message.
Does your business image reflect the value that you want to communicate to your customers?

22. Moments of Truth Restaurant Total Customer Brand Experience Awareness
Public
Space
Experience
Advertising,
Promotions,
PR, Website,
Word of Mouth
Arriving &
Parking
Follow-Up
& Memory
Total
Customer
Experience
Brand
Awareness
Planning to Go
Out & Making
Reservations
Depart
Check-in /
Seating
Check
Out
Enjoys &
Wants to Repeat
Experience/
Tells Friends
Negative
Experience/
Tells Friends
Individual
Space
Experience
Restaurant
Based on Designing
Brand Identity by
Alina Wheeler

23. Brand
Your Business Image
Marketing Message
Tag Line
Website
Pricing
Customer Service
Public Relations & Events
Networking
Promotions
Videos/Podcasts/Photos
Advertising
Social Media
Packaging & Distribution
Business Operations
Strategic Partnerships & Sponsorships
Triple Bottom Line Philosophy
“Social” & “Green” Operating & Marketing
Your Sales Process

24. YOUR BRAND
Define your brand
Live your brand
Protect your brand

25. Branding Basics for Small Business
A Must Read…
Branding Basics for Small Business
How to Create an Irresistible Brand on Any Budget
By Maria Ross

26. Future Chapel Hill Public Library SCORE Presentations
May 28th – Market Research
More coming beginning in September!!

27. SCORE Contact Information
SCORE Chapel Hill is available to assist you with free and confidential business counseling Sign up tonight for a mentoring session with 2 SCORE mentors. We will contact you to schedule an appointment. You can also contact us through our website: or by calling our office at A volunteer will contact you within two days