Branding Your Business: Promoting your business, attracting customers and standing out in the market place

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The only way forward for business success is creating a memorable brand and fixing it in the consumer’s mind. Branding Your Business will help you to do this by explaining the whole branding process in easy-to-follow terms. Providing essential, practical advice for independent business owners looking to increase recognition of their company, it covers topics such as: What a brand is The role of perception and emotion Using the five senses to drive your brand Creating your Brand Halo TM Communicating your brand Based around the theory that a brand is the total perception a customers has of company, its products or services, Branding Your Business will reveal just what you need to do to create and manage successful brands, enabling you to improve profits and leave your competition standing About The Author James Hammond has over 27 years of experience working in brand management and strategy, consulting for many blue chip organizations including Virgin, Honda, BT and EMI. He has created and chaired key European conferences on Customer Care and Managing Change. He is an experienced speaker, conducting workshops and training pro-grammes across the UK. Table of Contents Introduction Part 1: Nothing but the brand: Just what is a brand, and who is the customer? Just what is a brand? People are brands, too Don’t give me facts ... my mind’s made up Branding brings benefits A ‘brand? It’s nothing but a pain in the backsideAn emphasis on identity The brand landscape of today Defining a brand Who is the customer? The changing face of the customer The two keys of branding The all-encompassing Brand Halo™ A brand of EPICTM proportions Branding: not a cover-stick for a spotty business Part 2: Understanding emotion: Branding the heart as well as the head Defining emotions Two pathways to purchasing How many emotions are there? Features ... ... and benefits Maslow’s Hierarchy of Human Needs Adaptive or supportive emotions - you decide Defining your product or service’s emotional benefit Supporting your emotional benefit Part 3: Perception is reality: How perception creates emotion Generating emotions What is perception? Perception and long-term memory: Reception Selection Understanding the scheme of Things Interpretation Reaction The myths of emotional branding Long-term memory Here endeth the psychology lesson ... Part 4: Making sense of the senses: Foreground and background: Looking like your brand Creating a visual brand identity Good design ... or bad design? Who chooses? Your reception area Your office environment What’s in a name? Use technology to your advantage Your Body Brand TM: Visual communication - up close and personal Seeing eye to eye with your customers Standing up (or sitting down) for your brand Handshakes from hell Give yourself a body check Checklist for non-verbal communication Talking the walk: Speech Creating rapport with your customers Listen and respond The two ingredients of a customer conversation Reasons for customer contact Customer communication checklist Putting your brand on the right track: Audio logos and jingles Blow your trumpet, sound your horn Good telephone etiquette Giving customers audio guidance Spatial enhancement Music while you work Don’t miss audio opportunities The sweet smell of brand success: Smells evoke memories The Singapore Girl sensory brand Defining your brand’s smell Your Brand Scent environment Charity shops - a smelly problem? Scenting the product or service Service with a smell Aromatic publicity and promotions Containing the smell Your personal scent: good or bad idea? Use scents and aromas with care Branding the taste buds: Getting the edge in food and drink A tasty non-food business Sweet ways to brand your business Taste buds and business tie-ins Brand touch and feel: Getting in touch with your brand Add an emotional touch to your product Bringing your brand to the surface Branding on the can Using touch in a service business Charities can benefit from a tactile approach It’s your turn to be tactile Touching what surrounds you A sense of touch on the web Part 5: Innovation: Building your Brand Halo™: The idea behind a Brand Halo™ The right Parts of your business - but not all Parts Customer contact timeline Determining your key customer contact points Involve your employees Creating your Brand Reflections A Brand Reflection example Incorporating the five senses A complete Brand Reflection Your Brand Halo™ Finding out some contact preferences Modalities: a preferred sense of contact Focus on the major trends Asking the questions Vive La difference Your Brand Halo™ Handbook : Your choice of contents A sample page from the Brand Halo™ Handbook A Handbook for your business - and your people Part 6: Communicating your brand: Your Brand Halo Storybook™: The need for stories today Creating yourBrand Storybook™: Your ‘Brand Me™’ Story Tell your story as though you mean it Your Business Brand™ Story The reasons behind your brand Taking a stand for your brand Service with a stance Your People Brand™ Story Attracting good candidates Selecting your potential employees Retaining your people Your Brand Bite™ Make use of metaphors Creating a slogan or strap line Final thoughts Reference Index