Keep It Movin' e-Book Series
BRANDING
Secrets REVEALED
AN E-BOOK THAT EXPANDS YOUR BRAND DEVELOPMENT PLAN TO HELP YOU CAREFULLY DEFINE YOUR BRAND IDENTITY AND ALL THAT IT REPRESENTS.
AUTHOR, KIM
Copyright Branding Secrets Revealed by Kimberly André Published by Keep It Movin Management LLC Deltona, FL www.keepitmovinmgt.com Copyright © 2022 Kimberly André All rights reserved. No portion of this book may be reproduced in any form without permission from the publisher, except as permitted by U.S. copyright law. For permissions contact: kim@keepitmovinmgt.com Cover Design by Kimberly André.
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Legal Notice The curator/publisher (KIMM LLC) has strived to be as accurate and complete as possible in the creation of this e-book, notwithstanding the fact that they does not warrant or represent at any time that the contents within are guarenteed due to the rapidly changing nature of the Internet. The curator/publisher (KIMM LLC) will not be responsible for any losses or damages of any kind incurred by the reader whether directly or indirectly arising from the use of the information found in this e-book. This e-book is not intended for use as a source of legal, business, accounting, or financial advice. All readers are advised to seek the services of competent professionals in the legal, business, accounting, and finance fields. No guarantees of income are made. The reader (you) assumes responsibility for use of the information contained herein. The curator/publisher (KIMM LLC) reserves the right to make changes without notice. The curator/publisher (KIMM LLC) assumes no responsibility or liability whatsoever on the behalf of the reader of this e-book.
Rights You may NOT under any circumstance resell this product in any way or form.This product is intended for your own personal use only. Do not share or giveaway this product.
Thank you. Keep It Movin Management LLC 2022
-KIM-
to the kim focus group...
Thank you so much! I could not have completed this project without the help and support of others. To those who of you that donated time spent on proofreading, brainstorming with me or just listening as I bounce around- Thank You. I am thankful to everyone who has made contributions to the production of this e-Book.
- kim. Keep It Movin Management LLC 2022
MEET YOUR BOOK CURATOR
hi
I'm Kim!
I'm the CEO and Creative Director at KIM. Keep It Movin' Management. KIM is a brand development and social media management agency filled with talented designers, copywriters, and media assistants who thrive off of creating unique and innovative design projects. I, myself have been a social media manager for 4+ years, and during that time, I've had the privilege of working with business owners and entreprenuers from all over the globe. After spending years becoming a "self-taught" designer, business owner, and entrepreneur, I followed my passion into business branding and development. These days, I enjoy working with individuals in all industries to build their brand identity and presence online. My goal is to help you grow your businesses by providing creative branding and marketing solutions that are both effective and affordable. I created this ebook for business owners who need a little extra guidance when it comes to branding their new business or rebranding their current one. As I mentioned, the KIM team is composed of talented designers, developers and content producers who are committed to your success. We can not only help you create brand assets, but also a brand identity that reflects the values and personality traits unique about YOU. So, if you ever need our help- feel free to reach out. In the meantime, I hope this ebook gives you some extra insight on branding your businsess for success.
ABOUT THE E-BOOK
THIS E-BOOK IS FOR YOU IF:
You want to learn how to market your brand in a way that is authentic and true to you.
You want to create a brand identity that will resonate with your ideal customer.
You want to develop the perfect social media plan for your business
You want to build an amazing, lasting brand that will make customers trust you with their hard earned money.
BRANDING SECRETS
INTRODUCTION If you've been out there promoting and marketing your business around the clock, then you must already know that brand marketers and business owners can have it really hard these days when it comes to marketing. Everyone is targeting the same group of people, with the same basic product offerings and sometimes even at the same time. This is especially true for the world of online social media marketing. Don't get me wrong, there are alot of "right-ways" to brand, and market yourself online. It's a process, the process exists; and their is light at the end of the branding tunnel. They say the best form of marketing is word-ofmouth, but if you are looking for an edge in business today then there’s no better time than now. With social media and online resources at our fingertips we can reach more people than ever before with just a few clicks! If your company isn't where it needs to be yet or maybe you don't even know what direction your business is going in terms of branding itself-- then this e-book (and our workbook) is a good start to developing your social media branding strategies. As you know, the internet is a crowded space, and if you don't take the time to establish your brand’s online presence it can easily get lost in all of that social noise. To stay ahead of the game now means carefully integrating marketing on social media into other parts your overall strategy. The will help with building awareness about who you are as company or person. You don't need to be a celebrity or well-known business figure in order for your brand's online presence and marketing strategy. As long as you take the time now, it will pay off later when people are more likely to remember who YOU were than what product/service they purchased from YOUR company! The truth is, marketing your brand online is not an overly complicated task. But like any other skill, you must take the time to learn as much as you can about the task at hand and the best way to achieve the desired results. Thankfully, you have purchased this book, which means you are well on your way to building a successful brand.
-KIM-
E-BOOK OVERVIEW
-01BRAND DEFINITION Carefully Define Your Brand And All That It Represents
-02BRAND IDENTITY How to Strategically Create Your Own Identity
-03BRAND MESSAGING Use Relevant Content to Emphasize One Key Message
-04BRAND VOICE Leverage The Voice of Existing Industry Leaders
-05SOCIAL MEDIA STRATEGY Design A Suitable Social Media Strategy
-06OPTIMIZING YOUR REACH Optimize Your Way To Success
-KIM-
BRANDING SECRETS
C H A P T E R
01 THIS IS THE PART WHERE YOU LEARN HOW TO MAKE A LASTING IMPRESSION. THE BRANDING PROCESS HAS BEEN CAREFULLY DESIGNED WITH YOUR NEEDS IN MIND. IN THIS CHAPTER, YOU WILL LEARN HOW TO CAREFULLY DEFINE YOUR BRAND AND ALL THAT IT REPRESENTS IN ORDER FOR YOUR BRAND'S IDENTITY AND VALUES SHINE THROUGH.
-KIM-
BRANDING SECRETS
CHAPTER 1 Carefully define your brand and all that it represents. Your brand represents a unique "promise" that you make to every single one of your customers and potential customers. It is the consistency of that "promise" and the overall quality of the delivery of that promise that will encourage your customers to be loyal to your brand. Getting your customers to become loyal to your brand is the only real way to make your brand successful. But in order for your promise to be effective and leave a lasting impression with your audience, it must be distinct and clearly distinguishable from the many other brands (promises) your potential clients will encounter. If you haven't already, start thinking of the following What kind of promise is your brand making? Who is your brand making this promise to? Why is your brand’s promise different from everyone else’s? Why should anyone believe your promise? At a glance, the task of defining your brand may appear quite simple but do not be fooled. Because, successful businesses are the product of hard work and an attention to detail that most people would gloss over. Lets consider McDonalds or Nike for instance...with carefully defined borders, all customers know exactly what these brands stand for. Even if you never specified it on your intial branding expedition, you can start to do so now. Like I said, in order to create a successful brand, you have got take your time!
-KIM-
CHAPTER 1
The golden arches of McDonald’s and the Nike swoosh did not become what they are now in just one day! Defining their brand identity, buyer persona, and developing clear boundaries that can keep customers interested have all been part of their branding strategy. Brands like these continue require (and have required) careful research from beginning-to end. Have you ever walked into McDonald’s to order to purchase a Pepperoni pizza? Will anyone in their right minds drive to Nike to pick up a pair of ruby red stilettos? Of course not! That is as a result of these brands being so carefully defined that we know exactly what to expect and what these brands can deliver. TIP: Customers are far more likely to be loyal to a brand that sends a clear message or has a distinct voice.
-KIM-
CHAPTER 1
Step 1: The first step to defining your brand is thinking carefully about and documenting what your business is good at. I know, I bet you thought it was the fun stuff like picking out colors and designing cute logos-- but that 's not really the first step I recommended. You have to really define your brands purpose, who you are here to serve and what you are offering them before any of that fun stuff can happen. If you don't have a clear understanding of these things, your marketing materials will be all over the place and confuse your potential customers. When it comes to your company, you must focus on what makes you unique and why customers should invest in you. Define your brand and what differentiates it from others. The danger of trying to be excellent in every area or attempting to accomplish too many things at the same time is a major issue among small business owners. Even worse, attempting to establish a "universal" product or service without a specific target audience can be harmful to your business growth as well. Taking on more than you can handle might result in your resources being dispersed too thin. Trying to do everything at the same time is the most effective approach to achieve nothing. The end consequence would be a brand that isn't well defined and lacks loyalty. Consider first.... What are the benefits of using your product or service? Once these points are identified, communicate them consistently across all marketing channels. Striking a balance between quality and quantity is essential for small businesses. Don't try to do too much at once, but rather focus on a few key areas and execute them well. This will result in a more successful company.
-KIM-
CHAPTER 1
Strengths
Opportunities
The characteristics that give a business or project an advantage over others.
Factors that the project could exploit to its advantage.
Weaknesses
Threats
Characteristics that place the business or project at a competitive disadvantage.
Elements of the environment that could cause problems for the project.
Let's start with SWOT! Conducting a SWOT analysis is a simple yet insightful way for entrepreneurs to understand their business strengths and weaknesses. It helps them find out what makes up the core functions of their business, as well as how best to represent those features with an eye towards building trust from potential customers or clients. A good starting point when doing this report would be by looking at your own company's assets in terms of capabilities (ie., talent), market share(percentage owned), and competition - who else offers similar products/services available to the same market? Looking at your company's strengths is a good way to start off your SWOT analysis. What does your company do well? What are its key strengths? Are there any areas where you have a competitive advantage? Once you have a good understanding of where your company stands, you can begin to assess the opportunities and threats that are present in your industry. Your company's strengths will give you a good foundation to build on as you develop your branding strategy. Now you have a clearly defined message in mind, the next step is to choose the right tools to market and spread the word about your brand. The marketing tools that you choose to make use of should then emphasize the core focus of your business.
-KIM-
CHAPTER 1
In doing so, your marketing strategy should also emphasize what your business is not and thus make your clients see that your focus is not on ripping them off. This is an easy way to highlight the difference between you and the competition. A memorable brand is not worth the effort if you are not earning any money and the easiest way to make money is to take out the competition! After assessing the strengths of your business, find three simple words that represent what your business does well. Think of it as-- which three words would you want your clients to use to describe your brand if your brand was a person? WHY BRAND PURPOSE
01
WHAT BRAND MISSION
MISSION STATEMENT FOR
03
YOUR BRAND
02 HOW BRAND VISION
In order to build a unique identity for your brand, this will require that you and your executive team to also carefully define the mission and vision statement of your business. Your next move should be figuring out how to communicate these attributes to your target audience with the utmost simplicity. FACT: A complicated commercial or website is a major turn off to potential clients and will not be very effective at generating sales. TIP: Keep your message simple if your aim is to make your brand memorable and profitable.
-KIM-
CHAPTER 1
Defining your brand and the identity of your brand will require much more than a fancy logo. So don't jump to the "logo design" phase of your branding until you have clearly identified your brand mission, brand message, brand voice, and brand identity. When you are ready for your logo, keep in mind that it must instantly bring to mind what your business does and what your brand represents. One core principle that never fails is to focus on quality, convenience, and simplicity. The identity of your brand should be carefully tied to the value you add to your potential customers lives. Tip: Make your clients think of your product or service as being of the best quality, the easiest to use, the most affordable or even the most durable.
Selling just "hype" will not get you very far. Always remember that your aim is to give your brand a pleasant voice with a distinct identity. And, the ultimate aim is to get your brand voice into the mind of your target audience. Your brand message should make such a deep impression on your target audience that purchasing your product or service should seem like the only sensible choice! You should not have to clutter your website or marketing materials just to get potential clients to remember what your brand represents. To be honest, adding too much "clutter" to your branding will be a waste of time since your brand may become easily confused with others. You want to stand out- not blend in, and sometimes "less is better".
The next chapter will provide further details on building a unique identity for your brand.
-KIM-