Unveiling the Essence of Building an Authentic Business Brand
Discover the transformative journey of crafting a genuine and impactful business brand that resonates authentically in the competitive marketplace. Join Reggie Holmes, CEO of Enthuse Creative, on September 21, 2023, for an enlightening session on navigating challenges, defining authenticity, and aligning personal and business brands successfully.
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Beyond Bragging: Building an Authentic Business Brand September 21, 2023 Presented by: Reggie Holmes, Enthuse Creative
Introduction Mission Statement: I help Entrepreneurs and Entities with Big Ideas to Create Big Impact while building a brand they are enthusiastic about. Reggie Holmes CEO & Creative Director Brand Strategist & Designer Thinker & Doer
GOALS & TAKEAWAYS GOALS & TAKEAWAYS Beyond Bragging: Building an Authentic Business Brand We want to acknowledge and answer some of the objections we have to the idea of talking about ourselves or our businesses.
GOALS & TAKEAWAYS GOALS & TAKEAWAYS Beyond Bragging: Building an Authentic Business Brand We want to understand and appreciate the process that is involved with communicating about ourselves or our business
GOALS & TAKEAWAYS GOALS & TAKEAWAYS Beyond Bragging: Building an Authentic Business Brand We want to identify what it means to be authentic and highlight why that is important and valuable in today s marketplace.
GOALS & TAKEAWAYS GOALS & TAKEAWAYS Beyond Bragging: Building an Authentic Business Brand We want to clarify and focus on business brand, while also acknowledging personal brand
Building an Authentic Brand: Our Approach Building an Authentic Brand: Our Approach What? Why? How?
A lesson from my early days in business that I learned from an executive coach
What is the Role of an Authentic Brand?
What is a Brand? What is a Brand? Brandis your entity s unique, composite identity. Branding is the associations and assets that communicate this identity. Brand is one of your business most valuable assets. Brand is: Communicating your Values with Value Brand is Created with Purpose and Communicated as Promise Relational vs. Transactional Expression & Experience Quality & Quantity
What makes up a brand? What makes up a brand? Brand Elements (tangible) Brand Elements (intangible) Taglines Logo Colors Social Media pages Brand Personality/Voice Packaging Mission/Vision/Values Mascots Value Proposition Banners/Signs Phrases & Keywords Website
Brand sits at the intersection of Logic and Magic. - Marty Neuimaier, Brand Gap
What does it mean to be What does it mean to be authentic authentic? ? Authentic (adj) Meaningful Accountable Purpose-driven and thoughtful Conscientious What you say, show, and share genuinely reflect what you represent and produce.
Brands are created by people, to serve people. People were not created to serve brands.
What is the Role of an What is the Role of an Authentic Authentic Brand? Brand? 4 Functions of Brand Identify - create awareness by showing who you are in a way that is meaningful and memorable Differentiate - heighten awareness by showcasing what makes you unique and valuable Communicate - share information that gives knowledge and context and opening for deeper understanding Connect - nurture relationship by creating positive mental, social and emotional associations
Modern consumers see themselves in relationships with brands. So, the more you can add human dimensions to your brand, the better it will be able to connect with these customers.
What is the Role of an What is the Role of an Authentic Authentic Brand? Brand? Branding really comes down to 2 things: Position Perception It s a two-way street, Diplomat vs. Dictator Your brand is a bridge, a connection between who you serve and what you sell.
Authentic Brands: Don t Tell and Sell, they Reflect and Connect
Where Does Personal Brand Fit in the Equation? Where Does Personal Brand Fit in the Equation? Sometimes, the person is the brand. This has risen in prominence in recent years. Because brands connect people to things, and because we work with people, personal brands are important and valuable. Your personal brand is distinct, but connected to your business.
Why is it Important to Have An Authentic Brand?
Why is it Important to Have an Why is it Important to Have an Authentic Authentic Brand? Brand? People still like to work with people they know like and trust. Brand is a gateway to trust and credibility. There is unprecedented saturation and competition. How do you stand out? People want and need to make purchasing decisions more quickly, despite more options. People are less trusting of corporate entities and experts, more cynical and more cautious. They do their own research and investigation.
Why is it Important to Have an Why is it Important to Have an Authentic Authentic Brand? Brand? Before you build your business, people know you (your professional reputation) more than your business. Facilitates valuable, long-term relationships with loyal customers. Makes is easier to ask for and acquire testimonials and referrals. Clarity and alignment for important business decisions. Provides insulation in the event of a scandal or crisis.
Why is it Important to Have an Why is it Important to Have an Authentic Authentic Brand? Brand? 88 percent of consumers say that authenticity is a key factor when deciding what brands they like and support. (Stackla, 2021).
Why is it Important to Have an Why is it Important to Have an Authentic Authentic Brand? Brand? Before you build your business, people know you (your professional reputation) more than your business. Facilitates valuable, long-term relationships with loyal customers. Makes is easier to ask for and acquire testimonials and referrals. Provides insulation in the event of a scandal or crisis.
How Can You Build an Authentic Brand?
How Can You Build an How Can You Build an Authentic Authentic Brand? Brand? Before you build your business, people know you (your professional reputation) more than your business. Facilitates valuable, long-term relationships with loyal customers. Makes is easier to ask for and acquire testimonials and referrals.
Building an Building an Authentic Authentic Brand: Lead with Value(s) Brand: Lead with Value(s) Shared Value & Shared Values: Sharing the same goals, ideals and values builds trust. You are able to instantly connect with those that share those values. You recognize and acknowledge that your goal is to create a valuable relationship for the customer and the business. This impacts how you speak to your customers.
Building an Building an Authentic Authentic Brand: Visible X Viable Brand: Visible X Viable Grand Brand Equation: Visible X Viable = Valuable Increase your visibility make sure the right people see and know you Increase your viability make sure the right people know that you can solve their problems Increase your value go from one among many to the only one for the job
Building an Building an Authentic Authentic Brand: Self Brand: Self- -Awareness Awareness Where are you today in light of a) where you ve been and b) where you are going? Humor a funny thing happened Humanity we are people too Humility we messed up, we learned a lesson
Building an Building an Authentic Authentic Brand: Humanize It Brand: Humanize It If your brand were a person Where would it go? What types of people would it engage with? What kinds of conversations would it engage in or avoid? How would it go about making the world a better place?
Building an Building an Authentic Authentic Brand: Show & Tell Brand: Show & Tell Stories help us share resonant, relevant information in a way that is easy to digest and remember Stories are innate and remain stuck in our brain more than stats and facts. Consider the story of the Significant Objects Project
Building an Building an Authentic Authentic Brand: Storytelling Tips Brand: Storytelling Tips Curiosity Observe and ask questions Capture Note everything! There are stories are everywhere. Connect Strive to see patterns and relationships. Craft Don t worry about final form, just create. Communicate Share what you create with your team/audience.
Building an Building an Authentic Authentic Brand: Storytelling Types Brand: Storytelling Types We tried, then we failed, then we tried again. We had a problem that no one could solve, so then we did. We recognized an unmet need, an unserved customer. Taking up a new challenge after conquering something else.
Building an Building an Authentic Authentic Brand: Simple Framework Brand: Simple Framework 1. Know Yourself 2. Know Your Audience 3. Show Up 4. Show Off 5. Monitor, Measure, Modify
Your brand is both a journey and a destination. It reflects an actuality and an aspiration.
Questions/Comments Questions/Comments Reggie Holmes Owner/Creative Director Enthuse Creative, LLC (703) 672-1763 reggie@enthusecreative.com www.enthusecreative.com
