Episode C.008 Product & Service, and Owner Branding

Introduction
Branding has significantly changed over the last decade because of social media. A single branding statement is no longer enough because of the various media channels.  The most successful small businesses have created three levels of branding statements: the company, its core products and/or services, and the owner or key members.

Product/Service Branding is the use of a name, term, symbol or design to give your product or service a unique identity. There are three major options: manufacturer branding vs. private labels; individual branding vs. family brands; and co-branding. For purposes of this Show we will focus on Individual Brand and is typically used for the Product / Service Section of your website. The goal is to create a rational connection between features of your offer and the customer's need.

Brand Components
Descriptions

• Product Name: Product or Service name; make it as descriptive and short as possible – no explanation necessary.
• Product Tag-line: Two or three words that describe the benefit; the creation of a unique rational selling proposition.
• Product Icon: Symbols that provide meaning; a visual image, color palette, music.
• Usage Rituals: How does the Product or Service become part of the customers day-to-day reality.
• Product Sacred Words: Creating a new language for your impact on their Competitive Advantage (B2B) or Life Style (B2C).

Brand You: Your Roots, Philosophy, Credentials, Abilities, Uniqueness, and Associations. It has to be unique and interesting to remain in the mind of your customers. The goal is to create a personal connection between the owner and the customer.

Brand Components
Descriptions

• My Roots: Where did you come from, what is your journey from the beginning to today
• My Philosophy: What do I Believe, and What is My Mission?
• My Credentials: What Formal Training or Education have I received, and What have I Learned?
• My Abilities: What Specific Skills do I possess that are Relevant to Customers?
• My Uniqueness: What do I Different that makes me the Right Choice?
• My Associations: Who are my Teachers, Mentors, and other Thought Leaders that helped along the way?