Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success

Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success

by Elaine Fogel

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Overview

Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success by Elaine Fogel

There are plenty of hurdles to overcome running a small business. It may have excellent products and services, investment capital, and an ideal location, BUT, if its brand is lackluster or nonexistent, success will be that much harder to attain.

Your small business’ brand is more than its logo, look, and colors. It emanates from the mindsets, attitudes, and behaviors of anyone and everyone involved in it. And, since success depends on its brand reputation, it’s critical that you do everything possible to ensure that your customers’ experiences are amazing.

Beyond Your Logo delivers 7 strategic ideas with loads of free and low-cost tactics and resources you can implement and use immediately. And, you don’t need any marketing or branding experience to benefit from the guidance Elaine gives you!

Whether you own an existing small business, work for one, or are starting a new one, learn the concepts and tools that can take your company well Beyond Your Logo.

HERE ARE SOME OF THE THINGS READERS WILL LEARN:

  • What a brand is and why building a strong one is essential to small business success
  • How to put customers at the center of every action
  • Where to find low or no-cost marketing and branding help for your small business
  • Why and how professionalism pays off
  • How being nimble and quick is an advantage to small businesses
  • What Small Business Social Responsibility (SBSR) is and how to practice and benefit from it
  • Why developing a small business marketing and branding strategy is important for success

The book includes:

  • A complete guide for developing your company's marketing and branding strategy
  • Both American and Canadian resources and references
  • Downloadable Bonus Material
  • Charts/graphics
  • Testimonials from bestselling business authors and marketing thought leaders
  • Publisher's Cataloging-In-Publication Data for libraries (print edition)

Readers' Favorite Five Star Award

Product Details

ISBN-13: 9780996661317
Publisher: Compass Press LLC
Publication date: 11/01/2015
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 290
File size: 2 MB

About the Author

As an author, speaker, marketer, brand and customer experience evangelist, educator, and consultant, Elaine Fogel engages, entertains, and motivates audiences and readers with stories and lessons gleaned from her diverse career as a singer, educator, television show host, and marketing executive. Originally from Canada, she has worked with celebrity spokespeople; produced television and radio spots; served as a spokesperson in national media; and stewarded relationships with corporate partners such as Nike, Ford, Aventis, and Air Canada. She has written, produced, and developed materials on ad agency contract for major corporate clients such as Kraft, Procter&Gamble, Nestlé Carnation, and Warner-Lambert. Elaine has been a contributing writer to The Business Journal, and contributes to MarketingProfs, SmallBizClub (founded by NFL Hall of Famer and author, Fran Tarkenton), Business2Community,and Kingged.com. People in 100+ countries have read her blog, Totally Uncorked on Marketing, and her articles have appeared in many print and digital publications. Elaine has been a faculty associate at Arizona State University and is a professional member of the National Speakers Association. Interviewed by NBC News and CNN, she is a sought-after marketing and branding thought leader who specializes in small-to-medium businesses and nonprofit organizations.

Table of Contents

IDEA #1: A STRONG BRAND IS ESSENTIAL FOR SMALL BUSINESS SUCCESS

  • BENEFITS OF BUILDING YOUR SMALL BUSINESS BRAND
  • DIFFERENTIATION IN A CROWDED MARKETPLACE
  • ELEMENTS OF A STRONG BRAND
  • IDEA #1 TAKEAWAY

IDEA #2: PUT CUSTOMERS AT THE CENTER OF EVERY ACTION

  • CUSTOMER-RELATED TERMS
  • THREE CUSTOMER TYPES
  • CUSTOMER SERVICE - THE HEART OF A CUSTOMER-CENTRIC BRAND
  • CUSTOMER ENGAGEMENT - THE SOUL OF A CUSTOMER-CENTRIC BRAND
  • TOP 10 BENEFITS YOUR SMALL BUSINESS CAN GAIN BY ADOPTING A STRONG CUSTOMER-CENTRIC MINDSET
  • MANAGING EXTERNAL CUSTOMERS
  • 20 WAYS TO TRANSFORM YOUR BUSINESS TO A CUSTOMER-CENTRIC MINDSET
  • TIPS ON ACHIEVING INTERNAL CUSTOMER CENTRISM
  • FOSTERING AUTHENTIC BUSINESS RELATIONS
  • IDEA #2 TAKEAWAY

IDEA #3: GET MARKETING AND BRANDING HELP WHEN YOU NEED IT

  • LEARN WHAT YOU CAN
  • DO SOME RESEARCH
  • HIRING A MARKETING AND BRANDING CONSULTANT OR AGENCY
  • IDEA #3 TAKEAWAY

IDEA #4: PROFESSIONALISM PAYS OFF

  • MAINTAIN A CLEAN, TIDY, AND SAFE WORK ENVIRONMENT
  • APPEARANCES COUNT
  • COMPANY VEHICLES
  • SIGNAGE BUSINESS
  • ETIQUETTE
  • CUSTOMER COMMUNICATION
  • ETHICS AND BEHAVIOR
  • BUSINESS DOCUMENTS AND WRITTEN COMMUNICATION
  • CHOOSING THE "RIGHT" HIRES
  • BE GRACIOUS WHEN THINGS GO WRONG
  • IDEA #4 TAKEAWAY

IDEA #5: BE NIMBLE. BE QUICK.

  • KEEP ON TOP OF THINGS
  • SMALL BUSINESSES CAN "TURN EASIER" THAN BIGGER ONES
  • SMALL BUSINESSES CAN TEST THE WATERS
  • SMALL BUSINESSES CAN EASILY COLLABORATE
  • SMALL BUSINESSES CAN TAKE MORE CALCULATED RISKS
  • MAINTAINING A SMALL MENTALITY
  • IDEA #5 TAKEAWAY

IDEA #6: DEMONSTRATE SMALL BUSINESS SOCIAL RESPONSIBILITY

  • BENEFITS OF PRACTICING SMALL BUSINESS SOCIAL RESPONSIBILITY
  • WAYS TO PRACTICE SBSR
  • IDEA #6 TAKEAWAY

IDEA #7: BE STRATEGIC

  • MARKET & SITUATION ANALYSIS
  • MARKETING & BRANDING STRATEGY
  • MARKETING & BRANDING TACTICS
  • METRICS
  • IDEA #7 TAKEAWAY

BONUS MATERIAL: LOGO AND PRINTING TIPS

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Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success 5 out of 5 based on 0 ratings. 1 reviews.
ReadersFavorite More than 1 year ago
Reviewed by Teodora Totorean for Readers' Favorite Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success by Elaine Fogel concentrates on what is a brand, how to build it, and why it is important even for small businesses. The book covers everything you need to know about running a small business, from the importance of an impeccable customer service to other aspects such as: dress code, work ethics, workplace etiquette, telephone manner and how to use various channels of communication – telephone, email, live chat and social media. The book also covers the difference between strategy and tactics, and why they are both important for your business, and provides extensive advice on marketing and branding. The latter includes: brand vision, brand values and brand personality among others. There are many references to different resources and graphics to support the concepts which complete the book. If you are a business owner or you are about to start your business, Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success by Elaine Fogel is the book for you. Easy to read and understand, the book is packed with advice from the author’s experience as well as real life examples of dos and don’ts. The chapters are well organized, the language is partly specialized, but the terms are all explained and the concepts are easy to apply to your own business. I particularly enjoyed the chapter about customer service which is helpful, not just for business owners but for consumers as well. Beyond Your Logo is the kind of book that invites you to take notes as you read so at the end of it you will have a solid business plan that you can re-read, amend and adjust as your business evolves.