Recognition is the most important aspect of building great momentum in your business. from here looking at the whole branding conversation on this. Branding is more than just your brand or your logo it’s literally everything you do so branding is an activity about how we get out to the marketplace in a super effective way with that surprise there is a branding x-factor four components to it the first is positioning deciding and getting clear on how you want to be positioned with your clients out in the marketplace and importantly your prospective clients as well from there your personality. If your brand had a personality what would it be fun would it be serious would it be steadfast would it be aggressive what is your brand personality? We’re going to do a great exercise today to start to explore that in where you want to be positioned and how you want your personality to start to live in your business from there we’re going to look at brand congruence now congruence of your brand is incredibly important. You see if you’re clear on your positioning if you clear out also on your personality then everything you do needs to be aligned to that every piece of marketing material. Every conversation you have with a team member they all need to be congruent because at the moment they’re either being congruent thumbs up or they’re not congruent thumbs down to how you want to be perceived in the marketplace and the final point. Here is what is your brand promise what are you promising to me and once again is everything we do align to that particular promise. now we did look at before the difference between branding and marketing it’s important for us to have because there is a difference and sometimes we roll these two in but we think up front. If we get clear on these two it’ll help us as we start to get into the whole branding insight so confusion does rain around branding is it our logo? is that what it brand is? you know is there this difference between branding and marketing does it really apply to you because not a big business well we say absolutely yes and the team here at Brinito knows the value when you have a great brand you see ultimately what we’re working towards as a business for you is to help you with the five principles because when we start to work on those we’re adding significant value not only on a day-to-day basis to you but overall. let’s have a look at the five principles now well the first one of those is growth we absolutely committed to you growing your business secondly is enhancing your profit performance growth without profit performance doesn’t make a lot of sense nor does profit make a lot of sense without having a great cash flow these three are incredibly important one to reduce your stress and improve your confidence as a business leader and also create a situation we’ve got the funds to be able to invest in the most appropriate way from their increasing your asset value and importantly protecting and selling your asset selling your business. now some of you say I’ve got no intentions to sell my business but you know what you do want to protect it and when you’ve got a business that is saleable you might want to keep it but if you don’t have a business that is saleable then you really don’t have an asset that you can realize at some particular point in time we don’t know what twists and turns around the corner having a business that is saleable that could be sold is incredibly important so your brand and your branding conversation is incredibly important with this is it something you need to do today immediately is it going to scream as loud as a phone call from a client or a team member with an issue the answer is no but ultimately if you look at the long term value and what you want to create your brand and your branding process is incredibly important to building your business so let’s have a look at a definition of branding well really it is a sum total of everything that you do a way of saying that then is simply it’s a promise and your promise wrapped up in the experience that clients have of doing business with you or any time that your business touches a client or your clients touching your business quite simply that is what the essence of branding is all about marketing on the other hand is this goal oriented activity with its purpose its primary purpose being to achieve your desired outcomes now let’s have a look at the flip chart on this one because we’d like to expand this a little bit more make sure it crystal clear on the purpose of marketing so as a business owner and a business leader you’re looking fundamentally to produce great results now results could be considered thee the 5 principles we’ve already spoken about wherever you are today the direction you wanna hit is towards these results and ultimately the faster you can get towards those results the better from a marketing point of view there are two key aspects here remember we said it’s goal-oriented activity towards the result we talked about consistent and constant we talked about frequency building trust it’s actually a very important part of the business to results we’re looking for then specifically from our marketing we want to increase the number of clients that we’ve got so our client numbers and then second one that want to do is to increase the cash that they invest when they actually come and purchase off us see very very simple goals so we could actually look at the success of our marketing remember we’re talking about direct response to a great degree in terms of marketing is how effective was it in terms of growing your clients importantly keeping our existing clients as well retaining those clients and how effective were we in terms of growing the Rs per transaction and importantly in there is the frequency how many times they come back to you and buy a few over and over again so marketing literally is this particular path here and the more effective your marketing we see it not as a cost of doing business but ultimately an investment in you building a brilliant business that’s achieving the 5 principles through the process of increasing number of clients and increasing the money that your clients are actually investing in your particular business why because your business is adding value to customer it’s an X Factor business quite simple but very very important as we start to get into this.
