The 3 Dimensions of Brand

Introduction

Why Brand? The need to create an effective brand that provides an unique ‘picture’ has never been more important. If every landscape company looks the same how does the customer make a buying a decision? That is easy – they go to price.

Branding has 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 executive.

What You Need to Know

This Executive Summary will cover the 3 Dimensions of Brand:

1. Company Brand
2. Service (or Product) Brand
3. Owner Brand

1. Company Brand. This is the umbrella brand that describes the company – a summary of who you are and what you are about. Its purpose is to make an emotional connection with potential customers. Great brands become Top of Mind because they create a culture of belief. Typically used for your Home and About Us pages to tell a story.
2. Service Brand. Branding is  a name, term, symbol or design to give your product or service an unique identity. Its purpose is to make a Rational Connection with potential customers. Typically used for the Product / Service Section of your website to explain how you satisfy their needs.
3. Owner Brand. Your Roots, Philosophy, Credentials, Abilities, Uniqueness, and Associations. Its purpose is to make a Personal Connection with Potential Customers. Typically used on the About Us and the Team pages to reduce their risk.

What You Need To Do

1. Company Brand. In order to make an Emotional Connection, there are 6 questions you need to answer:

• Your Creation Story – How was the company created, what are its roots and     reason for being; attractive and compelling – make people want to join or be associated with; the creation of an emotional selling proposition.
• Your Creed – What do we believe in; used as a motto or tag-line.
• Your Icons – Symbols that give meaning; a visual image; your color     palette; your music.
• Your Rituals – How do you become part of the customers day-to-day reality, how do they join or become associated with your company.
• Your Sacred Words – Creating a new language for your impact on their     Competitive Advantage (B2B) or Life Style (B2C), used as keywords for Search Engines.

2. Service Brand. In order to make an Emotional Connection, there are 5 questions you need to answer:

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

3. Owner Brand. In order to make an Emotional Connection, there exists 6 questions you need to answer:

• Your Roots – Where did you come from, what is your journey from the     beginning to today?
• Your Philosophy – What do you Believe, and What is your Mission?
• Your Credentials – What Formal Training or Education have you received, and     What have you Learned?
• Your Abilities – What Specific Skills do you have that apply to Customers?
• Your Uniqueness – Why are you Different and how does that make you the Right Choice?
• Your Associations – Who are your Teachers, Mentors, and other Thought     Leaders that helped along the way?

Where You Can Get Help

1. Company Brand. As part of your download, complete the Company Brand Job Aid and post questions in the Lawn Dogs Facebook Group. We will respond within 24 hours.
2. Service Brand. As part of your download, complete the Service (Product) Brand Job Aid and post questions in the Lawn Dogs Facebook Group. We will respond within 24 hours.
3. Owner Brand. As part of your download, complete the Owner Brand Job Aid and post questions in the Lawn Dogs Facebook Group. We will respond within 24 hours.

Summary

The days of hiring an expensive branding consultant are over. Every business owner can in one day create an unique and powerful brand that attracts the right customers. Stop trying to sell your offer and use the website and social media to find buyers. For more information contact William Eastman@804.433.3886.