Building Your Business Brand
Jan Muhleman, regroup, inc.

Building your brand demands understanding your brand expectations: the expectations you have for your brand and the expectations your customer has for your brand. Do they match? Make sure your brand expectations take into consideration the following:

A. Credibility - do you deliver what you promise? at the quality you profess?

B. Emotional Engagement - how the customer feels about your product.

i. Passion brand provokes feeling in the customer. Example: Harley - brings to mind more than just the product.

II. Low involvement brand can become a passion brand if correctly positioned. Example: a dimmer switch For this type of product it may be necessary to create an emotional attachment by creating an "internal video" for the customer. Choosing words for your message, in this case, should include words that best describe the choice of somewhere between on and off: radiant, tranquil, enchanted, entertaining, reverent, miracle, celebration, smile, style, joy. Result = "Adjust: best light is yours"

C. Loyalty comes in several types and includes:

i. Hand loyalty - habitual, low involvement
ii. Head loyalty - features based, high involvement
iii. Heart loyalty - emotional attachment, high involvement. Examples would include: Health care, child care, elder care

D. Insight about your brand

E. Inspiration to guide your decision making

re:group, inc. RULES FOR REFINING YOUR BRAND MESSAGE

a. re:discover

b. re:define

c. re:design

d. = re:sults

JAN'S RULES for going through the process
A. Stay true to your internal core values

i. Vision

ii. Mission

iii. Values, and

iv. Beliefs

B. Think from the customers' point of view

i. What values are important to the customer?

ii. What is the customer's reward?
iii. How does the customer feel?

iv. What are the rational and measurable benefits to the customer
v. How about attributes - tangible things about the company that distinguish it from all the rest?

C. Use appropriate brand language to communicate with your defined target customer. Careful use of brand language can be transforming. Take these steps:

i. Understand current customer belief & buying behavior.
ii. Determine the customer proposition you want to make clear

iii. To achieve the desired belief & buying behavior
a. Clearly state your brand promise
b. Show your personality in how you cast it all
essence come through ( Example: Safety/Volvo; or Driving Performance/BMW)

D. Leverage your competitive advantage

i. Identify your leveragable assets

ii. Pick four things that set you apart (Example: clean, bright store; or quality product )

iii. Use your Brand Muscles. As an example, if what sets you apart is verbalized in these words: Resourceful, Refreshing, New to You, Recycled, Repurposed, Discovered Treasure, you might settler on a message like, "Find a treasure Save a fortune" OR "It's better than a sales, its resale"

iv. Use Testimonials to have customers substantiate your positive attributes to helps prospective customers understand what experience you give the customer and how you meet expectations.

E. Train Staff :

i. to understand the customer

ii. to know the competition's strengths and weaknesses

iii. to understand the organization's core values

iv. to capture and project your essence

v. to represent your company positively

vi. to meet customers requests with supportive behaviors

Jan's Recommended Reading

Creating Passion Brands, by Helen Edwards and Eric Day

Buy-ology - truth and lies about how we buy, Martin Lindstrom

Open Bran, Kelly Mooney and Nita Rollins

Five Strategies You Can Do Today to Improve Your Internet Marketing Strategy!!
Corey Perlman, Author and President of eBoot Camp
Jessica Perlman, Founder, Creatopia Pottery

Our May meeting was a wealth of immediately usable information from Internet marketing expert Corey Perlman, Author and President of eBoot Camp, and case study evidence of its effectiveness from Jessica Perlman, Founder of Creatopia Pottery who used the strategies to start, grow and recently sell her business. If you missed this one, you missed a truly valuable educational evening. A summary outline of the content is as follows:

1. Web site - HAVE ONE!
A. Make sure your website is listed at www.google.com/local/add/

B. Google looks to match key words from your website so insure your content includes those words people most often use to find your type of business.

i. Use words that your customers use.

ii. Ask friends (and strangers) what words they would use to find you?

iii. Make sure your critical key words are specific and localized.

iv. Evaluate how a search engine sees your website. www.monsterwebpromotion.com is a fantastic evaluation tool that will show you how a search engine sees your website.

2. Title Tag and Meta Tag descriptions
A. Title Tag is less than 10 words. Choose clear, concise, compelling descriptors.

B. Make sure you update your back end coding of your site. This is how your website shows up in Google: by using the title tag and description tag. If you don't tell Google what both should be, they'll guess.

i. The Meta Tag will be the most critical sentences you'll ever write:
- Blue link - tells you who you are.
- Black text - is the convincing statement as to why you're better than the rest.

C. View competing websites; source to see other's Title Tag and Meta Tag description to gain ideas.

3. Link popularity
A. How many different websites have your link on them?

i. The more you link to, the better, however

ii. It is not recommended using a link farm.

B. www.linkpopularity.com

i. Insert your domain name or web address to determine how many others have your link.

C. Use www.google.com/addurl to get your site reevaluated

4. "Hurl your URL"
A. Have your web address on your business card, and

B. Any other information you hand out

i. Brochures

ii. Letterhead

iii. Invoices

iv. Press Releases

v. Articles

vi. Everything!

C. Give it out as much as possible.

5. Create a web presence:
Use eNews, press releases, blogs (online journaling), etc. to insure your visibility in many places he more resources you create on the web the more people can get to your website

A. NEWSLETTERS AND PRESS RELEASES

i. Constant Contact - is a great resource for regular e- news

ii. Frequent press releases - www.free-press- release.com - free site that blasts out to the web (have your key phrases and your website url included)

B. ONLINE NETWORKING OPPORTUNITIES - don't just come up #1, DOMINATE! (Frequency and consistency)

i. LinkedIn, and

ii. Facebook

iii. Blogs - check www.coreypearlman.com

C. ARTICLES

I. Write in your area of expertise

ii. Share your experiences

iIi. Publish instantly on the web at www.Ezinearticles.com.

eBoot Camp by Corey Perlman is available at Border's, Barnes & Noble, and Amazon.com. For an autographed copy, contact him directly at www.coreyperlman.com. Missed this meeting? Want to catch up with Corey? Register for the University Event Planners Educational Conference, June 5, 2009, 8:00 a.m. - 4:30 p.m. being held at the Four Points Sheraton in Ann Arbor. Registration includes breakfast, lunch, and wine reception - $50. Register at www.umich.edu/~uep. Click on Special Events! .

Three down, one to go in our four session marketing series. Debra Power of Power Marketing (www.getmarketingpower.com) began this series helping us better understand Market Research and Target Markets. Jan Muhleman of re:group, inc., continued with Competition, Competitive Advantage and Brand Building. Corey & Jessica of eBoot Camp guided us through some of the endless possibilities of Internet marketing tools. Now it's time to put it all together in a comprehensive marketing plan with Angela Pierro of Zero Gravity Designs. Don't miss this interactive session that uses the homework to guide you through the process.

ANGELA PIERRO OF ZERO GRAVITY DESIGNS, INC
Tuesday, June 9, 2009
6:00 - 8:00 p.m.
Carlyle's Grill
3600 Jackson Rd.
Ann Arbor, MI

We are thrilled to have these business women as new members! Welcome! Make the most of your membership:
Education - attend meetings to learn from our expert speakers on outstanding business topics
Networking - meet other women with whom you can collaborate or use as trusted suppliers
Referral - let others know to whom they should refer you; and return the favor by referring other members
Support - gain valuable insight from others; share your experiences to help them.
We're in this together! Giving to and sharing with one another makes us all better. Welcome to these new sources of expertise:

Tammy Burgess,WMC Events

Beth Ann Knisely, Design329

Mary Lehnert, Women on Wine

Laura Spensley, ServPro of Canton/Washtenaw

Loretta Friend, Loretta Friend, Cabi Consultant

Annie Zirkel, Practice How

Mariah Newborn, Balanced Touch Natural Skin & Body Care

Angel Tarach, Visiting Angels

Kathy Taylor, Sterling Silver Jewelry

Linda Jones, New York Life Insurance

Barbara Roden, Senior Helpers

Don't forget to join our LinkedIn Group! From your LinkedIn account, click on "Groups" and search for Women Business Owners of Southeastern Michigan! Join in the discussions and chats, support another member, provide valuable referrals, conduct surveys of the membership, and more!

Fiscal Fitness for The Growing Business Sponsored by the Michigan Small Business Technology Development Center. Fiscal Fitness is a one-on-one, confidential, financial management consulting process designed to strengthen financial literacy and improve the ability to access capital businesses need to grow. The state- wide training program is sponsored by Fifth Third Bank and will include more than 25 separate workshops hosted by the regional SBTDC offices throughout Michigan. Fiscal Fitness is targeted to non- financial managers and CEOs of businesses that have been operating for a minimum of two years. Register online or call (734) 462-4438 or email inforeq@schoolcraft.edu for details. Registration and a continental breakfast start at 8 a.m. and the seminar runs from 8:30 a.m. until 12 p.m.

First Government-Sponsored Online Community for Small Businesses SBA's Business Gateway Program announced the launch of a new Web initiative http://Community.Business.gov - the first government- sponsored online community built specifically for small businesses. The objective of the Business.gov Community supports the White House's mission to create a transparent and connected democracy, and aims to provide small business owners, bloggers, and the government with a place to discuss and share information about starting and running a successful business. An extension of Business.gov, the Business.gov Community combines discussion forums, blogs, an idea exchange, and more, and offers advanced tools for navigating the labyrinth of government resources, policies, laws, and opportunities that impact the small business owner. Users can share expertise and unique experiences and provide direct input into Business.gov and voice the ways government and the online community can better serve them.

Friday, June 5, 2009 8:00 a.m. - 4:30 p.m. University Event Planners Educational Retreat featuring Corey Perlman of eBoot Camp speaking on Internet Marketing & Social Networks among many other stimulating breakout sessions. Four Points Sheraton, Boardwalk Blvd, Ann Arbor. Register at www.umich.edu/~uep Click on Special Events.

Thursday, June 11, 2009 NAWBO Greater Detroit Annual Meeting Join us for great networking, lunch, celebrate the Chapter Award winners and meet the 2009-2010 NAWBO Greater Detroit Board of Directors and our Corporate Partners. Register at the NAWBO website: http://www.nawbogdc.com

Thursday, June 25, 2009, 7:30 - 8:30 a.m. Inforum Small Business & Entrepreneur Affinity Group Meeting, 20255 Victor Parkway, Suite 180, Livonia For more information about this group, contact Cynthia Grubbs, grubbsc@michigan.org.

Tuesday evening, July 14, 2009 Women Business Owners of Southeastern Michigan Annual Member/Guest Networking Event & Business Showcase Expo. Polo Fields, Ann Arbor. Reserve your booth NOW! http://wbo-mich.org

This email was sent to hhandwerger@yahoo.com by president@wbo-mich.org.

May: Corey & Jessica Perlman, Internet Marketing & Social Networks

Five Strategies You Can Do Today to Improve Your Internet Marketing Strategy!! Corey Perlman, Author and President of *eBoot Camp* Jessica Perlman, Founder, Creatopia Pottery Our May meeting was a wealth of immediately usable information from Internet marketing expert Corey Perlman, Author and President of eBoot Camp, and case study evidence of its effectiveness from Jessica Perlman, Founder of Creatopia Pottery who used the strategies to start, grow and recently sell her business. If you missed this one, you missed a truly valuable educational evening. A summary outline of the content is as follows: 1. Web site - HAVE ONE! A. Make sure your website is listed at www.google.com/local/add/ B. Google looks to match key words from your website so insure your content includes those words people most often use to find your type of business. i. Use words that your customers use. ii. Ask friends (and strangers) what words they would use to find you? iii. Make sure your critical key words are specific and localized. iv. Evaluate how a search engine sees your website. www.monsterwebpromotion.com is a fantastic evaluation tool that will show you how a search engine sees your website. 2. Title Tag and Meta Tag descriptions A. Title Tag is less than 10 words. Choose clear, concise, compelling descriptors. B. Make sure you update your back end coding of your site. This is how your website shows up in Google: by using the title tag and description tag. If you don't tell Google what both should be, they'll guess. i. The Meta Tag will be the most critical sentences you'll ever write: - Blue link - tells you who you are. - Black text - is the convincing statement as to why you're better than the rest. C. View competing websites; source to see other's Title Tag and Meta Tag description to gain ideas. 3. Link popularity A. How many different websites have your link on them? i. The more you link to, the better, however ii. It is not recommended using a link farm. B. www.linkpopularity.com i. Insert your domain name or web address to determine how many others have your link. C. Use www.google.com/addurl to get your site reevaluated 4. "Hurl your URL" A. Have your web address on your business card, and B. Any other information you hand out i. Brochures ii. Letterhead iii. Invoices iv. Press Releases v. Articles vi. Everything! C. Give it out as much as possible. 5. Create a web presence: Use eNews, press releases, blogs (online journaling), etc. to insure your visibility in many places he more resources you create on the web the more people can get to your website A. NEWSLETTERS AND PRESS RELEASES i. Constant Contact - is a great resource for regular e- news ii. Frequent press releases - www.free-press- release.com - free site that blasts out to the web (have your key phrases and your website url included) B. ONLINE NETWORKING OPPORTUNITIES - don't just come up #1, DOMINATE! (Frequency and consistency) i. LinkedIn, and ii. Facebook iii. Blogs - check www.coreypearlman.com C. ARTICLES I. Write in your area of expertise ii. Share your experiences iIi. Publish instantly on the web at www.Ezinearticles.com. *eBoot Camp* by Corey Perlman is available at Border's, Barnes & Noble, and Amazon.com. For an autographed copy, contact him directly at www.coreyperlman.com. Missed this meeting? Want to catch up with Corey? Register for the University Event Planners Educational Conference, June 5, 2009, 8:00 a.m. - 4:30 p.m. being held at the Four Points Sheraton in Ann Arbor. Registration includes breakfast, lunch, and wine reception - $50. Register at www.umich.edu/~uep. Click on Special Events! . Read on...

June Educational Opportunity - Creating a Comprehensive Marketing Plan

Three down, one to go in our four session marketing series. Debra Power of Power Marketing (www.getmarketingpower.com) began this series helping us better understand Market Research and Target Markets. Jan Muhleman of re:group, inc., continued with Competition, Competitive Advantage and Brand Building. Corey & Jessica of eBoot Camp guided us through some of the endless possibilities of Internet marketing tools. Now it's time to put it all together in a comprehensive marketing plan with Angela Pierro of Zero Gravity Designs. Don't miss this interactive session that uses the homework to guide you through the process. ANGELA PIERRO OF ZERO GRAVITY DESIGNS, INC Tuesday, June 9, 2009 6:00 - 8:00 p.m. Carlyle's Grill 3600 Jackson Rd. Ann Arbor, MI Read on...

Welcome New Members!

We are thrilled to have these business women as new members! Welcome! Make the most of your membership: Education - attend meetings to learn from our expert speakers on outstanding business topics Networking - meet other women with whom you can collaborate or use as trusted suppliers Referral - let others know to whom they should refer you; and return the favor by referring other members Support - gain valuable insight from others; share your experiences to help them. We're in this together! Giving to and sharing with one another makes us all better. Welcome to these new sources of expertise: Tammy Burgess,WMC Events Beth Ann Knisely, Design329 Mary Lehnert, Women on Wine Laura Spensley, ServPro of Canton/Washtenaw Loretta Friend, Loretta Friend, Cabi Consultant Annie Zirkel, Practice How Mariah Newborn, Balanced Touch Natural Skin & Body Care Angel Tarach, Visiting Angels Kathy Taylor, Sterling Silver Jewelry Linda Jones, New York Life Insurance Barbara Roden, Senior Helpers Don't forget to join our LinkedIn Group! From your LinkedIn account, click on "Groups" and search for Women Business Owners of Southeastern Michigan! Join in the discussions and chats, support another member, provide valuable referrals, conduct surveys of the membership, and more! Read on...

Opportunities

Fiscal Fitness for The Growing Business Sponsored by the Michigan Small Business Technology Development Center. Fiscal Fitness is a one-on-one, confidential, financial management consulting process designed to strengthen financial literacy and improve the ability to access capital businesses need to grow. The state- wide training program is sponsored by Fifth Third Bank and will include more than 25 separate workshops hosted by the regional SBTDC offices throughout Michigan. Fiscal Fitness is targeted to non- financial managers and CEOs of businesses that have been operating for a minimum of two years. Register online or call (734) 462-4438 or email inforeq@schoolcraft.edu for details. Registration and a continental breakfast start at 8 a.m. and the seminar runs from 8:30 a.m. until 12 p.m. First Government-Sponsored Online Community for Small Businesses SBA's Business Gateway Program announced the launch of a new Web initiative http://Community.Business.gov - the first government- sponsored online community built specifically for small businesses. The objective of the Business.gov Community supports the White House's mission to create a transparent and connected democracy, and aims to provide small business owners, bloggers, and the government with a place to discuss and share information about starting and running a successful business. An extension of Business.gov, the Business.gov Community combines discussion forums, blogs, an idea exchange, and more, and offers advanced tools for navigating the labyrinth of government resources, policies, laws, and opportunities that impact the small business owner. Users can share expertise and unique experiences and provide direct input into Business.gov and voice the ways government and the online community can better serve them. Read on...

Strategic Partners Upcoming Events

Friday, June 5, 2009 8:00 a.m. - 4:30 p.m. University Event Planners Educational Retreat featuring Corey Perlman of eBoot Camp speaking on Internet Marketing & Social Networks among many other stimulating breakout sessions. Four Points Sheraton, Boardwalk Blvd, Ann Arbor. Register at www.umich.edu/~uep Click on Special Events. Thursday, June 11, 2009 NAWBO Greater Detroit Annual Meeting Join us for great networking, lunch, celebrate the Chapter Award winners and meet the 2009-2010 NAWBO Greater Detroit Board of Directors and our Corporate Partners. Register at the NAWBO website: http://www.nawbogdc.com Thursday, June 25, 2009, 7:30 - 8:30 a.m. Inforum Small Business & Entrepreneur Affinity Group Meeting, 20255 Victor Parkway, Suite 180, Livonia For more information about this group, contact Cynthia Grubbs, grubbsc@michigan.org. Tuesday evening, July 14, 2009 Women Business Owners of Southeastern Michigan Annual Member/Guest Networking Event & Business Showcase Expo. Polo Fields, Ann Arbor. Reserve your booth NOW! http://wbo-mich.org Read on...