Route 66 branding for small business

Why Route 66? 

The first major highway funded by the government span from Chicago to Los Angeles traversing many Midwestern states. It was along this route, and many other original routes developed later that independently owned small businesses flourished.

What you can expect

I offer my insight to you because not only have I worked in several small businesses–whether I was working my way through school or as a part-time gig for some extra dough [for my wedding] but I am also a committed frequenter and supporter. I am fired-up passionate about empowering the small-business owner with some of the very tools that the conglomerates use to maneuver their way into the towns business owners like you work so hard to serve and stabilize yourselves in.

Session 1, segment 1: Branding basics 
Looking for information on what branding can do for your small business? Check out the video below and download my brand discovery actionsheet.

Download: Brand discovery actionsheet

Session 1, segment 2: Building a brand strategy for your business
Once you've solidified your brand foundation you can move on to how a brand can help build a long-term strategy for your business. Brand and strategic marketing expert, Lance Porter, PhD. tells you how.

Session 1, segment 3: Basics of building a strategic plan for your business

In the last segment, Lance Porter explained that you "you don't really have a business unless you have a brand" meaning that, each business needs its own identity to differentiate itself and drive its business forward. He emphasized that you can build a business strategy around your brand.

In the following PowerPoint, I provide you with an overview on how to do this.

For additional reading when you're ready, I recommend "Strategic Communications Planning" by Laurie Wilson and Joseph Ogden. It's an easy and step-by-step guide.

*You can enlarge the document, open it in a new window and/or download it by selecting the arrow in the upper right-hand corner of the document view. 

Session 1, segment 4: Building your brand through social media
For this next segment, I did a little old-fashioned man-on-the-street journalism work. I walked around Ocean Springs, MS and interviewed seven different small-business owners. 

We talked about many different things but mostly about their understanding and use of social media.

The common thread among the conversations was that the owners felt pressured to establish a social media presence – particularly on Facebook – and their interest and understanding of its benefits, uses, and functionality ranged from very modest to moderate.

In this video, I capture each business owner’s question with regard to their business' Facebook page. Check out my responses to their questions and additional helpful information here. 

Session 1, segment 5: Get people talking about your brand

Word-of-mouth marketing (WOMM) is one of the best ways to promote your brand. 

WOMM is any business action that results in a customer recommendation. 

Check out this awesome infographic from the Word of Mouth Marketing Association that shows just how powerful WOM can be. 

The typical American mentions specific brand names 60 times per week - that's 60 times - in online and offline conversations. Why not capitalize on this and thank your customers for their recommendations? 

As a small business, you know your customers well and new ones will tell you if they received a recommendation from a friend. Be sure to thank your regular customers for sending you new business.   

Give them something to talk about - because they'll most likely say something nice. 66% of brand-related convos are "mostly positive."

Keep the conversations going. Online and offline. Interact with your customers and ask for feedback on new products, services, events or promotions. 

If they believe in it AND they receive a great experience, they will keeping coming back.

55 % of customers recommend a company because of its customer service. Remember back in segment one when I told you about the elements of a brand? 

Those elements included how your customers experience your brand, and the better the experience the more profit that means for you.

WOM drives 54% of purchasing decisions! Listen to what your customers are saying about your brand and and you'll find ways to improve your business.

Session 1, segment 6: Build your brand by supporting your business neighbors

We've come to conclusion of this series on branding basics for small business. I hope you've learned a lot, or at least enough to encourage you to find out more about the branding process and what it can do for your business.

For this last segment, I want to talk about paying it forward. Supporting your local small-business neighbors builds relationships with those that will want to return the favor. Which means, talking about your brand, sharing your messages and the unique experience that makes your business, product, or service worth the customer's time.

The shops in downtown Ocean Springs seem to understand this concept clearly as evident by the flyer I found in the dressing rooms or on the counters while I checked out. Cindy Baxter (retail consultant) started the 3/50 project. Her project was fueled by an online post she came across following some media hoopla about the economy, spending practices and another successful small business experiment story shared by a friend. She wanted to take action. Read the full story here.

The premise: 

1. Pick 3 of your favorite small businesses 
2. Spend $50 a month 
3. For every $100 spent in independently owned stores, $68 of that returns to the local community.

So the next time your on your lunch break, mozy next door and talk to the staff or owner. Get to know each other and discover what makes his or her business unique. You will have a new small-business ally and more more importantly a brand ambassador.

I've enjoyed sharing this time with you. And please, contact me at anytime with questions or comments.