Jon Ward on Secrets of the Champions

Suzi interviews Jon Ward for the Secrets of the Champions at the Leader's Clubhouse. He's a strategic expert on branding for business growth. This podcast will help you leverage your brand to increase sales. Key Points: - Branding is not just for big companies. Every business has a brand. - Brand is the living contact point between your company and your customer. -It’s about what you mean to your prospects and customers. -It drives business growth. It’s the fulcrum of the entire business, not at the periphery. -There’s a single point at the center of every business, it’s the split second moment where someone decides to buy your services, and understanding that moment is the key to your brand. -It’s not about features, benefits, plusses, minuses, comparison to competitors, it’s just about the buyer feeling good about it and buying at that specific moment of choice. -The feeling of trust is fundamental and a sense of ownership (“this is for me”) is present. -Neurons in our brain connect to brands. -Intentionally design what that feeling or “brand sensation” is going to be. -Problem is if you’re trying to address multiple audiences with radically different challenges. You might want to sub-brand your business for each audience you sell to. - It’s not about you, it’s about your customer, client, user, buyer. -All buying decisions are emotionally driven. “Yes, this feels right!” - Instead of digging the tunnel from where we are, from coaching to the customer, do it the other way and start digging from the customer to the coaching. What do they want? -Brand Triangle: Customer (emotional condition). Product (what’s being sold). -Competitive Space. Point in the center is the brand. The “singular idea”. -Apply Law of Consistency to reinforce the singular idea and the brand personality to create force field that people are drawn to. -The psychology of the buying moment is the same for big brands and for small purchases. Your entire business hangs on that split second moment.