Brenda S. Bence is an internationally-recognized branding expert, Certified Speaking Professional, Certified Executive Coach, and the award-winning author of five corporate and personal branding books.
With an MBA from Harvard Business School, Brenda spent the first 20 years of her career building mega brands for companies like Procter & Gamble and Bristol-Myers Squibb, where she was a senior executive responsible for billion-dollar businesses across four continents and 50 countries.
In 2002, Brenda left the deep-pocketed corporate branding world to start her own company - Brand Development Associates International, Ltd ("BDA"). From scratch - and with almost empty pockets - Brenda used inventive, low-cost methods to build her own international brand. Now doing business across 30 countries and with offices in both the U.S. and Asia, BDA provides training, speaking, and executive coaching services to clients located across six continents.
Today, Brenda travels the globe speaking, training, and coaching entrepreneurs, solo-preneurs, SMEs, and large corporations alike how to achieve greater business success through creative, practical, yet low-cost brand development. Visit www.BrendaBence.com, and www.BDA-Intl.com.
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Smarter Branding Without Breaking the Bank: Five Proven Marketing Strategies You Can Use Right Now to Build Your Business at Low Cost - or No Cost at All
In this course, international branding expert Brenda Bence has created the definitive guide to branding on a tight budget.
Your competitors and customers won’t wait around for you to get your branding act together. But building a strong brand is only for huge companies with loads of time, money, and marketing staff, right?
Not so fast! If you believe you lack the money, people, time, or ideas to create a thriving brand, think again. In fact, you have FIVE powerful marketing resources you can use right now to get big-brand results at little or no cost.
Step One: Shift your mindset.
In this course, Smarter Branding Without Breaking the Bank, international branding expert Brenda Bence has created the definitive guide to branding on a tight budget. After years as a mega-brander working across four continents and 50 countries for deep-pocketed consumer giants like Procter & Gamble and Bristol-Myers Squibb, she left the corporate world to start her own business. From scratch - and with almost empty pockets – Brenda used inventive, low-cost methods to build her own international brand that now serves clients in 30 countries with offices in both the United States and Asia.
Based on Brenda's successful low-cost branding workshops that receive rave reviews around the globe, Smarter Branding Without Breaking the Bank is a treasure chest of tips, tools, and techniques to help SMEs and solo-preneurs achieve similar results at minimal expense.
In this eye-opening, engaging, and practical course, you will learn tried-and-true secrets to successfully building a brand even when time and money are tight. Previously known only by mega-corporations, these same strategies can easily be applied to smaller businesses for a fraction of the cost. The outcome? You can build a powerful brand that is big on results without having to empty your wallet.
This one-of-a-kind program is filled with examples, illustrations, exercises, and more. You get everything you need to quickly gain valuable marketing skills, build a sustainable brand, and grow your business — all for less time and money than you ever thought possible.
In Smarter Branding Without Breaking the Bank, you will walk away with hundreds of low-cost or no-cost ideas to catapult your brand and increase your revenues – starting today.
- Learn to leverage five existing assets to create a robust brand marketing plan
- Craft a unique and compelling brand positioning using six proven elements
- Dispel widely-held branding myth that could be holding you back from success
- Apply lessons from dozens of real-world case studies from a variety of businesses
- Create a permanent "marketing mindset" for you and your team
In this Smarter Branding Without Breaking the Bank course, you will get…
You can take control of your own company’s brand in a shorter time — and for far less money — than you ever imagined. Shift your brand-building results into overdrive with Smarter Branding Without Breaking the Bank.
In this complimentary video, international branding expert Brenda Bence gives you a sneak peak at some of the content of the Smarter Branding Without Breaking the Bank course. The course’s 20 videos - along with a 168-page e-book and a 60-page fillable PDF workbook that is filled with brand exercises - will give you hundreds of practical ideas to help you start building a successful brand immediately without having to spend a lot of money.
The book that started it all!
Here, you will learn that that you already have the resources you need to build a powerhouse brand. You just need to know where to look.
This multi-award-winning book accompanies the course, and is written by international branding expert Brenda Bence. Read along as you listen to the videos and do the exercises in the workbook. Easy references in the workbook allow you to pinpoint exactly where you are in the learning process.
Based on Brenda’s successful low-cost branding workshops that have received rave reviews around the globe, Smarter Branding Without Breaking the Bank is a treasure chest of tips, tools, and techniques to help you as an SME owner achieve big-brand results at minimal expense.
This accompanying 60-page fillable PDF workbook makes it easy and even more convenient to open that treasure chest and directly apply these proven strategies to your own brand. Indeed, this workbook contains several "Treasure Chests of Ideas" that she has collected over the years, which are filled with easy-to-implement, low-cost branding ideas.
As with the rest of this course, this workbook will assure you walk away with hundreds of low-cost or no-cost ideas to catapult your brand and increase your revenues - starting today.
In Video Session #1, Brenda introduces the concept of “Smarter Branding” by sharing her big-business brand-building background and the events which led her to start her own company. Out of that came the discovery of the five powerful marketing and branding assets covered in this course. She shows you how these five assets - combined with the course’s video sessions, the e-book, and the workbook - will help you to build a powerful brand at low cost or no cost at all.
Video Session #2 gives you a clear and simple definition of the most important branding terms, which can be confusing even for experienced marketers. Brenda explains the concept of the “marketing mindset,” and invites you to take the eye-opening “paperclip challenge” to develop new ways of thinking about brand building. This session also drives clarity around what “good” and “bad” marketing is and helps you discover the surprising reality of who really is responsible for marketing your brand.
Video Session #3 is a brief but important overview of the five assets you already have to build your desired brand – just by virtue of being in business. Brenda emphasizes the importance of the “Ideas and Action Steps Template” in your workbook and explains how to use it throughout the course.
In video session #4, Brenda delves into the first asset in this section of the course, showing you the meaning and the importance of “brand positioning.” Highlighting the single most important of the five assets, this session teaches you the critical foundation for your brand-building activities including the six vital elements that make up any brand’s positioning, including yours. These six elements are so important that they are the focal point for the next nine sessions.
Video session #5 focuses on the first of the six fundamental elements of your brand’s positioning – your Target Group. Brenda gives you an overview of what a Target Group is and explains how important it is to dig deep - beyond the obvious – when you think about this element. To help you get a clear picture, this session includes many examples of different types of brands and their Target Groups.
In video session #6, now that you have learned about your Target Group, you will learn how to apply that knowledge to building your brand. In this session, Brenda explains the components that make up your Target Group definition, shows you how to use a simple tool that brings your Target Group to life, and gives you examples of how these concepts have worked successfully in the real world.
Video session #7 gives you the rundown on the second element of your brand’s positioning – Customer Needs. Did you know there are two different types of Needs and three ways to classify them? You will learn why your Target Group’s Needs are the foundation of your brand, and, using the worksheets in your workbook, you will dive in and complete the definition of your brand’s specific Target Group.
Video session #8 explores one of Brenda's favorites of the elements that make up your brand positioning - Competitive Framework, which represents the third of the six parts of your brand’s positioning. This eye-opening session helps you realize that your competitors may not actually be who you think they are! She then shows you ways to think differently about how to position yourself in the marketplace to stand apart from these newfound competitors -so that you can grow your brand faster and smarter.
In video session #9, you will explore the importance of your brand’s Benefits – the fourth of the six brand positioning elements. Get clear on how brand benefits are different from “products” and how to leverage your benefits so that your brand can be unique in the marketplace. Discover how, just like there are two different kinds of Needs, there must always be two different kinds of Benefits to fill those Needs. You will also learn how to match your brand’s Benefits to the Needs of your Target Group.
Moving on to the fifth of the six brand positioning elements, video session #10 shows you the importance of “Reasons Why” to support your brand’s Benefits. Brenda teaches you the three different types of Reasons Why and takes you through worksheets in your workbook to help you choose the Reasons Why for your brand that are most likely to build your brand into the powerhouse force you want it to be.
In video session #11, Brenda finishes the sixth and final core element of brand positioning – Brand Character - where you really get to use your creativity. Via your workbook worksheets, Brenda walks you through the different ways to articulate your own distinctive Brand Character, how to develop it for your brand, and how this element helps your customers choose your brand over your competition.
In video session #12, you pull all six of the core elements of your brand positioning into a complete and specific Brand Positioning Statement that will serve as your brand’s roadmap from here on out. You will see examples of two other final positioning statements to use as a guide as you create your own distinct and differentiated positioning statement.
This video session #13 shows you how to leverage your positioning statement so that it isn’t just a piece of paper stuck in your desk drawer. You will discover low-cost ways to turn your statement into action that can build your brand immediately. Brenda offers you examples of successful brands (both big and small). She also shares one of the most important words to keep in mind when communicating your brand, ways to use social media, and a positioning wheel template tool to get you well on your way.
In video session #14, Brenda moves beyond brand positioning into the second asset you already have to build your brand without busting your budget – your customers. This video and your workbook contain a literal treasure chest of ideas to help you turn your existing or future customers into loyal fans of your brand.
Video session #15 expands on brand-building asset #2 to show you just how valuable your existing customers are for your business. Brenda gives you a low-cost plan for recognizing and rewarding these customers so that they stay loyal to your brand for life. You’ll also be given a number of ways to obtain no-cost referrals to grow your brand even faster.
The third brand-building asset you already have may surprise you. In this video session #16, Brenda explains how you can use your own products and/or services to build your brand. You’ll contemplate whether your brand is truly superior versus your competition, learn from dozens of real-life examples, use your workbook to make an inventory of your brand’s strengths and weaknesses, and discover ways to create a meaningful point of difference to help your brand stand out in the marketplace and attract more customers.
This eye-opening video session (#17) illustrates to you how much bigger your “marketing team” is than you may think. Using your workbook’s treasure chest of ideas, you will expand your brand-building team to a size you never dreamed possible - even if you are a solo-preneur trying to build your brand on your own. Brenda also shows you how to leverage this new-found team and instill a marketing mindset in each member. Finally, she helps you develop an “elevator brand introduction” that everyone on your team can use to market your brand effectively – and at no cost at all.
Video session #18 reveals the last brand-building asset which is yet another surprise – your competitors! Brenda helps you change your perception about the role competition plays in building your brand. You will learn many low-cost ways to get to know your competition better and infer their brand positioning statements to help you differentiate your brand from theirs. This is how you drive an “ownable” position in the marketplace, which is critical for successful brand building.
In video session #19, Brenda recaps the five inexpensive, but effective, assets you already have to build your brand, showing you how to implement them in your own business to make your brand strong regardless of your budget or the state of the economy.
In this final video session #20, Brenda shares a few parting words, asks you a favor, and offers you a gift.