Big Business Branding On A Small Business Budget Super Profitable – Low Cost Branding Strategies You Can Use Today
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LEGAL NOTICE The Publisher has strived to be as accurate and complete as possible in the creation of this publication, notwithstanding the fact that he does not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet. In practical advice books, like anything else in life, there are no guarantees of income made. Readers are cautioned to reply on their own judgment about their individual circumstances to act accordingly. This book is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised to seek services of competent professionals in legal, business, accounting, and finance field. Perceived slights of specific people or organizations are unintentional. You are encouraged to print this book.
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Terry Telford
I’m an international business consultant with experience both online and offline. I specialize in developing results oriented marketing strategies for small and medium sized business owners. My clients own businesses in several industries including internet marketing, education, publishing, and property management. I own 73 active websites in 19 markets. I’m a professional copywriter and avid internet marketer. My recently published book, Guerrilla Marketing Breakthrough Strategies, is a joint venture project with Jay Conrad Levinson and focuses on…joint ventures. The book is a step-by-step plan for business owners to triple their sales and quadruple their business in 90 days. The book is currently available in larger bookstores, on my website or at Amazon.com I wish you all the success you deserve now and in the future. Terry Telford ☺ http://www.TerryTelford.com PS. I also offer several free business and marketing resources on my website
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Terry: Welcome to the Brand Building Information Session. Today we are very lucky to be talking to Lee Schissler of CarillionUSA.com. Lee is the managing director of Carillion USA, which, as a matter of interest, Carillion rhymes with million, and it’s a fighter in the Star Wars action series. So, I’ll let you take it away, Lee. I’d first like to start out by saying thanks very much for taking the time to talk to us today. Lee: Sure, Terry. I’m glad to do it. Terry: Maybe you can start off by telling us what is Carillion USA and where did the name come from? Lee: Actually, Carillion means four bells or the bell tower. You see them at churches or on college campuses. The four bells stand for the four Ps of the marketing mix. That was the origin of the name. I have found out from some teenagers in the recent years that follow Star Wars that told me it is a large starship on Star Wars. I didn’t know that at the time. Terry: One company name – many meanings. Lee: Exactly. Terry: What’s your background, Lee? Where did you come from? Lee: Well, I was born at a very early age, and my mother was with me when it happened. My background is actually in packaged goods marketing. I have my master’s degree from Northwestern University in Chicago. I spent some time in degree in packaged goods working on national brands for a large, international agency. My branding roots go way back to the early days in Chicago and New York. Branding has gone through a lot of changes. The first agency I worked at was Ted Bates Worldwide, where the whole issue of the USP was originated. Those were the roots that I grew up in, in the business. Through the years I’ve evolved to service sector marketing.
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Around the mid-90’s, when the Internet came on board, marketing and an integration of branding both online and offline marketing became a key focus. That’s a little bit of my background through Carillion and through the advertising and marketing business through the years. Terry: Excellent. How long are we looking at? Lee: My career in marketing has been an 18-year career. I have been consulting for the last nine or ten years, working with various clients from billion dollar international companies looking for brand studies, the metrics behind branding, brand extension strategies and so on, all the way down to medium size and small entrepreneurial businesses looking to distinguish themselves through all the clutter that’s in the marketplace today that we’re being inundated with. Terry: Right. You mentioned something else there as we were speaking… you mentioned a business USP. What’s that? Lee: A USP is a unique selling proposition. That’s what closely integrated with branding. For me, it’s hard to separate branding from your USP: what makes you different from competitors, and what distinguishes you from them. That is closely tied to your positioning line that identifies, clarifies, and articulates your brand message to your target market. Terry: So you have a brand message and your USP communicates that brand message. Lee: Exactly. It’s like your USP is your DNA that really defines what your business exists for and who you exist to serve. It’s hard to have a business without having a market to serve. How you position yourself to that market should all be tied back to your unique selling proposition and how you’re positioned relative to competitors. Terry: Okay. So, would it be something like a slogan?
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Lee: A slogan is a good term to use. In fact, branding is often times confused with a logo. However branding is a little more complex and can be a little more cerebral. There are many books on the market that address branding and discuss the subtleties of that discipline. It does involve a logo, but sometimes branding extends beyond that. It can be the branding that’s reflective in your philosophy, the way your people are uniformed, and the way your signage is displayed. It’s part of how you do business to become part of your brand image. Terry: Okay. So, stepping back a little bit, what size of a business do you have? Lee: We primarily do consulting with a wide variety of companies. If you’re referring to revenue for my company, let’s just say we are a very comfortable six-figure firm. I work alone in the concentrations that I do. But, when there are needs for specialists like graphic artists, database specialists for our business development plans, or folks to cut codes for websites, I always call on experts and align them with the projects. Terry: Right. So, are you working mostly online or offline? Lee: That’s a great question. Today it’s so convenient to work online. For me, what that has meant is much less time on airplanes. We can now have one face-to-face meeting, and then conduct a great deal of the work online. We can communicate through e-mail, FTPing large files, or even through FedEx and augmenting that through online as well. Our business models work quite well. In fact, most of my clients are not local. They are either on the west coast, the east coast, or in Europe. Terry: Right. How does the system work? You contact a client, fly out to meet them face-to-face, and then the rest of the work is done online? Lee: Right. Some clients I have actually never met. I have one client who is based I San Francisco who is in professional services. He and I had
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