Dinny Landsowne

Date: September 11, 2014

Name: The Entrepreneur’s Tool Box Series: Branding Strategies

Presenters: Isabelle Mercier Turcotte and Dinny Landsowne

The Entrepreneur’s tool box series is led by the moderator Jonathan Chow, the Producer of Spark Metric Productions. This seminar is honored to invite Isabelle Mercier Turcotte, the Co-owner of Leapzone Strategies, and Dinny Landsowne, the brand developer of Zensation Creative Management. Moreover, they are branding expert and they will share their branding experience in this presentation for business owners who are looking for the upper edge to expose in their market.

Turcotte starts her hair salon business in the age of 19. Inspired by her mother’s entrepreneurship, she surpasses all her goals in 2006. After selling all her businesses, she starts to understand her passion and desire from working with corporation.

“Most people think cosmetic; however it is a lot more than just the outside”

Landsowne starts her career passion while traveling to Asia. She realizes the market trend in Asia is far more advance. She starts her business in garment industry and fashion design. She understands the connection between business brand and solo brand are linked, so she starts to learn branding strategies. Landsowne believes branding must align with the personality. Moreover, she reinvests in her business and starts to develop her unique mentorship.

“How do you communicate so they can hear from you and what I can do for them?”

What is branding?

Both presenters believe branding is building the word or spread the word. Business owners need to understand what the value is for other people. Business owners need to know the reason behind their actions and realize how those actions make people feel. If business owners understand the reason behind their action, they will know most opportunities can be distraction.

By looking at what business owners do the best, they need to sell the “Why”, not the “What”.

Any business branding requires these principles:

• Who are you
• What you care about
• What you do best

Business owners need to speak in their clients’ language in order to connect with them. Moreover, business owners need to be clear on who they want to work with.

“There is nothing small if you are number 1”

There are two types of people in the work field:

• People who play to win
• People who play not to lose

Business owners need to distinguish the clients and work for people who play to win.

Branding should not always be about money; in fact, it should be about values. By connecting with someone, communication will be there and the will lead to sell.

Business owners need to assist clients to get to their destination and people must align with the business values. In addition, it is important for clients to believe the business value.

“People do not care if business have mission, they only care if business is on the mission”

Business owners need to know the core business values and what they stand for. By aligning the business values, clients will be attracted.

Branding is not an event, it is a journey

Business owners need to look at these three questions:

• What is working well?
• What is not working well?
• What is missing?

Many business owners take on too much less ideal projects. Those projects are not aligned with the business value and it will create chain effects. The chain effects will make business owners under achieve and under commit. Regrets and miserable lifestyle will start. Therefore, business owners should do preparation and own the value of outcome.

Once ideal clients come in, many will follow. Business owners should have a filter that can judge the situation and say “no” to ensure project are aligned with the core value.

“Go beyond, try new things; otherwise it will be the same”

Presenters suggest all project should not have any attachment involved, especially emotion. By providing the best of the ability is all it matters the most.

If business owners have concrete value in their businesses, there is no reason to compromise. If business owners require assistance, they should look for mentors for advice.

“Do not let others drive you. You should drive yourself and be clear with the value”

People will judge others with their values. Therefore, it is important to take advice from people who are a part of the process. Presenters believe anyone who can give others recommendation right away is bullshit; instead, analysis is essential.

If people come and ask to work with you, business owners should do the preliminary analysis. It is important to pick the right client with the correct delivery strategy.

Brand promise

Brand promise is made up of language, process, and result. If there is something bad, it is an opportunity to fix it. Business owners should always get feedback; in fact, owners should appreciate their feedback and they will respond.

Business owners should always ask people to support them and listen with their heart. This will help business owners to understand the language.

There are two ways people live in this world: consuming and creating. Presenters encourage business owners to do the same thing differently. This will shift from their lifestyle to creating mode, and it will get them think in different perspectives.

Many people are limited to things in certain way because of the previous experience. Business owners should always build their business beyond the limit.

No Tolerance list

Creating tolerance means destroying business. If it is tolerance now, it will stop business. If business owners bend the rule once, it will take a while to get back on track. It is important for all business owners to not cut corners for clients because the habit will continue to the end.

“Do not worry about screw up, just fix it and continue”

How can it be done without you there

Business owners should find ways to build their business in a systematic way. Business owners need to review their workflow and redesign for better productivity.

The way business owners can think about this concept like if they are building it for someone else. Business owners can ask for support because they do not need to work by themselves. Simple is the key and it is all about choice because if the stakes are high enough, they will find a way.

Many people fail to systematize because if they know it is working, they will stop improving.

Another meaning for branding is perception. Business owners need to understand the value behind their business and communicate the values with the clients.

“How you deal with things, that is what you stand for, and that is branding”