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BRANDING
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 This book is distributed exclusively through:

Check the Web site for regularly updated editions of this book:

www.SmallBranding.com

Version 061001a

Copyright 2006 Thomas Milkovic. All Rights Reserved.

Detailed copyright and licensing information is available at the end of this book.

CREDITS:
Cover Design, Book Design, Photography & Illustrations by Thomas Milkovic
Edited by J. Milkovic
THIS BOOK IS SPECIFICALLY WRITTEN FOR SMALL BUSINESS OWNERS.

PLUMBERS COMPUTER SPECIALISTS COFFEE SHOPS HOUSE CLEANERS ELECTRICIANS SANDWICH SHOPS

DRY CLEANERS WRITERS HOBBY SHOPS GENERAL CONTRACTORS GAS STATIONS J O U R N A L I ST S

ARCHITECTS DAYCARE CENTERS AUTO REPAIR SHOPS C H U RC H E S DOCTORS ENGINEERS

REAL ESTATE AGENTS HAIRSTYLISTS CLOTHING STORES SOUVENIR SHOPS PROGRAMMERS WINDOW CLEANERS

THEATRES INTERIOR DESIGNERS PAWN SHOPS ACTORS HOME REPAIR SERVICES PRINTING SHOPS

SPORTS STORES RESTAURANTS PHOTOGRAPHERS NIGHT CLUBS CONSULTANTS BOOK STORES

Every small business can benefit from BRANDING TO THE POWER OF 5

This book is dedicated to my beautiful wife who will forever be my soulmate & confidante.
Without her, this book would not have existed.
 TABLE OF CONTENTS
PROLOGUE. . . . . . . . . . . . . . . . . . . . . . . . . . . 6
OPTIONAL FEATURE
WHAT IS A BRAND?. . . . . . . . . . . . . . . . . . . . . . . . 7
BRANDING TO THE POWER OF 5. . . . . . . . . . . . . . . . . 14
THE POWER OF DISCOVERY . . . . . . . . . . . . . . . . . . . 18
THE POWER of confidence. . . . . . . . . . . . . . . . . . 34 I\X[k_`j9ffb`e=lccJZi\\eDf[\ *
the power of consistency. . . . . . . . . . . . . . . . . . 40
the power of detail. . . . . . . . . . . . . . . . . . . . . 46 Full Screen Mode Instructions
the power of value . . . . . . . . . . . . . . . . . . . . . 55
Close Full Screen Mode
summary. . . . . . . . . . . . . . . . . . . . . . . . . . . 67 <J:

BRANDING TO THE POWER OF (NEGATIVE) 5. . . . . . . . . . . 69 Go to Next Page

epilogue . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
Go to Previous Page
support network . . . . . . . . . . . . . . . . . . . . . . 71
ABOUT THE AUTHOR. . . . . . . . . . . . . . . . . . . . . . 72
COPYRIGHT NOTICE . . . . . . . . . . . . . . . . . . . . . . 73
* Will only work if you have downloaded this book to your hard
drive and are viewing it with Adobe Acrobat Reader.
REFER A FRIEND. . . . . . . . . . . . . . . . . . . . . . . . . 74
A FREE GIFT. . . . . . . . . . . . . . . . . . . . . . . . . . 76
 This enthusiastic transfer will become a captivating and personalized
PROLOGUE
“Story” about your brand.

A small business’ survival thrives upon the quality of the relationships

it holds with customers. In order to establish customer loyalty and Small businesses in a flexible state will benefit the most from the tech-

cultivate referrals, it is imperative that customers wholeheartedly trust niques in this book. So, if your company is still modestly-sized, you

your brand. are in the best position to create extraordinary VALUE customers will

naturally gravitate towards.

BRANDING TO THE POWER OF 5 describes how to produce a deep

connection with customers through an inexpensive approach that is

more powerful than advertising, marketing, or traditional word-of-

mouth. As your small business incorporates these principles, custom-

ers will embrace your brand in their hearts and enthusiastically transfer

that “brand love” to their peers, colleagues, and family members.

PROLOGUE 
 5 I never could profess a personal love for mathematics. However, my
BRANDING TO THE POWER OF
father’s influence helped me to recognize the significance of com-

BRANDING TO THE POWER OF 5 reveals the most effective method pounded value. Anything to the “power of” is a number multiplied by

to attract customers and gain their loyalty with the least amount of the last. So, 10 to the power of 10 easily becomes 10,000,000,000 in

effort and financial investment. only 10 steps. This mathematical concept is the driving force behind
BRANDING TO THE POWER OF 5.

In my opinion, my father is one of the most brilliant mathematicians in

the world. After 20 years of masterminding ingenious engineering pat- BRANDING TO THE POWER OF 5 is built on the following POWERS,

ents for General Electric, he extended the reach of his talents to Geor- where each compounded result drives your brand deeper in the hearts

gia Tech. As a respected microelectronics professor, he was labeled as of customers.

tough but did so in the best interest of his class. His innovative teaching

style challenged his graduate students to think differently. More spe-

cifically, he empowered his graduate students to realize that the clever

use of mathematics would be the key to their long term success. 

BRANDING TO THE POWER OF 5 14

 5
BRANDING
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1. THE POWER OF VALUE Customers acknowledge VALUE to be another and integrates VALUE into every “touchpoint” a customer will

the overt benefit they receive while conducting business with your encounter.
brand. The VALUE a small business demonstrates is the foundation

of all the brand’s actions and will continually adapt to the changing
4. THE POWER OF CONFIDENCE Humans are enticed by CON-
needs of customers.
FIDENCE. Customers will discern the authentic CONFIDENCE of your

brand through the CONSISTENCY of all your small business’ actions.

2. THE POWER OF DETAIL Customers sense a business’ true VAL-
UE through the DETAILS they encounter. DETAILS can range from the
5. THE POWER OF DISCOVERY Customers take great pleasure
way you answer the phone to the clarity of your Website and can
in DISCOVERING a service or product and prefer it over being sold
be as simple as how well you maintain the paint on your walls. The

VALUE you provide defines which DETAILS to focus on most. to. THE POWER OF DISCOVERY gives them something special to tell

their friends about. Each POWER listed earlier feeds a critical emo-

3. THE POWER OF CONSISTENCY CONSISTENCY is the harmo- tional transaction that rises above word-of-mouth and is transferred

nization of your small business’ DETAILS. Each DETAIL supports one through a deeper connection called heart-to-heart.

BRANDING TO THE POWER OF 5 16

The best way to understand the effectiveness of BRANDING TO THE
POWER OF 5 is by deconstructing the POWERS in reverse.

Therefore, I will begin with THE POWER OF DISCOVERY.

BRANDING TO THE POWER OF 5 17

THE BOTTOM LINE

A brand can only be FORMED in the

hearts of customers.
You have no control over how they feel about you or your business. You only have control of the
five POWERS that will make your small brand an important part of your customer’s life.

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