Download - Building a kick-ass brand that wins
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BUILDING A KICK-ASS BRAND THAT WINS
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AGENDA
Branding basics Brand value pyramid methodology Creating emotional bonds Brand swagger Putting it all together: The Anti-Elevator Pitch
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What is a brand?
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The collective emotional response to your product or service
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Expectations
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Memories
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Stories
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A relationship
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Differentiation that’s meaningful to
customers, partners, vendors, employees
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An intangible asset
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A financial asset
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HOW DOES A BRAND GET INCLUDED IN THAT LIST?
Profits
Demand
Bonds
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WHY BRANDING?
Avoid fatal conceit
Your product is NOT your message
There are other people and products that do EXACTLY what you do
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Start thinking of your business
as a brand
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Start thinking of your brand as an
experience
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Functional Benefits and Attributes
Emotional Benefits
Self-expressive benefits,
beliefs and values addressed
Hardest to deliver Hardest to imitate
Most differentiating and defining Longest shelf-life
Key element of emotional brand
BRAND VALUE PYRAMID
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Today’s options packages are tomorrow’s standard equipment
We can’t control the brand image – only the identity
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BUILDING EMOTIONAL BONDS
• Traditional consumer branding: rooted in theory of rational choices and cognitive and sequential in nature
• Modern branding: brand become part of a person’s self-concept
• It’s not enough to connect emotionally; you must deliver on your brand promise
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BRAND SWAGGER QUESTIONS
What does it say about a person that they hire/use your brand?
What is the singular benefit customers get from you
they can’t get from anyone else?
How do you make your customer a hero in his/her own story?
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PUTTING IT ALL TOGETHER
• Your brand story – brand narrative … the “anti-elevator pitch”
• Elevator pitch: a one-way delivery system for getting your core message across
• The brand narrative: an offer of something compelling to start a conversation
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BRAND NARRATIVE
• You are NOT your website • It’s about why you do what you do – not what you
do • It’s an opportunity to invite others to engage and
collaborate in your success • Persuade, don’t educate • Connect with empathy • Raise eyebrows!
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BRAND NARRATIVES THAT CONNECT
• One-word: Google = search, Mastercard = priceless
• Question: “What if I told you that you’d never have to search for an email again?”
• Subject line: “Fifteen minutes could save you 15 percent on your car insurance”
• Story form: “One day, when _________ is successful, every __________ will be able to ___________.”
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WHEN BRAND?
• When you’ve established a product – market fit • When customers begin to experience your
brand • When you’re raising money • Focus on the things that matter
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10 ACTIONS FOR BUILDING AND SUSTAINING BRANDS • Innovate and delight
• Be meaningfully different
• Stand for a purpose
• Walk the talk
• Build and maintain trust
• Renew and improve the brand experience
• Rely on consumer insights
• Think holistically
• Get noticed
• Keep changing
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LET’S START
SOMETHING 512.445.4807 [email protected] 4807 Spicewood Springs Rd. Building 2, Suite 200 Austin, Texas 78759