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How to Tell Your Brand's Story

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Learn how to promote your business. This deck will give you the formula to create a perfectly simple brand positioning statement that will take your company to new heights. Slides taken from How to …

Learn how to promote your business. This deck will give you the formula to create a perfectly simple brand positioning statement that will take your company to new heights. Slides taken from How to Tell Your Brand's Story, a class taught by MIke Troiano at the Intelligent.ly Boston campus. Learn more from the experts by visiting http://intelligent.ly/learn

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  • 1. presentsHow to Tell YourBrand’s Story EffectivelyMIKE TROIANO@miketrap
  • 2. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda2
  • 3. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach2
  • 4. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop2
  • 5. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise2
  • 6. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise2
  • 7. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.2
  • 8. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.The Startup Journey3passionatehypothesis
  • 9. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.sharedvisionThe Startup Journey3SELLING THE DREAMpassionatehypothesis
  • 10. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.provenopportunitysharedvisionThe Startup Journey3SELLING THE DREAMCONVICTION VS. FLEXIBILITYpassionatehypothesis
  • 11. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.raceto scaleprovenopportunitysharedvisionThe Startup Journey3SELLING THE DREAM DISCONTINUOUS CHANGECONVICTION VS. FLEXIBILITYpassionatehypothesis
  • 12. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.realbusinessraceto scaleprovenopportunitysharedvisionThe Startup Journey3SELLING THE DREAM DISCONTINUOUS CHANGERIDING THE ROCKETCONVICTION VS. FLEXIBILITYpassionatehypothesis
  • 13. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early2002
  • 14. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early“mobilemarketingmanagement”2002
  • 15. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early“mobilemarketingmanagement”2002“mobilemessagingmanagement”2004
  • 16. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early“mobilemarketingmanagement”“mobilemediamanagement”20062002“mobilemessagingmanagement”2004
  • 17. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.BUT… you’re betting your livelihood on a valueproposition you believe is significant.
  • 18. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.BUT… you’re betting your livelihood on a valueproposition you believe is significant.So you should write it down.
  • 19. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning
  • 20. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers
  • 21. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute
  • 22. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself
  • 23. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer
  • 24. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique
  • 25. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique• proof – perceived evidence of truth
  • 26. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.declare your hypothesisFor target who are segment,brand provides the category withdistinction because of proof.
  • 27. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples
  • 28. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples• For drivers who value automotive performance,BMW provides luxury vehicles that deliver joythrough German engineering.
  • 29. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples• For drivers who value automotive performance,BMW provides luxury vehicles that deliver joythrough German engineering.• For people around the world, Coca-Cola is thesoft drink that is the real thing since 1886.
  • 30. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples• For drivers who value automotive performance,BMW provides luxury vehicles that deliver joythrough German engineering.• For people around the world, Coca-Cola is thesoft drink that is the real thing since 1886.• For industrial manufacturers who are challengedto differentiate, BASF is the raw materialssupplier that makes products better throughengineering depth.
  • 31. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.9
  • 32. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:
  • 33. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers
  • 34. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute
  • 35. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself
  • 36. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer
  • 37. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique
  • 38. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique• proof – perceived evidence of truth
  • 39. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.11
  • 40. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12
  • 41. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12Pair.
  • 42. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12Pair. Pitch.
  • 43. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12Pair. Pitch. Switch.
  • 44. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.13
  • 45. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.3 x 10 Minutes14
  • 46. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.3 x 10 Minutes14
  • 47. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Who’s got ‘em?15
  • 48. thank you.@miketrap
  • 49. Course TitleCourse TitleINSTRUCTOR NAME