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DEVELOP
A WINNING
BRAND STRATEGY
JONAS ALTMAN
@SFAGENCY
AGENDA
6:45-7:00. Intros & Warm Up
7:00-7:20. Brand Power
7:20-7:40.
7:40-8:00
8:00-8:10
8:10-8:30
8:30-8:40
8:45-8:45
Sto...
PITCHES &
PRESENTATIONS
If your company is dedicated to exceeding customer expectations,
it will often excite such dedication among your customers...
BRAND POWER
Added value endowed on products and services.
It’s how you think, feel, and behave towards a brand.
BRAND EQUITY
Concerns the prices, changing market share,
visual recognition, placebos, and profitability
the brand command...
BRAND PLATFORM
The foundation upon which you build.
BRAND
The good news = it will literally transform your business
The bad news = there is no universally accepted way to
mea...
INDUSTRY? (Be specific!)
TARGET AUDIENCE?
PERSONALITY?
WHAT IS YOUR...
WHY DO YOU EXIST?
What’s wrong with the world & how do you intend to fix it?
MISSION
THE DESIRED FUTURE STATE
What’s the world look like now that you’ve fixed it?
VISION
To feed America’s hungry through a
nationwide network of member food banks and
engage our country in the fight to end hung...
TRANSFORMATION
The Business of
ENTERTAIN
EDUCATE
ENGAGE
PERSONAL AND RELEVANT
CHARM THEIR PANTS OFF
THROUGH STORYTELLING
PERF
THERE WAS NEMO THE ONLY SON OF A PROTECTIVE WIDOW
DAD WARNS NEMO OF THE DANGERS OF THE OPEN SEA
NEMO IGNORES HIS DAD AND S...
Look to storytelling archetypes
Stories fall into a series of patterns or archetypes...
"The Quest" a hero overcomes numer...
1. WHY
2. WHAT
3. INVITE..
INGREDIENTS
3
WHY
.
1
PEOPLE DON’T BUY WHAT YOU DO
THEY BUY WHY YOU DO IT
WHAT?
.
2
TEE UP THE OPPORTUNITY
INVITE...
.CLEARLY SAY WHAT YOU NEED &
INVITE YOUR LISTENERS TO JOIN YOU
3
2. Stretch, breathe, an d smile
3. Come up and tell us about it
1. Get your Brand story ready
UBER
connecting you and a driver with the tap of a button
HAILO
like UBER but just for cabs
LYFT
like UBER but drivers are...
THE
TWIT
PITCH
THE
TWIT
PITCH
FLEXING YOUR STRENGTHS
VS.
IMPROVING WEAKNESSES
SHOUTING ABOUT SOMETHING THAT’S BROKEN
VS.
FINDING THAT NEXT THING TO FIX.
How smooth and easy is it to spread your idea?
How often will peiple sneeze it to their friends?“ ”-Seth Godin
HYGIENE FACTORS
cheaper
better quality
better service
better tech
CONTEXT EMOTION
capture the prevailing spirit of your audience
EASE
make it piss easy to respond
PROVOKE SHOCK
make it so ...
CREEPY
vs
DELIGHTFUL
An awkward family dinner
party we can't really leave.
The most used social media outlet.
Meaning, although the most people...
from @UnderCurrent
from@undercurrent
SAY
HEAR
THINK
/
/
are two sides of the same coin.
CULTURE
&
BRAND
CULTURE
&
BRAND
1. LOGIC
2. CHARACTER
3. EMOTION
WHAT MAKES
YOUR
BUSINESS
TRUE
VALUABLE
IMPORTANT
DIGESTIBLE
SEDUCTIVE
How do you build the right type of experiences
around your brand, so that customers have
specific, positive thoughts, feel...
The challenge with brand equity is that it’s
difficult to reconcile the disconnect
between quantitative..
..and qualitativ...
Revenue and conversion
Conversion rate (basket-to-order & visit-to-order)
Average order value
Revenue
As mentioned above, ...
Look to storytelling archetypes
Get a working web site and analytics up and running.
Track where your visitors are coming ...
common ground
HOLLYWOOD ENTERTAINMENT
INTERNET CONNECTIVITY
TRAVEL ESCAPISM
MUSIC EMOTION
INDUSTRY ONE WORD
NIKE PERFORMANCE
GOOGLE ORGANISATION
PRINGLES TASTE
COCA COLA FEELING
APPLE S IMPLICITY
JAWBONE UTILITY
BRAND ONE WORD
• Where are you now?
• Where would you like to be?
• Why is your product / service important to your customer?
• What woul...
A story we tell ourselves that changes the way
our brain and body work.
Are you prepared to be
J U D G E D
Perception
IS
Reality
What do they believe?
Who do they trust?
What do they fear?
Who do they love?
What do they seek?
Who do they talk about?
Y...
“..After visiting the next two neighboring Starbucks
in quick succession, it's become clear that
nobody on either side of ...
TIMELY
+
RELEVANT
from john Maeda
THANK YOU.
THESOCIALFABRIC.COM
@SFAGENCY
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
Davelop a Winning Branding Strategy
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Davelop a Winning Branding Strategy

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Overview

In this workshop learn the elements required to build a strong brand foundation. For young and small businesses a key component in commercial growth is communicating your story and value to customers. Establishing enduring brand equity affects everything from product development to customer acquisition, from employee engagement to strategic partnerships.


Details

In this immersive workshop you will explore leading case studies and learn how to work in a lean way to create a stellar brand strategy with high impact and at low cost. Leveraging your digital agility and producing engaging and digitally efficient content will be a key to your competitive advantage. Staying true to your brand vision and learning to employ the best practices from both large and small organisations will be integral to your long-term success and improve your ability to convey a clear mission and communicate consistently through all media.


Takeaways

• Understand that what your brand does matters more than what it says
• Identify the key components and characteristics of your business that make it pop
• Establish your core insights and mission that will drive all decisions
• Learn about the power of good storytelling and its ability the work for you
• Discover lean methodologies for branding that improve customer engagement and boosts your return on investment

Target Audience

• Entrepreneurs, start-ups and small business owners
• Folks interested in design, business, and technology
• Folks who want to get more insight into the field of business design

Published in: Marketing
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Transcript of "Davelop a Winning Branding Strategy"

  1. 1. ffd DEVELOP A WINNING BRAND STRATEGY
  2. 2. JONAS ALTMAN @SFAGENCY
  3. 3. AGENDA 6:45-7:00. Intros & Warm Up 7:00-7:20. Brand Power 7:20-7:40. 7:40-8:00 8:00-8:10 8:10-8:30 8:30-8:40 8:45-8:45 Storytelling Case Studies Coffee Break Brand Strategy Measurement Wrap
  4. 4. PITCHES & PRESENTATIONS
  5. 5. If your company is dedicated to exceeding customer expectations, it will often excite such dedication among your customers that they will eagerly do much of the marketing and promotion for you. THE PURPOSE PRINCIPLE
  6. 6. BRAND POWER Added value endowed on products and services. It’s how you think, feel, and behave towards a brand.
  7. 7. BRAND EQUITY Concerns the prices, changing market share, visual recognition, placebos, and profitability the brand commands for the company.
  8. 8. BRAND PLATFORM The foundation upon which you build.
  9. 9. BRAND The good news = it will literally transform your business The bad news = there is no universally accepted way to measure it.
  10. 10. INDUSTRY? (Be specific!) TARGET AUDIENCE? PERSONALITY? WHAT IS YOUR...
  11. 11. WHY DO YOU EXIST? What’s wrong with the world & how do you intend to fix it? MISSION
  12. 12. THE DESIRED FUTURE STATE What’s the world look like now that you’ve fixed it? VISION
  13. 13. To feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger. A hunger-free America
  14. 14. TRANSFORMATION The Business of
  15. 15. ENTERTAIN EDUCATE ENGAGE PERSONAL AND RELEVANT CHARM THEIR PANTS OFF THROUGH STORYTELLING
  16. 16. PERF
  17. 17. THERE WAS NEMO THE ONLY SON OF A PROTECTIVE WIDOW DAD WARNS NEMO OF THE DANGERS OF THE OPEN SEA NEMO IGNORES HIS DAD AND SWIMS INTO THE OPEN OCEAN HE’S CAPTURED BY A DIVER & ENDS UP IN A FISH TANK OF A DENTIST IN SYDNEY DAD SETS OFF WITH OTHER SEA CREATURES TO SAVE NEMO DAD AND SON FIND EACH OTHER, & REUNITE HAPPILY EVER AFTER. ONCE UPON A TIME EVERY DAY ONE DAY BECAUSE OF THAT BECAUSE OF THAT UNTIL FINALLY
  18. 18. Look to storytelling archetypes Stories fall into a series of patterns or archetypes... "The Quest" a hero overcomes numerous odds "Comedy" we introduce confusion which must then be resolved "Overcoming the Monster" where the hero defeats a pain point "Rebirth" we show that there has to be a better way.
  19. 19. 1. WHY 2. WHAT 3. INVITE.. INGREDIENTS 3
  20. 20. WHY . 1 PEOPLE DON’T BUY WHAT YOU DO THEY BUY WHY YOU DO IT
  21. 21. WHAT? . 2 TEE UP THE OPPORTUNITY
  22. 22. INVITE... .CLEARLY SAY WHAT YOU NEED & INVITE YOUR LISTENERS TO JOIN YOU 3
  23. 23. 2. Stretch, breathe, an d smile 3. Come up and tell us about it 1. Get your Brand story ready
  24. 24. UBER connecting you and a driver with the tap of a button HAILO like UBER but just for cabs LYFT like UBER but drivers aren’t professional SIDECAR like UBER but fares are dontations and drivers aren’t professionals - aka car sharing SWIFTO company pitch: “Uber for dog walking”
  25. 25. THE TWIT PITCH THE TWIT PITCH
  26. 26. FLEXING YOUR STRENGTHS VS. IMPROVING WEAKNESSES SHOUTING ABOUT SOMETHING THAT’S BROKEN VS. FINDING THAT NEXT THING TO FIX.
  27. 27. How smooth and easy is it to spread your idea? How often will peiple sneeze it to their friends?“ ”-Seth Godin
  28. 28. HYGIENE FACTORS cheaper better quality better service better tech
  29. 29. CONTEXT EMOTION capture the prevailing spirit of your audience EASE make it piss easy to respond PROVOKE SHOCK make it so provocative from @jonburkhart
  30. 30. CREEPY vs DELIGHTFUL
  31. 31. An awkward family dinner party we can't really leave. The most used social media outlet. Meaning, although the most people are on FB, we actually post stuff on Instagram. A lot of us simply do not understand the point of Twitter. It’s a place to follow/be followed by a bunch of random strangers, yet still have your identity be attached to it. Snapchat is quickly becoming the most used social media network. A lot less social pressure attached to it. A ton of friends in college have the application. It has gotten to be so addicting because it focuses solely on the content of your posts -- there are no followers, no profiles, nothing. Place to follow/be followed by a bunch of random strangers, yet not have your identity be attached to it.
  32. 32. from @UnderCurrent
  33. 33. from@undercurrent
  34. 34. SAY HEAR THINK / /
  35. 35. are two sides of the same coin. CULTURE & BRAND CULTURE & BRAND
  36. 36. 1. LOGIC 2. CHARACTER 3. EMOTION
  37. 37. WHAT MAKES YOUR BUSINESS TRUE VALUABLE IMPORTANT DIGESTIBLE SEDUCTIVE
  38. 38. How do you build the right type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions and perceptions about it? YOUR BRAND INFLUENCE
  39. 39. The challenge with brand equity is that it’s difficult to reconcile the disconnect between quantitative.. ..and qualitative equity values
  40. 40. Revenue and conversion Conversion rate (basket-to-order & visit-to-order) Average order value Revenue As mentioned above, the Mr Porter editorial campaign worked to increase sales for products featured in its articles Traffic Total visits Unique visitors New vs. return visits Social links impact measured w/ analytics tools Engagement Dwell time (time on site) Pages per visit Bounce rate Social shares Comments and ‘likes’ Product reviews Banner click-through rate Offline Visits to store (hard to quantify) In-store purchases In-store content usage Call tracking KPI Categories from Econsultancy.com
  41. 41. Look to storytelling archetypes Get a working web site and analytics up and running. Track where your visitors are coming from (marketing campaign, search engine, etc) and how their behaviour differs. What were your hypotheses about your web site results? Continue to test, tweak and twerk.
  42. 42. common ground
  43. 43. HOLLYWOOD ENTERTAINMENT INTERNET CONNECTIVITY TRAVEL ESCAPISM MUSIC EMOTION INDUSTRY ONE WORD
  44. 44. NIKE PERFORMANCE GOOGLE ORGANISATION PRINGLES TASTE COCA COLA FEELING APPLE S IMPLICITY JAWBONE UTILITY BRAND ONE WORD
  45. 45. • Where are you now? • Where would you like to be? • Why is your product / service important to your customer? • What would you like your business to be recognised as? • What do you need to do to achieve this? • What does success look like, and how will you measure it? DESIGN STRATEGY
  46. 46. A story we tell ourselves that changes the way our brain and body work.
  47. 47. Are you prepared to be J U D G E D
  48. 48. Perception IS Reality
  49. 49. What do they believe? Who do they trust? What do they fear? Who do they love? What do they seek? Who do they talk about? YOUR CUSTOMERS
  50. 50. “..After visiting the next two neighboring Starbucks in quick succession, it's become clear that nobody on either side of the counter wants to talk about race. They want to talk about coffee, and transacting around it as expeditiously as science allows.” -Joe Berkowitz, Fastcocreate.com
  51. 51. TIMELY + RELEVANT
  52. 52. from john Maeda
  53. 53. THANK YOU. THESOCIALFABRIC.COM @SFAGENCY
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