presented by LukeMysse.com
WHAT YOU CAN EXPECT» Quick introduction» What branding is and isn’t» 3 important BRANDING areas» 60 day challenge» Q&A
WHO IS THIS GUY?  » Luke Mysse  » Branding for over 14 years  » Founder of CROSSGRAIN.com  » Works with service companies
WHAT IS BRANDING?
We buy and make decisions    based on emotion that we        later justify by fact.WHAT IS BRANDING?
WHAT BRANDING IS NOT    » Not a logo or colors    » Not a one time event    » Not a fit for everyoneWHAT IS BRANDING?
WHAT BRANDING IS   » It’s your core belief   » It’s your voice in the market   » It’s a promise keptWHAT IS BRANDING?
BRAND POSITIONING
“The solution to a positioning     problem is usually found      in the prospect’s mind,     not in the product itself.”  ...
BRAND POSITIONING         CASE STUDYBRAND POSITIONING
1. NARROW YOUR FOCUSBRAND POSITIONING
Positioning is not about youBRAND POSITIONING
2. KEEP IT SIMPLE
3. FOCUS ON WHAT         YOU’RE GOOD ATBRAND POSITIONING
“We hear the question “what   do you do for a living?” all the      time. Your professional  category is the wrong answer....
BRAND POSITIONING
Positioning is not about youBRAND POSITIONING
BRAND CONSISTENCY
1. HOW YOU TALKBRAND CONSISTENCY
BRAND CONSISTENCY        CASE STUDYBRAND CONSISTENCY
2. HOW YOU ACTBRAND CONSISTENCY
“80 percent of companies believe   they deliver a superior customer    experience, but only 8 percent      of their custom...
3. HOW YOU LOOKBRAND CONSISTENCY
80% consistent         20% full of surpriseBRAND CONSISTENCY
BRAND CULTURE
Your culture is part of     your brand whether you       want it to be or not.BRAND CULTURE
1. HIRE FOR SPIRIT,      TRAIN FOR SKILLBRAND CULTURE
“Marginal tactics executed passionately almost ALWAYS   will outperform brilliant tactics executed marginally”      Sellin...
2. CHECK YOUR ATTITUDEBRAND CULTURE
BRAND CULTURE         CASE STUDYBRAND CULTURE
BRAND CULTURE         CASE STUDYBRAND CULTURE
“Leadership is practiced not    so much in words as in    attitude and in actions.”                Harold S GeneenBRAND CU...
3. LET INDIVIDUAL PASSIONS       SHINE THROUGHBRAND CULTURE
“By expressing your passion you create an experience that    people remember. When     people remember you    THAT is good...
“It was about building a     lifestyle that was about     delivering happiness to        everyone, including            ou...
60 DAY CHALLENGESECURE YOUR POSITIONING- Narrow your focus.AUDIT YOUR CONSISTENCY- Look at every point of contact.INVEST I...
“You can have everything you want in life, if you just help    enough other people    get what they want.”            Zig ...
What say you?
Connect with Luke online...                                 LukeMysse.com                                 @LukeMysse      ...
Kaseya Connect 2011 - Branding Your Company's DNA (LukeMysse)
Kaseya Connect 2011 - Branding Your Company's DNA (LukeMysse)
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Kaseya Connect 2011 - Branding Your Company's DNA (LukeMysse)

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Kaseya Connect 2011 - Branding Your Company's DNA (LukeMysse)

  1. 1. presented by LukeMysse.com
  2. 2. WHAT YOU CAN EXPECT» Quick introduction» What branding is and isn’t» 3 important BRANDING areas» 60 day challenge» Q&A
  3. 3. WHO IS THIS GUY? » Luke Mysse » Branding for over 14 years » Founder of CROSSGRAIN.com » Works with service companies
  4. 4. WHAT IS BRANDING?
  5. 5. We buy and make decisions based on emotion that we later justify by fact.WHAT IS BRANDING?
  6. 6. WHAT BRANDING IS NOT » Not a logo or colors » Not a one time event » Not a fit for everyoneWHAT IS BRANDING?
  7. 7. WHAT BRANDING IS » It’s your core belief » It’s your voice in the market » It’s a promise keptWHAT IS BRANDING?
  8. 8. BRAND POSITIONING
  9. 9. “The solution to a positioning problem is usually found in the prospect’s mind, not in the product itself.” Positioning by Jack TroutBRAND POSITIONING
  10. 10. BRAND POSITIONING CASE STUDYBRAND POSITIONING
  11. 11. 1. NARROW YOUR FOCUSBRAND POSITIONING
  12. 12. Positioning is not about youBRAND POSITIONING
  13. 13. 2. KEEP IT SIMPLE
  14. 14. 3. FOCUS ON WHAT YOU’RE GOOD ATBRAND POSITIONING
  15. 15. “We hear the question “what do you do for a living?” all the time. Your professional category is the wrong answer.” Book Yourself Solid by Michael PortBRAND POSITIONING
  16. 16. BRAND POSITIONING
  17. 17. Positioning is not about youBRAND POSITIONING
  18. 18. BRAND CONSISTENCY
  19. 19. 1. HOW YOU TALKBRAND CONSISTENCY
  20. 20. BRAND CONSISTENCY CASE STUDYBRAND CONSISTENCY
  21. 21. 2. HOW YOU ACTBRAND CONSISTENCY
  22. 22. “80 percent of companies believe they deliver a superior customer experience, but only 8 percent of their customers agree.” Jeff SwystunBRAND CONSISTENCY
  23. 23. 3. HOW YOU LOOKBRAND CONSISTENCY
  24. 24. 80% consistent 20% full of surpriseBRAND CONSISTENCY
  25. 25. BRAND CULTURE
  26. 26. Your culture is part of your brand whether you want it to be or not.BRAND CULTURE
  27. 27. 1. HIRE FOR SPIRIT, TRAIN FOR SKILLBRAND CULTURE
  28. 28. “Marginal tactics executed passionately almost ALWAYS will outperform brilliant tactics executed marginally” Selling The Invisible by Harry BeckwithBRAND CULTURE
  29. 29. 2. CHECK YOUR ATTITUDEBRAND CULTURE
  30. 30. BRAND CULTURE CASE STUDYBRAND CULTURE
  31. 31. BRAND CULTURE CASE STUDYBRAND CULTURE
  32. 32. “Leadership is practiced not so much in words as in attitude and in actions.” Harold S GeneenBRAND CULTURE
  33. 33. 3. LET INDIVIDUAL PASSIONS SHINE THROUGHBRAND CULTURE
  34. 34. “By expressing your passion you create an experience that people remember. When people remember you THAT is good business.” Love Is The Killer App by Tim SandersBRAND CULTURE
  35. 35. “It was about building a lifestyle that was about delivering happiness to everyone, including ourselves.” Zappos.com CEO Tony HsiehBRAND CULTURE
  36. 36. 60 DAY CHALLENGESECURE YOUR POSITIONING- Narrow your focus.AUDIT YOUR CONSISTENCY- Look at every point of contact.INVEST IN YOUR CULTURE- Invest in your people.
  37. 37. “You can have everything you want in life, if you just help enough other people get what they want.” Zig Ziglar
  38. 38. What say you?
  39. 39. Connect with Luke online... LukeMysse.com @LukeMysse LukeMysse@Me.com From your smartphonesnap for contact info or visit LukeMysse.info

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