1. How to build
an Inbound
Brand that
wins every
time
Tiffany Sauder
@TiffanySauder
President of Element Three

3. THUMP

5. A. Hire a highly competent,
exceptionally smart 20-
something that doesn’t
know inbound marketing
and teach them
B. Hire an Inbound Marketing
hot-shot-know-it-all that
won’t stop talking
Hubspot would rather…

6. Hubspot would rather…
A. Hire a highly competent,
exceptionally smart 20-
something that doesn’t
know inbound marketing
and teach them
B. Hire an Inbound Marketing
hot-shot-know-it-all that
won’t stop talking

7. HOW WOULD
HUBSPOT
RESPOND IF AN
EMPLOYEE SENT
OUT A TWEET THAT
WAS HIGHLY
INAPPROPRIATE?
a. Try to cover it up
b. Own it

8. HOW WOULD
HUBSPOT
RESPOND IF AN
EMPLOYEE SENT
OUT A TWEET THAT
WAS HIGHLY
INAPPROPRIATE?
a. Try to cover it up
b. Own it

9. A. Not show up for a presentation
because he forgot an extra set
of clothes and is worried about
looking perfect
B. Wear yesterday’s clothes and
show up on time
Brian Halligan
is more likely to:

10. A. Not show up for a presentation
because he forgot an extra set
of clothes and is worried about
looking perfect
B. Wear yesterday’s clothes and
show up on time
Brian Halligan
is more likely to:

11. Walking through the halls
of HubSpot you are more
likely to hear:
a. Try it, but don’t F*&k it up
b. Book conference room D for
3 days so we can discuss
every detail

12. Walking through the halls
of HubSpot you are more
likely to hear:
a. Try it, but don’t F*&k it up
b. Book conference room D for
3 days so we can discuss
every detail

13. A. Give away lots of discounted
tickets to Inbound to make
this the biggest gathering of
Inbound marketers in the
world and create an awesome
experience for all
B. Not discount a single ticket
because they want to make
sure everyone who attends is
completely committed to
Inbound and has a stockpile
of cash to spend
Hubspot is more likely to

14. A. Give away lots of
discounted tickets to
Inbound to make this the
biggest gathering of
Inbound marketers in the
world and create an
awesome experience for all
B. Not discount a single ticket
because they want to make
sure everyone who attends is
completely committed to
Inbound and has a stockpile
of cash to spend
Hubspot is more likely to

15. WHAT
COULD
GO WRONG?

16. ELEMENT
THREE
 HQ in Indianapolis
 30 Employees
 2012 Agency of the Year
 Platinum Partner

17. 5 GUIDING
BRAND
PRINCIPLES
For Inbound-y Marketers

18. The Brand is the
Product.
“ -Lee Clow

19. IT’S NOT WHAT YOU DO,
IT’S HOW YOU HELP.
WHAT THEY DO HOW THEY HELP
Accounting & Financial Support A Crystal Ball to CEOs
Posh Retirement Living Excitement for the Future
Luxury RVs Access to an Elite Lifestyle
Inspection Services Peace of Mind
Sand, sea and sun A feeling of being totally alive

20. Watch Video:
Marcus Buckingham Regarding Authenticity
Your brand is like a person.“ — Marcus Buckingham

21. I’d rather be first
than perfect.
“
-Howard Schultz, CEO of Starbucks

22. “Know what you’re
driving toward.

23. HOW DO WE DO IT?
Let’s take a look at some tools

24. t @TiffanySauder
DISCOVERY SESSION:
inside out Discover internal
vision, culture,
beliefs
 Converge on unique
claim of distinction
 Baseline used to
compare
perceptions of
external audiences

25. AUDIENCE RESEARCH:
outside in Uncovers powerful
emotional and
rational brand
connections and
perceptions of
external
audience(s)
 Offers comparison
point with internal
vision and
communications
 Creates insights
into why audiences
choose your brand
over others
 Sets up
underpinnings of
brand assets to be
developed

26. t @TiffanySauder

28. COMMUNICATIONS AUDIT:
what the marketplace sees & hears Review historical
and current
literature and online
presence (2 years)
 Gauge for how
consistent internal
message is/ isn’t
 Uncover where
brand assets lie that
can be carried
forward
 Key themes
emphasized
 What’s been done

32. How does
Brand influence
the decisions
we make as
Inbound
Marketers?

33. (Most brands) want to be all things to all
people. They want their brand to be a male
brand and a female brand. An upper-crust
brand and a plebeian brand. And in their
greed they almost always end up with a
brand which has no personality of any kind—
a wishy washy neuter brand.
-David Ogilvy
The Unpublished David Ogilvy
“

34. DO YOU KNOW
YOUR ONE
THING?
t @TiffanySauder