5 Strategies for Building a World Class Brand

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A strong brand is the secret weapon of any business, particularly for small businesses. This is my presentation for 2012 NYXPO for small business. It's an interactive workshop, with best practices and …

A strong brand is the secret weapon of any business, particularly for small businesses. This is my presentation for 2012 NYXPO for small business. It's an interactive workshop, with best practices and DYI exercises. If you have any questions or want to find out more about BrandTwist, please contact us at www.BrandTwist.com

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  • 1. 5 STRATEGIES !!BUILDING A WORLD CLASS BRANDJulie Cottineau, May 3, 2012!NY XPO for Business!Twitter@jcottin! Copyright all rights reserved, BrandTwist 2012
  • 2. MY BACKGROUNDTWITTER/JCOTTIN #NYXPO!
  • 3. WHAT IS A!BRAND! REALLY?!
  • 4. WHAT IS A BRAND?! Name! Logo! Ad! TWITTER/JCOTTIN #NYXPO!
  • 5. “A GREAT BRAND IS ! A STORY WELL TOLD”!TWITTER/JCOTTIN #NYXPO!
  • 6. MY STORY, PART ONE! TWITTER/JCOTTIN #NYXPO!
  • 7. TWITTER/JCOTTIN #NYXPO!
  • 8. TWITTER/JCOTTIN #NYXPO!
  • 9. TWITTER/JCOTTIN #NYXPO!
  • 10. BUILDING YOUR TOOLBOX! ! Answer the questions, send to:! ! TWITTER/@JCOTTIN! #NYXPO! Facebook.com/BrandTwist! ! P.S. PLAY ALONG THERE WILL BE PRIZES!
  • 11. 5 Strategies!
  • 12. 1 . Know what makes your target tick!
  • 13. DEVELOP A BULL’S EYE TARGET! TWITTER/JCOTTIN #NYXPO!
  • 14. TARGET PERSONIFICATION!   •  TWITTER/JCOTTIN #NYXPO!
  • 15. RESPONSE!     WHAT KEEPS YOUR TARGET UP AT NIGHT?! ! ! @JCOTTIN! #NYXPO! JULIE@BRANDTWIST.COM!
  • 16. 2 . Stand for something bigger! !
  • 17. GREAT BRANDS AIM HIGHER! Higher order ! Benefits! WHAT THIS ENABLES Emotional! Benefits! HOW THEY FEEL Functional ! Benefits! WHAT CUSTOMERS CAN DO! Attributes! WHAT YOU OFFERTWITTER/JCOTTIN #NYXPO!
  • 18. IMAGINATION…NOT TECHNOLOGY! TWITTER/JCOTTIN #NYXPO!
  • 19. ACHIEVEMENT…NOT ATHLETICS! TWITTER/JCOTTIN #NYXPO!
  • 20. CONSUMER CHAMPION…NOT PLANES ETC “  Whenever  I  see  people  ge/ng   a  bad  deal,  I  want  to  step  in  and   do  something  about  it.  I  look  for   opportuni<es  where  we  can   offer  something  be?er,  fresher   and  more  valuable.  ”  
  • 21. EASY…NOT OFFICE SUPPLIES!TWITTER/JCOTTIN #NYXPO!
  • 22. VISION ALONE IS NOT ENOUGH…
 YOU NEED TO DELIVER!TWITTER/JCOTTIN #NYXPO!
  • 23. RESPONSE!    WHAT’S AT THE TOP OF YOUR BRANDPYRAMID?!!!@JCOTTIN!#NYXPO!JULIE@BRANDTWIST.COM!
  • 24. 3. Brand should influence everything !
  • 25. BRAND SHOULD INFLUENCE EVERYTHING! PEOPLE   INNOVATION   MARKETING   BRAND   IDEA   ENVIROMENT   SERVICE   COMMUNICATION  TWITTER/JCOTTIN #NYXPO!
  • 26. COMMUNICATION!TWITTER/JCOTTIN #NYXPO!
  • 27. LITTLE TOUCHES! TWITTER/JCOTTIN #NYXPO!
  • 28. THE FINE PRINT!   HOW DID AIR TRAVEL BECOME SO BLOODY AWFUL?! ! First, they took away the meals. Then, the pretzels. And then, the peanuts. All seven of them. Then, suddenly, those paper pillows got smaller. Along with those “comfort-resistant” blankets. Then, poof, they were gone……That’s not how flying used to be. Flying used to be special. Not long ago people used to get gussied up…..Flying should make you feel like you are a virgin again. (Flying-wise of course.) It should feel new. And on Virgin Atlantic Airways it always will.”TWITTER/JCOTTIN #NYXPO!
  • 29. ENVIRONMENTS! TWITTER/JCOTTIN #NYXPO!
  • 30. EMPLOYEE AMBASSADORS!TWITTER/JCOTTIN #NYXPO!
  • 31. SOCIAL CAUSES!TWITTER/JCOTTIN #NYXPO!
  • 32. RESPONSE !     IDENTIFY ONE AREA WHERE YOUR BRAND COULD WORK HARDER?! ! @JCOTTIN! #NYXPO! JULIE@BRANDTWIST.COM! !
  • 33. 4 . Be social, don’t count friends! !
  • 34. TWITTER/JCOTTIN #NYXPO!
  • 35. BE BUZZWORTHY!TWITTER/JCOTTIN #NYXPO!
  • 36. CONNECT, DON’T MARKET!
  • 37. CUSTOMER SERVICE AND RECOVERY!
  • 38. AMPLIFY REAL WORLD EVENTS! Twitter updates from Richard On-sight Tweet-Up Live Feed Videos of Skydivers On-site specials and exclusive content
  • 39. BE VISUAL!
  • 40. JOIN FORCES!
  • 41. RESPONSE !   IDENTIFY ONE NEW FORM OR NEW USE OF SOCIAL MEDIA FOR YOUR BRAND! ! @JCOTTIN! #NYXPO! JULIE@BRANDTWIST.COM! !
  • 42. 5. Add a fresh twist !
  • 43. MY STORY, PART TWO TWITTER/JCOTTIN #NYXPO!
  • 44. ?TWITTER/JCOTTIN #NYXPO!
  • 45. TWITTER/JCOTTIN #NYXPO!
  • 46. ?TWITTER/JCOTTIN #NYXPO!
  • 47. !TWITTER/JCOTTIN #NYXPO!
  • 48. TWITTER/JCOTTIN #NYXPO!
  • 49. INSPIRATIONAL ! YOUR BRAND! BRANDTWITTER/JCOTTIN #NYXPO!
  • 50. RESPONSE !   COME UP WITH ONE NEW IDEA FOR YOUR BUSINESS INSPIRED BY ONE OF YOUR FAVORITE BRANDS?! ! @JCOTTIN! #NYXPO! JULIE@BRANDTWIST.COM! !
  • 51. THE 5 STRATEGIES! 1. !Know your target! 2. !Stand for something bigger! 3.!Apply your brand everywhere! 4. !Be social, don’t count friends! 5. ! Add a fresh twist ! TWITTER/JCOTTIN #NYXPO!
  • 52.   “A STRONG BRAND IS A SMALL BUSINESSES’ SECRET WEAPON”!TWITTER/JCOTTIN #NYXPO!
  • 53. THANK YOU!!!!!Like BrandTwist on Facebook!and answer at least 1 question@Jcottin!to be eligible for Brand Diagnostic drawing!!!Julie Cottineau!www.BrandTwist.com!Twitter/@Jcottin!