Brand strategy is the process of identifying your most compelling attributes and combining them into a unique promise. Conveying who you are, what you do, and why it matters is easy to do. Or is it? In this workshop, participants will learn practical methods to evaluate, understand and refine a competitive advantage – bringing brand in focus to impact reputation and revenue.

1. A brand and marketing consultancy.
PROFIT FROM PURPOSE!
How Great Organizations Inspire Action

2. Key Points for Today!
• It’s better to be clear, than clever
• Action follows perception
• The mind is a competitive place
PROFIT
FROM!
PURPOSE

3. Brand, branding !
and marketing
PROFIT
FROM!
PURPOSE
What’s the difference?!

4. Brand = Reputation
Branding = Visually and verbally describing the brand
Marketing = Tactics (PR, social, advertising, outreach)
PROFIT
FROM!
PURPOSE

5. What is Brand ?
PROFIT
FROM!
PURPOSE

6. What is Brand ?!

7. A seamless experience!
that consistently delivers !
on a specific promise.
PROFIT
FROM!
PURPOSE

8. “Coca-Cola is not just an American brand. It’s
a global phenomenon.” !
PROFIT
FROM!
PURPOSE

10. “Disney is one of those classic American
brands we all grew up with . . . It would take
something fairly cataclysmic to knock Disney
off its rarified perch.”!
PROFIT
FROM!
PURPOSE

12. “When you actually find yourself saying things
like barista, frappuccino, and double shot
with soy hold the whip, you know you’re not
just buying coffee – you’ve bought into a
cultural movement.”!
PROFIT
FROM!
PURPOSE

14. “Apple subscribes to the ‘less is more’ theory
and uses it to a powerful effect . . . Apple is
more than a brand — it’s a culture.”!
PROFIT
FROM!
PURPOSE

16. Purpose
Values
Vision
Mission
Positioning
WHY
you
exist
HOW
you
intend
to
manifest
your
vision
WHAT
you
strive
to
achieve
HOW
you
behave
and
what
you
believe
WHERE
you
stand
authen>cally
in
the
market

17. Four pillars of perception:
PROFIT
FROM!
PURPOSE

18. 1. Start with why
PROFIT
FROM!
PURPOSE
Four pillars of perception:

19. What
How
Why
Would you like to donate ? !
How most organizations communicate
We’re raising money . . .
By people like you donating . . .
[ often skipped ]

20. people don’t buy what you do,
they buy why you do it.
PROFIT
FROM!
PURPOSE
1. Start with why

21. Why
How
What
Everything we do, we believe will
enhance the patient experience.
By connecting with our
community of full and part time
residents.
We achieve this by providing
opportunities to donate, gift
or take part in events.
Would you like to support our cause? !
A better way . . .

22. 1. Start with why
PROFIT
FROM!
PURPOSE
2. Write mission, speak mantra
Four pillars of perception:

23. PROFIT
FROM!
PURPOSE
The good. The bad.!
The indifferent.
2. Write mission, speak mantra

24. PROFIT
FROM!
PURPOSE
NPR // !
!
“To work in partnership with member stations
to create a more informed public – one
challenged and invigorated by a deeper
understanding and appreciation of events,
ideas and cultures.”!
2. Write mission, speak mantra
Example of good:!

25. PROFIT
FROM!
PURPOSE
Mayo Clinic //!
!
“To inspire hope and contribute to health and
well-being by providing the best care to every
patient through integrated clinical practice,
education and research.”!
2. Write mission, speak mantra
Example of good:!

26. PROFIT
FROM!
PURPOSE
The Rotary Foundation //!
!
“To enable Rotarians to advance world
understanding, goodwill, and peace through
the improvement of health, the support of
education, and the alleviation of poverty.”!
2. Write mission, speak mantra
Example of good:!

27. PROFIT
FROM!
PURPOSE
!
“By creating value for our customers, we create value
for our shareholders. We use our expertise to create
transport-related products and services of superior
quality, safety and environmental care for demanding
customers in selected segments. We work with
energy, passion and respect for the individual.”!
2. Write mission, speak mantra
Volvo Car Corp. //
Example of indifferent, bland and “anyone”:!

28. PROFIT
FROM!
PURPOSE
Avon Products, Inc. // !
"
Avon's mission is focused on six core aspirations the company continually strives to achieve:"
"
Leader in global beauty: Build a unique portfolio of beauty and related brands, striving to surpass competitors in quality, innovation,
and value, and elevating Avon's image to become the world's most trusted beauty company."
"
Women's choice for buying: Become the shopping destination for women, providing a personal, high-touch experience that helps
create lifelong customer relationships."
"
Premier direct-selling company: Expand Avon's presence in direct selling, empowering women to achieve economic independence
by offering a superior earnings opportunity as well as recognition, service and support, making it easy and rewarding to be affiliated
with Avon."
"
Most admired company: Deliver superior returns to shareholders by pursuing new growth opportunities while maintaining a
commitment to be a responsible, ethical company and a global corporate citizen that is held as a model of success."
"
Best place to work: Elevate the company's leadership, including its high standards, respect for diversity, and commitment to helping
Associates achieve their highest potential in a positive work environment."
"
To have the largest foundation dedicated to women's causes: Be a committed global champion for the health and well-being of
women through philanthropic efforts, with a focus on breast cancer, domestic violence and women's empowerment."
"
Source: http://www.avoncompany.com/corporatecitizenship/corporateresponsibility/vmvp/index.html#mission
WARNING! (Please don’t do this – ever.)

29. PROFIT
FROM!
PURPOSE
NPR
“Better, diverse news coverage”
Mayo Clinic
“Inspire hope”
Rotary
“Do good, every day”
Avon Products
“Empower women’s lives”
Volvo Car Corp.
“Boldly protect and innovate”
2. Write mission, speak mantra
Mantra: It’s what the employee stands for. Is easily understood and remembered.!

30. 1. Start with why
PROFIT
FROM!
PURPOSE
2. Write mission, speak mantra
3. Position your brand
Four pillars of perception:

31. PROFIT
FROM!
PURPOSE
A short, simple statement that will . . .!
Explain
Promise
Differentiate
Create
. . . a powerful emotional connection !
with the intended audience.!
3. Position your brand

32. What our
customers
really want
What we’re
really good at
What our
“competitors”
cannot
provide
Positioning Candidates
The BIG IDEA we want others to understand.
Can you own it?

33. PROFIT
FROM!
PURPOSE
7-up
The uncola
BMW
The ultimate driving machine
Avis
We try harder
Starbucks
Premium coffee
Southwest Air
The short-haul, no-frills, low-priced airline
3. Position your brand

34. 1. Start with why
PROFIT
FROM!
PURPOSE
2. Write mission, speak mantra
3. Position your brand
4. Live your brand promise
Four pillars of perception:

37. Purpose
Values
Vision
Mission
Positioning
WHY
you
exist
HOW
you
intend
to
manifest
your
vision
WHAT
you
strive
to
achieve
HOW
you
behave
and
what
you
believe
WHERE
you
stand
authen>cally
in
the
market

38. PROFIT
FROM!
PURPOSE
“Strategy without tactics is the slowest
route to victory. Tactics without strategy
is the noise before defeat.”!
!
- Sun Tzu, The Art of War

39. A Brand and Marketing Consultancy brandwithstructure.com