Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
© SOL MARKETING | 1
BUILDING A KICK-ASS
BRAND THAT WINS
© SOL MARKETING | 2
AGENDA
Branding basics
Brand value pyramid methodology
Creating emotional bonds
Brand swagger
Putting ...
© SOL MARKETING | 3
What is a brand?
© SOL MARKETING | 4
The collective
emotional response to
your product or service
© SOL MARKETING | 5
Expectations
© SOL MARKETING | 6
Memories
© SOL MARKETING | 7
Stories
© SOL MARKETING | 8
A relationship
© SOL MARKETING | 9
Differentiation that’s
meaningful to
customers, partners,
vendors, employees
© SOL MARKETING | 10
An intangible asset
© SOL MARKETING | 11
A financial asset
© SOL MARKETING | 12
© SOL MARKETING | 13
HOW DOES A BRAND GET INCLUDED IN THAT LIST?
Profits
Demand
Bonds
© SOL MARKETING | 14
WHY BRANDING?
Avoid fatal conceit
Your product is NOT your message
There are other people and product...
© SOL MARKETING | 15
Start thinking of
your business
as a brand
© SOL MARKETING | 16
Start thinking of
your brand as an
experience
© SOL MARKETING | 17
Functional Benefits and Attributes
Emotional Benefits
Self-expressive
benefits,
beliefs and values
ad...
© SOL MARKETING | 18
Today’s options packages are
tomorrow’s standard equipment
We can’t control the brand image –
only th...
© SOL MARKETING | 19
BUILDING EMOTIONAL BONDS
•  Traditional consumer branding: rooted in theory of
rational choices and c...
© SOL MARKETING | 20
BRAND SWAGGER QUESTIONS
What does it say about a person that
they hire/use your brand?
What is the si...
© SOL MARKETING | 21
PUTTING IT ALL TOGETHER
•  Your brand story – brand narrative …
the “anti-elevator pitch”
•  Elevator...
© SOL MARKETING | 22
BRAND NARRATIVE
•  You are NOT your website
•  It’s about why you do what you do – not what you
do
• ...
© SOL MARKETING | 23
BRAND NARRATIVES THAT CONNECT
•  One-word: Google = search, Mastercard = priceless
•  Question: “What...
© SOL MARKETING | 24
WHEN BRAND?
•  When you’ve established a product – market fit
•  When customers begin to experience y...
© SOL MARKETING | 25
©	
  SOL	
  MARKETING	
  	
  |	
  	
  25	
  
10 ACTIONS FOR BUILDING AND
SUSTAINING BRANDS
•  Innovat...
© SOL MARKETING | 26
LET’S START
SOMETHING
512.445.4807
info@solmarketing.com
4807 Spicewood Springs Rd.
Building 2, Suite...
Upcoming SlideShare
Loading in …5
×

Building a kick-ass brand that wins

737 views

Published on

Presented at Austin Startup Week 2015

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Building a kick-ass brand that wins

  1. 1. © SOL MARKETING | 1 BUILDING A KICK-ASS BRAND THAT WINS
  2. 2. © SOL MARKETING | 2 AGENDA Branding basics Brand value pyramid methodology Creating emotional bonds Brand swagger Putting it all together: The Anti-Elevator Pitch
  3. 3. © SOL MARKETING | 3 What is a brand?
  4. 4. © SOL MARKETING | 4 The collective emotional response to your product or service
  5. 5. © SOL MARKETING | 5 Expectations
  6. 6. © SOL MARKETING | 6 Memories
  7. 7. © SOL MARKETING | 7 Stories
  8. 8. © SOL MARKETING | 8 A relationship
  9. 9. © SOL MARKETING | 9 Differentiation that’s meaningful to customers, partners, vendors, employees
  10. 10. © SOL MARKETING | 10 An intangible asset
  11. 11. © SOL MARKETING | 11 A financial asset
  12. 12. © SOL MARKETING | 12
  13. 13. © SOL MARKETING | 13 HOW DOES A BRAND GET INCLUDED IN THAT LIST? Profits Demand Bonds
  14. 14. © SOL MARKETING | 14 WHY BRANDING? Avoid fatal conceit Your product is NOT your message There are other people and products that do EXACTLY what you do
  15. 15. © SOL MARKETING | 15 Start thinking of your business as a brand
  16. 16. © SOL MARKETING | 16 Start thinking of your brand as an experience
  17. 17. © SOL MARKETING | 17 Functional Benefits and Attributes Emotional Benefits Self-expressive benefits, beliefs and values addressed Hardest to deliver Hardest to imitate Most differentiating and defining Longest shelf-life Key element of emotional brand BRAND VALUE PYRAMID
  18. 18. © SOL MARKETING | 18 Today’s options packages are tomorrow’s standard equipment We can’t control the brand image – only the identity
  19. 19. © SOL MARKETING | 19 BUILDING EMOTIONAL BONDS •  Traditional consumer branding: rooted in theory of rational choices and cognitive and sequential in nature •  Modern branding: brand become part of a person’s self-concept •  It’s not enough to connect emotionally; you must deliver on your brand promise
  20. 20. © SOL MARKETING | 20 BRAND SWAGGER QUESTIONS What does it say about a person that they hire/use your brand? What is the singular benefit customers get from you they can’t get from anyone else? How do you make your customer a hero in his/her own story?
  21. 21. © SOL MARKETING | 21 PUTTING IT ALL TOGETHER •  Your brand story – brand narrative … the “anti-elevator pitch” •  Elevator pitch: a one-way delivery system for getting your core message across •  The brand narrative: an offer of something compelling to start a conversation
  22. 22. © SOL MARKETING | 22 BRAND NARRATIVE •  You are NOT your website •  It’s about why you do what you do – not what you do •  It’s an opportunity to invite others to engage and collaborate in your success •  Persuade, don’t educate •  Connect with empathy •  Raise eyebrows!
  23. 23. © SOL MARKETING | 23 BRAND NARRATIVES THAT CONNECT •  One-word: Google = search, Mastercard = priceless •  Question: “What if I told you that you’d never have to search for an email again?” •  Subject line: “Fifteen minutes could save you 15 percent on your car insurance” •  Story form: “One day, when _________ is successful, every __________ will be able to ___________.”
  24. 24. © SOL MARKETING | 24 WHEN BRAND? •  When you’ve established a product – market fit •  When customers begin to experience your brand •  When you’re raising money •  Focus on the things that matter
  25. 25. © SOL MARKETING | 25 ©  SOL  MARKETING    |    25   10 ACTIONS FOR BUILDING AND SUSTAINING BRANDS •  Innovate and delight •  Be meaningfully different •  Stand for a purpose •  Walk the talk •  Build and maintain trust •  Renew and improve the brand experience •  Rely on consumer insights •  Think holistically •  Get noticed •  Keep changing
  26. 26. © SOL MARKETING | 26 LET’S START SOMETHING 512.445.4807 info@solmarketing.com 4807 Spicewood Springs Rd. Building 2, Suite 200 Austin, Texas 78759  

×