How to Tell Your Brand's Story

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Learn how to promote your business. This deck will give you the formula to create a perfectly simple brand positioning statement that will take your company to new heights. Slides taken from How to Tell Your Brand's Story, a class taught by MIke Troiano at the Intelligent.ly Boston campus. Learn more from the experts by visiting http://intelligent.ly/learn

Published in: Business, News & Politics

How to Tell Your Brand's Story

  1. 1. presentsHow to Tell YourBrand’s Story EffectivelyMIKE TROIANO@miketrap
  2. 2. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda2
  3. 3. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach2
  4. 4. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop2
  5. 5. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise2
  6. 6. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise2
  7. 7. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.2
  8. 8. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.The Startup Journey3passionatehypothesis
  9. 9. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.sharedvisionThe Startup Journey3SELLING THE DREAMpassionatehypothesis
  10. 10. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.provenopportunitysharedvisionThe Startup Journey3SELLING THE DREAMCONVICTION VS. FLEXIBILITYpassionatehypothesis
  11. 11. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.raceto scaleprovenopportunitysharedvisionThe Startup Journey3SELLING THE DREAM DISCONTINUOUS CHANGECONVICTION VS. FLEXIBILITYpassionatehypothesis
  12. 12. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.realbusinessraceto scaleprovenopportunitysharedvisionThe Startup Journey3SELLING THE DREAM DISCONTINUOUS CHANGERIDING THE ROCKETCONVICTION VS. FLEXIBILITYpassionatehypothesis
  13. 13. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early2002
  14. 14. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early“mobilemarketingmanagement”2002
  15. 15. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early“mobilemarketingmanagement”2002“mobilemessagingmanagement”2004
  16. 16. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early“mobilemarketingmanagement”“mobilemediamanagement”20062002“mobilemessagingmanagement”2004
  17. 17. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.BUT… you’re betting your livelihood on a valueproposition you believe is significant.
  18. 18. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.BUT… you’re betting your livelihood on a valueproposition you believe is significant.So you should write it down.
  19. 19. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning
  20. 20. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers
  21. 21. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute
  22. 22. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself
  23. 23. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer
  24. 24. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique
  25. 25. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique• proof – perceived evidence of truth
  26. 26. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.declare your hypothesisFor target who are segment,brand provides the category withdistinction because of proof.
  27. 27. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples
  28. 28. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples• For drivers who value automotive performance,BMW provides luxury vehicles that deliver joythrough German engineering.
  29. 29. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples• For drivers who value automotive performance,BMW provides luxury vehicles that deliver joythrough German engineering.• For people around the world, Coca-Cola is thesoft drink that is the real thing since 1886.
  30. 30. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples• For drivers who value automotive performance,BMW provides luxury vehicles that deliver joythrough German engineering.• For people around the world, Coca-Cola is thesoft drink that is the real thing since 1886.• For industrial manufacturers who are challengedto differentiate, BASF is the raw materialssupplier that makes products better throughengineering depth.
  31. 31. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.9
  32. 32. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:
  33. 33. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers
  34. 34. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute
  35. 35. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself
  36. 36. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer
  37. 37. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique
  38. 38. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique• proof – perceived evidence of truth
  39. 39. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.11
  40. 40. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12
  41. 41. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12Pair.
  42. 42. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12Pair. Pitch.
  43. 43. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12Pair. Pitch. Switch.
  44. 44. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.13
  45. 45. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.3 x 10 Minutes14
  46. 46. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.3 x 10 Minutes14
  47. 47. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Who’s got ‘em?15
  48. 48. thank you.@miketrap
  49. 49. Course TitleCourse TitleINSTRUCTOR NAME

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