Your Brand is Everything.
How to identify and articulate your company's unique brand purpose. Through asking themselves and their customers a series of questions, a business owner can develop a brand purpose and values system that acts as a filter for decision making, an insurance policy, a shared belief system, and a guide for team behavior. In this presentation, I reference and pull from the many places where I have learned about the importance of brand and how to get to the real "why": Listen Ventures, for their "Brand Purpose" framework of "What We Believe" and "Why We Exist." Nick Sarillo, for his powerful work with brand values and building an authentic, explicit culture. Simon Sinek, for his TEDTalk "Start with Why" The books, "Made to Stick", by Chip and Dan Heath for cultivating empathy and understanding what your business looks like from the outside without all of the context that we as founders have. The beautiful quote by Wally Olins, from the book "Brand Thinking and other Noble Pursuits" by Debbie Millan And likely 10,000 other sources which have unwittingly shaped and built my passion and understanding for brand and its power in building emotionally resonant, authentic, proactive companies.
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Your Brand is Everything.
- 2. What is a brand?
- 3. • Your only real, immutable competitive advantage! ! • Your connection to your customers: “your tribe”! ! • Your “true north” for all decision making! ! • Your insurance policy in tough times! ! • Your best team management tool! ! • Your roadmap for adapting to the future
- 4. “Branding is a profound manifestation of the human condition. It is about belonging: belonging to a tribe, to a religion, to a family. Branding demonstrates that sense of belonging. It has this function for both the people who are part of the same group and also for the people who don’t yet belong.” ! ! - Wally Ollins!
- 5. Your brand is NOT a logo! ! (Or your website, flashy business cards, sexy office…or even your product.)
- 6. Your brand is your why.
- 7. Developing your Brand Purpose! Via Jeff Cantalupo, Listen
- 8. Getting to your brand! ! What is the real problem you’re trying to solve?! ! This has nothing to do with your product. ! ! There are a million ways to solve a problem, and your product is just one way…so what IS the problem you’re trying to solve?
- 9. Getting to your brand! ! Who is your customer?! ! ! How are they currently solving this problem?! ! How do they sound, what do they care about, etc?! ! “There are no such things as groups, only collections of individual human beings. Who are you talking to?” - Brad Boyer!
- 10. Getting to your brand! ! What do you believe?! ! ! Why is this problem critical to solve?! ! Why are you the best business to solve it?! ! Why is now the right time to solve it?! ! Why do you care?!
- 11. Getting to your brand! ! Why do you exist?! ! ! What is your purpose? ! ! This is not WHAT you DO, but WHY you do it. ! ! What changes in the world if you’re successful?
- 12. Getting over the “Curse of Knowledge”! Via “Made to Stick”
- 13. Think about your website. ! ! ! Now imagine that you know ! NOTHING about your business! ! ! Would you understand your “WHY”?
- 14. Your customers don’t know all the context, backstory and passion that’s locked in your mind. The “why” might seem obvious to you, but it must be explicit.! ! You have to MAKE them care.
- 15. Make it simple.! ! Then make it simpler.
- 16. Can you tell me why your company ! exists in 10 words or less?
- 19. Authenticity is everything.! ! The only thing worse than not giving thought to your brand, is creating a brand that is inauthentic.!
- 20. Your internal values Your customer service Your product Your improvement process Your communication Your visual identity Your return policy Your internal policies Your future product developments Your blog and articles And on and on and on…
- 21. Your brand is what you are when you think no one is looking. ! You decide your purpose, but your customers determine your brand.
- 22. How to put your brand to work
- 23. Building an authentic identity! ! If you want a sticky, emotionally resonant brand…you need to be specific. You can’t please everyone, so focus on talking directly to YOUR customer.!
- 24. Personality: Who is your brand? ! ! Tone: How does your brand sound?! ! Identity: How does your brand look?! ! ! !