Brand You

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Overview

In this workshop learn the elements required to build a strong brand foundation. For early stage businesses a key component in commercial growth is communicating your story and value to customers. Establishing enduring brand equity affects everything from product development to customer acquisition, from employee engagement to strategic partnerships.


Details

In this immersive workshop you will explore leading case studies and learn how to work in a lean way to create a stellar brand strategy with high impact and at low cost. Leveraging your digital agility and producing engaging and digitally efficient content will be a key to your competitive advantage. Staying true to your brand vision and learning to employ the best practices from both large and small organisations will be integral to your long-term success and improve your ability to convey a clear mission and communicate consistently through all media.


Takeaways

• Understand that what your brand does matters more than what it says
• Identify the key components and characteristics of your business that make it pop
• Establish your core insights and mission that will drive all decisions
• Learn about the power of good storytelling and its ability the work for you
• Discover lean methodologies for branding that improve customer engagement and boosts your return on investment

Target Audience

• Entrepreneurs, start-ups and small business owners
• Folks interested in design, business, and technology
• Folks who want to get more insight into the field of business design

Published in: Marketing
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Brand You

  1. 1. Developing a Brand Strategy@SFAGENCY
  2. 2. WHY DO YOU EXIST? What’s wrong with the world & how do you intend to fix it? MISSION
  3. 3. THE DESIRED FUTURE STATE What’s the world look like now that you’ve fixed it? VISION
  4. 4. To feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger. A hunger-free America
  5. 5. 1. WHY 2. WHAT 3. INVITE.. INGREDIENTS 3 1. WHY 2. WHAT 3. ASK INGREDIENTS
  6. 6. WHY . 1 PEOPLE DON’T BUY WHAT YOU DO THEY BUY WHY YOU DO IT WHY
  7. 7. WHAT? . 2 TEE UP THE OPPORTUNITY WHAT
  8. 8. INVITE... .CLEARLY SAY WHAT YOU NEED & INVITE YOUR LISTENERS TO JOIN YOU 3 ASK
  9. 9. #TWITPITCH
  10. 10. Look to storytelling archetypes There's a theory that stories fall into a series of patterns. Archetypes. Templates for storytelling. "The Quest" a hero overcomes numerous odds "Comedy" we introduce confusion which must then be resolved "Overcoming the Monster" where the hero defeats a pain point "Rebirth" we show that there has to be a better way.
  11. 11. C A P T U R E C R E A T E C O M M U N I C A T E
  12. 12. BRAND PROPOSTION [In less than 5 words]
  13. 13. BRAND POWER
  14. 14. How you think, feel & behave towards a brand
  15. 15. Design the conditions that encourage the behaviours you desire
  16. 16. BRAND EQUITY
  17. 17. The prices, market share, visual recognition placebos and profitability your brand commands
  18. 18. STRATEGY
  19. 19. TRANSFORMATION The Business of
  20. 20. Is your company dedicated to EXCEEDING customer expectations?
  21. 21. Do you excite such DEDICATION in your customers that they do much of the MARKETING and PROMOTION for you?
  22. 22. EXERCISE WHAT IS YOUR? Unique Selling Proposition Mission Brand Promise
  23. 23. WEF Report on Future of Jobs
  24. 24. BRAND as SOCIAL
  25. 25. “You don't need to write anymore—just write a good headline and point. If what you're pointing at turns out to be a steaming turd, well, then repackage the steam and sell it back to us.” - Luke O’neil, Writer
  26. 26. Consumer - Product Relationships
  27. 27. DELIGHTFUL over CREEPY
  28. 28. are just 2 sides of the same CULTURE & 
 BRAND
  29. 29. How do you create an emotional connection to a commodity?
  30. 30. GIVE & GET Discovery what you listener really cares about
  31. 31. TRUST Don’t Fake it to Make It CONSISTENCY
 OFFLINE PERSIST Influencers have been persevering for minimum of 6 Years Be Predictable Meet People Face to Face
  32. 32. HYGIENE FACTORS
  33. 33. EMOTIONAL FACTORS
  34. 34. Look to storytelling archetypes Get a working web site and analytics up and running. Track where your visitors are coming from (marketing campaign, search engine, etc) and how their behaviour differs. What were your hypotheses about your web site results? Continue to test, tweak and twerk.
  35. 35. #TWITPITCH 2.0
  36. 36. C O N T E X T
  37. 37. Fundamental Attribution Error
  38. 38. You need to test rather than assume which context your message will be best recived in
  39. 39. C O M M U N I T Y
  40. 40. C O N T E N T
  41. 41. What would you like your business to be recognised as?
  42. 42. G E T M O V I N G .
  43. 43. S O C I A L F A B R I C . C O M
  44. 44. T H A N K Y O U

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