How to craft a brand that will speak to the right audience and how to identify and locate the correct audience so you can get better conversions on your marketing.

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4. 1) Your brand is not what YOU think it is. It is what THEY think it is.
2) Make branding decisions based on what appeals to your target market.
3) Be clear and consistent with the message of your brand.
4) Put your message in the right places.
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5. For ____________________________________ (state the target market)
who want or need ___________________ (state what they lack)
my company provides _______________ (state what you give them)
that benefits them by ________________ (state the primary benefit)
so they can ____________________________ (state the positive outcome)
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6. For engaged couples
who want or need event styling for their wedding
my company provides eco-friendly wedding styling
that benefits them by customizing their wedding while protecting the environment
so they can have their big day look perfect, protect the environment, and not spend time on décor!
For nonprofit development officers
who want or need an impressive-looking fundraiser within a limited budget
my company provides eco-friendly, professional, affordable styling options
that benefits them by impressing donors with a professional, eco-friendly fundraiser
so they can create a high-quality perception to get more donations within budget.
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7. 1) Be specific. Be precise.
2) Multiple target markets? Multiple brand statements.
3) Tailor the outcome to show exactly how you help.
4) The brand statement is your core messaging.
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8. What Happens When You
Have Multiple Target Markets?
One brand can have multiple products
reaching multiple target markets if
each is marketed separately.
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Sienna
PriusTundra

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10. B2B
Industry
Mission
Company Size
Role
Their Target Market
Company Culture
Other Key Attributes
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B2C
Gender
Age
Relationships
Culture
Religion
Language
Other Key Attributes

11. Comfort /
Pleasure
Cause
Affiliation*
Profit /
Gain
Preventing
Loss
BelongingAvoidance
of Pain
Pride /
Prestige
What is your target market’s pain point?
• B2B – Motivated by economic factors:
some combination of Profit / Gain,
Preventing Loss, and Cause Affiliation
• B2C – Could be motivated by any
combination
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12. Geography
International
National
Regional/Provincial
City/County
Neighborhood
Spending Their Time
Office, School
Home
Social media
Magazines, News
Stores
Exclusive Clubs / Groups
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13. Newsletters
Mail
Social Media
Bulletin Boards
Meet-Ups, Meetings
Advertisements, Brochures
Member Discounts
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14. Domino’s = Accessible
Marketing is in places where everyday people will see it.
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15. Rolls Royce = Exclusive
Marketing is ethereal, elite,
and exclusive.
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18. Apple = Innovation
“Think Different.”
Packaging and Design.
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20. Cards Against Humanity =
Offensively Humorous
“Cards Against Humanity is a party game
for horrible people. Unlike most of the
party games you've played before, Cards
Against Humanity is as despicable and
awkward as you and your friends.”
FAQs = “Your dumb questions.”
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21. Joy (the movie)
Joy sells the mop by looking and
sounding like a normal person
who uses mops.
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24. Nickelodeon Orange =
Playful, Fun
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27. SERIF
Formal
Traditional
Respectable
Reliable
Authoritative
Good for print –
body of content
SANS SERIF
Universal
Simple
Stable
Clean
Good for web –
body of content
Script
Feminine
Fancy
Elegant
Creative
Good for
invitations
DISPLAY /
DECORATIVE
EXPRESSIVE
AMUSING
UNIQUE
BOLD
MEMORABLE
Good for
headlines
MODERN
COOL
DISTINCT
PROGRESSIVE
STYLISH
Good for
niche markets
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28. Order, logic, security
Energy, power, masculinity
Connection, community, femininity
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29. FedEx
Subliminal Message:
Forward-pointing arrow
between the E and the X
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30. Tostitos Logo = 2 people
happily dunking a chip in salsa
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31. The Same Words Change Meaning
with Different Visuals
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32. 1) Have great content.
2) Use consistent keywords to show your relevance.
3) Drive them to the next part of your marketing funnel.
Show them something else of interest that is related to your brand!
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34. Snickers = Hungry?
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35. Wheaties =
Awaken the Champion Within,
Breakfast of Champions
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37. 1. Be where the people are.
Often.
2. Listen
3. Create Goodwill
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38. It takes at least 7 touches to…
…convert a “lead” to a sale.
…build trust!
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Creating a Strong Marketing Funnel and Leveraging Word of Mouth
Friday, June 16 – 11am-12:30pm Eastern
Building Your Online Marketing Strategy
Friday, June 30 – 11am-12:30pm Eastern

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