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Brand Positioning: How To Tell Your Story

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My presentation at #Inbound15, a break from the relentless focus on data-driven lead generation to spend just a few minutes on the power of human-powered storytelling.

Published in: Business

Brand Positioning: How To Tell Your Story

  1. 1. INBOUND15 BRAND POSITIONING How To Tell Your Story Michael Troiano CMO, Actifio
  2. 2. 1. What is a brand? 2. Why emotion? 3. Reflect on your customer. 4. Simplify your promise. 5. Deliver it consistently. AGENDA
  3. 3. Where’s the brand in this picture? WHERE’S THE BRAND? ? ? The Brand is out here. In the hearts and minds of the audience.
  4. 4. INBOUND15 • The world’s collective emotional response • Envelope for your product’s rational benefits • Emotional value proposition, guides people toward or away from what you’re selling • If you think it doesn’t matter, you don’t understand how people make decisions… WHAT’S A BRAND? 4
  5. 5. INBOUND15 • Antonio Damasio, Neuroscientist • Studied seemingly normal people with a specific type of brain damage that made them unable to feel emotions. • All had something peculiar in common: they couldn’t make decisions. WE USE EMOTION TO DECIDE 5
  6. 6. INBOUND15 EVEN BIG DECISIONS 6
  7. 7. INBOUND15 WE SIMPLIFY THE WORLD 7 badasssuccess cool racist rapist
  8. 8. INBOUND15 WE GO DEEPER OVER TIME 8 * 15 seconds 15 minutes *
  9. 9. INBOUND15 BUT EMOTION COMES FIRST 9 emotional rational
  10. 10. INBOUND15 If you want to change what someone does, you need to change what they feel, and not just what they think. HUMAN TRUTH
  11. 11. INBOUND15 • Disclose the recipe. • Destroy the factories. • Fire the team. • Rip up the contracts. • Burn every hard asset of the Coca-Cola Company. BRAND VALUE IS REAL • BORROW $79.2 BILLION AGAINST THE VALUE OF THE BRAND, REBUILD IT ALL.
  12. 12. INBOUND15 SO IS BRAND FAILURE 1 If you don’t create a brand for the market, the market creates a brand for you. DOUCHEBAG
  13. 13. INBOUND15 It starts at the top. The failure to apply the right level of executive leadership to define and deliver on an emotional value proposition is the first place brands fail. BRAND FAILURE POINT
  14. 14. INBOUND15 “OK. SO WHAT DO I DO?” REFLECT ON YOUR CUSTOMER SIMPLIFY YOUR PROMISE DELIVER IT CONSISTENTLY
  15. 15. INBOUND15 NOT A PERSONA. A PERSON. PERSONA PERSON
  16. 16. INBOUND15 1. Who is she? 2. What does she care about? 3. What does she really want? 4. Why does she want that? 5. How does she feel when she gets it? QUESTIONS
  17. 17. INBOUND15 • Business traveler unhappy to be away from home. • Moms who feel bad about getting groceries delivered. • Technicians who feel undervalued and under-appreciated. • Bosses sick of paying for storage. • Teens with stage 5 FOMO. Examples
  18. 18. INBOUND15 “OK. SO WHAT DO I DO?” REFLECT ON YOUR CUSTOMER SIMPLIFY YOUR PROMISE DELIVER IT CONSISTENTLY
  19. 19. INBOUND15 WHAT’S IN IT FOR ME? What is the R AT I ON A L reason I should care about this? What is the E M OT I ON A L reason I should care about this?
  20. 20. INBOUND15 1. Brainstorm a bunch of ideas with some smart and creative people. 2. Pick one that seems right based on the criteria above. 3. See how a few customers respond to your hypothesis. 4. Refine, confirm, and anoint the imperfect. 5. Focus on it, explicitly and exclusively. ACTION PLAN Express your choice clearly and simply, as something you and everyone on your team can remember, share, and deliver in the details of every customer touch point.
  21. 21. INBOUND15 • Enjoying the road a little more. • Confidence of delivering the best to your family. • Recognition of solving a real business problem. • Freedom from the hassle and expense of 20th century tech. • Joy of feeling you’re a part of the group. Examples
  22. 22. INBOUND15 “Stain-Fighting Power”
  23. 23. INBOUND15 Not deciding on a single, simple brand promise that is true, relevant, motivating, and distinct from those chosen by your competition. BRAND FAILURE POINT
  24. 24. INBOUND15 “OK. SO WHAT DO I DO?” REFLECT ON YOUR CUSTOMER SIMPLIFY YOUR PROMISE DELIVER IT CONSISTENTLY
  25. 25. INBOUND15 CONSISTENCY BEGETS LIKING = = ✗ ✔
  26. 26. INBOUND15 REPETITION BREAKS THROUGH
  27. 27. INBOUND15 HOW IT WORKS
  28. 28. INBOUND15 HOW IT WORKS “Being on the road sucks… I feel and look like shit, I really need to get my act together.” Affluent, middle-aged business traveler
  29. 29. INBOUND15 WESTIN “BE WELL” PROGRAM “Play Well” “Work Well” “Feel Well” “Sleep Well” “Eat Well” “Move Well”
  30. 30. INBOUND15
  31. 31. INBOUND15 Lack of communications disciplinein the delivery of the same brand promise at every point of contact with the customer. BRAND FAILURE POINT
  32. 32. INBOUND15 • If your product sucks, your brand will not save you. • Brands live on the emotional plane of customer experience. • Built on foundation of executive leadership, customer understanding, insight on potential to add emotional value, and product quality. GROUNDING IN SUBSTANCE
  33. 33. INBOUND15 1. Your brand is out there, in the hearts and minds of the people you care about. 2. It works on the emotional plane that drives behavior in all people. 3. Your brand is grounded in the substance of your product, insight, and leadership. 4. Pretend your target audience is a person. Talk to them like they are. 5. Engage them with a clear and simple expression of your emotional value proposition. 6. Deliver that message, consistently and relentlessly, at every touch point with the market. HIGHLIGHTS
  34. 34. INBOUND15 "If you want to build a ship, don’t drum up people together to collect wood and don’t assignthem tasks and work, but rather teach them to long for the endless immensity of the sea.” Antoine de Saint-Exupery FINAL THOUGHT
  35. 35. INBOUND15 THANK YOU. Michael Troiano・CMO, Actifio @miketrap

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