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Yes, You Can Make Brand Strategy Happen (#ConfluenceCon 2015)

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Starting a brand strategy for your organization can be a daunting process. How do you convince your boss or client that it's necessary? Shouldn't you spend your time optimizing AdWords ads instead? In this talk, Dana will discuss the fundamentals of brand strategy, how you can implement it in your organization, and how it's going to make your marketing life that much easier.

Published in: Marketing

Yes, You Can Make Brand Strategy Happen (#ConfluenceCon 2015)

  1. 1. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso YES, YOU CAN MAKE BRAND STRATEGY HAPPEN DANA DITOMASO
  2. 2. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso What is your brand?
  3. 3. #ConfluenceCon @danaditomaso It’s more than marketing.
  4. 4. #ConfluenceCon @danaditomaso
  5. 5. #ConfluenceCon @danaditomaso Humans like consistency.
  6. 6. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso Marketing works when it feels right.
  7. 7. #ConfluenceCon @danaditomaso
  8. 8. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso Your brand is your promise.
  9. 9. #ConfluenceCon @danaditomaso You have other priorities, right?
  10. 10. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso Brand strategy drives ROI.
  11. 11. #ConfluenceCon @danaditomaso
  12. 12. #ConfluenceCon @danaditomaso
  13. 13. #ConfluenceCon @danaditomaso
  14. 14. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso Let’s get started.
  15. 15. #ConfluenceCon @danaditomaso Start with your core values.
  16. 16. #ConfluenceCon @danaditomaso Imagine your company as a person.
  17. 17. #ConfluenceCon @danaditomaso Honest Knowledgeable Pragmatic Open Engaging
  18. 18. #ConfluenceCon @danaditomaso Why did this process fail before?
  19. 19. #ConfluenceCon @danaditomaso The brand is / the brand is not.
  20. 20. #ConfluenceCon @danaditomaso Currently the brand is: romantic and airy. In the near future, the brand may be: elegant and elite. The brand is not: cheap or tacky.
  21. 21. #ConfluenceCon @danaditomaso Define voice and tone.
  22. 22. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso Brand strategy is more than just brand voice.
  23. 23. #ConfluenceCon @danaditomaso
  24. 24. #ConfluenceCon @danaditomaso Keep it simple!
  25. 25. #ConfluenceCon @danaditomaso Make a living document.
  26. 26. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso How to sell your client.
  27. 27. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso How to sell your boss.
  28. 28. #ConfluenceCon @danaditomaso Small companies are founder- driven.
  29. 29. #ConfluenceCon @danaditomaso Big companies need direction.
  30. 30. #ConfluenceCon @danaditomaso Without brand strategy, you can stagnate.
  31. 31. #ConfluenceCon @danaditomaso What separates you from your competitors?
  32. 32. #ConfluenceCon @danaditomaso Losing customers due to bad brand alignment?
  33. 33. #ConfluenceCon @danaditomaso Service dealing with angry customers?
  34. 34. #ConfluenceCon @danaditomaso Co-workers who aren’t “team players”?
  35. 35. #ConfluenceCon @danaditomaso Marketing without purpose?
  36. 36. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso Brand strategy fixes these things (and more).
  37. 37. #ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso THANK YOU!

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