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marketing toolkit!
Build your Brand Elevator Pitch!

@kingstonville	
  	
  	
  www.kingstonville.com	
  
	
  
Hi, my name is…!
Imagine	
  this	
  scenario:	
  	
  	
  
You	
  are	
  an	
  entrepreneur.	
  You	
  step	
  into	
  an	
...
On the Elevator!
t you!	
Nice to mee

Marke4ng	
  Toolkit	
  

Elevator	
  speeches	
  or	
  pitches	
  are	
  used	
  
to...
What’s the point?!
The	
  objec4ve	
  of	
  a	
  brand	
  elevator	
  
Encoding	
  

pitch	
  is	
  recall.	
  	
  Your	
 ...
What should everybody know
about your brand?
þbrand personality
þwhy your brand exists
þhow to interact with it

Marke4...
Brand Personality!
It’s	
  not	
  so	
  much	
  what	
  you	
  say	
  that	
  defines	
  
your	
  brand’s	
  personality…it...
Brand Essence!
A	
  Brand	
  Essence	
  
Wheel	
  will	
  make	
  
your	
  brand	
  pitch	
  a	
  lot	
  
easier	
  to	
  ...
Brand Purpose!
Your	
  brand	
  exists	
  for	
  a	
  reason.	
  This	
  is	
  a	
  key	
  
component	
  of	
  the	
  hook...
Connection Points!
Know	
  your	
  connec4on	
  points.	
  	
  Where	
  does	
  your	
  brand	
  fit	
  in?	
  If	
  
you	
...
Crafting the Pitch!
q 	
  Open	
  with	
  Personality	
  	
  
q 	
  Create	
  the	
  context	
  	
  
q 	
  Establish	
 ...
Example !
q 	
  Edu-­‐tainment	
  brand	
  for	
  young	
  children	
  
What	
  is	
  Brand-­‐X?	
  
That’s	
  my	
  favo...
Example !
q 	
  Edu-­‐tainment	
  brand	
  for	
  young	
  children	
  
What	
  is	
  Brand-­‐X?	
  
That’s	
  my	
  favo...
WE	
  CONNECT	
  ✪ WE	
  CREATE	
  ✪	
  WE	
  INSPIRE 	
  
We	
  are	
  a	
  community	
  of	
  inspired	
  crea4ve	
  thi...
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Brand elevator pitch

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How to build your brand elevator pitch

Published in: Business, Technology

Brand elevator pitch

  1. 1. marketing toolkit! Build your Brand Elevator Pitch! @kingstonville      www.kingstonville.com    
  2. 2. Hi, my name is…! Imagine  this  scenario:       You  are  an  entrepreneur.  You  step  into  an   elevator  with  a  well  known  investor.  She  no4ces   your  branded  shirt  and  makes  the  first  move…   ‘What  is  Brand-­‐X?’        You  have  60  seconds!         Marke4ng  Toolkit  
  3. 3. On the Elevator! t you! Nice to mee Marke4ng  Toolkit   Elevator  speeches  or  pitches  are  used   to  introduce  your  product,  service  or   yourself,  typically  in  seMngs  where   the  window  of  opportunity  opens  and   closes  quickly  and  the  stakes  are  high.     A  brand  elevator  pitch  focuses  on   delivering  the  key  brand  message  in   the  appropriate  context  to  create  a   las4ng  impression.    
  4. 4. What’s the point?! The  objec4ve  of  a  brand  elevator   Encoding   pitch  is  recall.    Your  mission  is   to  create  a  h ook  for  your  brand   Retrieving   Storing   Crea(ng  a  Memory   Marke4ng  Toolkit   that  will  act  as  a  t rigger  at  right   4me.       It’s  much  more  subtle  than  a  sales   pitch  and  more  powerful  in  the   long  run.  
  5. 5. What should everybody know about your brand? þbrand personality þwhy your brand exists þhow to interact with it Marke4ng  Toolkit  
  6. 6. Brand Personality! It’s  not  so  much  what  you  say  that  defines   your  brand’s  personality…it’s  how  you  say   it.    Delivering  your  pitch  in  the  right  voice   gives  the  message  authen4city.   Innovative Serious Discerning Conservative Fun Discreet Risk-taking Traditional Open Honest    Marke4ng  Toolkit   Bold Visit  -­‐  hUp://ideonomy.mit.edu/essays/traits.html  for  234  Posi4ve  Traits  
  7. 7. Brand Essence! A  Brand  Essence   Wheel  will  make   your  brand  pitch  a  lot   easier  to  cra[.   Spend  4me  thinking   through  the  whole   brand  and  figuring   out  the  core  values.   Marke4ng  Toolkit   •  Brand   AUributes   •  Brand   Fundamentals   Personality   Mo4vators   Core Values Authority   •  What  users   say  about  the   brand     History   •  What  the   brand  says   about  the   users  
  8. 8. Brand Purpose! Your  brand  exists  for  a  reason.  This  is  a  key   component  of  the  hook.    Carefully  consider...   -­‐  What  makes  it  relevant?   How  does  your  brand  create  value  beyond  func4onality?     What  higher  level  need  does  it  serve?     -­‐  What  makes  it  different?   Describe  those  brand  elements  that  make  it  easy  to  spot   your  brand  in  a  crowd.       Marke4ng  Toolkit  
  9. 9. Connection Points! Know  your  connec4on  points.    Where  does  your  brand  fit  in?  If   you  have  mul4ple  connec4on  points  –  figure  out  which  best  fits   the  present  opportunity  and  hone  in  on  that  one.     Environment     Growth   Demand     Logical   Savings   Expenses   Business   Resources   Supply   Career   Personal  Development   Marke4ng  Toolkit     Social  Responsibility     Loyalty   Achievement     Emo(onal   Reputa4on     Reputa4on     Lifestyle   Friends   Personal   Family   Status  
  10. 10. Crafting the Pitch! q   Open  with  Personality     q   Create  the  context     q   Establish  the  connec4on  point   q   Deliver  the  brand’s  key  message   q   End  with  Personality     Marke4ng  Toolkit  
  11. 11. Example ! q   Edu-­‐tainment  brand  for  young  children   What  is  Brand-­‐X?   That’s  my  favorite  subject!    Brand-­‐X  is  really  all  about  making   learning  fun.    It  leverages  the  technology  that  children  can’t   seem  to  get  enough  of  to  deliver  useful,  age-­‐appropriate   lessons.    You  may  already  know  first  hand  how  difficult  it  is  to   keep  young  children  interested  for  more  than  10  seconds!     We  like  to  say  Brand-­‐X  makes  paren4ng  easy.    You  can  check  it   out  out  at  (loca4on/website)  Look  for  the  (key  brand  icon)!   Marke4ng  Toolkit  
  12. 12. Example ! q   Edu-­‐tainment  brand  for  young  children   What  is  Brand-­‐X?   That’s  my  favorite  subject!    [Personality]  Brand-­‐X  is  really  all   about  making  learning  fun.  It  leverages  the  technology  that   children  can’t  seem  to  get  enough  of  to  deliver  useful,  age-­‐ appropriate  lessons.  [Context]      You  may  already  know  first  hand   how  difficult  it  is  to  keep  young  children  interested  for  more   than  10  seconds!  [Connec4on]   We  like  to  say  Brand-­‐X  makes  paren4ng  easy.  [Key  Message]    You  can  check  it  out  out  at  (loca4on/website)  Look  for  the  (key   brand  icon)!  [Personality]     Marke4ng  Toolkit  
  13. 13. WE  CONNECT  ✪ WE  CREATE  ✪  WE  INSPIRE   We  are  a  community  of  inspired  crea4ve  thinkers  with  a  shared   passion  for  building  mutual  value  for  clients  and  their   consumers  worldwide.   Follow  us  @kingstonville        Visit  us  at  www.kingstonville.com    

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