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1. Branding in 20 Minutes!
Entrepreneurs
Connect

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3. Two Key Components
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4. First… Let’s Define a Brand...
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A Brand is a Promise

6. It Doesn’t Matter
What They Think!
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7. It’s about what they feel in their gut!
It Matters More What They Feel!
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8. • Brand Positioning
• Brand Promise
• Brand Personality
• Brand Tone
• Core Truths and Values
• Product Attributes/Customer Experience
• Message Pillars
– Differentiating Messages
– Reasons to Believe
Building Your Brand DNA
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9. Why are you
different?
What Is Your
Reason to
Believe?
Why Should Your Tribe Trust You?
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10. Why Should Your Tribe Trust You?
Differentiating Promise: Outdoor quality that lasts!
Reason to Believe: 100% satisfaction guarantee
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11. The Positioning Statement
“The Most Important Marketing Decision You Will Make”
To __________________, _______________
Primary target Audience Brand Name
is the_________________________,
Frame of Reference (Category)
that _________________________________
Unique and Defendable Point of Difference
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12. Building Your Brand DNA
To __________________, _______________
Primary target Audience Brand Name
is the_________________________,
Frame of Reference (Category)
that _________________________________
Unique and Defendable Point of Difference
affluent car buyers Volvo®
automobile
keeps you and your family safe
|

13. So What’s So Unique About
Organic Coffee?
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14. 1. It’s not about health, safety, or the
environment.
2. Taste and flavor is everything to coffee
drinkers. It’s about them.
3. Organic = Taking the time to do it right.
We Talked to Customers
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“Coffee with character takes time.”

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Before After
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20. A Little Closer to Home
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22. So Now It’s Time to Build the Plan
• Market Overview
• SWOT Analysis
• Target Audience and Key Insights
• Strategic Objectives
• Core Marketing Strategies
– Awareness
– Distribution
– Promotion
– Pricing
– Influence
– Social Content
• Tactical Plans, Timelines, and Budgets
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23. You’re Just Getting Started!
Remember…
It has to be in here
A Word to the Wise
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Want a copy?
http://www.ethos-marketing.com/entrepreneurs-connect/