Pysäyttämättömät tapahtuman materiaali 22.3.2019 Aitous, monikanavaisuus ja yhdenmukaisuus asiakaskokemuksen pilareina. Anna Kuusela, SisuCollective

1. Creating a winning
brand
Anna Kuusela
March 22, 2019

2. Who am I?
• Mindset coach, author and inspirational
speaker
• From Finland, lived/worked in 8 countries and
travelled to 50. I love adventure!
• 10 years in management consulting: Deloitte,
Boxwood and KPMG with specialty in
transformation in the fashion/luxury industry
• Professional ballet dancer and yoga
enthusiast
• Tony Robbins Mastery University Graduate
and a huge self-improvement junkie
• Building a tribe for likeminded women and
a brand around myself – I’m talking from a
thought leader point of view!

3. YOU ARE THE BRAND

4. WHAT BUSINESS ARE YOU IN?

6. Starting with Why
• Starting with Why starts from the inside
out
• Built on human behavior – talks to the
limbic brain which controls emotions
• Creates a different message – it feels
different (and it’s hard to describe!)
• Will help to differentiate – and there’s no
need to convince of value
• The only way to maintain a lasting
success and have a greater blend of
innovation and flexibility
Source: Simon Sinek, Start with Why

7. People don’t buy WHAT you do but
WHY you do it

8. I believe you
can make your
dreams come
true
“
“

9. HOW DO YOU COMMUNICATE YOUR
WHY TO OTHERS?

10. 16

11. Your customer’s ambition line
• Beginner
• Free
• Advanced
• Expensive
Customer lifetime value
How do you bring your customer on a journey?
Idea: Brendon Burchard

12. My communications framework
Weekly value
broadcast –
newsletter and
blog
Funnels –
automated funnels
to engage with
targeted
customers
Reporting –
knowing what
works &
tweaking
Social media – 4
days a week,
based on value
broadcast and
re-sharing
Building momentum and circular velocity through keeping things personal and not
consuming the audience too thin. The modern era is simple design and mobile.

13. In practice: my website
Authenticity, consistency, pull, high quality, meet & talk with my customer
• Website annakuusela.com with
evolving features (eg moving
image and video)
• Weekly personalised Good
vibes only (‘CEO’) newsletter
• Funnel emails
• Email

14. In practice: my social channels
• I’m on Instagram, Facebook
and LinkedIn
• I also have an evolving channel
on YouTube
• I’m not active on Twitter
Authenticity, consistency, near-time, organic, meet my audience where they are

15. In practice: my podcast (new J)
Authenticity, consistency, multi-channel & sensory, serving consumer preference
• My podcast Good Vibes Only is
on Soundcloud, Spotify and
iTunes

16. WHY MY ONLINE CHANNEL & EMAIL IS
MY #1 STRATEGY?

17. Ownership

18. Did you know that a website…
• 3800% ROI – the queen of marketing
• Most likely to get a click-through
• Message 5x more likely to be seen to Facebook
• Average order value at least 3x higher than of social media
• Email conversion rate at 66% - highest compared to social,
direct etc.
• …and you own it!
Source: Marie Forleo

19. What your website should do for you?
1. Connect with your audience – ‘welcome, you’re in the right
place, stay here with me’
2. Capture emails and names – the single most important
thing visitors need to do!
3. Build trust – describe how the service will benefit the
customer and publish a steady stream of content
4. Convert browsers into high raving fan customers
Your website is the best unpaid salesperson working for you 24/7
Source: Marie Forleo

20. YOU NEED TO BE IN CONTROL OF
YOUR CHANNELS!

21. HOW TO REACH ME?
EMAIL
INSTAGRAM
LINKEDIN
FACEBOOK
WWW
anna@annakuusela.com
@msannaquuu
linkedin.com/in/annakuusela
@annawanderwoman
www.annakuusela.com
Thank you J