Branding Breakthrough Session | ClientWise

A workshop for exploring your
singular, stand-out message
Copyright © 2020 Terri Trespicio All rights reserved.
with Terri Trespicio
Branding Breakthrough
terrisentme.com

PART I - BRANDING DEFINED
terrisentme.com

standing out
What’s the key to
?Copyright © 2020 Terri Trespicio All rights reserved. terrisentme.com

Being smart is
not enough.
Copyright © 2020 Terri Trespicio All rights reserved. terrisentme.com

Being
passionate is
not enough.

Working hard is
not enough.

You need to be
able to compel
someone to act.

The message
is everything.

Your brand is one thing:
what you and your work
mean to other people.

I’ve spent my career create content
worth reading and watching.

I help people and firms transform the way they
think about, talk about & communicate what
they do.

“Stop Searching for Your
Passion” 5.5MM+ views

matters.
What you say
and how you say it

The key is to clarify,
articulate, and express
what you do in a way that’s
universal and uniquely
yours.

What keeps people from
doing that?

An overemphasis
on the what.

How to sell the outcome
instead of a “thing”
Case Study #1

“We’re one of the largest distributors of travel and
tourism information in North America.”
What CTM Media Group used to say

They didn’t want to be defined by a brochure.
CTM had a positioning problem:

So, what are they
really selling?
A magic window. 
An opportunity.

How to talk to the client
(instead of about yourself)
Case Study #2

What we believe
Rx Wealth Advisors

Why doctors?
Doctors don’t make the money they used to,
and that means the money they make matters
more than it used to.

How to say the thing
that no one else does.
Case Study #3

Money Concepts

Why now
Being an entrepreneur has a lot of cache—
but the eﬀort it takes is a drain on
resources, and can be lonely and isolating.
(Also, some broker dealers give them a bad
name.)

They wanted to talk about love.
(Really? Yes.)

They say you shouldn’t  
mix love and money.
We couldn’t disagree more.

How to screen for
a personality trait.
Case Study #4

They said, “We wish they
would be more patient.”

Patience is a little like wealth—the more you
have, the more resilient you are.
The practice of achieving wealth demands
patience—and those who bail, fail. It’s as
simple as that.
Patience is more than a virtue;  
it’s a discipline.

How to change
the conversation.
Case Study #5

They shared lots of stories, scenes, and
moments that make them who they are.
And not one of
them mentioned money.

(They also live in Alaska.)

Most people say what
most people say.
Fact:

How do we get at what
ACTUALLY makes you
different?

• Mission statements
• Website copy
• Logos
• Rewriting bios
• More information about you
NOT WITH:
…or telling us you treat your clients like family.

• Stories 
• Examples 
• Fresh perspective
Here’s what can lend insight…
• Challenging traditional
thinking 
• Focusing on emotion vs.
information

Let’s generate some of that
right now.

First, some ground rules.

PART II - WORKING SESSION
terrisentme.com

Instead of “what is the best
way to give feedback?”
“What is the right way,
the best way, to help
people thrive and
excel?”

“People don’t need feedback.
They need attention to what
they do
Buckingham & Goodall
best.”

Our traditional
approach to
feedback is flawed.
Fact:

we shut down the
creative brain.
When we criticize,

effective is
positive attention
vs. negative?
How much more

more powerful than negative
attention in creating high
performance on a team.”
“Positive attention is
Buckingham & Goodall
30x

The Gateless Method
An approach to work that quiets the
critical mind so that you can access
your creativity and realize potential.

What fires together,
wires together

The Gateless Method
Retrain the brain to associate
creating & sharing with ease,
pleasure, and reward.

THE RULES FOR FEEDBACK
• We talk about the work, not the
person
• Respond to what’s working
• Be specific in feedback
• Do not judge, fix, or criticize
• Never disclaim your work
• No “you” (talk about it, not to them)
• No “I” (focus on their work)

WE WILL
• Generate ideas
• Discover new things, stories
• Excavate truths and key ideas about
the firm
• Respond to what we like, not what we
fear 

WE WILL *NOT*
• Criticize, overanalyze, or fix 
• Focus on execution or operations 
• Attempt to write copy on the spot 

It doesn’t just shift your
approach to work.
It can change your life.

The prompt

PART III - TOOLS
terrisentme.com

The Idea Funnel
A tool for distilling + discovering new
ideas for your business + brand

The Idea Funnel
What are the givens? What
do we know?
Assumptions

The Idea Funnel
Why now? How would you talk
about this 5, 10 years ago vs
now or in the future?
Context

The Idea Funnel
What happens if your audience
doesn’t do what you recommend?
Why does it matter?
Stakes

The Idea Funnel
Where’s the rub? If this is the
ideal solution, what might the
resistance be?
Conflict

The Idea Funnel
Where there’s friction, there’s
spark. How can you address
those needs/concerns?
Discovery

The Idea Funnel
How can you apply these ideas and
solutions? In what ways can you use these
ideas to close the gap between you and
your audience?
Application

terri@territrespicio.com
Thank you!
terrisentme.com
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Branding Breakthrough Session | ClientWise

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