This document discusses branding basics and strategies for building strong brands. It introduces the brand value pyramid methodology, which positions functional benefits at the bottom and emotional benefits, self-expressive benefits, beliefs, and values at the top as the hardest to deliver but most differentiating. The document also covers creating emotional bonds with customers, developing brand swagger, and crafting an effective brand narrative or "anti-elevator pitch." Overall, the key messages are that branding is about developing meaningful differentiation and an emotional response in customers, and that strong brands are built through innovative experiences that connect with customers on an emotional level.

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BUILDING A KICK-ASS
BRAND THAT WINS

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AGENDA
Branding basics
Brand value pyramid methodology
Creating emotional bonds
Brand swagger
Putting it all together: The Anti-Elevator Pitch

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What is a brand?

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The collective
emotional response to
your product or service

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Expectations

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Memories

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Stories

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A relationship

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Differentiation that’s
meaningful to
customers, partners,
vendors, employees

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An intangible asset

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A financial asset

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HOW DOES A BRAND GET INCLUDED IN THAT LIST?
Profits
Demand
Bonds

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WHY BRANDING?
Avoid fatal conceit
Your product is NOT your message
There are other people and products that do
EXACTLY what you do

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Start thinking of
your business
as a brand

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Start thinking of
your brand as an
experience

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Functional Benefits and Attributes
Emotional Benefits
Self-expressive
benefits,
beliefs and values
addressed
Hardest to deliver
Hardest to imitate
Most differentiating and defining
Longest shelf-life
Key element of emotional brand
BRAND VALUE PYRAMID

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Today’s options packages are
tomorrow’s standard equipment
We can’t control the brand image –
only the identity

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BUILDING EMOTIONAL BONDS
• Traditional consumer branding: rooted in theory of
rational choices and cognitive and sequential in
nature
• Modern branding: brand become part of a person’s
self-concept
• It’s not enough to connect emotionally; you must
deliver on your brand promise

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BRAND SWAGGER QUESTIONS
What does it say about a person that
they hire/use your brand?
What is the singular benefit customers get from you
they can’t get from anyone else?
How do you make your customer a hero in his/her
own story?

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PUTTING IT ALL TOGETHER
• Your brand story – brand narrative …
the “anti-elevator pitch”
• Elevator pitch: a one-way delivery system for
getting your core message across
• The brand narrative: an offer of something
compelling to start a conversation

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BRAND NARRATIVE
• You are NOT your website
• It’s about why you do what you do – not what you
do
• It’s an opportunity to invite others to engage and
collaborate in your success
• Persuade, don’t educate
• Connect with empathy
• Raise eyebrows!

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BRAND NARRATIVES THAT CONNECT
• One-word: Google = search, Mastercard = priceless
• Question: “What if I told you that you’d never have to search
for an email again?”
• Subject line: “Fifteen minutes could save you 15 percent on
your car insurance”
• Story form: “One day, when _________ is successful, every
__________ will be able to ___________.”

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WHEN BRAND?
• When you’ve established a product – market fit
• When customers begin to experience your
brand
• When you’re raising money
• Focus on the things that matter

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MARKETING
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10 ACTIONS FOR BUILDING AND
SUSTAINING BRANDS
• Innovate and delight
• Be meaningfully different
• Stand for a purpose
• Walk the talk
• Build and maintain trust
• Renew and improve the
brand experience
• Rely on consumer insights
• Think holistically
• Get noticed
• Keep changing

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LET’S START
SOMETHING
512.445.4807
info@solmarketing.com
4807 Spicewood Springs Rd.
Building 2, Suite 200
Austin, Texas 78759