Straight Thinking about your Brand: and how to get it right Treat your brand well and your brand will treat you well back, it is your most valuable asset. What is a brand: Your brand is simply what people think or feel when they hear or see you name. You can’t control what they think or feel. But you can influence it. In this talk, Damon McCollin-Moore takes you through each step of the Straight Thinking needed to get your customers as excited about your business as you are and build a compelling brand.

1. STRAIGHT
THINKING
BRAND WORKSHOP
Damon McCollin-Moore

2. introduction

3. introduction

4. • offer
building blocks
• unique proposition (USP)
• target audience
• competitors and the market

5. brand-building checklist

6. strategy
how the brand plan fits
into the bigger plan
brand-building checklist

7. alignment
a single narrative
across the team
brand-building checklist

8. brand-building checklist
authenticity
must be truthful

9. “your brand is simply what people
think and feel when they see or hear
your name.”
definition of brand

10. “what they think and feel about you plays
a significant part in whether they buy your
products or use your services.
you can’t control what they think and feel.
but you can influence it.”
definition of brand

11. offer
what?

12. facebook
sells the power to make deep
online connections with everyone
offer

13. twitter
gives you a place at the world’s
biggest water cooler conversation
offer

14. offer
ifour
Makes clients happy by wrapping
powerful technology in creative,
people-focused design.

15. offer
google search
Uses technology to understand
exactly what you mean and give
you back exactly what you want.

16. usp
how?

17. usp
the secret
ingredient

18. usp
guarantee

19. usp
personification

20. usp
the secret ingredient
mars m&m’s
melts in your mouth, not in your hands

21. usp
guarantee
fedex
when it absolutely, positively
has to be there overnight

22. usp
personification
Virgin
Cool, maverick, personable

23. the story so far…

24. target audience
who?

25. target audience

26. competitors and the market
where?

27. strategy
competitors and the market
alignment authenticty

29. thank you
for your time
www.ifour.co.uk