The document discusses how to develop an effective brand through building an empathetic message. An empathetic message is built on four parts: being authentic to the company's values and culture, meaningful to clients by understanding their aims and culture, clear about the value proposition by explaining what problem is solved, and having a moving call to action that is compelling and leads to action. Both the company representing the brand and the public interacting with the brand work together to build a brand's credibility through delivering an empathetic message.

1. Developing a Gravitational Brand
Michael Forney, Presenter

2. What is a brand?
A brand is a public
representation of an individual,
group, or organization. It serves
as that from which the public
derives their perception.

3. Truth vs Perception

4. What comprises a brand?
A brand is made up four main
parts:
•Company message
•Company delivery
•Client experience
•Client comment

5. Who builds a brand?
A brand is built from two sides: the
party the brand represents and the
public who choose to interact with
the brand.

6. Empathetic
Message
Delivered
Valuex
=
Brand Credibility

7. Building an Empathetic Message
A empathetic message is
comprised of four elements:
•Authentic to You
•Meaningful to Your Client
•Clear in Value Proposition
•Moving Call to Action

8. Authentic to You
•Truthful
•Culture
•Connection
•Alignment

9. Meaningful to Your Client
•Aim
•Culture
•Hooks
•Hangouts

10. Clear in Value Proposition
•Why do you do what you do?
•What do you do?
•Why should I care?
•What problem do you solve?

11. Moving Call to Action
•Compelling
•Progressive
•Engaging
•Action

12. 67% of small businesses
spent just over $2000
for their marketing
budget in 2012

13. Budget Priorities
•Design
•Website (optimize for mobile)
•Digital Marketing

14. ©2014 Gravitational Leadership

15. Thank you.
Michael Forney, CEO
206.486.4922
michael.forney@gravitationalleadership.com