The document outlines 5 pillars for leveraging your brand for growth through effective marketing. The 5 pillars are: 1) Marketing Strategy, 2) Differentiation, 3) Positioning, 4) Branding, and 5) Content. Each pillar is discussed in terms of defining your ideal client, interviewing current clients, crafting positioning and marketing statements, developing a consistent brand message, and creating various types of content to build trust and educate prospects. The overall framework presented is for guiding customers through the sales funnel from awareness to purchase to repeat business and referrals.

1. Leveraging Your
Brand for Growth:
5 Pillars to
Marketing Wisdom
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

2. New Definition of Marketing
Know Like Trust
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

3. Three Parts of the Brain
Old or
New Brain
Reptilian
Brain
Middle Brain
Leveraging Your Brand for Growth:
Image: www.sharpbrains.com 5 Pillars to Marketing Wisdom

4. Six Stimuli of the Old Brain
Leveraging Your Brand for Growth:
Image: www.salesbrain.com 5 Pillars to Marketing Wisdom

5. WHAT IS
SOCIAL Pillar #1:
Marketing
MEDIAStrategy
AND
WHY YOU
SHOULD
CARE
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

6. Describe Your Ideal Client
Demographics | Geographics | Behavioral | Psychographics
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

7. Marketing Pillar #2
Differentiation
Steve Jobs Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

8. Interview Your Clients
Ask Them…
1. Why did you hire us?
2. What do we do better than others?
3. What could we do better?
4. Do you refer us? Why? How?
5. What would you Google to find us?
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

9. How Are You
Different?
• Product
• Service
• Market niche
• Offer
• Solve a problem
• Unique habit
• Guarantee
• A way of doing business
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

10. #3
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

11. Positioning is not
what you do to a
product; it is what
you do to the mind
of a prospect.
Ries and Trout (1972)
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

12. Positioning Statement
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

13. Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

14. Marketing Pillar #4
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

15. Marketing
Purpose
Statement
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

16. Talking Logo
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

17. Core Marketing Message
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

18. Marketing Pillar #5
Content
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

19. Content That Builds Trust
• Blogs
• Social media
• Reviews
• Testimonials
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

20. Content That Educates
• White papers
• Webinars
• FAQs
• Success stories
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

21. The Sales Funnel
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

22. Know
•Who and how
•Advertising
•Referrals
Like •Website/blog
•Reception
•Newsletter
Trust •Search
•Expert content
•Sales presentation
Try •Webinar
•Evaluation
•Nurturing
Buy •Service team
•New customer kit
•Finance/delivery
Repeat •Post project survey
•Cross selling
•Quarterly events
Refer •Results reviews
•Partner intros
•Peer2peer events
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

23. Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

24. Leveraging Your
Brand for Growth:
5 Pillars to
Marketing Wisdom
• Strategy
• Differentiation
• Positioning
• Branding
• Content
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom

25. What Do You Think?
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom