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Build a Strong & Powerful Elastic Brand
1.
2.
BUILDING A STRONG &
VALUABLE ELASTIC BRAND With Neil Humphrey
3.
BUILDING A STRONG &
VALUABLE ELASTIC BRAND What else could you sell?
4.
What’s going happen
today? 10:00 - Introduction/ Icebreaker 10:15 - Session One What Why & How? 11:15 - Coffee Break 11:30 - Session Two Essence, Integrations & Control 12:45 - Lunch 13:15 - Session Three Stretching & Extending 14:30 - Afternoon Break 14:45 - Session Four Workshops 16:00 - Home
5.
BREAK THE ICE
6.
7.
What do you
want to get from today?
8.
What, Why and
How Session One
9.
WHAT is Brand?
10.
“The set of
emotions, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” Seth Godin
11.
Look out! Iceberg
12.
70% Underwater Visible Brand & Invisible
Brand
13.
How they think
and feel
14.
What they say
about you When you’re not there
15.
16.
Perception is Everything Reality is Nothing
17.
REPUTATION
18.
WHY develop your
Brand?
19.
20.
CREDIBILITY
21.
VISIBILITY
22.
DIFFERENTIATION
23.
TRUST
24.
Trust emerges when value
is perceived Simon Sinek
25.
PROFIT
26.
HOW to create
Brand Value?
27.
#1 MAKE A STRONG
IMPRESSION I’ll never forget whatsisface
28.
#2 CRAFT A COMPELLING
VALUE PROPOSITION Ease the pain
29.
#3 WOW WITH EXCEPTIONAL CUSTOMER
SERVICE Creating a wow
30.
#4 SELL AT THE
RIGHT PRICE Your Finite worth
31.
#5 FOCUS ON THE
BENEFITS What’s in it for me?
32.
33.
COFFEE TIME!
34.
Essence, Integration & Control Session
Two
35.
What is your ESSENCE?
36.
BRAND ESSENCE MISSION VISION VALUES POSITION BENEFIT STYLE Brand Snowflake Model
37.
What is your
MISSION What gets you out of bed? What can we get behind?
38.
What are the BENEFITS
& FEATURES of your product /service? What’s in it for me?
39.
WHICH MEANS THAT…
40.
“In the factory
we make cosmetics. In the drugstore we sell hope.” Charles Revson - Revlon
41.
What do your
customers and prospects already think? Perception is everything
42.
What qualities do
you want them to associate with your business? BTW we are all professionals
43.
Integrating your Brand
44.
Your Value Proposition
is the PROMISE of VALUE to be DELIVERED
45.
RELEVANCE QUANTIFIED VALUE UNIQUE DIFFERENTIATION Designed
for Humans
46.
We provide ….
(Product or Service) For …. (Target Audience) Who …. (Specific Need) So that … (Desired Outcome) Without …. (Negative Influence)
47.
Controlling your Brand
48.
49.
YOUR BRAND GUIDE Logo Message Apparel ToneImagery Colour Type
50.
The Brand Guide
ESSENTIALS Logo Usage Fonts & Typography Colour Images Text & Tone
51.
52.
LUNCH TIME!
53.
Stretching & Extending Session
Three
54.
Brand Elasticity
55.
How far can
your brand STRETCH?
56.
How RESILIENT is
it?
57.
Brand Contingency Matrix Baby
Steps or Giant Leaps
58.
WHY are some
brands MORE elastic than others?
59.
Brand Extension
60.
What COULD you
sell? What SHOULD you sell?
61.
Brand Congruence
62.
63.
How much of
a STRETCH? Stretch Matrix
64.
COFFEE TIME!
65.
Workshop Exercises Session Four
66.
67.
Text: 7MISTAKES Name and Email address TO:
88802
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