Developing a Gravitational BrandMichael Forney, Presenter

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.

Truth vs Perception

What comprises a brand?

A brand is made up four main parts:

•Company message •Company delivery •Client experience •Client comment

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.

Empathetic Message

Delivered Value x

=Brand Credibility

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

Authentic to You

•Truthful •Culture•Connection•Alignment

Meaningful to Your Client

•Aim•Culture•Hooks•Hangouts

Clear in Value Proposition

•Why do you do what you do?•What do you do?•Why should I care?•What problem do you solve?

Moving Call to Action

•Compelling•Progressive•Engaging•Action

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

Budget Priorities

•Design•Website (optimize for mobile)•Digital Marketing

©2014 Gravitational Leadership

Thank you.

Michael Forney, CEO206.486.4922michael.forney@gravitationalleadership.com