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Build-a-B.R.A.N.D. Workshop Goes Digital
Presented by Laura Willis
Willis-Works Communications
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My Background
Passionate about providing fully-integrated, results-oriented brands for small businesses through large corporate
25 years of branding experience in advertising agencies and the corporate environment
Willis-Works 2004
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What is a brand?
“A brand is a collection of perceptions that exist in the mind of the consumer. It’s not the actual product or service, it’s intangible.” – Colin Bates
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What is a brand?
“Your brand story is the story of your truth, what you stand for, what you promise, and what people experience.” – Michael Margolis
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The importance of brand overall
Old-fashioned sales pitches don’t work
People don’t like to be “sold-to” People do business with people not
businesses Problems/solutions
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Digital Relationship Builder
Many ways to connect with your audience, “touchpoints” both online and traditional media
Web Site
Social Media
Blog
E-mailLanding Pages
Mobile
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What makes a successful brand?
People can believe in it People can emotionally connect to
the promise (fulfills a need) No one else can believably claim it It can last
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Building a B.R.A.N.D.
B.ackground
R.oot
A.udience
N.eed
D.efine/D.eliver
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B.ackground
Why is this important? What’s the vision/mission? The passion is contagious Filling a need/problem solver Relating to the story, not selling Could be the brand personality
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R.oot
What makes your business tick? What motivates? Culture? Mindset? Core values? (are employees on
board?) Strengths/weaknesses
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R.oot
Exercise: List 4-5 Adjectives that describe the
core values of your business Number in order of importance
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PolishedCalm/CoolDemystifyingAlertEdgyVisionaryBrilliantEfficientAccessibleCapableFacilitatingProvenAggressiveFamiliarStraightforwardFearlessDown-to-earthUnconventionalExpansiveFocusedConnectingFreshObjective
HumbleImaginativeToughDrivenEffortlessOpen-mindedInfluentialCommunicativeInsightfulDiscerningIntuitiveSystematicInventiveLeaderListeningClearLogicalAdvancedChallengingMechanicalCredibleMentoringNatural
AnalyticalDeterminedPreciseConsistentPrestigiousEasyProcess-orientedEquippedPurposefulClassy/SophisticatedRationalReliableResilientHip/coolAgileResponsiveService-drivenDeliberateSimpleCreativeSolicitousDirectFast
IncisiveSoundAssertiveSplashySteadyDependableTimelessElegantTrustworthyFriendlyHabitualCleverUninhibitedDreamersWorldlyConfidentFlexibleSteadyInclusiveFluidEnergeticUnflappableInnovative
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A.udience
Identify your audience Focus and narrow the field vs. being
too broad Start with the basics
- demographics: age, gender, financials, geographic location
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A.udience
Brands today need to be customer-centric What’s going on with them? What can you do for them? What is their frame of mind?
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N.eed
Features vs. benefits The “so what” theory Rational/actual need Emotional need Put yourself in the customer’s shoes What is your promise to them?
So what?
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N.eed
What do they feel now? How do you want them to feel? What are potential results for them?
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N.eed
What’s the competition: direct & indirect
What need do you fulfill that they don’t?
What is their story and how do they tell it?
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N.eed
Example: Copper Lantern Lane
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D.efine
Define your business personality What is the voice or tone? Can you use your own
background/personality to define the voice?
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D.efine
Once you determine the voice, then you can create the “message”.
You need to stand out.
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D.efine
Through imagery:
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D.efine the Message
Use the “key promise” or the top benefit to customers: fulfills their need, solves a problem.
Remember the customer frame of mind & what will resonate with them emotionally
Remember the “so what” test
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D.efine the Message
One option is to ask questions of your potential audience that makes them say “yes” in relation to needing your business.
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D.efine Objectives
You have the message, now, how do you use it?
Consistency is key – any vehicle or media
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D.eploy
Imagery Creating a feeling
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D.eploy Digital
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D.eploy – Web Site
Interactive & lead generation tools Provide something of value List-building Customer relationship Need to “draw them in” Web Site
Social Media
Blog
E-mailLanding Pages
Mobile
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D.eploy Digital - Blog
Your web site central
Blogging – create your voice
Web Site
Social Media
Blog
E-mailLanding Pages
Mobile
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D.eploy Digital–Social Media
Social media – speaking your brand online
Networking: building relationship
Web Site
Social Media
Blog
E-mailLanding Pages
Mobile
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D.eploy Digital–Social Media
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D.eploy Digital–Social Media
Emotional connection
Customer’s voice – the ultimate sales person
Opportunity to fix problems
Web Site
Social Media
Blog
E-mailLanding Pages
Mobile
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D.eploy Digital–Social Media
Remember etiquette Employees on board Draw the line Social media
policiesWeb Site
Social Media
Blog
E-mailLanding Pages
Mobile
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D.eploy Digital–Social Media
Games Special Offers/Discounts Cause media/partnerships
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D.eploy Digital – E-mail
Providing useful info Link to pertinent
page on site Utilize landing
pages for continuity or special campaigns
Web Site
Social Media
Blog
E-mailLanding Pages
Mobile
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D.eploy Across Media
Integrate your media Traditional media: radio, TV, print Social media, e-mail, web site, blog
All should relate and connect.
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D.eploy Across Media
One good idea – endless opportunity Think out of the box But always make sure it reflects the
brand
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Some Helpful Reading
“So What?: How to Communicate What Really Matters to Your Audience” by Mark Magnacca
“360 Degrees of the Customer” by Lisa Dennis, Chuck Dennis and Lori Richardson
“The Rules of WOO: An Entrepreneur’s Guide to Capturing the Hearts & Minds of Today’s Customers” by Cindy Solomon
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Questions??Are you interested in other
tips or workshops to promote your passion for a powerful
brand?E-mail: [email protected]
to hear about the “Promote Your Passion”
webinar series.Thank You!