Building a kick-ass brand that wins
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This document discusses branding basics and strategies for building strong brands. It introduces the brand value pyramid methodology, which positions functional benefits at the bottom and emotional benefits, self-expressive benefits, beliefs, and values at the top as the hardest to deliver but most differentiating. The document also covers creating emotional bonds with customers, developing brand swagger, and crafting an effective brand narrative or "anti-elevator pitch." Overall, the key messages are that branding is about developing meaningful differentiation and an emotional response in customers, and that strong brands are built through innovative experiences that connect with customers on an emotional level.
Building a kick-ass brand that wins
- 1. © SOL MARKETING | 1 BUILDING A KICK-ASS BRAND THAT WINS
- 2. © SOL MARKETING | 2 AGENDA Branding basics Brand value pyramid methodology Creating emotional bonds Brand swagger Putting it all together: The Anti-Elevator Pitch
- 3. © SOL MARKETING | 3 What is a brand?
- 4. © SOL MARKETING | 4 The collective emotional response to your product or service
- 5. © SOL MARKETING | 5 Expectations
- 6. © SOL MARKETING | 6 Memories
- 7. © SOL MARKETING | 7 Stories
- 8. © SOL MARKETING | 8 A relationship
- 9. © SOL MARKETING | 9 Differentiation that’s meaningful to customers, partners, vendors, employees
- 10. © SOL MARKETING | 10 An intangible asset
- 11. © SOL MARKETING | 11 A financial asset
- 12. © SOL MARKETING | 12
- 13. © SOL MARKETING | 13 HOW DOES A BRAND GET INCLUDED IN THAT LIST? Profits Demand Bonds
- 14. © SOL MARKETING | 14 WHY BRANDING? Avoid fatal conceit Your product is NOT your message There are other people and products that do EXACTLY what you do
- 15. © SOL MARKETING | 15 Start thinking of your business as a brand
- 16. © SOL MARKETING | 16 Start thinking of your brand as an experience
- 17. © SOL MARKETING | 17 Functional Benefits and Attributes Emotional Benefits Self-expressive benefits, beliefs and values addressed Hardest to deliver Hardest to imitate Most differentiating and defining Longest shelf-life Key element of emotional brand BRAND VALUE PYRAMID
- 18. © SOL MARKETING | 18 Today’s options packages are tomorrow’s standard equipment We can’t control the brand image – only the identity
- 19. © SOL MARKETING | 19 BUILDING EMOTIONAL BONDS • Traditional consumer branding: rooted in theory of rational choices and cognitive and sequential in nature • Modern branding: brand become part of a person’s self-concept • It’s not enough to connect emotionally; you must deliver on your brand promise
- 20. © SOL MARKETING | 20 BRAND SWAGGER QUESTIONS What does it say about a person that they hire/use your brand? What is the singular benefit customers get from you they can’t get from anyone else? How do you make your customer a hero in his/her own story?
- 21. © SOL MARKETING | 21 PUTTING IT ALL TOGETHER • Your brand story – brand narrative … the “anti-elevator pitch” • Elevator pitch: a one-way delivery system for getting your core message across • The brand narrative: an offer of something compelling to start a conversation
- 22. © SOL MARKETING | 22 BRAND NARRATIVE • You are NOT your website • It’s about why you do what you do – not what you do • It’s an opportunity to invite others to engage and collaborate in your success • Persuade, don’t educate • Connect with empathy • Raise eyebrows!
- 23. © SOL MARKETING | 23 BRAND NARRATIVES THAT CONNECT • One-word: Google = search, Mastercard = priceless • Question: “What if I told you that you’d never have to search for an email again?” • Subject line: “Fifteen minutes could save you 15 percent on your car insurance” • Story form: “One day, when _________ is successful, every __________ will be able to ___________.”
- 24. © SOL MARKETING | 24 WHEN BRAND? • When you’ve established a product – market fit • When customers begin to experience your brand • When you’re raising money • Focus on the things that matter
- 25. © SOL MARKETING | 25 © SOL MARKETING | 25 10 ACTIONS FOR BUILDING AND SUSTAINING BRANDS • Innovate and delight • Be meaningfully different • Stand for a purpose • Walk the talk • Build and maintain trust • Renew and improve the brand experience • Rely on consumer insights • Think holistically • Get noticed • Keep changing
- 26. © SOL MARKETING | 26 LET’S START SOMETHING 512.445.4807 [email protected] 4807 Spicewood Springs Rd. Building 2, Suite 200 Austin, Texas 78759