EFFECTIVE COMMUNICATION & MARKETING TO BUILD A BRAND

Gokce Gizer gg@onkaro.com

@gginthemorning

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WHAT YOU WANT TO SAY

HOW IT IS PERCEIVED

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COMMUNICATING AN IDEA

MARKETING AN IDEA

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onkaro104

ATTENTION CAPSULE

ATHEME INFORMATION OPEN TO

LISTENNEXT STEPS

C T I O NStart with something

interesting and

attention grabbing

rather than something

basic and common.

You should be able to

sum up the entire

presentation into 2-3

sentences that fit on an

Index Card

A theme holds the

presentation together.

Once you decide on a

theme, ask yourself if

everything is on theme

Everything you need

to convince people of

the brilliance of your

point of view (data,

strategy, facts.,,)

Listen to what the

audience is asking and

watch their reactions &

body language to see if

they understand

Establish what you

want out of this

presentation before

you start. Determine

the destination first

Source: Coughter, Peter. The Art of the Pitch: Persuasion and Presentation Skills That Win Business. New York: Palgrave Macmillan, 2012.

onkaro105

End in Mind Story Outline

A talk is like a journey with ups & downs; and there’s always a place we try to get to. Let the audience know the destination before you take them on the journey. They have to know why you are telling this before you start telling it so they can undress the progress.

onkaro106

Think about a car salesman trying to sell this family car.

Instead of starting with all the features of the car, he asks why they are buying it. For a mother of two, he draws the picture of the experience of her picking the kids up from school, having all their soccer gear in the back next to the groceries.

Only then he talks about the doors, the TV, carpets& all the mechanics.

Destination

onkaro107

End in Mind Story Outline

It is always good to start your presentation with a story that captures the idea that you are presenting about. People can relate to stories more than they can relate to facts and figures. To capture the audience you need them to say ’this is interesting’

Campaign for Real Beauty (2004)

DOVE Not simply selling a bar of soap

They are selling the notion of how to feel beautiful and comfortable in your own skin.

“Women often select brands that they ‘believe’ in. Advertising a clear brand mission shows customers that the brand believes in its customers’ well-being, and builds trust.”

Nora Miller, co-founder of Anderson Miller PR

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Turn customers into advocates.

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Stay part of the conversation.

3

Emphasize expertise

#wearebeautiful

onkaro1010

End in Mind OutlineStory

Before you start designing a presentation you need to break down the story that leads to the idea. Make an outline with all the main points you want to cover. Start from the top like you normally would and then start from the end when you are telling to find the best way to tell your story.

onkaro1011

DECONSTRUCT & ORGANIZE

Legal Pads & Post-its are your best friends when planning a presentation.

Start outlining and planning on paper and then break it out into sections.

Write every idea/ slide on a post it note. Move them around and see how the story changes.

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onkaro1012

DeconstructEnd in Mind

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Outline, Time, Cut& Repeat

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onkaro1013

OutlineStoryEnd in Mind

Desire to Give

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MARKETING AN IDEA

2COMMUNICATING

AN IDEA

1

onkaro1015

RESEARCH

BRAND VALUES

BRAND IDENTITY

STRATEGY

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RESEARCH

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MARKETING KNOWING

=

YOUCOMPETITORS

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MARKET

INFORMATION SEGMENT

SIZEEVOLUTION

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RESEARCH EXERCISE

PERSONA

LOCATIONEDUCATION

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NAMEAGEGENDER

OCCUPATION

PERSONALITY

INTERESTS/ HOBBIES

NEEDS/ WANTS

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AGE37 29

GENDERM M

LOCATIONUPSTATE BROOKLYN

EDUCATIONBUSINESS GRAPHIC DESIGN

OCCUPATIONFINANCE DESIGNER

PERSONALITYFAMILY GUY, LOVES STEAK

SOCIAL, OUTGOING, VEGETARIAN

INTERESTS/ HOBBIES

HOLLYWOOD MOVIES, GOLF

INDIE MOVIES, YOGA, MEDITATION

NEEDS/ WANTS

FIT IN, GOOD-PAYING 9TO5 JOB

BE UNIQUE, DO WHAT YOU LOVE

NAMEBRIAN JUSTIN

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BRAND VALUES

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Value Proposition Exercise

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I help ______________________________

___________________________________

by ________________________________.

Who

Success

How

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I help ______________________________

___________________________________

by _________________________________

Who

Success

How

Startup Founders

better communicate their businesses to get funded

creating stories & visually appealing materials

character tone

language purpose

FRIENDLY WARM INSPIRING

PLAYFUL AUTHORITATIVE PROFESSIONAL

PERSONAL HUMBLE CLINICAL

HONEST DIRECT SCIENTIFIC

ENGAGE EDUCATE INFORM

ENTERTAIN DELIGHT SELL

COMPLEX SAVVY SERIOUS

SIMPLE JARGON-FILLED WHIMSICAL

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BRAND IDENTITY

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OPTIMISMCLARITY WARMTH

FRIENDLYCHEERFUL CONFIDENCE

EXCITEMENTYOUTHFUL BOLD

CREATIVEIMAGINATIVE WISE

TRUSTDEPENDABLE STRENGTH

PEACEFULGROWTH HEALTH

BALANCENEUTRAL CALM

Some examples of how colors are perceived

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ar·che·type ˈärkəˌtīp/Recurring patterns found in universal stories, identifying the themes, symbols and imagery as part of the human psyche.

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FREEDOM

SOC

IALEG

O

ORDER

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Order from chaos

All for one & one for all

Making people a priority

Where there’s a will, there’s a way

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CAREGIVER HERO

Making people a priority.

Consistent and trustworthy, they offer a high level of customer service. The Caregiver Archetype can be applied to brands that help people take care of themselves.

Where there’s a will, there’s a way.

Through their determination and perseverance, they heighten the awareness of those around them. They are competent, courageous and responsive, inspiring others to triumph over challenge.

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STRATEGY

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STRATEGY EXERCISE

THEGIFT

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Thought Process of the giver /

Your emotions

2

Think about the Most Significant

Gift

1

How? Was the gift giver told?

3

What sets it apart?

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Evaluate personality/

interests?

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Time & Effort? Why?

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ASSESS the PERSONALITY DIG

DEEPERMAKE IT BETTER

1 2 3

Planning a Marketing Strategy is like giving a gift!

onkaro1039

RESEARCH

BRAND VALUES

BRAND IDENTITY

STRATEGY

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SUM UPWHAT YOU WANT TO SAY ≠ HOW IT’S PERCEIVED1A.C.T.I.O.N.2Begin with the “End in Mind”3Tell a “Story”4Deconstruct and Outline5Clearly define your Value Proposition6Do Market Research and know your audience7Identify your Brand Values8Create a Brand Identity9Make your Strategic Plans based on your research, values and identity10

THANK YOU!Gokce Gizergg@onkaro.com