Build a Strong & Powerful Elastic Brand
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Transcript of Build a Strong & Powerful Elastic Brand
BUILDING A STRONG & VALUABLE
ELASTIC BRANDWith Neil Humphrey
BUILDING A STRONG & VALUABLE
ELASTIC BRANDWhat else could you sell?
What’s going happen today?
10:00 - Introduction/ Icebreaker10:15 - Session One What Why & How?11:15 - Coffee Break11:30 - Session Two Essence, Integrations & Control12:45 - Lunch13:15 - Session Three Stretching & Extending14:30 - Afternoon Break14:45 - Session Four Workshops16:00 - Home
BREAK THE ICE
What do you want to get from today?
What, Why and HowSession One
WHAT is Brand?
“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
Look out! Iceberg
70% UnderwaterVisible Brand &Invisible Brand
How they think and feel
What they say about youWhen you’re not there
Perceptionis
EverythingReality is Nothing
REPUTATION
WHY develop your Brand?
CREDIBILITY
VISIBILITY
DIFFERENTIATION
TRUST
Trust emergeswhen value is perceived
Simon Sinek
PROFIT
HOW to create Brand Value?
#1MAKE A STRONG IMPRESSION
I’ll never forget whatsisface
#2CRAFT A COMPELLING VALUE PROPOSITION
Ease the pain
#3WOW WITH EXCEPTIONAL CUSTOMER SERVICE
Creating a wow
#4SELL AT THE RIGHT PRICE
Your Finite worth
#5FOCUS ON THE BENEFITS
What’s in it for me?
COFFEE TIME!
Essence, Integration & ControlSession Two
What is your
ESSENCE?
Brand Snowflake
Model
What is your MISSIONWhat gets you out of bed?What can we get behind?
What are the BENEFITS & FEATURES
of your product /service?
What’s in it for me?
WHICH MEANS THAT…
“In the factory we make cosmetics. In the drugstore we sell hope.”
Charles Revson - Revlon
What do your customersand prospects already think?
Perception is everything
What qualities do you want them to associate with your business?
BTW we are all professionals
Integrating your Brand
Your Value Proposition is the PROMISE of VALUE to be DELIVERED
RELEVANCEQUANTIFIED VALUE
UNIQUE DIFFERENTIATION
Designed for Humans
We provide …. (Product or Service)For …. (Target Audience)Who …. (Specific Need)So that … (Desired Outcome)Without …. (Negative Influence)
Controlling your Brand
The Brand Guide ESSENTIALSLogo UsageFonts & TypographyColourImagesText & Tone
LUNCH TIME!
Stretching & ExtendingSession Three
Brand Elasticity
How far can your brand STRETCH?
How RESILIENT is it?
Brand Contingency MatrixBaby Steps or Giant Leaps
WHY are some brands MORE elastic than others?
Brand Extension
What COULD you sell?
What SHOULD you sell?
Brand Congruence
How much of a STRETCH?Stretch Matrix
COFFEE TIME!
Workshop ExercisesSession Four
Text:7MISTAKESName and Email addressTO: 88802