Maris Ross - Start with a Story

© 2012 Red Slice, LLC Confidential – Do Not Distribute 1

Start With the Story:

Why a Brand Strategy is

Vital to Effective Content Marketing

Maria Ross, Red Slice LLC @redslice May 8, 2013


WHAT WE’LL COVER

DEFINE what brand is and why it matters to your success

IDENTIFY the 5 signs of a power brand

DISCOVER the 3 ways to communicate your brand

DISCUSS 3 of the 10 key Brand Strategy questions – and

discover the 2 biggest mistakes businesses make

EXPLORE ways to tell your story more efficiently


THE POWER OF BRAND

Pick one: Which words/phrases immediately come to mind?


WHAT IS BRAND?

Brand is not just a logo; it’s your core, your essence, what

you stand for; your promise to the world

Brand is the impression, mindshare you create for people;

the promise that you make

Brand guides all marketing & content decisions to tell the

right story to the right people at the right time.


WHAT IS BRAND?


THE SIMPLE TRUTH

Effective branding is not about how much money you

spend, but about how clearly and consistently

you communicate the right message to the

right audience through everything you do.


WHY DOES BRAND MATTER?

CLARITY

Guide & focus

investments

CUSTOMERS:

Attract the right

customers

COIN:

Stand out &

increase revenue


SIGNS OF A POWER BRAND

People are proud to work, partner or shop with you

Press talk about your impact on industry, world

You can elegantly recover from mistakes

Customers spread your story

Some people don’t like you


Brand

Verbal

Experiential Visual

BE CLEAR & CONSISTENT ACROSS ALL TOUCHPOINTS


HOW TO TELL A BRAND STORY

Why this works?

• Visually and emotionally

conveys company values,

operations and mission

• Attracts a precise target

customer (others may think,

“Huh?” Not for them!)

• Clear, concise. One

message appealing to one

buying driver/benefit

http://www.youtube.com/watch?v=aMfSGt6rHos&feature=player_embedded


HOW NOT TO TELL A BRAND STORY


AVOID A BRAND IDENTITY CRISIS

Actual

Experience

Brand

Promise

Effective branding ─ inside & out ─

is the antidote


WHY IS BRAND STRATEGY

IMPORTANT?

Brand Building Blocks

Who are we? Who is my ideal customer?

Where are they? How are we different?

What is our personality? What is our promise?

Brand Strategy

Key

Messages

Brand Building Blocks

Company

Name

Visual

Identity

Marketing Programs and Tactics

Create needed materials. content

Decide where to advertise, promote, influence.


AN EFFECTIVE BRAND MUST BE…

Unique

Does it stand out from others?

Compelling

Does your audience care?

Authentic

Can you walk your talk?


CRAFTING THE BRAND STRATEGY

Boils down to 10 key questions to get to

the brand “sweet spot”…but we’ll focus

on only a few today


WHO ARE YOU TALKING TO?

“Everyone” is not a market!

This is the single most important aspect to a strong Brand Strategy.

Who is your ideal buyer? If you don’t know them intimately and make them

real, you’ll be shooting at a moving target.

Think IDEAL, not average. Defining this well guides your content, new

offerings, ads, and ensures that what you offer appeals to the right people.


HOW DO YOU SOUND AND LOOK?

What do you want people to associate with you or your blog? What is

authentic? Think of pictures, images, adjectives, people, locations, traits


BE PRECISE! WORDS MATTER

Playful

Buttoned-up

Savvy

Snarky

Bubbly

Romantic Natural

Sober

Comical

Casual

Cutting-edge

Fast

Fresh

Manic Flirty

Protective

Efficient

Handcrafted Geeky

Calm

The more descriptive the word, the more your designers and

writers can create just the right content

Warm


WHY SHOULD THEY CARE?

“What’s in it for me?”

Talk in terms of benefits, not

just features

Develop a messaging

platform by audience to

inform all communications &

content


BUILD THE STORY FOUNDATION

Your messaging platform is an internal “outline” to

ensure content and communications are consistent:

You always want to control your message!

Copy is the external face of your messaging

platform, expressed publicly through channels

(blog, social media, video/podcast scripts, reports)


CREATE A MESSAGING PLATFORM

BENEFIT CAPABILITY/KEY MESSAGE PROOF POINTS/FEATURES

CORE POSITIONING STATEMENT

______ offers __(products/services)_____ for ____(target audience)_______so they can

_______________(benefits)________________________.

You get... We offer this benefit by…

(HOW)

•Features

•Awards

•Press

•Customer/Client List

•Testimonials

•Differentiators

•Stats/Studies

Main Benefit #2

Main Benefit #3

Key Message #2

Key Message #3

Core positioning statement rolls up by combining the

three main benefits you provide.

Determine the benefits first!


SHARE THE STORY: CREATE AN

EDITORIAL CALENDAR

Efficient Memorable Reusable


SUMMARY: THE STORY MATTERS!

Creating a brand foundation, will help you:

Define who you are and who you serve, crisply and cleanly

Stay consistent in all your content marketing efforts

Spread the word about what you can do more easily

Focus on the most effective channels & content

More efficiently create content that is unique, relevant and

authentic to your target audience


THANK YOU!

Questions, Clarity, Feedback? [email protected]

Explore Resources, Corporate Workshops: www.red-slice.com

Branding Basics for Small Business:

How to Create an Irresistible Brand on Any Budget

(Norlights Press) Available here today or online

mailto:[email protected]



http://www.red-slice.com/



Maris Ross - Start with a Story

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