Defining Your Brand Promise Deck
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Transcript of Defining Your Brand Promise Deck
Defining Your Brand Promise
@LaurenPerkins Founder and CEO @PerksConsulting
Entrepreneur in Residence @Columbia Author #CMplaybook
Alexandra Wilkis Wilson @AWilkisWilson
Co-Founder and CEO @GlamSquad Co-Founder and Strategic Advisor @Gilt
Author: By Invitation Only
©Perks Consulting Inc.
PERKSCONSULTING
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Experience Share: Building Brand Love & Loyalty
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“It is new territory to me”“It’s expensive”
“An online presence on social media platforms is sufficient”
“It doesn’t create actionable results”
“It isn’t a quick & easy process” “My startup is too small at the moment to need branding”
“It’s time-consuming”
“I can do it a few months after the launch”
“I already have a PR program in mind”
“I already have a personal brand, I don’t need to recreate one for my startup”
@LaurenPerkins @AWilkisWilson #PEIntensive16
Misconceptions of Brand
NeedLoyalty
Desire Trust
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Community
IdentityBelonging
Connection
Value
HappinessTruth Wanting
New
Exciting
Safety
Consistency PurposeExperience
Challenge
Aspirational
Passion
RelevanceChic
@LaurenPerkins @AWilkisWilson #PEIntensive16
Elements of Brand Love
Trust & Loyalty
Consistency
Advocacy
Competitive Advantage
Authenticity
Brands create: Which builds:
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RELATIONSHIPS
AN EXPERIENCE
DIFFERENTIATION
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What a Brand Does
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BRAND PERCEPTION
BRAND PROMISE
BRAND PERCEPTION
COMMUNITY & MARKETPLACEDiminish
Amplify
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Brand-Market Alignment
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lululemon
athletica
Fab♥
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When Love Dies
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People first!
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Build brand love
from the inside out!
Key Competitors
Competitive Advantage Target Market
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Key Stakeholders
PROMISE
Differentiation
Vision and Mission
Value PropositionKey Products
or Services
@LaurenPerkins @AWilkisWilson #PEIntensive16
Start with a Brand Brief to Capture Your Promise & Strategy
ALIGNMENT
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CLARITY CONSISTENCY
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What a Brand Brief Achieves
DESIRABILITY
VIABILITYFEASIBILITY
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Delivering on the Promise: Brand and Business Alignment
ELEMENTS
Key Competitors - aspirational, direct, and drafters
Competitive Advantage - what enables you to beat the competition
Value Proposition - set of benefits that support your promise
Target Market - define your audience & what they need
Differentiation - what makes you unique to your customer
Products/Service - most important products/services you offer
Mission - how does your startup plan to deliver on its vision
Key Stakeholders - who impacts ability to deliver on promise
STRUCTURE
-Each individual creates a brand brief -Regroup and consolidate to produce a single
brand brief for your company -Two minute presentation Monday morning
{{
@LaurenPerkins @AWilkisWilson #PEIntensive16
Exercise: Build Your Own Brand Brief
QUESTIONS?
@laurenperkins
@perksconsulting
linkedin.com/in/perksconsulting
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#CMPLAYBOOK AVAILABLE NOW!
@LaurenPerkins @AWilkisWilson #PEIntensive16