Know Your Brand & Live It

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Presentation for Her Corner Semi

Transcript of Know Your Brand & Live It

Page 1: Know Your Brand & Live It
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Know Your Brand & Live It

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YOU are your brand. (So are your employees.)

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What is a brand?

BASICS: Logo Business Cards Website Marketing Materials Thank You Cards

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What is a brand?

DEEPER: Website Content Social Media Presence Emails Office Atmosphere Sales Pitch Employees Proposals Presentations Answering the Phone Internal Culture Client Referrals Blog Posts

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Great Brands

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BRANDED: Excellent customer service

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BRANDED: Not your ‘typical’ airline

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BRANDED: Consistency

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BRANDED: Happy green cleaning

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DEFINE your brand

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What Do You Do?

BMW is a luxury car company.

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But What Do You REALLY Do?

BMW makes the ultimate driving machine.

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Know the Answer To This:

Why should I buy from you? (as opposed to all my other options,

including doing nothing?)

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What Do Others Say?

Clients

Colleagues Potential Clients Referral Sources Friends/Family

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If your company was human?

Personify your brand.

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CREATE your brand

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CREATE the look

Would you hire your 16-year-old cousin

to do your taxes?

Hire a professional! (please)

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CREATE the look

•  Define colors (and reasoning for colors). •  Use keywords to describe your thoughts. •  Know your competitor’s brands. •  Fit your industry.

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CREATE the look

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CREATE the look

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CREATE content

•  Write with your branded voice. •  Keep content clear & concise. •  Write EVERYTHING down. •  Don’t be afraid to hire a professional.

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CREATE content

•  Reception script •  Newsletters & sign-up emails •  Blog posts •  Website •  Template emails •  Core values

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CREATE the brand

Your brand isn’t just outfacing. •  Processes •  Systems •  Hiring •  Culture •  Benefits

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REFINE your brand

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REFINE your brand

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REFINE your brand

Start with what you can. Upgrade when you’re ready.

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REFINE your brand

Rewrite content. Update ideals.

Grow. Change. Move.

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REFINE your brand

Ask for input.

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LIVE your brand

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BE Your Brand.

What do others believe?

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BE Your Brand.

Do your employees know your brand?

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FILTER everything through your brand.

Emails Blog Posts Hiring Twitter

Culture Newsletters Education Sales

Facebook Marketing Campaigns Office Environment Presentations YouTube Policies Content

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LIVE your brand

A good brand begins to look more

like a belief system.

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BELIEVE your brand

Who is your fan club?

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BELIEVE your brand

Build a community around your brand.

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Define it. Create it. Refine it. Live it.

Your customers will believe.

It’s YOUR brand.

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