brand positioning and elevator pitch slides kaitlin zhang workshop london
TRANSCRIPT
@KaitlinZhang
Brand Positioning and Elevator Pitch
9 November 2016 Personal Branding Workshop Kennington Park Business Centre London, United Kingdom
Tweet @KaitlinZhang @Clubworkspace
6:30pm Doors Open 7 - 8 pm Workshop + Q&A 8 - 8:30pm Networking
Today’s Agenda
• Personal Brand Positioning
• Brand Values
• Brand Mission and Vision
• Target Audience
• 4+3P Pitch Models
• In the end, exclusive £20 off 1 to 1 consulting service
About Me - Kaitlin Zhang
Personal branding consultant, coach, speaker and blogger.
Branding consultant for technology development companies and start-ups.
Helped raise half a million £ last year alone. Clients featured in BBC, NY Times, Guardian, Wired etc.
Education background in graphic design and visual art.
Kaitlin Zhang’s 5 Steps to a Powerful Personal Brand
• Pitch (today’s topic)
• Profile (photo & video)
• Platform (website etc.)
• Produce
• Partnership
Defining your personal brand values
Make a list of everyone you admire. Think of your family, friends, current and former colleagues, famous people, fictional people, cartoon characters and so on.
To Do: Defining your personal brand values
What values do I hold? What sets my moral compass? How do I decide right or wrong? What do I strongly believe in? What makes me angry?
respect honesty compassion commitment equality empathy trust humility fun authenticity charity consistency faith philanthropy pride open-mindedness obedience selflessness harmony acceptance community independence caring generosity freedom integrity gratitude responsibility dignity loyalty courtesy fairness justice ethical harmony courage curiosity knowledge wisdom risk-taking stability structure tolerance tradition growth innovation adventure belonging loyalty chivalry play sustainability
Your brand values are also for your audiences.
How do you want people to feel after an interaction with you?
Your unique promise of value: This is the promise you make to your target market that your brand will fulfill. It clarifies and communicates what makes you special. You must be able to live up to this promise.
TO DO: Write these 5 - 10 values down using pen and
paper and notice how your body reacts to them. Then choose your top 3-5 values.
My Brand Values
Kindness, positivity, discipline, simplicity and life-long learning
Get in groups of 3 and brainstorm some synonyms
Instead of ‘happy’, maybe you are
‘joyful’, ‘cheerful’, ‘positive’, ‘lively’, ‘enthusiastic’, ‘smiley’
Mission Statement - What’s wrong with the world and how you intend to fix it
Vision Statement - What the world will look like after you’ve finished changing it
Whose mission statements are these?
To organise the world’s information and make it universally accessible and useful.
To be Earth's most customer-centric company where people can find and discover anything they want to buy online.
To have fun in my journey through life and learn from my mistakes.
Lisa Cruz (@lisaredshoespr) Personal brand vision:
To be the best in public relations while having fun, kicking @#$. and always pushing the envelope for employees, clients and myself. To use communication to make the world a better place.
Source: https://www.quicksprout.com/the-complete-guide-to-building-your-personal-brand-chapter-1/
Additional questions to think through:
• What do you day dream about?
• What are your interests?
• What are your strengths and weaknesses?
• What’s your background?
• What are your achievements?
• What are you passionate about?
• How have you approached or resolved problems in the past?
• What is your strategy for finishing work?
PRO TIP: Create target audience personas
and identify their values.
https://www.exposureninja.com/wp-content/uploads/2015/12/shopify-buyer-profile-example.jpg
Who is your target audience?
You want people to ask you to “Tell me more.”
If it feels like you are pitching somebody, you are doing it wrong.
Your No. 1 priority is to LISTEN.
If the other person is in your target market, immediately create value for them.
If the other person is not in your target market, make yourself memorable
so they can refer you to others.
TO DO Talk to the someone and ask them:
How can I help you?
Kaitlin Zhang’s 4 + 3P Pitch Model
1. One Liner Pitch 2. Bullet Pitch 3. 50 Word Pitch 4. 200 - 300 Word Pitch
1P. Pixar Pitch 2P. Participatory Pitch 3P. Poetic Pitch
The First P - Pixar Pitch
Pixar Pitch Example - Finding Nemo 1. Once upon a time there was … a widowed fish, named Marlin, who was extremely protective of his only son, Nemo. 2. Every day … Marlin warned Nemo of the ocean’s dangers and implored him not to swim far away. 3. One day … in an act of defiance, Nemo ignores his father’s warnings and swims into the open water. 4. Because of that … he is captured by a diver and ends up in the fish tank of a dentist in Sydney. 5. Because of that … Marlin sets off on a journey to recover Nemo, enlisting the help of other sea creatures along the way. 6. Until finally … Marlin and Nemo find each other, reunite and learn that love depends on trust.
Pixar Pitch Example - Finding Nemo
1. Once upon a time there was … 2. Every day … 3. One day … 4. Because of that … 5. Because of that … 6. Until finally …
1. The One-Liner Pitch
Create a one-liner pitch for:
Is it more than is expected?
Steer away from words that are too common.
E.g. strategic, creative, passionate, hardworking
I am [insert your name] and
I [insert verb] for
[insert target audience] with
[problem they have] to
increase/grow/achieve x, y, z.
Example:
I’m a digital marketing expert who launches winning Facebook campaigns for app
development businesses like yours to grow a bigger following and increase conversions.
Anticipate any follow up questions:
Ask Who What When Where Why and How
www.iheartmylife.com
TO DO: Write your one-liner elevator pitch.
TOGETHER: Practise your one-liner pitch with
2 other people beside you.
Provide constructive feedback using the 3 + 1 model:
3 praises and 1 suggestion for improvement
The Second P - Participatory Pitch
Adding a hook to your pitch: Have you ever wondered…?
Have you ever had this challenge…? Did you know that…?
Imagine this…
TOGETHER Improve your elevator pitch
and tell at least 3 different people later today.
2. The Bullet Bio
160 characters to use wisely
3. The 50 Words Pitch Benefits, credibility, wow factor
Example:
"When I first started working as a design and media intern, I helped the company increase the number of Facebook followers by 33% in the first
two months."
The Third P - Poetic Pitch
- Aliteration: Holiday Inn: "Pleasing people the world over"
- Rhymes Cheese Council: "Anyway you please it, cheese it”
- Comparison … is like Uber except for the disabled … is like Starbucks but with English tea
4. The 200 - 300 Words Pitch
• A compelling story
• Build an emotional connection
• Highlight your value and service through a story that is engaging, entertaining and memorable.
• Be personable, relatable and share something interesting or unexpected about yourself.
• And just for fun, you can also include a quote you said in there.
PRO TIP: Draft your elevator pitches in 1st person and 3rd
person format.
PRO TIP Try doing a free Myer-Briggs Personality test.
16personalities.com truity.com
TO DO: Make sure elevator pitches are consistent online.
Today’s recap: Personal Brand positioning Brand value Brand mission and vision Your target audience
4 pitches: • one liner pitch • bullet pitch • 50 word pitch • 200 - 300 word pitch 3 Ps • Pixar pitch • Participatory pitch • Poetic pitch
Kaitlin Zhang’s 5 Steps to a Powerful Personal Brand
• Pitch
• Profile (photo & video)
• Platform (website etc.)
• Produce
• Partnership
£20 off 1 to1 Private Consultation with Kaitlin Original Price: £99, now £79 Offer for first 5 people only.
Email: [email protected]
Contact Me - Kaitlin Zhang
Contact me to improve your personal brand online and manage your professional reputation.
www.kaitlinzhang.com
@KaitlinZhang
facebook.com/kaitlinzhangbranding
Email: [email protected]