Independent Practitioners

Defining Your Brand Strategy

& Value Proposition

O’BRIENCOMMUNICATIONS

O’BRIENCOMMUNICATIONS

O’BRIENCOMMUNICATIONS

Tim O’Brien has national-agency and client-side experience. He’s run OBC since 2001, providing support to client organizations from small businesses and nonprofits to Fortune 100 companies.

This presentation was part of:

Independent Practitioners

O’BRIENCOMMUNICATIONS

What we will cover…

• How to decide on direction and building a brand that lasts

• Deciding on business focus

• What are the essential tools I need?

• What tools are “nice to have?”

Deciding on Direction/Building a Brand

O’BRIENCOMMUNICATIONS

Write a Business Plan

• Purpose of Your Business

• Market Analysis

• Competitive Landscape

• Financial and Business Objectives

• Marketing Strategy

Deciding on Direction/Building a Brand

O’BRIENCOMMUNICATIONS

Write a Business Plan

• Operations/Physical Plant

• Systems and Processes

• Action Steps

• Timeline

• Analysis and Performance

Deciding on Direction/Building a Brand

O’BRIENCOMMUNICATIONS

The Value of Business Planning

• Introspective/soul-searching

• Making a commitment

• Must be honest with yourself

• Build around your existing talents and capabilities

Independent Practitioners

O’BRIENCOMMUNICATIONS

Deciding on Business Focus

• Did you work in an agency?

• Corporate or Nonprofit?

• Focus on skills, capabilities, industry

• Know what skills you must develop

• Do you know your market?

Why Agency Experience Matters

• You’ve been in a billing environment

• You’ve sold, negotiated, balanced conflicting priorities

• Administrative, operational learning curve shorter

Independent Practitioners

O’BRIENCOMMUNICATIONS

Why Corporate/Nonprofit Experience Matters

• You’ve focused on an industry

• You’re a subject matter expert

• You have a focused network/niche

• You’ve done some things intensely

Independent Practitioners

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What Essential Tools Do I Need?

• Business cards, stationery, Web Site

• Dedicated office space

• Good smart phone

• Good laptop, printer and software

• Memberships

Independent Practitioners

O’BRIENCOMMUNICATIONS

What Tools are “Nice to Have?”

• iPad

• Subscriptions and services

• Media databases

• Custom printed materials

• Memberships

Independent Practitioners

O’BRIENCOMMUNICATIONS

Summary

• What business am I in?• That’s personal, individual

• How do I create a compelling message for my value proposition?

• That’s an outgrowth of your business planning

Independent Practitioners

O’BRIENCOMMUNICATIONS

Summary• Don’t be captive to one client.

• Market, market, market.

• Learn, learn, learn.

• Be willing/able to turn business away.

• Don’t take work that can put you out of business.

Independent Practitioners

O’BRIENCOMMUNICATIONS

Find on Twitter:

@OBrienPR

or at

OBrienCommunications.com

O’BRIENCOMMUNICATIONS