how to tell your brand's story

49
presents How to Tell Your Brand’s Story Eectively MIKE TROIANO @miketrap

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Learn how to promote your business. This deck will give you the formula to create a perfectly simple brand positioning statement that will take your company to new heights. Slides taken from How to Tell Your Brand's Story, a class taught by MIke Troiano at the Intelligent.ly Boston campus. Learn more from the experts by visiting http://intelligent.ly/learn

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Page 1: How to Tell Your Brand's Story

presents

How to Tell Your Brand’s Story Effectively

MIKE TROIANO@miketrap

Page 2: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

2

Page 3: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

6:00 - The Approach

2

Page 4: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

6:00 - The Approach6:15 - Hands-On Workshop

2

Page 5: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise

2

Page 6: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise

2

Page 7: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.

2

Page 8: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.

The Startup Journey

3

passionate hypothesis

Page 9: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.

shared vision

The Startup Journey

3

SELLING THE DREAM

passionate hypothesis

Page 10: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.

provenopportunity

shared vision

The Startup Journey

3

SELLING THE DREAM

CONVICTION VS. FLEXIBILITY

passionate hypothesis

Page 11: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.

race to scale

provenopportunity

shared vision

The Startup Journey

3

SELLING THE DREAM DISCONTINUOUS CHANGE

CONVICTION VS. FLEXIBILITY

passionate hypothesis

Page 12: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.

realbusiness

race to scale

provenopportunity

shared vision

The Startup Journey

3

SELLING THE DREAM DISCONTINUOUS CHANGE

RIDING THE ROCKETCONVICTION VS. FLEXIBILITY

passionate hypothesis

Page 13: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Be Flexible Early2002

Page 14: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Be Flexible Early

“mobilemarketing

management”

2002

Page 15: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Be Flexible Early

“mobilemarketing

management”

2002

“mobilemessaging

management”

2004

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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Be Flexible Early

“mobilemarketing

management”

“mobilemedia

management”

20062002

“mobilemessaging

management”

2004

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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

BUT… you’re betting your livelihood on a value proposition you believe is significant.

Page 18: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

BUT… you’re betting your livelihood on a value proposition you believe is significant.

So you should write it down.

Page 19: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

elements of positioning

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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

elements of positioning

• target – actionable universe of buyers

Page 21: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

elements of positioning

• target – actionable universe of buyers• segment – key, predisposing attribute

Page 22: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

elements of positioning

• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself

Page 23: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

elements of positioning

• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the

buyer

Page 24: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

elements of positioning

• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the

buyer• distinction – what makes you unique

Page 25: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

elements of positioning

• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the

buyer• distinction – what makes you unique• proof – perceived evidence of truth

Page 26: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

declare your hypothesis

For target who are segment, brand provides the category with

distinction because of proof.

Page 27: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

made-up examples

Page 28: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

made-up examples• For drivers who value automotive performance,

BMW provides luxury vehicles that deliver joy through German engineering.

Page 29: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

made-up examples• For drivers who value automotive performance,

BMW provides luxury vehicles that deliver joy through German engineering.

• For people around the world, Coca-Cola is the soft drink that is the real thing since 1886.

Page 30: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

made-up examples• For drivers who value automotive performance,

BMW provides luxury vehicles that deliver joy through German engineering.

• For people around the world, Coca-Cola is the soft drink that is the real thing since 1886.

• For industrial manufacturers who are challenged to differentiate, BASF is the raw materials supplier that makes products better through engineering depth.

Page 31: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.

9

Page 32: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

30 Minutes:

Page 33: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

30 Minutes:

• target – actionable universe of buyers

Page 34: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

30 Minutes:

• target – actionable universe of buyers• segment – key, predisposing attribute

Page 35: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

30 Minutes:

• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself

Page 36: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

30 Minutes:

• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the

buyer

Page 37: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

30 Minutes:

• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the

buyer• distinction – what makes you unique

Page 38: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

30 Minutes:

• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the

buyer• distinction – what makes you unique• proof – perceived evidence of truth

Page 39: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.

11

Page 40: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

15 Minutes

12

Page 41: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

15 Minutes

12

Pair.

Page 42: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

15 Minutes

12

Pair. Pitch.

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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

15 Minutes

12

Pair. Pitch. Switch.

Page 44: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.

13

Page 45: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

3 x 10 Minutes

14

Page 46: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

3 x 10 Minutes

14

Page 47: How to Tell Your Brand's Story

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Who’s got ‘em?

15

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thank you.@miketrap

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Course TitleCourse TitleINSTRUCTOR NAME