Building A Brand in 20 Minutes
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The document discusses the foundational aspects of building a brand, emphasizing that a brand exists in the emotional responses of an audience rather than just in products. It highlights the importance of understanding customer needs, creating a simple and distinct identity, and delivering it consistently to affect behavior and foster brand loyalty. Ultimately, the document stresses that the brand's value is rooted in genuine emotional connections and quality customer experiences.
Building A Brand in 20 Minutes
- 1. S E P T E M B E R 2 5 , 2 0 1 7 Building A Brand in 20 Minutes
- 2. Whereâs the brand in this picture? Where is âThe Brand?â ? ? The Brand is out here. In the hearts and minds of the audience.
- 3. Whatâs A Brand? ⢠The worldâs collective emotional response ⢠Envelope for your productâs rational benefits ⢠Emotional value proposition, guides people toward or away from what youâre selling ⢠Sound squishy? 3
- 4. Brand Value Is Real ⢠Disclose the recipe. ⢠Destroy the factories. ⢠Fire the team. ⢠Rip up the contracts. ⢠Burn every hard asset of the Coca-Cola Company. Borrow $79.2B against value of brand. Rebuild it all.
- 5. INBOUND15 So is brand failure. 5 If you donât create a brand for the market, the market creates a brand for you. DOUCHEBAG
- 6. âOK. So What Do I Do?â REFLECT ON YOUR CUSTOMER SIMPLIFY YOUR PROMISE DELIVER IT CONSISTENTLY
- 7. Not The Persona. The Person. PERSONA PERSON
- 8. Questions 1. Who is she? 2. What does she care about? 3. What does she really want? 4. Why does she want that? 5. How does she feel when she gets it?
- 9. We Use Emotion to Decide ⢠Antonio Damasio, Neuroscientist ⢠Studied seemingly normal people with a specific type of brain damage that made them unable to feel emotions. 9 ⢠Something peculiar in common: they couldnât make decisions.
- 10. Human Truth = Brand Truth If you want to change what someone does, you need to change what they feel, and not just what they think.
- 11. âOK. So What Do I Do?â REFLECT ON YOUR CUSTOMER SIMPLIFY YOUR PROMISE DELIVER IT CONSISTENTLY
- 12. How We Absorb A New Idea * 15 seconds 15 minutes * 8
- 13. We Simplify The World 13 badasssuccess cool racist rocket man
- 14. What Is The First Idea You Want To Own? Is it Simple? Can you remember it? Is it True? Do those who know agree? Is it Relevant? Does the target care? Is it Motivating? Will it affect behavior? Is it Distinct? From what everyone else says? 14
- 16. âOK. So What Do I Do?â REFLECT ON YOUR CUSTOMER SIMPLIFY YOUR PROMISE DELIVER IT CONSISTENTLY
- 18. Repetition Breaks Through Volvo = Safety
- 19. How It Works
- 20. How It Works âBeing on the road sucks⌠I feel and look like shit, I really need to get my act together.â Affluent, middle-aged business traveler
- 21. Westin âBe Wellâ Program âPlay Wellâ âWork Wellâ âFeel Wellâ âSleep Wellâ âEat Wellâ âMove Wellâ
- 23. Grounding In Substance ⢠If your product sucks, your brand will not save you. ⢠Brands live on the emotional plane of customer experience. Cannot contradict the rational plane. ⢠Built on foundation of executive leadership, customer understanding, insight on potential to add emotional value, and product quality.
- 24. Highlights 1. Your brand is out there, in peopleâs hearts and minds. 2. It works on the emotional plane that drives human behavior. 3. It has more substance, power, and value than you realize. 4. To build it, start by thinking of your âTargetâ as a person. 5. Simplify down to a true, relevant, motivating, distinct idea. 6. Deliver that idea â consistently and relentlessly â everywhere.
- 25. Thanks.