Building Your Drupal Brand for Fun & Profit
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The document discusses building a brand for a Drupal business. It covers topics like defining a brand, understanding the brand ecosystem, and using marketing to build the brand. The brand connects a business's outputs like websites, events and collateral to customers and drives business results like revenue and profit. Marketing activities like messaging, outputs and events work together in a virtuous cycle with the brand to attract and satisfy customers. The goal is to focus on what customers want and build it, rather than forcing a brand.
Building Your Drupal Brand for Fun & Profit
- 1. Have a Happier Drupal Life Building Your Drupal Brand for Fun & Profit Ben Finklea | (512) 632-4222 © 2012 Volacci Corporation
- 3. Marketing
- 4. Marketing OLD WAY: Figure out what you’ve got. Brand it. Scream about it. Force it.
- 5. Marketing OLD WAY: Figure out what you’ve got. Brand it. Scream about it. Force it. NEW WAY: Figure out what they want. Build it. Share it.
- 6. © 2012 Volacci Corporation
- 7. What is a Brand ? © 2012 Volacci Corporation
- 8. © 2012 Volacci Corporation
- 9. © 2012 Volacci Corporation
- 10. © 2012 Volacci Corporation
- 11. Brand All company outputs that contribute to customer perception © 2012 Volacci Corporation
- 13. Drupal Brand Ecosystem • Drupal enables our brand with customers, partners, and technologies
- 14. Drupal Brand Ecosystem • Drupal enables our brand with customers, partners, and technologies • The way we each do business makes us happy
- 15. Drupal Brand Ecosystem • Drupal enables our brand with customers, partners, and technologies • The way we each do business makes us happy • We each fit naturally with some parts of Drupal
- 16. Drupal Brand Ecosystem • Drupal enables our brand with customers, partners, and technologies • The way we each do business makes us happy • We each fit naturally with some parts of Drupal • It’s a system
- 17. The Virtuous Cycle of Marketing © 2012 Volacci Corporation
- 18. The Virtuous Cycle of Marketing Brand Promise © 2012 Volacci Corporation
- 19. The Virtuous Cycle of Marketing Brand Promise © 2012 Volacci Corporation
- 20. The Virtuous Cycle of Marketing Brand Promise Fulfillment © 2012 Volacci Corporation
- 21. The Virtuous Cycle of Marketing Brand Promise Fulfillment © 2012 Volacci Corporation
- 22. How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Drupalcamps People Current Clients Community Collateral Logo Colors Sounds Support Competitors Finances Geography © 2012 Volacci Corporation
- 23. How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Drupalcamps People Current Clients Community Collateral Logo Colors Sounds Support Competitors Finances Geography CUSTOMERS © 2012 Volacci Corporation
- 24. How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Drupalcamps People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography CUSTOMERS © 2012 Volacci Corporation
- 25. How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography CUSTOMERS © 2012 Volacci Corporation
- 26. How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography CUSTOMERS © 2012 Volacci Corporation
- 27. How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND CUSTOMERS © 2012 Volacci Corporation
- 28. How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 29. How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 30. How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 31. What you’re great at How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 32. What you’re How Branding Works Strategic great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 33. What you’re How Branding Works Messaging Strategic great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 34. What you’re How Branding Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 35. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 36. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 37. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 38. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 39. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 40. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 41. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 42. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 43. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 44. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 45. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 46. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 47. What you’re How Marketing Works Messaging Strategic Outputs great at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 48. What you’re The Problem Messaging Strategic Outputs great at Promise Drupalcon Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients DA Collateral Editor Experience Performance Support White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 49. What you’re The Problem Messaging Strategic Outputs great at Promise Drupalcon Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance Support White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 50. What you’re The Problem Messaging Strategic Outputs great at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance Support White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 51. What you’re The Problem Messaging Strategic Outputs great at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 52. What you’re The Problem Messaging Strategic Outputs great at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit ! Modules !! Current Clients g! HIGHER ED DA rin Collateral Bo Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 53. What you’re The Problem Messaging Strategic Happy-Fun! Outputs great at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit ! Modules !! Current Clients g! HIGHER ED DA rin Collateral Bo Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 54. What you’re The Competition Messaging Strategic Outputs great at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 55. What you’re The Competition Messaging Strategic Outputs great at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 56. What you’re The Competition Messaging Strategic Outputs great at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
- 57. How? If you want to have the brand you can in the easiest way possible then: © 2012 Volacci Corporation
- 58. How? If you want to have the brand you can in the easiest way possible then: 1. Do business with people who already like you. © 2012 Volacci Corporation
- 59. How? If you want to have the brand you can in the easiest way possible then: 1. Do business with people who already like you. 2. Figure out what they want most that you can deliver. © 2012 Volacci Corporation
- 60. How? If you want to have the brand you can in the easiest way possible then: 1. Do business with people who already like you. 2. Figure out what they want most that you can deliver. 3. Change anything you’re doing that doesn’t help them get there. © 2012 Volacci Corporation
- 61. Figure Out Who Likes Us © 2012 Volacci Corporation
- 62. Volacci Ideal Customers 1.Have a Sales Team 2.Work with Marketer 3.High Sales Cost, High Profit 4.Heavily Invested in Their Website 5.Trusted Us Before They Knew Us © 2012 Volacci Corporation
- 63. Figure Out Motivations © 2012 Volacci Corporation
- 64. Figure Out Motivations Individuals Fears & Aspirations & Aversions Desires © 2012 Volacci Corporation
- 65. Figure Out Motivations Individuals Fears & Aspirations & Aversions Desires Organizations Dangers & Goals & Concerns Objectives © 2012 Volacci Corporation
- 66. Most Powerful Motivations © 2012 Volacci Corporation
- 67. Most Powerful Motivations © 2012 Volacci Corporation
- 68. Organizational Change 1.Explain it often 2.Set milestones 3.Gatekeeper © 2012 Volacci Corporation
- 69. Questions?
- 70. Apps Resources • Drupal Owners’ Network • Priority Matrix • Me: ben@volacci.com & • Basecamp 512-632-4222 • PipeDrive (CRM) • Net Promotor Score • SaneBox (gMail tool) • DISC or Myers-Briggs • Rapportive Books • Brand Relevance Services • The Goal & Critical Chain • Zirtual • The E-myth Revisited • GetAbstract • Mastering the Rockefeller Habits • Who and/or TopGrading
- 71. Attribution: None of these ideas are completely original. I put my own spin on all of them. As best as I remember, these ideas came from some of the following people: Seth Godin, David Aaker, Ravi Arapurakal, Verne Harnish, Michael Gerber, Jeffrey Stukuls, & Al & Laura Ries A special thanks to the Volacci Team & Our Customers Ben Finklea | (512) 632-4222
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