eWomen Breakout Intensive by Kelly Lucente

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eWomen Breakout Intensive

Published on Nov 18, 2015

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PRESENTATION OUTLINE

BUILDING A SUPERPOWER BRAND

How to Translate YOUR Brand into Real Sales

WHAT'S YOUR STORY?

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SO, WHAT'S A BRAND?

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UNLESS YOU ARE A GRAPHIC DESIGNER,

YOU'RE NOT A GRAPHIC DESIGNER. NEITHER IS YOUR COUSIN, SUE.

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COMPETITIVE DIFFERENTIATORS

KNOW WHAT YOU'RE UP AGAINST

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DIFFERENTIATION

Examine your differentiators and what they mean to your customer
Determine what the competition is doing and how you can sell against them
Identify which of you differentiators matter to your customer
Integrity matters
Ensure everyone is singing off the same hymn sheet

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AND OWN IT

FIND YOUR SINGLE GREATEST DIFFERENTIATOR

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ELEMENTS OF A BRAND

Product
Differentiation
Vision
Positioning
Target

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ELEMENTS OF A BRAND

Name
Identity
Promise
Character
Personality

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ELEMENTS OF A BRAND

Emotion
Experience
Quality
Pricing
Packaging

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ELEMENTS OF A BRAND

Distribution
Association
Credentials
Message

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TAGLINE

IMPORTANT IF YOUR BIZ NAME DOES NOT EXPLAIN WHAT YOU DO

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TWO THINGS TO CONSIDER

PERSONAL BRAND VS. COMPANY BRAND

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PERSONAL BRAND

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OWN YOU

KELLYLUCENTE.COM

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NOT HAVING A PROFILE IS NOT AN OPTION

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COMPANY BRAND

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"I JUST HOPE THAT WE DON'T LOSE SIGHT OF ONE THING,

THAT IT WAS ALL STARTED BY A MOUSE." Walt Disney

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WHY BRANDS MATTER

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SUPER FANS

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DELIVER

AN OUTSTANDING CUSTOMER EXPERIENCE

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OWN YOUR .COM

WWW.RETOOLMARKETING.COM

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IMPORTANCE OF WEB PRESENCE

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BRAND SUCCESS

SOME THINGS TO MEASURE

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WHAT'S YOUR SOCIAL STRATEGY?

Facebook
Twitter
Pinterest

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WHAT'S YOUR WEB STRATEGY?

Website
SEO
PPC (pay-per-click)
Google analytics

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SALES

PROJECTIONS VS. ACTUALS

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WHAT'S YOUR SALES STRATEGY?

Identify target markets
Increase awareness
Network
Ask for referrals
CRM management system

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KNOW THE DIFFERENCE

EXISTING CUSTOMER VS. NEW CUSTOMER

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SO, WHAT NEXT?

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ASSESSMENT

Planning
Research
Analysis

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PERFORM A SWOT

STRENGTHS + WEAKNESSES + OPPORTUNITIES + THREATS

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HENRY FORD SAID CUSTOMERS COULD HAVE ANY COLOR THEY WANTED AS LONG AS IT WAS BLACK

GENERAL MOTOS CAME ALONG WITH FIVE COLORS AND STOLE THE SHOW

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BUILD

Brand identity
Marketing plan
Sales plan

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CREATE A MARKETING PLAN

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IMPLEMENTATION

Web strategy
Email marketing campaign
Networking
Communication strategy

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COMMUNICATION STRATEGY

Objectives
Audiences
Messages
Tools and Activities

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A LITTLE LIGHT READING

WITH YOUR CUP OF JOE

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DON'T IGNORE THE ELEPHANT IN THE ROOM

AUDIT WHAT YOU HAVE AND FIX WHAT'S BROKEN

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Q&A

LET'S CONTINUE THE CONVERSATION

Slide Notes