Entrepreneurs

Branding in 20 Minutes!
Connect
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Two Key Components

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First… Let’s Define a Brand...

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A Brand is a Promise

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It Doesn’t Matter
What They Think!

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It Matters More What They Feel!

It’s about what they feel in their gut!

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 Building Your Brand DNA
• Brand Positioning
• Brand Promise
• Brand Personality
• Brand Tone
• Core Truths and Values
• Product Attributes/Customer Experience
• Message Pillars
– Differentiating Messages
– Reasons to Believe

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 Why Should Your Tribe Trust You?

Why are you

different?

What Is Your
Reason to
Believe?

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 Why Should Your Tribe Trust You?

Differentiating Promise: Outdoor quality that lasts!

Reason to Believe: 100% satisfaction guarantee
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 The Positioning Statement
“The Most Important Marketing Decision You Will Make”

To __________________, _______________
Primary target Audience Brand Name

is the_________________________,
Frame of Reference (Category)

that _________________________________
Unique and Defendable Point of Difference

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 Building Your Brand DNA
affluent car buyers
To __________________, Volvo®
_______________
Primary target Audience Brand Name

is the_________________________,
automobile
Frame of Reference (Category)

that _________________________________
keeps you and your family safe
Unique and Defendable Point of Difference

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So What’s So Unique About Organic
Coffee?

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 We Talked to Customers
1. It’s not about health, safety, or the
environment.

2. Taste and flavor is everything to coffee

drinkers. It’s about them.

3. Organic = Taking the time to do it right.

“Coffee with character takes time.”

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Before After

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A Little Closer to Home

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 So Now It’s Time to Build the Plan
• Market Overview

• SWOT Analysis

• Target Audience and Key Insights

• Strategic Objectives

• Core Marketing Strategies

– Awareness
– Distribution
– Promotion
– Pricing
– Influence
– Social Content

• Tactical Plans, Timelines, and Budgets

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 A Word to the Wise
You’re Just Getting Started!

Remember…
It has to be in here

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http://www.ethos-marketing.com/entrepreneurs-connect/

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