Branded: Tell Your Story, Build Relationships & Drive Business Lisa Murray Principal Trevi Communications, Inc. lisa@trevicomm.com www.trevicomm.com
Meet Trevi • Help businesses be heard, be understood, and be fearlessly authentic Storytelling that creates • deeper connections with high-value customers, clients and prospects
Meet Lisa • Branding & marketing maven • Media darling • Wordsmith • Crazy cat (& dog) lady Lisa Murray • Equestrian in training Co-founder & Principal lisa@trevicomm.com 617-835-0396 • Owner of too many shoes
Warm-up exercise: Name that brand I will provide one-word clues about a known brand. After each clue, you try to guess the brand.
Food & Beverage • Trendy • International • Personal • High Quality • Robust • Innovative • Specialty • Expensive • It’s Not Just Coffee…It’s______
Automotive • Consistent • Authentic • Sporty • Performance • Craftsmanship • Ingenuity • Expensive • The Ultimate Driving Machine
Branding, It’s Not Just For Cattle • Articulates your core purpose and what customers/clients can expect from their experience with you • Helps clients to identify and differentiate one service from another • Reduces the need to compete on price
“The main purpose of branding is to get more people to buy more stuff for more years at a higher price.” – Marty Neumeier, Author & Branding Expert
Brand Loyalty
Tangibles & Intangibles Tangible • Products/services Assets • Expertise • Experience Intangible • Ideas Assets • Reputation • Culture Up to 85% of a business’ real value lies in intangible assets
“In the factory, we make cosmetics. In the drugstore, we sell hope.” – Charles Revson, Revlon
The First Rule of Branding Is FOCUS Own a Single Differentiated Idea in the Customer Mind
Create Distinctions
Wholesome Dangerous Loveable Rude Safe Dirty
Golden Rules of Differentiation Must be important to your target audience Must be true Must be supportable
There Are 3 “Vs” in a Brand 1. Vision : core purpose, mission, the “why” 2. Voice : authentic personality traits, the “who” 3. Values : organization’s core values, the “how”
1. Vision What’s Your Core Purpose? To democratize A computer on Every book ever the automobile. every desk and printed in any in every home. language, available in 60 seconds. Ford, 1909 Microsoft, 1977 Amazon, 2008
Ask Yourself… What is my purpose for being in business? Think BIG . Convey SIMPLY . Be BOLD BOLD .
“To solve unsolved problems innovatively.” – 3M
“To make people happy.” – Walt Disney
“To experience the emotion of competition, winning, and crushing competitors.” – Nike
2. Voice What’s Your Brand Personality? • Human characteristics associated with a brand • Successful, established brands have brand personality • Customers often choose brands with “personalities” that they feel best fits their image (or desired image)
The Computer…Personified
If Your Brand Were a Car…
Find Ways to Reinforce Your Voice ll Do Law Firms Differentiate?
3. Values What Do You Stand For? • Service to the customer above all else We're glad to have you with our • Hard work and company. Our number one goal is to individual productivity provide outstanding customer service. Set both your personal and professional • Never being satisfied goals high. We have great confidence in • Excellence in reputation your ability to achieve them. • Being part of something Nordstrom Rules: Rule #1: Use best special judgment in all situations. There will be no additional rules.
• Deliver WOW through service • Embrace and drive change • Create fun and A little weirdness • Be adventurous, creative, and open-minded • Pursue growth and learning At Zappos our core values are • Build open and honest more than just words, they're a way of life. We know that companies relationships with a strong culture and a higher • Build a positive team and family purpose perform better in the long spirit run. As we continue to grow, we strive to ensure that our culture • Do more with less remains alive and well. Check out • Be humble our core values and see if they speak to you.
Our three-part mission guides our decision making: • Our Product Mission drives us to make fantastic ice cream – for its own sake. • Our Economic Mission asks us to manage our Company for sustainable financial growth. • Our Social Mission compels us to use our Company in innovative ways to make the world a better place.
At Edelstein, we’re not all bar charts and balance sheets. We’re curious, involved, and engaged. We’re devoted to a client experience that revolves around your personal and business goals, not around formulas and ratios. Our work doesn’t end with getting the numbers right; that’s where it begins.
“A brand is an idea that you stand for, made real by what you do and expressed through your personality.” – Wally Olins, Author & Branding Consultant
“Don’t waste time living someone else’s life. Stay hungry. Stay Foolish.” – Steve Jobs
Lisa Murray lisa@trevicomm.com 617-835-0396 www.trevicomm.com Remember to Complete the Speaker Survey: bfbootcamp.net /event name/ ‘click’ on speakers / select your speaker https://twitter.com/trevicomm https://www.facebook.com/TreviCommunications/ https://www.linkedin.com/company/trevi-communications
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