BUILDING A STRONG & VALUABLE

ELASTIC BRANDWith Neil Humphrey

BUILDING A STRONG & VALUABLE

ELASTIC BRANDWhat else could you sell?

What’s going happen today?

10:00 - Introduction/ Icebreaker10:15 - Session One What Why & How?11:15 - Coffee Break11:30 - Session Two Essence, Integrations & Control12:45 - Lunch13:15 - Session Three Stretching & Extending14:30 - Afternoon Break14:45 - Session Four Workshops16:00 - Home

BREAK THE ICE

What do you want to get from today?

What, Why and HowSession One

WHAT is Brand?

“The set of emotions, memories, stories and relationships that, taken together, account for a

consumer’s decision to choose one product or service over

another.”Seth Godin

Look out! Iceberg

70% UnderwaterVisible Brand &Invisible Brand

How they think and feel

What they say about youWhen you’re not there

Perceptionis

EverythingReality is Nothing

REPUTATION

WHY develop your Brand?

CREDIBILITY

VISIBILITY

DIFFERENTIATION

TRUST

Trust emergeswhen value is perceived

Simon Sinek

PROFIT

HOW to create Brand Value?

#1MAKE A STRONG IMPRESSION

I’ll never forget whatsisface

#2CRAFT A COMPELLING VALUE PROPOSITION

Ease the pain

#3WOW WITH EXCEPTIONAL CUSTOMER SERVICE

Creating a wow

#4SELL AT THE RIGHT PRICE

Your Finite worth

#5FOCUS ON THE BENEFITS

What’s in it for me?

COFFEE TIME!

Essence, Integration & ControlSession Two

What is your

ESSENCE?

Brand Snowflake

Model

What is your MISSIONWhat gets you out of bed?What can we get behind?

What are the BENEFITS & FEATURES

of your product /service?

What’s in it for me?

WHICH MEANS THAT…

“In the factory we make cosmetics. In the drugstore we sell hope.”

Charles Revson - Revlon

What do your customersand prospects already think?

Perception is everything

What qualities do you want them to associate with your business?

BTW we are all professionals

Integrating your Brand

Your Value Proposition is the PROMISE of VALUE to be DELIVERED

RELEVANCEQUANTIFIED VALUE

UNIQUE DIFFERENTIATION

Designed for Humans

We provide …. (Product or Service)For …. (Target Audience)Who …. (Specific Need)So that … (Desired Outcome)Without …. (Negative Influence)

Controlling your Brand

The Brand Guide ESSENTIALSLogo UsageFonts & TypographyColourImagesText & Tone

LUNCH TIME!

Stretching & ExtendingSession Three

Brand Elasticity

How far can your brand STRETCH?

How RESILIENT is it?

Brand Contingency MatrixBaby Steps or Giant Leaps

WHY are some brands MORE elastic than others?

Brand Extension

What COULD you sell?

What SHOULD you sell?

Brand Congruence

How much of a STRETCH?Stretch Matrix

COFFEE TIME!

Workshop ExercisesSession Four

Text:7MISTAKESName and Email addressTO: 88802