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Developing a Gravitational BrandMichael Forney, Presenter
What is a brand?
A brand is a public representation of an individual, group, or organization. It serves as that from which the public derives their perception.
Truth vs Perception
What comprises a brand?
A brand is made up four main parts:
•Company message •Company delivery •Client experience •Client comment
Who builds a brand?
A brand is built from two sides: the party the brand represents and the public who choose to interact with the brand.
Empathetic Message
Delivered Value x
=Brand Credibility
Building an Empathetic Message
A empathetic message is comprised of four elements:
•Authentic to You •Meaningful to Your Client •Clear in Value Proposition •Moving Call to Action
Authentic to You
•Truthful •Culture•Connection•Alignment
Meaningful to Your Client
•Aim•Culture•Hooks•Hangouts
Clear in Value Proposition
•Why do you do what you do?•What do you do?•Why should I care?•What problem do you solve?
Moving Call to Action
•Compelling•Progressive•Engaging•Action
67% of small businesses spent just over $2000 for their marketing budget in 2012
Budget Priorities
•Design•Website (optimize for mobile)•Digital Marketing
©2014 Gravitational Leadership
Thank you.
Michael Forney, [email protected]