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Key Messages are the stiletto heel of your brand – it’s the showcase. Understand how to create your own platform. Then, walk-the-talk! We’ll look at each platform to understand how to consistently communicate your key messages from platform to platform. Rani will have you covered from head to toe.
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Key Messages: Your Brand’s Stiletto Heel
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Let’s Make the Most of Our Time
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Hypocrite Oath
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TO TALK ABOUT SHOES!
Why we’re really here…
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Quick (Female) Shoe Primer
• Heel height / type of heel– Wedge– Platform– 3 inch
• Color• Material• Open toe / closed• Decoration• Brand• Price
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Why Should I Care About Shoes?!• You don’t have to…• …but it’s a great analogy to help you define
your brand
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Seth Godin’s Definition of a Brand
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
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Defining Your Brand• Start with the 5 W’s– Who– What– Where– When – Why
• Don’t forget “how”• Write all of these down
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Keep Your Customer In Mind
Remember: Your Target Client Might Not Be Your Actual Clients
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Be Memorable
• How are you different from the competitor?
• What is unique about your brand?
• …yes, you’re still writing all this down & brainstorming about your brand
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Stuck?• Review your competitors• Look at companies /
brands you aspire to emulate
• Review keywords being searched for on Google in your field
• Interview your clients -- why did the hire you?– Consider having
someone else do this • Survey your clients
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Your Deliverable: Your Branding• A clear set of short,
concise messages that communicate the benefits of the brand
• This becomes the platform for all communication tactics and marketing efforts
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What Do You Mean By Platform• Establishing an image
and communicating it consistently is required for any brand to establish itself and to build awareness
• Then, determining the right places you need to be for your brand
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Source: SocialMediaToday
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STRONG SHOE BRANDS
Examples of branding that works via shoes…and how it’s carried out across various platforms (ha!)
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Christian Louboutin: Red Sole
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Toms
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Toms
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Toms
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Nike
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Nike
• Only on Twitter & Facebook• Nike doesn’t have to be everywhere…do you?
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Zappos: Customer Service
“We've aligned the entire organization around one mission: to provide the best customer service possible. Internally, we call this our WOW philosophy.”
• Look at all the ways they are doing this…just on the home page
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Back to Your Brand• Brand is the single
largest asset of any organization
• Your job is to protect the brand by communicating clearly & consistently what the brand stands for– And what it doesn’t
represent
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Quick Review: Defining Your Brand
Questions you need to answer:
• The 5 W’s + How• Who is your ideal
customer?• What’s memorable about
your brand?Then come up with your key
messages• Be consistent • Be concise
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Q & A+
CONTACT INFO
Rani [email protected]
http://www.slideshare.net/ranimonson
