Branding in 20 Minutes! Entrepreneurs Connect

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Two Key Components | 3

First… Let’s Define a Brand... | 4

| 5 A Brand is a Promise

It Doesn’t Matter What They Think! | 6

It’s about what they feel in their gut! It Matters More What They Feel! | 7

Brand Positioning Brand Promise Brand Personality Brand Tone Core Truths and Values Product Attributes/Customer Experience Message Pillars – Differentiating Messages – Reasons to Believe Building Your Brand DNA | 8

Why are you different? What Is Your Reason to Believe? Why Should Your Tribe Trust You? | 9

Why Should Your Tribe Trust You? Differentiating Promise: Outdoor quality that lasts! Reason to Believe: 100% satisfaction guarantee |10

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 |11

Building Your Brand DNA To __________________, _______________ Primary target Audience Brand Name is the_________________________, Frame of Reference (Category) that _________________________________ Unique and Defendable Point of Difference affluent car buyers Volvo® automobile keeps you and your family safe | 12

So What’s So Unique About Organic Coffee? |13

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. We Talked to Customers |14 “Coffee with character takes time.”

| 16 Before After |16

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A Little Closer to Home |20

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 |22

You’re Just Getting Started! Remember… It has to be in here A Word to the Wise |23

| 24 Want a copy?