developing a gravitational brand
TRANSCRIPT
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Developing a Gravitational BrandMichael Forney, Presenter
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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.
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Truth vs Perception
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What comprises a brand?
A brand is made up four main parts:
•Company message •Company delivery •Client experience •Client comment
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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.
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Empathetic Message
Delivered Value x
=Brand Credibility
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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
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Authentic to You
•Truthful •Culture•Connection•Alignment
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Meaningful to Your Client
•Aim•Culture•Hooks•Hangouts
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Clear in Value Proposition
•Why do you do what you do?•What do you do?•Why should I care?•What problem do you solve?
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Moving Call to Action
•Compelling•Progressive•Engaging•Action
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67% of small businesses spent just over $2000 for their marketing budget in 2012
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Budget Priorities
•Design•Website (optimize for mobile)•Digital Marketing
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©2014 Gravitational Leadership