find your secret sauce, create an addicting brand
Post on 17-Oct-2014
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DESCRIPTION
If you struggle to understand what makes you unique from your competitors, this 9-step process can help you uncover the clues (your ingredients) and put them together in a way that's perfectly and authentically YOU.TRANSCRIPT
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Find Your Secret Sauce (& Create an Addicting Brand)
An Introduction!
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I’m Téa (sounds like Tay’ah)
• Branding/Marketing
Coach & Consultant
• Author of “Attract &
Feed a Hungry Crowd”
• Word Nerd and
Gastronaut
• Proprietress of
StoryBistro.com
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Is this You?
Not sure what makes you
different from your
competitors?
Struggle to create a
tagline or an elevator pitch
that grabs attention?
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Imagine if You Could...
Work with clarity
Explain who you are
Get more attention
Be remembered
Connect with new customers
Lead a community
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What IS Your Secret Sauce?
• Passions
• Values
• Strengths
• Weaknesses
• Motivations
• Skills
• Goals
• Your Customers
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Your Story = Your Brand
• How People
Understand You
• The Persona of
your Business
• Expressed visually,
through words
& emotions
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What's In a Solid Brand?
• Core Strength(s)
• a Weakness/Vice
• a Quirk
• a Mascot/Talisman
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My 9-Step Process
#1: Self-Inventory:
Passions
Values
Strengths & Weaknesses
Motivations & Goals
Skills
Work History
Major Life Experiences
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9-Step Process Continued…
# 2: Get Inside Your Ideal Customer's Head:
What is their #1 problem/desire?
Who are they?
Where do they hang out?
Their unique world view
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The 9-Step Process
# 3: Find the Archetypes:
Fairytale characters
Comic book heroes
Cultural themes
Career paths
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The 9-Step Process
# 4: Look for patterns and connections:
Where are there overlaps between you
and your Ideal Client?
What themes keep repeating
themselves?
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The 9-Step Process
# 5: Outline the Story:
Main character(s); heroes, villains
What is the hero’s mission? Vision?
What results does she facilitate?
What makes her unique?
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The 9-Step Process
# 6: Translate words to images:
Metaphors
Mascots
Talismans
Colors
Fonts
Themes
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The 9-Step Process
# 7: Test!
Get feedback from small groups
Does the audience “feel” what you want
them to feel?
Does the audience get excited?
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The 9-Step Process
# 8: Create a Plan to Rollout:
Where do you need to be?
What are your SMART goals?
What help do you need to implement?
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The 9-Step Process
# 9: Implement!
Watch and monitor
Review results
Adjust for next time
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Get Started on Step 1… Let’s Identify Your Top 5 Passions!
Grab a piece of paper & pen…Ready?
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When I was a kid I loved to…
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I Can’t Pass Up a Book or a
Movie about…
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If I played hooky from work for a
week, I'd spend my time...
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Most people don't know this
about me, but I really enjoy...
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I am the
Go-To
person
when my
friends
need help
with...
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If I could star in my
own TV show, it
would be about...
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If I were to
make a
homemade
gift, it would
involve...
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I only tried it once or
twice, but I really
enjoyed...
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The closest I come to a runner's
high is when I'm...
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Find Your Top 5
Compare answers
two at a time
Close your eyes
Imagine your life
with/without
Fantasize with a
friend
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Your Origin Story = Brand (aka Secret Sauce)
http://storybistro.com/origin-story-sessions/