kaseya connect 2011 - branding your company's dna (lukemysse)
TRANSCRIPT
presented by LukeMysse.com
WHAT YOU CAN EXPECT» Quick introduction
» What branding is and isn’t
» 3 important BRANDING areas
» 60 day challenge
» Q&A
WHO IS THIS GUY?
» Luke Mysse
» Branding for over 14 years
» Founder of CROSSGRAIN.com
» Works with service companies
WHAT IS BRANDING?
We buy and make decisions based on emotion that we
later justify by fact.
WHAT IS BRANDING?
WHAT BRANDING IS NOT
» Not a logo or colors
» Not a one time event
» Not a fit for everyone
WHAT IS BRANDING?
WHAT BRANDING IS
» It’s your core belief
» It’s your voice in the market
» It’s a promise kept
WHAT IS BRANDING?
BRAND POSITIONING
“The solution to a positioning problem is usually found in the prospect’s mind,
not in the product itself.”
Positioning by Jack Trout
BRAND POSITIONING
BRAND POSITIONINGCASE STUDY
BRAND POSITIONING
1. NARROW YOUR FOCUS
BRAND POSITIONING
Positioning is not about you
BRAND POSITIONING
2. KEEP IT SIMPLE
3. FOCUS ON WHAT YOU’RE GOOD AT
BRAND POSITIONING
“We hear the question “what do you do for a living?” all the
time. Your professional category is the wrong answer.”
Book Yourself Solid by Michael Port
BRAND POSITIONING
BRAND POSITIONING
Positioning is not about you
BRAND POSITIONING
BRAND CONSISTENCY
1. HOW YOU TALK
BRAND CONSISTENCY
BRAND CONSISTENCYCASE STUDY
BRAND CONSISTENCY
2. HOW YOU ACT
BRAND CONSISTENCY
“80 percent of companies believe they deliver a superior customer
experience, but only 8 percent of their customers agree.”
Jeff Swystun
BRAND CONSISTENCY
3. HOW YOU LOOK
BRAND CONSISTENCY
80% consistent20% full of surprise
BRAND CONSISTENCY
BRAND CULTURE
Your culture is part of your brand whether you
want it to be or not.
BRAND CULTURE
1. HIRE FOR SPIRIT,TRAIN FOR SKILL
BRAND CULTURE
BRAND CULTURE
“Marginal tactics executed passionately almost ALWAYS
will outperform brilliant tactics executed marginally”
Selling The Invisible by Harry Beckwith
2. CHECK YOUR ATTITUDE
BRAND CULTURE
BRAND CULTURECASE STUDY
BRAND CULTURE
BRAND CULTURECASE STUDY
BRAND CULTURE
BRAND CULTURE
“Leadership is practiced not so much in words as in attitude and in actions.”
Harold S Geneen
3. LET INDIVIDUAL PASSIONS SHINE THROUGH
BRAND CULTURE
BRAND CULTURE
“By expressing your passion you create an experience that
people remember. When people remember you
THAT is good business.”
Love Is The Killer App by Tim Sanders
BRAND CULTURE
“It was about building a lifestyle that was about delivering happiness to
everyone, including ourselves.”
Zappos.com CEO Tony Hsieh
SECURE YOUR POSITIONING- Narrow your focus.
AUDIT YOUR CONSISTENCY- Look at every point of contact.
INVEST IN YOUR CULTURE- Invest in your people.
60 DAY CHALLENGE
“You can have everything you want in life, if you just help
enough other people get what they want.”
Zig Ziglar
What say you?
Connect with Luke online...
From your smartphonesnap for contact info or visit
LukeMysse.info
LukeMysse.com
@LukeMysse