yes, you can make brand strategy happen (#confluencecon 2015)

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#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

YES, YOU CAN MAKE BRAND STRATEGY HAPPENDANA DITOMASO

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

What is your brand?

#ConfluenceCon @danaditomaso

It’s more than marketing.

#ConfluenceCon @danaditomaso

#ConfluenceCon @danaditomaso

Humans like consistency.

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

Marketing workswhen it feels right.

#ConfluenceCon @danaditomaso

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

Your brand is your promise.

#ConfluenceCon @danaditomaso

You have other priorities, right?

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

Brand strategy drives ROI.

#ConfluenceCon @danaditomaso

#ConfluenceCon @danaditomaso

#ConfluenceCon @danaditomaso

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

Let’s get started.

#ConfluenceCon @danaditomaso

Start with your core values.

#ConfluenceCon @danaditomaso

Imagine your companyas a person.

#ConfluenceCon @danaditomaso

HonestKnowledgeable

PragmaticOpen

Engaging

#ConfluenceCon @danaditomaso

Why did this process fail before?

#ConfluenceCon @danaditomaso

The brand is / the brand is not.

#ConfluenceCon @danaditomaso

Currently the brand is: romantic and airy.

In the near future, the brand may be: elegant and elite.

The brand is not: cheap or tacky.

#ConfluenceCon @danaditomaso

Define voice and tone.

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

Brand strategy is more than just brand voice.

#ConfluenceCon @danaditomaso

#ConfluenceCon @danaditomaso

Keep it simple!

#ConfluenceCon @danaditomaso

Make a living document.

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

How to sell your client.

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

How to sell your boss.

#ConfluenceCon @danaditomaso

Small companies are founder-driven.

#ConfluenceCon @danaditomaso

Big companies need direction.

#ConfluenceCon @danaditomaso

Without brand strategy,you can stagnate.

#ConfluenceCon @danaditomaso

What separates you from your competitors?

#ConfluenceCon @danaditomaso

Losing customers due to bad brand alignment?

#ConfluenceCon @danaditomaso

Service dealing with angry customers?

#ConfluenceCon @danaditomaso

Co-workers who aren’t “team players”?

#ConfluenceCon @danaditomaso

Marketing without purpose?

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

Brand strategy fixes these things (and

more).

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

THANK YOU!

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