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

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

YES, YOU CAN MAKE BRAND STRATEGY HAPPENDANA DITOMASO

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What is your brand?

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It’s more than marketing.

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Humans like consistency.

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Marketing workswhen it feels right.

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Your brand is your promise.

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You have other priorities, right?

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Brand strategy drives ROI.

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Let’s get started.

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Start with your core values.

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Imagine your companyas a person.

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HonestKnowledgeable

PragmaticOpen

Engaging

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Why did this process fail before?

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The brand is / the brand is not.

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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.

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Define voice and tone.

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Brand strategy is more than just brand voice.

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Keep it simple!

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Make a living document.

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How to sell your client.

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How to sell your boss.

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Small companies are founder-driven.

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Big companies need direction.

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Without brand strategy,you can stagnate.

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What separates you from your competitors?

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Losing customers due to bad brand alignment?

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Service dealing with angry customers?

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Co-workers who aren’t “team players”?

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Marketing without purpose?

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Brand strategy fixes these things (and

more).

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THANK YOU!