brand elevator pitch
DESCRIPTION
How to build your brand elevator pitchTRANSCRIPT
Build your Brand Elevator Pitch!
marketing toolkit!
@kingstonville www.kingstonville.com
Hi, my name is…!
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Imagine this scenario: You are an entrepreneur. You step into an elevator with a well known investor. She no4ces your branded shirt and makes the first move… ‘What is Brand-‐X?’
You have 60 seconds!
On the Elevator!
Elevator speeches or pitches are used to introduce your product, service or yourself, typically in seMngs where the window of opportunity opens and closes quickly and the stakes are high. A brand elevator pitch focuses on delivering the key brand message in the appropriate context to create a las4ng impression.
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Nice to meet you!
What’s the point?!
The objec4ve of a brand elevator
pitch is recall. Your mission is
to create a hook for your brand that will act as a trigger at right 4me. It’s much more subtle than a sales pitch and more powerful in the long run.
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Encoding
Storing Retrieving
Crea(ng a Memory
þbrand personality þwhy your brand exists þhow to interact with it
What should everybody know about your brand?
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Brand Personality!
It’s not so much what you say that defines your brand’s personality…it’s how you say it. Delivering your pitch in the right voice gives the message authen4city.
Marke4ng Toolkit Visit -‐ hUp://ideonomy.mit.edu/essays/traits.html for 234 Posi4ve Traits
Fun Innovative Serious
Traditional Risk-taking Conservative
Honest
Open Discerning Discreet
Bold
Brand Essence!
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A Brand Essence Wheel will make your brand pitch a lot easier to cra[. Spend 4me thinking through the whole brand and figuring out the core values.
• What the brand says about the users
• What users say about the brand
• Brand Fundamentals
• Brand AUributes
Personality Mo4vators
History Authority
Core Values
Brand Purpose!
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Your brand exists for a reason. This is a key component of the hook. Carefully consider... -‐ What makes it relevant?
How does your brand create value beyond func4onality? What higher level need does it serve?
-‐ What makes it different? Describe those brand elements that make it easy to spot your brand in a crowd.
Connection Points!
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Emo(onal
Logical
Business
Personal
Achievement
Reputa4on
Growth
Family
Resources
Supply Demand Loyalty
Environment
Status
Social Responsibility
Reputa4on
Friends
Savings
Expenses
Personal Development
Lifestyle Career
Know your connec4on points. Where does your brand fit in? If you have mul4ple connec4on points – figure out which best fits the present opportunity and hone in on that one.
Crafting the Pitch!
q Open with Personality q Create the context q Establish the connec4on point q Deliver the brand’s key message q End with Personality
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Example !
q Edu-‐tainment brand for young children What is Brand-‐X? That’s my favorite subject! Brand-‐X is really all about making learning fun. It leverages the technology that children can’t seem to get enough of to deliver useful, age-‐appropriate lessons. You may already know first hand how difficult it is to keep young children interested for more than 10 seconds! We like to say Brand-‐X makes paren4ng easy. You can check it out out at (loca4on/website) Look for the (key brand icon)!
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Example !
q Edu-‐tainment brand for young children What is Brand-‐X? That’s my favorite subject! [Personality] Brand-‐X is really all about making learning fun. It leverages the technology that children can’t seem to get enough of to deliver useful, age-‐appropriate lessons. [Context] You may already know first hand how difficult it is to keep young children interested for more than 10 seconds! [Connec4on] We like to say Brand-‐X makes paren4ng easy. [Key Message] You can check it out out at (loca4on/website) Look for the (key brand icon)! [Personality]
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consumers worldwide.
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Follow us @kingstonville Visit us at www.kingstonville.com