How to build an Inbound Brand that wins every timeTiffany Sauder

@TiffanySauder

President of Element Three

THUMP

A. Hire a highly competent, exceptionally smart 20-something that doesn’t know inbound marketing and teach them

B. Hire an Inbound Marketing hot-shot-know-it-all that won’t stop talking

Hubspot would rather…

Hubspot would rather…

A. Hire a highly competent, exceptionally smart 20-something that doesn’t know inbound marketing and teach them

B. Hire an Inbound Marketing hot-shot-know-it-all that won’t stop talking

HOW WOULD

HUBSPOT RESPOND

IF AN EMPLOYEE

SENT OUT A TWEET

THAT WAS HIGHLY

INAPPROPRIATE?

a. Try to cover it up

b. Own it

HOW WOULD HUBSPOT RESPOND IF AN EMPLOYEE SENT OUT A TWEET THAT WAS HIGHLY INAPPROPRIATE?

a. Try to cover it up

b. Own it

A. Not show up for a presentation because he forgot an extra set of clothes and is worried about looking perfect

B. Wear yesterday’s clothes and show up on time

Brian Halligan is more likely to:

A. Not show up for a presentation because he forgot an extra set of clothes and is worried about looking perfect

B. Wear yesterday’s clothes and show up on time

Brian Halligan is more likely to:

Walking through the halls of HubSpot you are more likely to hear:

a. Try it, but don’t F*&k it upb. Book conference room D for

3 days so we can discuss every detail

Walking through the halls of HubSpot you are more likely to hear:

a. Try it, but don’t F*&k it upb. Book conference room D for

3 days so we can discuss every detail

A. Give away lots of discounted tickets to Inbound to make this the biggest gathering of Inbound marketers in the world and create an awesome experience for all

B. Not discount a single ticket because they want to make sure everyone who attends is completely committed to Inbound and has a stockpile of cash to spend

Hubspot is more likely to

ICON

A. Give away lots of discounted tickets to Inbound to make this the biggest gathering of Inbound marketers in the world and create an awesome experience for all

B. Not discount a single ticket because they want to make sure everyone who attends is completely committed to Inbound and has a stockpile of cash to spend

Hubspot is more likely to

WHAT COULD GO WRONG?

ELEMENT THREE

HQ in Indianapolis

30 Employees

2012 Agency of the Year

Platinum Partner

5 GUIDING BRAND PRINCIPLES

For Inbound-y Marketers

The Brand is the Product.“-Lee Clow

IT’S NOT WHAT YOU DO, IT’S HOW YOU HELP.

WHAT THEY DO HOW THEY HELP

Accounting & Financial Support A Crystal Ball to CEOs

Posh Retirement Living Excitement for the Future

Luxury RVs Access to an Elite Lifestyle

Inspection Services Peace of Mind

Sand, sea and sun A feeling of being totally alive

Watch Video:Marcus Buckingham Regarding Authenticity

Your brand is like a person.“— Marcus

Buckingham

I’d rather be first than perfect.“

-Howard Schultz, CEO of Starbucks

“Know what you’re driving toward.

HOW DO WE DO IT?

Let’s take a look at some tools

t @TiffanySauder

DISCOVERY SESSION: inside out Discover internal

vision, culture, beliefs

Converge on unique claim of distinction

Baseline used to compare perceptions of external audiences

AUDIENCE RESEARCH: outside in Uncovers powerful

emotional and rational brand connections and perceptions of external audience(s)

Offers comparison point with internal vision and communications

Creates insights into why audiences choose your brand over others

Sets up underpinnings of brand assets to be developed

t @TiffanySauder

COMMUNICATIONS AUDIT: what the marketplace sees & hears Review historical

and current literature and online presence (2 years)

Gauge for how consistent internal message is/ isn’t

Uncover where brand assets lie that can be carried forward

Key themes emphasized

What’s been done

How does Brand influence the decisions we make as Inbound Marketers?

(Most brands) want to be all things to all people. They want their brand to be a male brand and a female brand. An upper-crust brand and a plebeian brand. And in their greed they almost always end up with a brand which has no personality of any kind—a wishy washy neuter brand.

-David OgilvyThe Unpublished David Ogilvy

“

DO YOU KNOW YOUR ONE

THING?

t @TiffanySauder