spoke s wi_cc-branding

I “HATE” POWERPOINT!

I “LOVE” BRANDING!

2006 – Blog / Speaking

2010 – TRUE Workbook

2013 – SEO Whitepaper

2014/15 – TRUE Book

Spoke Communications, LLC

A full-service, brand-driven marketing communications resource - integrating emerging technologies - with proven marketing strategies.

My Own Epiphanies on Entrepreneurship

• I don’t measure “Success” the same

• I QUIT MY JOB TO DO THIS?


• I don’t measure “Success” the same

• Zuckerburg and Cuban…

FLUKESFLUKES

If you’re paying the bills every month and able to LIVE, you’re a “successful entrepreneur.”

Hobby VS Business


Find a NICHE and OWN it.

•The first to market owns the lion’s share of the brand – define, defend, and OWN your slice.



•Become the VERB


I “HATE” POWERPOINT!

Branding in the marketplace is very similar to branding on the ranch.

In the old West, the brand was the identity of a ranch.

A UNIQUE mark on “your cow” differentiating it from “all the other cattle on the range,”

Even if they all look pretty much alike.

How Branding Got Its Name

The Good and Bad of Business & Entrepreneurship• Motivation & Passion• Nimble• Focus• Risk Averse• Resourceful (Boot-strapping)

• Relationship / Networking• Learn From Mistakes• Adapt to Change• BUDGET• BRAND MARKETING!

Business & Entrepreneurship

Every person has a BRAND and a reputation.

Every business has a BRAND and a reputation.

Branding Begets Marketing

Business & Entrepreneurship

Not ACTING on your T.R.U.E. BRAND

The Top 10 Marketing Mistakes• Financial Overload• “If You Build It…”• Reinventing The Wheel• Planning Without Action• Boredom• Shallow Network (dependence)• “But They Do It That Way!”• Missing The Target• Overvaluation

WHAT YOU’RE ABOUT TO

HEAR IS COMMON SENSE…

BRAND IS NOTYOUR LOGO!

Thank GOD.

A “T.R.U.E. Brand?”

TRUTHFUL - Understanding The 5-W’s: Who,

What When Where Why and How about your brand (YOU)

RELEVANT - Understanding HOW and why you

relate to your TARGET MARKET

UNIQUE - Understanding how your brand stands out

within a competitive market - your unique market advantage

ENGAGING - Understanding

where and how to best communicate within your brand community

• Targeting• Evaluating• Empathizing• Building Strategy• Creating Connections• Fulfilling Needs• Support• Do it all again!

Brand-Driven Communications

Apply it!

• Targeting• Evaluating• Empathizing

• Who?• What?• When?• Where• Why?

branding

Marketing Communications

Karl & Kathy Customer?

• Targeting• Evaluating• Empathizing

Branding

• Who?• What?• When?• Where• Why?

Branding

TRUTHFUL• Who drives your brand?

• What events built / sustain your brand?

• When have been the best / worst moments?

• Where is your brand (from… at … going)?

• How will your brand survive moving forward?

Branding

RELEVANT• Is your target market “in tune” with you?

• What is the intrinsic appeal to your brand?

• How do you amplify / fortify that?

• Are you “in tune” with your target market?

• Logical channels

Branding

UNIQUE• Differentiation from a crowded marketplace

• Focal point for marketing & communications

• Not “Different for Deferent's sake”

• Shocking is not UNIQUE in social media

Branding

ENGAGING • What “touch-points” do you provide?

• Push marketing?

• Pull marketing?

• Building a “BRAND COMMUNITY”

Branding

It’s about communication & COMMUNITY.

BRAND COMMUNITY?

Neilsen, “Trust in Advertising” Oct. 2007

QUESTIONS?

5400 SE 30th Street, Des Moines, Iowa 50320Phone: 515-257-MKTG (6584) • www.SpokeCom.comTwitter: @TheBrandChef • [email protected]

www.TheBrandChef.com


FREE WORKBOOK

“Tell me and I'll forget; show me and I may remember; involve me

and I'll understand.”– Chinese Proverb

5400 SE 30th Street, Des Moines, Iowa 50320Phone: 515-257-MKTG (6584) • www.createWOWmarketing.comTwitter: @TheBrandChef • [email protected]
