Post on 21-Apr-2017
transcript
Build a brand people love#BrandMarketing Workshop @Upgrad_edu #UpgradXchange
Tina Datta NayakTwitter: @tinadatta23
Let’s get to know each other a bit…
Marketing…
• It was about selling - Product first
• It was about the value proposition
• It was about consistency
• It was about media placements and efficiencies
• It was about push
The world of media has exploded into bits
The digital landscape has changed
Your biggest challenge is
getting the ATTENTION of the user
If you want the attention of your user you gotta earn it!
…and it all starts with a precise, clear, brand story
– Seth Godin
“Marketing is no longer about the stuff you make. It is about the
story you tell”
Today you will take home…
• A brand marketing blue print
• Tools you can use to build market and competitive intelligence
• How you can craft your messaging - Pegs
• But before that, let’s build a marketing mindset
Marketing is about
getting more customers for the business
MarketingMindset #1
Marketing is the Key Moneymaker in your business
MarketingMindset #2
Marketing is a continuous process
Everything is an experiment
Test and watch approach
MarketingMindset #3
You have to commit to Marketing
It’s not a ‘department’ or a job that you can
take up when you have free time
MarketingMindset #4
Marketing begins with a deep understanding of the
customer
It does not begin with a website or an app or an ad
campaign
You need to fit into their life, they won’t fit into
yours
MarketingMindset #5
Customers hate to be sold, but they LOVE to
buy.
Solve the customers problem, make them
feel welcome
MarketingMindset #6
Don’t expect customers to find you
You go to them
MarketingMindset #7
Drive ACTION
Customers decisions aren’t conscious, they
are emotional
Access
Connections
Relationships
Affinity
Influence
Connections
Relationships
Affinity
Influence
Conversion
Path to conversion
Warning: This is going to be intensive
Let’s get our hands dirty
Steps to build the Blue-print
BI : ICompetitive Intelligence
BI : IIConsumer Intelligence
Elements of the
Core Brand Story
Creating USP and
UVP
Building competitive intelligence
Exercise 1
Building customer intelligence
Exercise 2
Creating the CORE Brand Story
Steps to build your CORE Brand story
Origin story ‘For’ story ‘Against’
story
Eg. Urban Ladder = Exceptional customer experience + curated selection, Trust and authenticity, They are warm and friendly, high
quality. Creating new things. Finding your space
Eg. Things that doesn’t make you feel comfortable
How did you start? What was your turning point?
Why YOU and why not someone else?
What drives you do be so different than others
Creating your value proposition
UVP & USP
Unique Value Proposition (UVP)
• Not about selling its the value behind the brand
• It’s Emotional
• It motivates. It’s ambitious. It’s positive
• It’s uniquely You
“It symbolises the process of creating a beautiful home with Urban Ladder, a process of collaborative creation. We want every individual to unleash their creative side, starting with their home to make it
unique and personal.”
Unique Selling Proposition (USP) - Prep work
1. Problems that your company is solving (list)
2. What objections come your way
3. Top 3 problems you solve
4. Top 3 objections you need to overcome
Unique Selling Proposition (USP) - Prep work
• Addresses these 4 components:
1. Appeal
2. Exclusivity
3. Clarity
4. Credibility
“Fresh, hot pizza delivered to your doorstep in 30 mins or it’s Free!”
Eg. Domino’s Pizza
#Pro-tipUse Principles of Persuasion
Let’s stay in touch. Twitter: @tinadatta23
You’ve been an amazing audience.