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

Tools for competitive

A. Similar Web

B. Alexa

C. True Social Metrics

D. moat.com

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.