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Branding Strategies for Experts

Date post: 04-Aug-2015
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HOW TO LAUNCH YOUR BIG IDEA @GreenleafBookGr #bigideas2015 SETTING YOURSELF UP FOR SUCCESS
Transcript

HOWTO LAUNCH

YOUR BIG IDEA

@GreenleafBookGr#bigideas2015

SETTING YOURSELF UP FOR SUCCESS

SCOTT JAMES

• Greenleaf Book Group, Manager of Brand Strategy

• @scottandjames

WELCOME

Nothing is more powerful than an idea whose time has come.

- Victor Hugo

WHAT IS A “BIG IDEA?”

A BIG IDEA…

Creates change

Sets you apart

Inspires long-term commitment

Gets you excited!

What’s your BIG IDEA? Tweet @GreenleafBookGr #bigideas2015

A BIG IDEA…

What’s your BIG IDEA? Tweet @GreenleafBookGr #bigideas2015

MEET CAROL • Leadership Consultant• 30 years management experience• “Leaders need good data.”

MEET ERIC• Physical Therapist• 15 years experience• “Everyone can be healthy.”

3VISION CONTEXT PROMISE REALITY

1 2 3 4

VISION & MOTIVATION

1

VISION & MOTIVATION

What is driving you?

Where do you see yourself in 3-5 years?

What does success look like?✓

How do you define success? Tweet @GreenleafBookGr #bigideas2015

VISION & MOTIVATION

How do you define success? Tweet @GreenleafBookGr #bigideas2015

IDEA: “Leaders need good data.”- Has seen too many companies stall or fail because of guesswork- Wants to become an expert consultant - Interested in a book & speaking

IDEA: “Everyone can be healthy.” - Sees too many suffering from preventable, stress-related injuries- Wants to develop a training program and related products

READY FOR ?

CONTEXT & LANDSCAPE

2

AUDIENCE COMPETITION

Who are your biggest fans? Tweet @GreenleafBookGr #bigideas2015

SELF-AUDIT

1 2 3

AUDIENCE

Whose problem are you solving?

Who are the decision-makers?

Narrow focus to primary & secondary targets

Who are your biggest fans? Tweet @GreenleafBookGr #bigideas2015

Who are your biggest fans? Tweet @GreenleafBookGr #bigideas2015

Primary: VP and C-suite members in media industry

Secondary: Small- & medium- sized business owners in technology

Primary: Office computer users with chronic pain

Secondary: Cashiers with chronic pain

COMPETITORS

Who is already big in your space?

What will people fi nd when they search through Google or Amazon?

Look at all types of media

@GreenleafBookGrgreenleafbookgroup.com

@GreenleafBookGrgreenleafbookgroup.com

SELF-AUDIT

What are you currently doing well?

What are you known for?

Who already knows you?

What are you known for? Tweet @GreenleafBookGr #bigideas2015

What are you known for? Tweet @GreenleafBookGr #bigideas2015

Currently:- Part of her company’s leadership team - Maintains leadership blog- Speaks at local events on leadership

Currently: - Volunteers monthly at local hospital- Has a sheet of tips he sends to friends- Working with a designer on a prototype

PROMISE & POSITION

3

VISION PROMISE

How will you change the world? Tweet @GreenleafBookGr #bigideas2015

DIFFERENT-IATION

1 2 3

VISION

What drives you & your idea?

How would you change the world?

What gets better?

How will you change the world? Tweet @GreenleafBookGr #bigideas2015

How will you change the world? Tweet @GreenleafBookGr #bigideas2015

VISION: Leaders draw insights from data

VISION: Repetitive motion injury sufferers (RMIS) find long-term relief without surgery or medicine

PROMISE

Get specifi c

How does your audience benefi t?

What translates across mediums?

What is your core promise? Tweet @GreenleafBookGr #bigideas2015

What is your core promise? Tweet @GreenleafBookGr #bigideas2015

VISION: Leaders draw insights from data

PROMISE: System for analyzing data that virtually eliminates guesswork

VISION: RMIS find long-term relief without surgery or medicine

PROMISE: Tools and training to beat chronic hand & wrist pain

DIFFERENTIATION

What makes you unique?

Why should anyone care?

WOW factor

What is your X-factor? Tweet @GreenleafBookGr #bigideas2015

What is your X-factor? Tweet @GreenleafBookGr #bigideas2015

VISION: Leaders draw insights from data

PROMISE: System for analyzing data that virtually eliminates guesswork

DIFFERENTIATION: 360° Q & A structure that teams can self-facilitate

VISION: RMIS find long-term relief without surgery or medicine.

PROMISE: Tools and training to beat chronic hand & wrist pain

DIFFERENTIATION: Live video coaching

REALITY & RESOURCES

4

Eventually everything connects – people, ideas, objects. The quality of the connections is the key to quality per se.

- CHARLES EAMES

CORESTRENGTH

S

PERSONAL

ROLE

@GreenleafBookGrgreenleafbookgroup.com

HELP?

1 2 3

CORE STRENGTHS

What are you already doing?

What areas do people frequently come to you for help with?

When do you feel most alive?

When do you feel most alive? Tweet @GreenleafBookGr #bigideas2015

PERSONAL ROLE

Where are you most needed?

What can you delegate or outsource?

What can ONLY YOU do?

What can ONLY YOU do? Tweet @GreenleafBookGr #bigideas2015

T i m e & Tr a v e l

Key things to consider…

F i n a n c i a l N e e d s

P u b l i c f a c i n g ?

@GreenleafBookGrgreenleafbookgroup.com

GETTING HELP

What do you know you don’t want to be responsible for?

Where will you need to delegate, hire out, or get help with?

Who can you ask for feedback?

@GreenleafBookGrgreenleafbookgroup.com

Getting Feedback

TrustedCol leagues/

Peers

Business/StrategicPartners

Customers

Focus Groups

Emai lSurvey

Fr iends/Fami ly

OpenDiscuss ion

Soc ia lMed ia

Po l l

Tweet your

BIG IDEA

For a chance to win a FREE consultation

with one of our brand strategy

experts!

@GreenleafBookGr#bigideas2015

Expand Your Brand

Next month…Video

& Audio

TheBook

SocialMedia

Webs i teSpeak ing

B logNews le t ter

Art ic les

@GreenleafBookGr greenleafbookgroup.com

Thank you!

For more details about our brand development services,contact [email protected]


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