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Page 1: Build a Brand That Works As Hard As You Do
Page 2: Build a Brand That Works As Hard As You Do

Meet Jennifer Walker from Walker Creative Design20+ years in Graphic Design and Advertising

• Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present

• Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally

• UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer

• Milwaukee Art Institute Madison Area Technical College - Commercial Art

• Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my

hands.

Page 3: Build a Brand That Works As Hard As You Do

Meet Jennifer Walker from Walker Creative Design20+ years in Graphic Design and Advertising

• Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present

• Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally

• UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer

• Milwaukee Art Institute Madison Area Technical College - Commercial Art

• Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my

hands.

Page 4: Build a Brand That Works As Hard As You Do

Meet Jennifer Walker from Walker Creative Design20+ years in Graphic Design and Advertising

• Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present

• Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally

• UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer

• Milwaukee Art Institute Madison Area Technical College - Commercial Art

• Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my

hands.

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StrategizeA Brand that Works

Using Inbound Marketing

Step #1

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Brand Strategy

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Brand Strategy

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Brand Strategy

Page 12: Build a Brand That Works As Hard As You Do

Branding – The Accounting View…

Your accountant will teach you that Branding, Sales & Outbound Marketing is an:

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Branding – The Accounting View…

Your accountant will teach you that Branding, Sales & Outbound Marketing is an:

Expense

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Outbound vs. Inbound

Page 15: Build a Brand That Works As Hard As You Do

Outbound vs. Inbound

Page 16: Build a Brand That Works As Hard As You Do

Branding – The Entrepreneur View…

Branding, Sales & Inbound Marketing is an:

Investment For every $ out, more $$$ should come in ... Why is that true for some businesses and not others?

Page 17: Build a Brand That Works As Hard As You Do

Inbound Marketing Strategy

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Audiences everywhere are tough.They don’t have time to be boredor brow beaten by orthodox, old-fashioned marketing.

We need to stop interruptingwhat people are interested in &be what peopleare interested in.

Page 19: Build a Brand That Works As Hard As You Do

Unique Selling Proposition …

What makes you unique and interesting?

What is your USP?

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A Successful USP Should Be …

• Truly unique …

• Exciting to your target market ...

• Something that will get people talking ...

• Something that can’t be easily copied, or if it can be, it will be an obvious rip-off on the part of the offending

business ...

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Inbound Marketing is about creating a …

Difference.

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Creating a Difference

Helpful is the new viral.

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Creating a Difference can be done by

a Guarantee...

Page 24: Build a Brand That Works As Hard As You Do

A Myth About Guarantees …

Many people are frightened of guarantees they honestly think customers will rip them off…

Page 25: Build a Brand That Works As Hard As You Do

Why Does A Guarantee Work?

• Increases confidence and trust...

• Gives security ...

• Reduces risk ...

• It’s a contract ...

• Quality creates difference ...

• You get to choose the wording …

Page 26: Build a Brand That Works As Hard As You Do

Building an Inbound Marketing Campaign ...

Make a list of your target

Market segments, niches

or groups ...

Who?

Page 27: Build a Brand That Works As Hard As You Do

Having a Single Target Market is one of the Biggest Fallacy’s in Marketing Today …

Target Marketing is about …

CHUNKS

Page 28: Build a Brand That Works As Hard As You Do

Building an Inbound Marketing Campaign ...

Where will you find

them in the highest

concentration …?

Where?

Page 29: Build a Brand That Works As Hard As You Do

Building an Inbound Marketing Campaign ...

What is your offer going

to be, and what do

they want to buy …?

What?

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Building an Inbound Marketing Campaign ...

Why do they want to buy it…?

What are the BENEFITS …?

Why?

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Building an Inbound Marketing Campaign ...

How will you communicate

your offer to them …?

How?

Page 32: Build a Brand That Works As Hard As You Do

3 Most Important Parts of any Marketing Campaign ...

Target 10/10

Offer 5/10

Copy 1/10

Page 33: Build a Brand That Works As Hard As You Do

How to Writefor a Brand that Works

Using Inbound Marketing

Page 34: Build a Brand That Works As Hard As You Do

The best tool• Breaking through the noise• Getting past consumer resistance• “The best tool for smashing through

the protective shell is a very pointy one, so be sure you have exactly one point per message.”

Page 35: Build a Brand That Works As Hard As You Do

Why buy a drill?

Page 36: Build a Brand That Works As Hard As You Do

Headline: The ad for the ad

• Earn the viewer’s time• Pique curiousity• Be specific & concise• Turn features into benefits

Page 37: Build a Brand That Works As Hard As You Do

Offer• The #1 reason advertising efforts fail is

they do not contain an offer• Build dissatisfaction• Call to action• Something they want• Coupons, captions & P.S.

Page 38: Build a Brand That Works As Hard As You Do

Copy• Sorry, still make just one main point– 80/20 rule

• Eliminate details. Achieve impact.• It’s “YOU” not me, I or we

Page 39: Build a Brand That Works As Hard As You Do

CopyDO• Personal• Conversational• Simple• Short• Present tense• Specific

DON’T• Laundry list• Clever/funny

Page 40: Build a Brand That Works As Hard As You Do

Copy• Guarantees• Testimonials• Case Studies

Page 41: Build a Brand That Works As Hard As You Do

TEST & MEASURE

Page 42: Build a Brand That Works As Hard As You Do

Fine Tuning• Let it cook overnight• Don’t ask your spouse

Page 43: Build a Brand That Works As Hard As You Do

How to Builda Brand that Works

Using Inbound MarketingStrategies

Page 44: Build a Brand That Works As Hard As You Do

Brand Strategy? Case Study

Page 45: Build a Brand That Works As Hard As You Do

1. Discovery 1. Reveal Consumer Perceptions. Perception is reality.

2. Ask a simple question. What do you think this

company does?

Page 46: Build a Brand That Works As Hard As You Do

2. Insights • Business slowed down• Blamming the economy and others was too easy• Needed to do something different• Discover consumer perception

Simple Question –

What Do You think this Company Does?

Page 47: Build a Brand That Works As Hard As You Do

3. Strategic Scenerios We put it to the test

• Segmentation studies

• Brand image assessment

• Competitive analysis

• Web site usability

• Ad tracking and ROI metrics

• Name testing and validation

Page 48: Build a Brand That Works As Hard As You Do

4. Positioning Small but focused –We believe the process of

building or improving your

home should be enjoyable –

not frustrating or overwhelming.

We listen to our customers,

understand what they need

and create a home to fit their

lifestyles.

Page 49: Build a Brand That Works As Hard As You Do

5. Identity Development

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5. Identity Development

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5. Identity Development

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5. Identity Development

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5. Identity Development

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5. Identity Development

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Connect on LinkedIn

Page 65: Build a Brand That Works As Hard As You Do

Like Walker Creative Design

Page 66: Build a Brand That Works As Hard As You Do

By My Friend on Facebook

Page 67: Build a Brand That Works As Hard As You Do

Follow Me on Twitter

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