defining a brand strategy and value proposition
TRANSCRIPT
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Independent Practitioners
Defining Your Brand Strategy
& Value Proposition
O’BRIENCOMMUNICATIONS
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O’BRIENCOMMUNICATIONS
O’BRIENCOMMUNICATIONS
Tim O’Brien has national-agency and client-side experience. He’s run OBC since 2001, providing support to client organizations from small businesses and nonprofits to Fortune 100 companies.
This presentation was part of:
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Independent Practitioners
O’BRIENCOMMUNICATIONS
What we will cover…
• How to decide on direction and building a brand that lasts
• Deciding on business focus
• What are the essential tools I need?
• What tools are “nice to have?”
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Deciding on Direction/Building a Brand
O’BRIENCOMMUNICATIONS
Write a Business Plan
• Purpose of Your Business
• Market Analysis
• Competitive Landscape
• Financial and Business Objectives
• Marketing Strategy
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Deciding on Direction/Building a Brand
O’BRIENCOMMUNICATIONS
Write a Business Plan
• Operations/Physical Plant
• Systems and Processes
• Action Steps
• Timeline
• Analysis and Performance
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Deciding on Direction/Building a Brand
O’BRIENCOMMUNICATIONS
The Value of Business Planning
• Introspective/soul-searching
• Making a commitment
• Must be honest with yourself
• Build around your existing talents and capabilities
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Independent Practitioners
O’BRIENCOMMUNICATIONS
Deciding on Business Focus
• Did you work in an agency?
• Corporate or Nonprofit?
• Focus on skills, capabilities, industry
• Know what skills you must develop
• Do you know your market?
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Why Agency Experience Matters
• You’ve been in a billing environment
• You’ve sold, negotiated, balanced conflicting priorities
• Administrative, operational learning curve shorter
Independent Practitioners
O’BRIENCOMMUNICATIONS
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Why Corporate/Nonprofit Experience Matters
• You’ve focused on an industry
• You’re a subject matter expert
• You have a focused network/niche
• You’ve done some things intensely
Independent Practitioners
O’BRIENCOMMUNICATIONS
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What Essential Tools Do I Need?
• Business cards, stationery, Web Site
• Dedicated office space
• Good smart phone
• Good laptop, printer and software
• Memberships
Independent Practitioners
O’BRIENCOMMUNICATIONS
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What Tools are “Nice to Have?”
• iPad
• Subscriptions and services
• Media databases
• Custom printed materials
• Memberships
Independent Practitioners
O’BRIENCOMMUNICATIONS
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Summary
• What business am I in?• That’s personal, individual
• How do I create a compelling message for my value proposition?
• That’s an outgrowth of your business planning
Independent Practitioners
O’BRIENCOMMUNICATIONS
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Summary• Don’t be captive to one client.
• Market, market, market.
• Learn, learn, learn.
• Be willing/able to turn business away.
• Don’t take work that can put you out of business.
Independent Practitioners
O’BRIENCOMMUNICATIONS
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Find on Twitter:
@OBrienPR
or at
OBrienCommunications.com
O’BRIENCOMMUNICATIONS