presented by LukeMysse.com

WHAT YOU CAN EXPECT» Quick introduction

» What branding is and isn’t

» 3 important BRANDING areas

» 60 day challenge

» Q&A

WHO IS THIS GUY?

» Luke Mysse

» Branding for over 14 years

» Founder of CROSSGRAIN.com

» Works with service companies

WHAT IS BRANDING?

We buy and make decisions based on emotion that we

later justify by fact.

WHAT IS BRANDING?

WHAT BRANDING IS NOT

» Not a logo or colors

» Not a one time event

» Not a fit for everyone

WHAT IS BRANDING?

WHAT BRANDING IS

» It’s your core belief

» It’s your voice in the market

» It’s a promise kept

WHAT IS BRANDING?

BRAND POSITIONING

“The solution to a positioning problem is usually found in the prospect’s mind,

not in the product itself.”

Positioning by Jack Trout

BRAND POSITIONING

BRAND POSITIONINGCASE STUDY

BRAND POSITIONING

1. NARROW YOUR FOCUS

BRAND POSITIONING

Positioning is not about you

BRAND POSITIONING

2. KEEP IT SIMPLE

3. FOCUS ON WHAT YOU’RE GOOD AT

BRAND POSITIONING

“We hear the question “what do you do for a living?” all the

time. Your professional category is the wrong answer.”

Book Yourself Solid by Michael Port

BRAND POSITIONING

BRAND POSITIONING

Positioning is not about you

BRAND POSITIONING

BRAND CONSISTENCY

1. HOW YOU TALK

BRAND CONSISTENCY

BRAND CONSISTENCYCASE STUDY

BRAND CONSISTENCY

2. HOW YOU ACT

BRAND CONSISTENCY

“80 percent of companies believe they deliver a superior customer

experience, but only 8 percent of their customers agree.”

Jeff Swystun

BRAND CONSISTENCY

3. HOW YOU LOOK

BRAND CONSISTENCY

80% consistent20% full of surprise

BRAND CONSISTENCY

BRAND CULTURE

Your culture is part of your brand whether you

want it to be or not.

BRAND CULTURE

1. HIRE FOR SPIRIT,TRAIN FOR SKILL

BRAND CULTURE

BRAND CULTURE

“Marginal tactics executed passionately almost ALWAYS

will outperform brilliant tactics executed marginally”

Selling The Invisible by Harry Beckwith

2. CHECK YOUR ATTITUDE

BRAND CULTURE

BRAND CULTURECASE STUDY

BRAND CULTURE

BRAND CULTURECASE STUDY

BRAND CULTURE

BRAND CULTURE

“Leadership is practiced not so much in words as in attitude and in actions.”

Harold S Geneen

3. LET INDIVIDUAL PASSIONS SHINE THROUGH

BRAND CULTURE

BRAND CULTURE

“By expressing your passion you create an experience that

people remember. When people remember you

THAT is good business.”

Love Is The Killer App by Tim Sanders

BRAND CULTURE

“It was about building a lifestyle that was about delivering happiness to

everyone, including ourselves.”

Zappos.com CEO Tony Hsieh

SECURE YOUR POSITIONING- Narrow your focus.

AUDIT YOUR CONSISTENCY- Look at every point of contact.

INVEST IN YOUR CULTURE- Invest in your people.

60 DAY CHALLENGE

“You can have everything you want in life, if you just help

enough other people get what they want.”

Zig Ziglar

What say you?

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