Branding Your Super Powers

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Tamsin Warren
5 years ago
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3 what we know

6 it s not business it s personal

7 Today s consumer wants to be sincerely engaged in a way that conveys a deeper understanding of their personal goals and values ~ Edelman

8 Today s Conversation Understanding the power of your super power! Your brand: The backbone of your marketing How you can these ideas in your marketing and client outreach. Thank you Money Quotient! ShoeFitts Marketing, Inc. All rights reserved.

9 what is your WHY?

10 Simon Sinek s Golden Circle Very few organizations know why they do what they do. It s a purpose, cause or belief. It s the very reason your company exists. why? how? what? Some organizations know how they do it. They sometimes translate this into a value proposition. Every organization on the planet knows what they do. (At least they should! These are the services they sell or the products they offer.) Source: Simon Sinek,

11 Your Why is Your MAGIC! What do you believe? What are your core values? What are you doing to make your clients happy? What are you doing to inspire your clients, your staff and your community? Why does your firm exist? Why are you a Financial Life Planner? ShoeFitts Marketing, Inc. All rights reserved.

12 Your WHY is your SUPER POWER!

13 How Our Brains Work Neocortex or pre-frontal cortex: Rational and analytical thought, language reptilian limbic neocortext Limbic and reptilian brains: Feelings including trust, loyalty, and fear; all human behavior and decisionmaking, and no capacity for language

14 The Golden Circle + The Brain why? reptilian how? what? limbic neocortext Source: Simon Sinek,

Your Why is Your Story NEURAL COUPLING: A story activates parts in the brain that allows the listener to turn the story into their own ideas and experiences.

15 Your Why is Your Story NEURAL COUPLING: A story activates parts in the brain that allows the listener to turn the story into their own ideas and experiences. DOPAMINE: The brain releases dopamine into the system when it experiences an emotionally-charged event making it easier to remember the concepts with greater accuracy. MIRRORING: Listeners will not only experience the similar brain activity to each other, but also to the speaker. CORTEX ACTIVITY: When processing facts two areas of the brain are engaged. A well-told story can engage many more areas including the motor cortex, sensory cortex and parts of the frontal cortex. Source:

17 What We Often Miss: The Contrast Where are they now? Where will they be after working with you? What does a day-in-the-life look like for them? How will their personal or professional lives change? Do they see the current situation as bad enough to overcome the inertia of status quo? How will your super power save them? ShoeFitts Marketing, Inc. All rights reserved.

18 your turn!

19 Working hard for something we don t care about is called stress. Working hard for something we love is called passion. ~ Simon Sinek

22 If you have a birth certificate, you have a brand. ~ Jim Signorelli, StoryBranding

25 Thanks Michael Kitces! The world is flat.

28 Take a Nap Now! If you just compete on: price performance proximity

31 Where Do You Want To Be? Brand Mission Brand Essence Customer Experience What do you offer? To whom? What s the outcome?

33 The Value of Design Design oriented firms outperform their moretraditional peers. Design and innovation go hand-in-hand with financial success. Source: Fast Company, October 2007

34 Source:

35 Source:

37 Pantone: Fall 2014 Color Trends

45 People do business with people they know, like, and trust.

47 Your Brand Touches Your Marketing promote PR AND ADVERTISING SEARCH ENGINE OPTIMIZED WEBSITE ARTICLES SOCIAL MEDIA DIRECT MAIL/ PRINTED MTL S attract BLOGS WHITE PAPERS WEBINARS EVENTS/ VOLUNTEER E-BOOKS/ RESEARCH engage MONTHLY E-NEWSLETTER CALLS MEETINGS/ PRESENTATIONS REFERRALS ShoeFitts Marketing, Inc. All rights reserved.

48 Some Background

users have unsubscribed from a company of people skip television advertisements of direct

49 Don t Bother Me! 84% 91% 86% 44% 200M of 25 to 35-year olds have left a favorite website because of of users have unsubscribed from a company of people skip television advertisements of direct mail is never opened. of Americans have registered with the FTC s Do Not Call intrusive or irrelevant advertising. that they previously opted into.

50 What Is Marketing? Outbound Inbound Telemarketing Trade Shows Direct Mail Blasts Advertisement Public Relations Newsletters Blogs White Papers Social Media Events Search Engine Marketing (SEM) Source: Get Found Online, Hubspot.com

51 You are who says you are.

52 A Robust Marketing Plan promote PR AND ADVERTISING SEARCH ENGINE OPTIMIZED WEBSITE ARTICLES SOCIAL MEDIA DIRECT MAIL/ PRINTED MTL S attract BLOGS WHITE PAPERS WEBINARS EVENTS/ VOLUNTEER E-BOOKS/ RESEARCH engage MONTHLY E-NEWSLETTER CALLS MEETINGS/ PRESENTATIONS REFERRALS

53 How It All Works PUBLIC RELATIONS WEBINARS WHITE PAPERS E-BOOKS/ RESEARCH BLOGS MONTHLY E-NEWSLETTER EXTRA SPECIAL OFFERING WEB LANDING PAGE/ LIST SOCIAL MEDIA REFERRALS PUBLIC RELATIONS SEARCH ENGINE OPTIMIZED WEBSITE ARTICLES EVENTS/ VOLUNTEER

55 ???????????????????????

57 I define connections as the energy that exists between people when they feel seen, heard, and valued... ~ Dr. Brené Brown

58 A New E-Book! shoefitts.com

59 Homework: Start With Why (TEDex)

60 Extra Credit: The Icarus Deception

61 Extra Credit: TED Radio Hour (NPR)

62 Branding Resources

63 Text: superpower To: 96000