Defining Your Brand Promise Deck

Defining Your Brand Promise

@LaurenPerkins Founder and CEO @PerksConsulting

Entrepreneur in Residence @Columbia Author #CMplaybook

Alexandra Wilkis Wilson @AWilkisWilson

Co-Founder and CEO @GlamSquad Co-Founder and Strategic Advisor @Gilt

Author: By Invitation Only

©Perks Consulting Inc.

PERKSCONSULTING

©Perks Consulting Inc. @LaurenPerkins @AWilkisWilson #PEIntensive16


Experience Share: Building Brand Love & Loyalty


“It is new territory to me”“It’s expensive”

“An online presence on social media platforms is sufficient”

“It doesn’t create actionable results”

“It isn’t a quick & easy process” “My startup is too small at the moment to need branding”

“It’s time-consuming”

“I can do it a few months after the launch”

“I already have a PR program in mind”

“I already have a personal brand, I don’t need to recreate one for my startup”

@LaurenPerkins @AWilkisWilson #PEIntensive16

Misconceptions of Brand


Wholove? do you



NeedLoyalty

Desire Trust


Community

IdentityBelonging

Connection

Value

HappinessTruth Wanting

New

Exciting

Safety

Consistency PurposeExperience

Challenge

Aspirational

Passion

RelevanceChic


Elements of Brand Love


love?Whythe


Trust & Loyalty

Consistency

Advocacy

Competitive Advantage

Authenticity

Brands create: Which builds:


RELATIONSHIPS

AN EXPERIENCE

DIFFERENTIATION


What a Brand Does


BRAND PERCEPTION

BRAND PROMISE

BRAND PERCEPTION

COMMUNITY & MARKETPLACEDiminish

Amplify


Brand-Market Alignment


When theLove dies



lululemon

athletica

Fab♥


When Love Dies


How do youbuild the LOVE?



People first!


Build brand love

from the inside out!


Learn about your customers


Key Competitors

Competitive Advantage Target Market


Key Stakeholders

PROMISE

Differentiation

Vision and Mission

Value PropositionKey Products

or Services


Start with a Brand Brief to Capture Your Promise & Strategy

ALIGNMENT


CLARITY CONSISTENCY


What a Brand Brief Achieves

DESIRABILITY

VIABILITYFEASIBILITY


Delivering on the Promise: Brand and Business Alignment

ELEMENTS

Key Competitors - aspirational, direct, and drafters

Competitive Advantage - what enables you to beat the competition

Value Proposition - set of benefits that support your promise

Target Market - define your audience & what they need

Differentiation - what makes you unique to your customer

Products/Service - most important products/services you offer

Mission - how does your startup plan to deliver on its vision

Key Stakeholders - who impacts ability to deliver on promise

STRUCTURE

-Each individual creates a brand brief -Regroup and consolidate to produce a single

brand brief for your company -Two minute presentation Monday morning

{{


Exercise: Build Your Own Brand Brief

QUESTIONS?

[email protected]

@laurenperkins

@perksconsulting

linkedin.com/in/perksconsulting


#CMPLAYBOOK AVAILABLE NOW!


mailto:[email protected]?subject=

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Presentations & Public Speaking

Defining Your Brand Promise Deck