3 Pillars Of Your BRAND STRATEGY Believe It Every employee at your brand, new or old should have a copy of this book. Interviews should consist of questions and analysis to see if they believe what we believe. These series of books on brand strategy should be used during the onboarding process. Display It Display the Mission, Vision, Purpose Statement, Core Values in your Office in your boardroom, lunchroom, Founders office. Displaying and viewing our core brand strategy for your brand helps us stay true to ourselves and our company Vision. Use It When making important decisions or in tough times. Ask yourself. Does this align with your brand Vision and Mission? When creating new products, new content, emails, ads, videos. Ask yourself Does this align with our Tone? Buyer Persona Template Your buyer persona will be the core of your entire brand strategy template. By understanding the in-depth psychology of your consumer, you will be able to stand out from the crowd and provide the most targeted experience. It’s 2020, the world is looking for the most seamless experience. Consumers expect you and I to know what they want and what they should buy. To understand the minds of your consumers, we must break in deep and recognize the way of their intentions. Below you will find a list of 8 elements to create the perfect buyer persona. These elements will help you uncover > Your audiences desires > Personality traits > Goal & ambitions > Partial pain points (the main pain point template is in the next section) This is all vital as it will make up your entire brand strategy. How? Because you aren’t creating the brand for yourself, you are creating it for you consumers. And to create a powerful brand that your consumers would love, you must know WHO THEY ARE. You will be able to leverage in your - Website copy Social media targeting + content All your content strategy Paid media targeting Brand positioning Brand tones Pain points of your audiences Creating a vision + mission + slogan that resonates with consumers This will be the basis of your entire marketing plan. Here’s the template For your brand, you want to define 6-9 potential buyer personas. The template consists of: 1. 2. 3. 4. 5. 6. 7. 8. Person name Introduction of the person Age Education status Challenges & Motivations Objectives in life What would happen to the person if they don’t reach those objectives in life? Solutions Here is an example of a buyer persona Buyer Persona 1: - Patients Leaving a clinic to find other care Ron Smith - Personal Clinic, Phoenix Arizona Intro Ron Smith is a French-trained medical aesthetic practitioner. He is a plastic surgeon as well as an expert in medical aesthetics. As a member of the society of cosmetic surgery, his goal is to be the solution for medical aesthetics. He started to notice significant changes in his line of work with clients consistently leaving his clinic for others. He found out that the majority of his clients were going to non university specialists. In fact, they were switching over to other clinics and even spas now due to more efficient, less expensive pricing points. After conducting a little research he realized the difference was those new clinics were following through with a customer journey for their clientele. Instead of jumping right into everything the patients were able to have multiple touchpoints with the doctor to plan out exactly the procedure they want, how it will be done, and the results. It gave them a sense of security and safety between their journey. Age 37 Education University - Teachers college + MBA Challenges & Motivations Ron Smith's patients have been leaving his clinic to begin finding other care. He has been extremely confused and has resorted to dropping his prices. He realized that the reason was due to the lack of patience service provided. In other words, he as well as his team were not meeting clients’ expectations. He has to conduct an overall patients journey for each possible touchpoint but he does not know-how. The concept of giving value to the consumers was lacking from his equation. Staff members have begun holding up delays and the consumers are looking for the most efficient way possible to get their treatment done. The staff has been going through the confusion with their own technology and are stuck. Objectives ● ● ● Find an efficient alternative to the technologies he has to speed up the process Find new ways to boost the patience service to lower the number of customers they are losing every few months Create a patient journey from beginning to end with each touch point in mind to maximize the patient's experience with them. This will create a power VP in his clinic as he will be remembered for being trustworthy as well as a patient-centric clinic. If he doesn’t reach those objectives? Potentially can be brought out of business by efficient competitors Solution This is where you place your value propositions as a solution to his problems Pain, Resolution, Proof Why it’s Important: Problem your company goes out to solve based on psychological factors, the most common problems that your buyer persona(s) face. Solved using your value propositions. How it’s used: Aids the purpose, vision, mission, overall goals of your company. It helps you develop solutions to problems your buyers really want to be solved. How you will be solving them and why you will be solving them. Shown through proof Where to use your PRP: All businesses help consumers solve their needs, wants, and problems. They guide the consumer to a better version of themselves using the specific product they are selling. Pain points are part of your business foundations. Understanding the pain points will help across your entire marketing journey. Here’s how to use pain points all across your buyers journey 1. Completely Unaware - No knowledge of anything except perhaps their identity/Opinion - This is for prospecting stage, you have to introduce the problem into your prospects life VIA VIDEOS 2. Problem-Aware - Prospect senses they have a problem but is unaware of the solution - Your pain points play an integral part in this section. Here you will build trust by aligning with your prospects beliefs, then showcasing more of the pain points so they BELIEVE YOU MORE - To understand your prospect beliefs, you must leverage the buyer personas from above 3. Solution-Aware - Prospect now knows the result they want but is still unaware that your brand solves it - Here is where you leverage the PAIN POINTS being solved by your products value propositions + solutions 4. Product-Aware - Prospect now knows what your brand is selling. At this point, they do not know if the solution is for them - They don’t know if the solution is right for them because of competitors. This is where you can show your prospects that you solve MORE OF THEIR PROBLEMS than anyone else. 5. Most Aware - Prospect knows the problem and that you have the solution. They are just waiting for a unique offer - They now believe you. They believe that you will solve their problems. They are just waiting for a discount code Instructions: Cheat Sheet: Your Brand’s Pain Points + Solutions + Proof Your Pain Points will be broken off into 3 tiers. Tier 1: Your Core Pains x3 - These are the main pains in your industry that you are going out to solve. 2 of them will be based off your competitors, and the other pain point will be something unique that you can solve that none of your competitors are doing Tier 2: Auxiliary Pains - These are 3 supporting pain points that compliment the above pain points. They are pain points that fall into the above core pains points buckets Tier 3: Micro Pains - These are micro pain points that you solve via unique value propositions to help sweeten your deal Fillable Aid: Pain: Name your pain point over here Resolution: Benefits, features, value propositions. How do you solve the pain with your brand and product? Proof: Visuals, Testimonials, screenshots results, customer journeys, influencer Example Based off ABOVE Buyer Personas Pain: Medical practitioners aren’t marketers. Resolution: We will be providing our practitioners with in depth marketing tips, tactics, course and lessons. Not only will they be able to adopt our technology, on top of it, they will be able to get the exposure they need Proof: Based off recent surveys the most common marketing problems medical practitioners face are as the following: 1. Need more patient volume for revenue growth - 34.6% Generating these appointments is easier said than done, ⅘ patients search for health information online. 2. Lack of awareness about additional services - 21.2% Lack of awareness is a massive factor. The main question practitioners must ask themselves is “Am i promising practices additional services in every patient touch point” 3. Underperforming website - 12.5% Overall, the industry has begun to move towards a digital marketing healthcare direction - 52 percent of consumers search online for information about treatment options or more generally to learn about health concerns or care providers. It has become more clear that patients have been using the internet to follow up with their treatments. 44 percent of patients who research hospitals on a mobile device end up scheduling an appointment. Pain: Resolution: Proof: Pain: Resolution: Proof: Vision Why it’s Important: Vision statement is where you want your brand to be and the great things it will accomplish for your consumers. You need to know what your Vision is before you do anything. Your Vision statement is your brand’s North Star. All the work you will be doing is to make your vision a reality. This is the first part in differentiating yourself from any sort of dropshipping store. A vision will give your brand a sense of purpose, A purpose that a dropshipping store so desperately needs but can never have because their main goal is to make money. By defining a vision, you will be able to CONFIDENTLY project your brand voice and message across all your touchpoints. Where to Use it: - Website front page On all my websites, I ensure to put the VISION statement on the home page For your home page, you can place it right under the main banner or right above your footer. - About Your Brand On your about us page your beginning section should compile of your vision statement. - Through your awareness ads Mainly through organic social media and prospecting ads across facebook. - Across your emails Your welcome emails, for both post purchase and pre purchase. You will be able to show your subscribers who you are and what you brand stands for Instructions: Cheat Sheet: - The consumer cares about how you and your brand will change their lives - Your perfect vision statement will have multiple meanings. It will give your audience multiple entendre to a point where they are guided by your visions North Star. - Perfect Vision statement aspires something greater than itself - A movement that your audience can imagine being a part of - You build an emotional connection with your audience, they help you spread the message Examples: Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.” Tumblr: “To empower creators to make their best work and get it in front of the audience they deserve.” Facebook: To give people the power to share and make the world more open and connected. Google: “To provide access to the world’s information in one click.” Nike: Bring inspiration and innovation to every athlete * in the world (*If you have a body, you are an athlete. AliBaba: “To make it easy to do business anywhere Instagram: “Capture and share the world’s moments” IKEA: ”To create a better everyday life for the many people…” Walt Disney: “To be one of the world's leading producers and providers of entertainment and information.” Apple: “Making hard things easy. With class” Sony: “To be a company that inspires and fulfills your curiosity.” Template + Fill in the Blanks: Steps - Target to Hit Questions to ask yourself: 1. Who do you want to help, what specific cause are you supporting to fix? 2. What are your audience's main problems? Look at your pain point document from above 3. If the problem didn’t exist, how would the world be? Explain how beautiful life could be without that problem 4. Why do you want to help your audience with this problem? What is your true reason + passion behind finding this solution? 5. How can the world be a better place if you solved this problem for that 1 SINGLE CONSUMER? Formula: Part 1: Where you see your brand in 5 years (in simplistic terms) Part 2: Why you are doing what you are doing Part 3: Who are you doing it for? Reasoning: The reason this is our Vision statement is that…. - Over here you must play devil’s advocate. Look at your vision statement and explain why it is your vision Mission Why It’s Important: The journey to reach your vision. They work hand and hand, like peanut butter to your jelly. Your mission statement will highlight HOW you will reach your vision. This ‘HOW’ will stem from YOUR VALUE PROPOSITIONS. Where to Use It: - About Your Brand Simply place your mission statement under your vision on your ABOUT US page. The reason for this is because the mission statement compliments your vision. - Benefits Indirectly, you will manage your mission statement all across your product pages. How? Because your mission is just how you will reach your vision THROUGH YOUR VALUE PROPOSITIONS. Your value proposition are all across your benefits section on your site. Instructions: Cheat Sheet: - From the day of you starting out, all the way to your vision in the future - 3 value propositions your brand can take to help you reach your vision Google: “To organize the world’s information and make it universally accessible and useful.” Tesla: To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.” Disney: “To be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.” Forbes: “To deliver information on the people, ideas, and technologies changing the world to our community of affluent business decision-makers.” CAT: “To enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet.” Home Depot: “The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices” Ferrari: “To make unique sports cars that represent the finest in Italian design and craftsmanship, both on the track and on the road.” BBC: “To enrich people’s lives with programs and services that inform, educate and entertain Template + Fill in the Blanks: How to create your mission statement Your mission statement is broken down into 3 parts Part 1: The first way you will be fulfilling your vision (VALUE PROPOSITION 1 SUMMARIZED) E.X Vision: To be the world’s marketing knowledge hub Mission: By creating a mastermind Utopia of experts & beginners …. Part 2: The second way you will be fulfilling your vision (VALUE PROPOSITION 2 SUMMARIZED) By creating a mastermind Utopia of experts & beginners …. That will surround multitudes of online marketing topics Part 3: The third way you will be fulfilling your vision (VALUE PROPOSITION 3 SUMMARIZED) By creating a mastermind Utopia of experts & beginners that will surround multitudes of online marketing topics ….. To help each other get the knowledge we need to profit with daily strategic thinking. These will all become the actions your brand will take to reach your vision Reasoning: The reason this is our Mission statement is because… - Over here you must play devil’s advocate. Look at your mission statement and explain why it is your vision Slogan Why It’s Important: Simply put, your purpose is the “Why” you do what you do. Your rallying cry. It brings everyone together for a common cause. It inspires What is the Purpose? Your vision simplified - You use this as a North Star for your audience. Your purpose statement will guide your actions while - Aligning team members - Hiring - Setting goals Instructions: Cheat Sheet: How to do it - Purposeful word (KICK OFF YOUR STATEMENT), Keyword - MUST BE FOUR WORDS OR LESS! Things to avoid in your slogan: - Your how - Your what - Pricing or your product - What you are selling - Why you are better than your competitors - Features or benefits Examples: Alliance Data Systems: “All for Good. Good for All” Apple: “Think Different” Biogen IDEC: “Transforming Discovery into Care” Boeing: “Forever New Frontiers” Boston Scientific “Delivering What’s Next” CVS Caremark: “Health is everything” Carnival Corp: “Fun for All. All for Fun” Citrix: “Simplicity is Power” Deere & co: “Nothing runs like a Deere” EMC Corp: “Where information lives” Expedia Inc: “Where you book matters” Template + Fill in the Blanks: The secret to a winning slogan is 2 fold Part 1: The formula - I always keep my slogans around 4-5 words - The formula is following the FORTUNE 500 companies [Purpose-filled word___Your Why__Keywords surrounding your Why] Part 2: The iterations - You will be creating MULTIPLE slogans in order for you to find the right now - Your slogan will be something that everyone will remember and know of. It instills a feeling inside of them Write Your Purpose Here: Your Purpose Statement: Reasoning: The reason this is our purpose statement is because…. - Over here you must play devil’s advocate. Look at your vision statement and explain why it is your vision The Tone of Your Brand Why It’s Important: The personality traits of your brand. This is your opportunity to resonate with your audience and buyer persona. This will be one of your most IMPORTANT parts of creating a brand. Your brand tone will allow you to come up with a positioning which is the way your brand sits in the minds of your consumers. You will be aligning your buyer personas directly with this section here. How? By becoming their best friend. Once you understand whom you buyer is, you will be able to break down 2 main things 1. - Their environment Financial status Interests Personality traits 2. Cognitive biases - Patterns in human nature that we can leverage The importance of those 2 is together they will allow you to understand your consumers: - Desires What they want from life Their goals & ambitions Their pain points From here, you can create personality traits for your brand that help the consumer trust you much more. So if you understand who your audience is, you will be able to directly sell them in the most streamlined manner. How It Works: Pick Your Tones: - Align (consistency) the personality of your brand with the brand slogan and vision. This will be based on your buyer personas + pain points. Where it will be used: - Website Copy - Color Schemes Core values Brand’s story, character Possible Tones: Source: https://www.teacherspayteachers.com/Product/Character-Trait-Word-Bank-5065232 Template + Fill in the Blanks: PRIMARY TONE: Your Brand’s Main Tone: - The main tone of your brand will be the personality trait that everyone will remember - This tone will be the primary focus of your copy angles as well as the way you speak to your audience - This tone will be reflected all across your social media, website, email, messenger flows, customer support, and within your company SECONDARY TONE: Your Brand’s Secondary Tone - Your secondary tone is one that compliments your primary tone. It will allow you to build on top of that initial PERSONALITY TRAIT that you are targeting - This tone will act as reassurance & align with your primary tone - This tone will be a trait that resonates with your audience TERTIARY TONE: Your Brand’s Tertiary Tone: - Usually your polarizing tone - A tone that can either build on top of the previous tones OR completely be a 180 degree flip and interrupt the 2 previous tones - The main goal of your third tone is to complete the full circle and allow for a perfect connection of three tones that are congruently projecting a message to your consumer Your Brand’s Personality traits: Feelings you want your consumers to feel, to bond with them - Example: Coca Cola - Excitement - Happiness - Belongingness Coca Cola has successfully projected these brand tones across all their social media works. They aren’t selling drinks, they are selling those traits above. Color Schemes: Now that you defined the specific traits of your brand, you want it to be completely congruent with your tone and the colors you use. If you are selling a fresh, alive, life-filled tone, and you are using the color black…. Well umm… I got some news for you. You are not successfully connecting your consumers emotions to your brand. Instead, for a fresh, alive, life-filled brand, you would want to use green or blue! Colors project a certain feeling. Let’s study a color psychology wheel. Source: https://review42.com/color-psychology-facts/ You want color schemes that match your specific brand tones. PRIMARY TONE: Your Brand’s Main Tone: MAIN COLOR - This will compile a total of 70% of the color across all your work on social media, website, emails, etc - It is your main color scheme that directly matches your primary tone from above SECONDARY TONE: Your Brand’s Secondary Tone: SECONDARY COLOR - Secondary color tone is one that beautifully compliments the color of the primary TERTIARY TONE: Your Brand’s Tertiary Tone: - CONTRASTING COLOR TO YOUR MAIN or SECONDARY COLOR (use for CTA’s) A powerful example that you can see below - Blue: Primary - Light Peach: Secondary - Yellow: Tertiary How to Use Your Brand Tone Across Your Work: Your brand tone will be prominently projected across your entire experience. Every possible touchpoint, your consumers should be able to feel your brand and it’s vision, (I will be explaining touchpoints in the next section of this course) The tone from the words you are using, to the colours your are choosing, should all match up across your marketing efforts. To voice your brand tone across your site, we will leverage the power of words. It’s the concept of painting vivid pictures with our words. To do so, we must create a bank of 2 things Power words- A list of words that you can leverage across all your copy on your social media, ads, website, emails, messenger flows, customer support 2. Blacklisted words - A compilation of words that your brand CAN NEVER EVER EVER use. These are words that can work for the product you are selling, but they can negatively impact your brand tone. 1. Here is a real life example. One of my clients was selling snacks from around the world. They had packages of snacks from INDIA, JAPAN, MOROCCO, ETC, The message they were selling was a taste of the world with true authenticity. Across their marketing efforts, we together created a strict rule to DEVOID any sort of words such as: Exotic. Why? Because of the multiple negative connotations around the word exotic (exotic dancers). This sounds humorous, but the reality is, it was not the tone we wanted the consumers to feel. The purpose of this bank is to convey a specific message, while holding a sense of congruence across all your mediums. To get a better understanding of how to use this across your Marketing + overall experience, let’s dive into touchpoints. TouchPoint Why It’s Important: Every point of interaction a consumer has with your brand needs to be memorable. This is the single greatest system to help you SMOOTHEN OUT THE PROCESS OF YOUR SALE & OPTIMIZE your experience. You will have the opportunity to map out exactly which step a consumer is at your brand, Then you can mix psychology within it to help make each step memorable & converting. Here’s the secret about this section: Imagine the power you could hold if you knew the exact JOURNEY your consumer was going on. Every step of the funnel that they reach, you control that step and it strategically leads people to a conversion. This template below will give you access to defining each individual touchpoint someone can have with your brand. Here is an example: To begin, you have to define the goal. What is the goal of your audience's journey? In this case, let’s do conversions. You want your audience to purchase from you once and again in the future. 1. First touchpoint(s) First time someone sees your brand Ask yourself: - Where can your audience find you? - Where will they lead? AKA your traffic sources + pages on your website. Ensure the message you are portraying on your traffic sources DIRECTLY match with the page you are leading your audience to. 2. Second Touchpoint(s) Now that they found you, and click onto your site, what journey do you want them to go on? Possibility 1: If the audience for the first time visited your home page, your goal should be to lead the home page audience to a COLLECTION page related, then collection page to product page. You now segmented the audience and know what they are interested in Possibility 2: Your first touchpoint traffic led straight to your product page. The goal here is to get them to easily: - Understand your offer - Simply relate the offer to the reason they clicked - Straight forward CTA to get to checkout page 3.Third Touchpoint(s) - No Purchase If they didn’t purchase you can now - Retarget with an ad with a unique offer - Send them abandon cart flows with emails - Messenger abandon cart flows Third Touchpoint(s) - With purchase Time to nurture so they can purchase from you again in the future - Send them thank you email - Send them an upsell email - Send them a welcome flow - Nurture them with value 4. Fourth Touchpoint(s) Another ask - Ask them for a review on the product page - Ask them to purchase another product that they like - Ask them what else they are interested in 5. Fifth Touchpoint(s) Provide value so they are always interested in your brand and they know your are a credibility source - Send follow up emails - Send follow up messenger flows - Send upsell emails - Send VIP emails (people who made x$ of purchases) Everyone has a lifecycle with you - Create a phenomenal experience with EACH touchpoint by deliberately mapping out the exact journey they can go on with your brand. Template + Fill in the Blanks: How to Do it: The entire consumer’s journey. How will you make each interaction memorable? TouchPoint 1: - Step of the Journey: Awareness - Medium/Source/Page: Social media (Instagram) - Experience: Congruent branding colors. Powerful copy that resonates with brand tone TouchPoint 2: - Step of the Journey: Consideration - Medium/Source/Page: Blog site - Experience: Actionable advice on the blog. Social sharing on the blog. Lead magnets that are targeted to what blog is about. TouchPoint 3: - Step of the Journey: - Medium/Source/Page: - Experience: TouchPoint 4: - Step of the Journey: - Medium/Source/Page: - Experience: TouchPoint 5: - Step of the Journey: - Medium/Source/Page: - Experience: TouchPoint 6: - Step of the Journey: - Medium/Source/Page: - Experience: TouchPoint 7: - Step of the Journey: - Medium/Source/Page: - Experience: Brand Story Why It’s Important: Stories sell. How do expect people to talk about your brand when you don’t know what they should be talking about? This the power of a brand story. Having a brand story that highlights the trials, tribulations, and overcoming of barriers is powerful. It allows your MAIN TRIBE members to build an emotional connection with your brand. It allows them to have a true story to go around telling people Template + Fill in the Blanks: Explain Your Brand's Story The anatomy for a perfect brand story: Paragraph 1: Introduce your pains that resonate with your audience. Show people you are human and were on a quest to live a better life but there was one huge barrier in your way. The barrier is the lack of a solution for your product Paragraph 2: Trials and tribulations. Show your audience the blood, sweat, tears that took place to get the final product + brand. The amount of effort that took place to create this FOR YOU, THE CONSUMER. Paragraph 3: The final result. Where you are today, what is your vision? How are you going to make your vision a reality? Story Examples: 1. https://ca.warbyparker.com/history 2. https://www.soul-cycle.com/our-story/ 3. https://www.beardbrand.com/pages/about-us 4. https://corporate.r29.com/about/#about-intr THAT’S ALL FOLKS Your next step is all about action It’s time to fill in the blanks and start congruently showcasing it across - Your website Your social media Your ads Your customer support Your hiring process Your goals creation After reading this, you’re more hungry for eCom knowledge than ever What better way to eat up eCom knowledge than from people with REAL EXPERIENCES, people who have failed & people who have succeeded, people who are on the same journey as YOU. The eCom Utopia is only 1 click away my friend. Join Now (30 days free) https://utopian.wizofecom.com/
