Learn how to promote your business. This deck will give you the formula to create a perfectly simple brand positioning statement that will take your company to new heights. Slides taken from How to Tell Your Brand's Story, a class taught by MIke Troiano at the Intelligent.ly Boston campus. Learn more from the experts by visiting http://intelligent.ly/learn

1. presents
How to Tell Your
Brand’s Story Effectively
MIKE TROIANO
@miketrap

2. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
2

3. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
2

4. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
2

5. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
2

6. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
2

7. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
7:30
- Fin.
2

8. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
The Startup Journey
3
passionate
hypothesis

9. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
shared
vision
The Startup Journey
3
SELLING THE DREAM
passionate
hypothesis

10. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
proven
opportunity
shared
vision
The Startup Journey
3
SELLING THE DREAM
CONVICTION VS. FLEXIBILITY
passionate
hypothesis

11. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
race
to scale
proven
opportunity
shared
vision
The Startup Journey
3
SELLING THE DREAM DISCONTINUOUS CHANGE
CONVICTION VS. FLEXIBILITY
passionate
hypothesis

12. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
real
business
race
to scale
proven
opportunity
shared
vision
The Startup Journey
3
SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKETCONVICTION VS. FLEXIBILITY
passionate
hypothesis

13. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early
2002

14. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early
“mobile
marketing
management”
2002

15. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early
“mobile
marketing
management”
2002
“mobile
messaging
management”
2004

16. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early
“mobile
marketing
management”
“mobile
media
management”
20062002
“mobile
messaging
management”
2004

17. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
BUT… you’re betting your livelihood on a value
proposition you believe is significant.

18. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
BUT… you’re betting your livelihood on a value
proposition you believe is significant.
So you should write it down.

19. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning

20. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers

21. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute

22. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself

23. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer

24. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
• distinction – what makes you unique

25. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
• distinction – what makes you unique
• proof – perceived evidence of truth

26. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
declare your hypothesis
For target who are segment,
brand provides the category with
distinction because of proof.

27. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples

28. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples
• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.

29. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples
• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.
• For people around the world, Coca-Cola is the
soft drink that is the real thing since 1886.

30. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples
• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.
• For people around the world, Coca-Cola is the
soft drink that is the real thing since 1886.
• For industrial manufacturers who are challenged
to differentiate, BASF is the raw materials
supplier that makes products better through
engineering depth.

31. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
7:30
- Fin.
9

32. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:

33. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers

34. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute

35. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself

36. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer

37. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
• distinction – what makes you unique

38. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
• distinction – what makes you unique
• proof – perceived evidence of truth

39. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
7:30
- Fin.
11

40. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
12

41. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
12
Pair.

42. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
12
Pair. Pitch.

43. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
12
Pair. Pitch. Switch.

44. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
7:30
- Fin.
13

45. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
3 x 10 Minutes
14

46. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
3 x 10 Minutes
14

47. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Who’s got ‘em?
15

48. thank you.
@miketrap

49. Course Title
Course Title
INSTRUCTOR NAME