Project Entrepreneur Intensive Weekend. Rent Runway

1. 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.
PERKS
CONSULTING

2. ©Perks Consulting Inc. @LaurenPerkins @AWilkisWilson #PEIntensive16

3. ©Perks Consulting Inc. @LaurenPerkins @AWilkisWilson #PEIntensive16
Experience Share: Building Brand Love & Loyalty

4. ©Perks Consulting Inc.
“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

5. ©Perks Consulting Inc.
Who
love?
do you
@LaurenPerkins @AWilkisWilson #PEIntensive16

6. ©Perks Consulting Inc. @LaurenPerkins @AWilkisWilson #PEIntensive16

7. Need
Loyalty
Desire Trust
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Community
Identity
Belonging
Connection
Value
Happiness
Truth Wanting
New
Exciting
Safety
Consistency Purpose
Experience
Challenge
Aspirational
Passion
Relevance
Chic
@LaurenPerkins @AWilkisWilson #PEIntensive16
Elements of Brand Love

8. ©Perks Consulting Inc.
love?
Why
the
@LaurenPerkins @AWilkisWilson #PEIntensive16

9. Trust & Loyalty
Consistency
Advocacy
Competitive
Advantage
Authenticity
Brands create: Which builds:
©Perks Consulting Inc.
RELATIONSHIPS
AN EXPERIENCE
DIFFERENTIATION
@LaurenPerkins @AWilkisWilson #PEIntensive16
What a Brand Does

10. ©Perks Consulting Inc.
BRAND
PERCEPTION
BRAND
PROMISE
BRAND
PERCEPTION
COMMUNITY &
MARKETPLACEDiminish
Amplify
@LaurenPerkins @AWilkisWilson #PEIntensive16
Brand-Market Alignment

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When the
Love dies
@LaurenPerkins @AWilkisWilson #PEIntensive16

12. ©Perks Consulting Inc.
lululemon
athletica
Fab♥
@LaurenPerkins @AWilkisWilson #PEIntensive16
When Love Dies

13. ©Perks Consulting Inc.
How do you
build the LOVE?
@LaurenPerkins @AWilkisWilson #PEIntensive16

14. ©Perks Consulting Inc.
People first!
@LaurenPerkins @AWilkisWilson #PEIntensive16
Build brand love
from the inside out!

15. ©Perks Consulting Inc.
Learn about
your customers
@LaurenPerkins @AWilkisWilson #PEIntensive16

16. Key
Competitors
Competitive
Advantage
Target Market
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Key
Stakeholders
PROMISE
Differentiation
Vision and
Mission
Value
PropositionKey Products
or Services
@LaurenPerkins @AWilkisWilson #PEIntensive16
Start with a Brand Brief to Capture Your Promise & Strategy

17. ALIGNMENT
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CLARITY CONSISTENCY
@LaurenPerkins @AWilkisWilson #PEIntensive16
What a Brand Brief Achieves

18. DESIRABILITY
VIABILITYFEASIBILITY
©Perks Consulting Inc. @LaurenPerkins @AWilkisWilson #PEIntensive16
Delivering on the Promise: Brand and Business Alignment

19. 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
{
{
@LaurenPerkins @AWilkisWilson #PEIntensive16
Exercise: Build Your Own Brand Brief

20. QUESTIONS?
Lauren@PerksConsulting.com
@laurenperkins
@perksconsulting
linkedin.com/in/perksconsulting
©Perks Consulting Inc.
#CMPLAYBOOK AVAILABLE NOW!
@LaurenPerkins @AWilkisWilson #PEIntensive16