webinar
CORONA CRISIS: HOW
YOUR VIRTUAL
SERVICES BRAND CAN
STAND OUT

Agenda Welcome!
Part 1. Today’s Landscape
Part 2. Opportunities
Part 3. Be Remarkable
Part 4. Captivate Your Audience
Takeaways and Bonus Workbook

You are here with me in this
webinar because you know that
the success of your business is
crucial right now in trying times.

Especially in the current turbulent times
of our new world norm… whether
temporary or not.

You seek:
• Insights
• Support
• Structure
• The next step to take for your
virtual services business

We are going to talk about your
business today.
And at the end, you’ll get a handy
framework to build your very own
remarkable virtual services brand.

Discover the
opportunities
for your virtual
services
business as a
consequence
of COVID-19.
What will you learn today?
An overview of
the
complicated
business
world we are
living today as
a result of
COVID-19.
Remarkable
brands stand
out in the
mind of the
consumer.
How does this
look today
and what
does it mean
to your virtual
business?
To stand out
in the
crowded
marketplace
of virtual
service
providers, you
need to
captivate your
audience. I'll
show you
how.
You'll learn
tried and
trued
methods for
establishing
your brand
personality.

9
Nice to
meet you!

Who am I really?
American
transplanted to the
Netherlands
Ex- circuit car
fanatic
A bit of a geek 
Star Wars Fan +
Gamer
Mom

Amsterdam-
based brand
agency working
worldwide

Our
Mission
12
iGina is on a
mission to bring
remarkable
brands to life.

Our
Vision
13
To craft powerfully
unique brands that
achieve audacious
goals and thrive.

for whom | feelings | personality
iGina is brand obsessed.
Curious
Guided
Understood
Excited
Entrepreneurs
Intuitive
Passionate
Helpful
Spunky!

Part 1
Today’s
Landscape
Many brands quickly
transitioned to virtual
services
What are the new
challenges you are
facing?

think about it
Your Experience
What sort of business are you in?
Have you struggled or thrived in
the new normal of COVID-19?

today’s landscape
Looks Something Like This
Work from
home
Changing
consumer
preferences
Switch in
focus
Offering
needed
services
Restrictive
human
interaction
Changing
legislations

these unique challenges
Can Result In…
Social
Isolation
Decreased
liquidity
New consumer
habits
New business
model
New
Routines
Change in
strategy

also challenges
Apply to Your Brand
Comms
Overload
Service
Relevance
Business
Continuity
Employee
Health
Economic
Downturn
Reduced
Sales

You aren't the only one now...
The smaller the company, the harder the
hit (lacking cashflow and capital)
Small businesses represent 99%of all
businesses in the EU
60%of small business owners feel their
revenue will shrink in the next 6 months
Approx. 36 million Americans employed by
small businesses are at risk of
unemployment

Rather than simply shying
away from the challenges
of today's landscape, you
can take the right steps to
maximize your
opportunities.
Plan.
Pivot.
Persevere.

Part 2.
Opportunities
How do I turn my
challenges into
opportunities?
Can my business
thrive in the new
normal?

navigating the challenges
What Can We Do?
As we adjust to a new normal in our business,
how to help our brands to thrive can be unclear.
It’s all about NOUROUSHING.
 Brand Heart. the why behind your business,
purpose and promise you make to the world.
 Brand Soul. The personality of your brand and
how you connect to your customers.
 Brand Service. the way that you live your
brand to the outside world.

A New Normal
Modifying the
way we work
and our
services
and/or
products
Practicing
compassion
with our
customers
and ourselves
Being honest
and human in
the space of
the unknown

Part 3 Be
Remarkable
What is a
remarkable brand?
How can I stand
out in a noisy
market?

Virtual Service Brands Have
Unique Challenges
How to
connect to
people
without being
in person.
Customers
are more
wary of
purchasing
from
strangers.
The market is
busy with
noise and
chatter.

- Seth Godin, Purple Cow: Transform your
business by being remarkable
In a crowded marketplace, fitting in is failing. In a
busy marketplace, not standing out is the same as
being invisible.

Be remarkable
28

What makes a virtual services
brand remarkable?
Build customer trust by delivering on your promises
Be consistent (in your customer experience but also how
you present your brand online)
Be transparent
Be authentic
Stay connected

Remarkable Brands Focus on 3 Things
HEART SOUL SERVICE

build a remarkable virtual brand
Your Brand Heart
Why does
your
business
exist?
What gets
you up in
the morning?
What’s your
personal
driver?
What is your
brand’s
purpose?
What is your
WHY?

build a remarkable virtual brand
Your Brand’s Soul
What’s your
brand
personality?
If your brand
were a
person, who
would
he./she be?
How should
your brand
speak?
How should
your brand
behave?
What’s your
brand
archetype?

build a remarkable virtual brand
Your Brand’s Service
Put your
customers
first
Make
authentic
connections
Be human Stay
connected
Be
consistent
(brand
personality)

All designed to captivate your audience

Strategy Story Identity
Visual
representation of
your company,
product, service
(logo, colors).
The storyline
that connects
your brand to it’s
everyday and
messaging.
Your promise,
beliefs, vision,
personality,
positioning, DNA.
Brand Is Many Things Rolled Up Into One

Planning is a Critical Step
Strategy is Crucial
“If you want
everyone on the
same page, then
you need this page
first”
Brand
Growth
Marketing
Pivot to Persevere
As a virtual service
provider, YOUR
personal brand is
likely linked to your
company brand
Embrace the
transition to a
remarkable brand
that is primed for
success in today’s
climate.

Part 4
Captivate Your
Audience
Who is my
ideal audience?
How do I connect
to them?
What makes my
brand unique?

Step 1:
Think about your
audience
Using the guidelines
on the page, paint a
picture of your ideal
audience in your head.

Mapping Your Audience Canvas
• Why, and for whom did you start your company? A simple statement that details what
problem you are solving for your audience. Craft this last after your evaluation and
mapping.
• Audience. Write a few words to describe your audience. Who are they?
• Actions. What are some things that your audience does?
• Needs. What are the rational drivers of purchasing?
• Wants. What are the emotional drivers of purchasing? What would they spend their
savings on?
• Pain Points. What keeps them up at night?
• Feelings. What does your audience feel in relation to their needs, wants and pain points?
• Emotions Triggered. Use the feelings box to choose the emotions your brand will trigger
in your audience.
• Triggering Traits. Choose the personality traits that trigger those emotions.

Step 2:
Feelings
Go through the
feelings list and choose
the words to write
down in the “feelings
triggered” box on the
canvas.

How do you want people to feel when
they encounter your brand?
As much as we’d like to
believe that we are rational
beings, we all make
decisions emotionally. We
decide with our hearts and
our “guts” first and justify
our decisions later with
logic. Decide how you want
to make people feel to tap
into your ideal clients’
emotional decision-making.

Step 3:
Triggering personality
traits
Select which
personality traits will
trigger the desired
emotions.
This should make up
your brand personality.

What personality traits would you use to
describe it? (Choose top 3)
How your audience feels will
be a result of your brand’s
personality. Imagine that
your brand is a living
breathing being, a character
in the story of your clients’
lives. How will it act? What is
its tone of voice? Is it a
mother-figure, best friend,
coach, king, comedian,
rebel, wise teacher, mentor,
artist, child, tour guide, or a
lover?

Step 4:
Put it into words
Use the “blurb” space
to write out what you
(your brand) want to
say to your audience.
Use words and a tone
that will trigger the
emotions. Mention
your USP.

Write 60 second blurb using your
brand personality as the basis
Choose a product or service of your
company and think of its unique
selling point. Remember who your
audience is and what emotions you
aim to trigger. Use words/phrases that
express your brand’s personality and
triggers those emotions.

Takeaways
and Bonus
Workbook
How do I get
started?
What do I need to
understand in
order to pivot my
brand?

Take home messages
• Build a detailed understanding of your
core customer base.
• Know which emotions to trigger
• Develop a brand personality that
connects with the audience and their
emotions
• BE A PURPLE COW!
47

Next steps
• Map ourtyour remarkable brand
strategy.
• Define your “noise”. Who else is vying
for your audience?
• Write out a list of blog topics bringing
today’s learnings into practice.
• Commit to your next blog topic that
speaks to your audience and speaks
louder than the noise!
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Are you ready to continue on your own?
You can walk through the Brand
Workbook on your own right now… But
what if you had a sparring partner to help
you unjumble all the ideas in your head?
50

Q&A

Thank
You!

REACH OUT TO US!
✎ hello@igina.net
✆ +31 6 424 834 38