Easy half day workshop format for your brand to refresh and define new talking points and brand values. Bring to your next board or leadership meeting or quarterly business review.

1. ‘YOU * YOUR CLIENT’
DIGITAL BRAND PLANNING
Follow and praise
@HUBERT GREALISH
Partner, Strategy & Communications, GWORKS Consulting.

2. I’m Hubert
DIGITAL BUSINESS
TECH & MARKETING
Building brands and business with 20+ year senior and
global marketing roles. Most sectors, global-A brand to
start-up, AI and fintech to media and publishing.
FMCG, consumer technology, global roles at Philips
Consumer, TomTom and for BBC, FT.com, Reuters, Cisco,
Sony Ericsson, celebrity, music, etc.
BluRay, MP3 phones, celeb, apps & mobile.
International agency in the UK and Europe
Start-ups, co-founder Sonomos, WeGo.nu (car sharing),
iThinki (data), JourneyBid and StudentPassengers (travel)
Build Business, Make Money, Find Fun
@HubertGrealish
hubert@hubertgrealish.com

3. AGENDA HALF DAY WORKSHOP
Content Strategy
Intros & Info - Updates
Next action
❑Tone of voice
❑Company style guide (discuss)
❑Revise and feedback of some of the existing content (mainly website & brochures)
❑Mission statement
❑Slogans
❑Social Media strategy
Direct & Disect (~1hr)
❑Test Talking Points - Q&A
❑Amends and take-outs
CONCLUDE & EXECUTE

4. AGENDA
3hrs
Content strategy - half day Workshop
Intros & Info
❑ New Brand Paradigms
❑ Loyalty Myth of Likes
❑ Brand Tree House - Who we are, what we do
o =>Competitive edge, product, issues?
o What can/not do/say?
Personas & Planning (~1.5hr)
❑ Personas: ideal customer - Briefing
❑ Current practice - feedback/inputs
o Tone, Talking Points, Targets (Marketing;
Innovation; Business managers)
o Media channels; tactics, B2B
Direct & Disect (~1hr)
❑Test Talking Points - Q&A
❑Amends and take-outs
Out-of-the..- No box!
marketing and digital
What I've learned..?
Opinions matter
Use data and follow your heart
New business is - mixing tech minds, moods

5. DRAFT
Value
Proposition
Summary sheet
for creation of
talking points and
related business
messages & sales
Competiton?..
‘YOU * YOUR CLIENT’

6. Brands & Loyalty
❑ 1. Consumer
Considers Initial
brands, mixes
experiences &
exposures
❑ 2. Process of evaluating
brand on what they
want.
❑ 3. Ultimately,
consumer brands
selected at purchase.
❑ 4. Important: After buying,
customer builds expectations for
next purchase.
Opp: Incentivize
Experiences?
Myth of ‘Likes’
No love in Loyalty

7. Brand TreeHouse
Varied views on our ‘brands’...
Off-the-cuff…
1. Product or Service?
2. Emotional benefit/offering?
3. Company & role - You?
30 mins
#SF15

8. Old
Messages
Static
Saying
Look & Feel
Posing
Simplicity
Touch points
Audience
Transactional
Top-down
New
Brand
Paradigms
New brand business = Digitized Experience …
Still a human experience (motivations)
New
Conversations
Dynamic
Doing / Experience
Authenticity
Depth
Engagement
Community
Relationships / Meaningful
Tech Based / Mobile

9. Talk to Personas
Everyone has a life
How do they spend it..?

10. sample
Value
Proposition
Draft outline
inputs from
discussions so far.
In-session
activitiy
‘YOU * YOUR CLIENT’

11. TALKING POINTS
MESSAGES
Ideally…
One or more relevant message to
combine with persona-centric messages
(eg tech is unique and good value, for
Innovation managers, etc)
Clues lie in: Positive remarks (informal
also) from partners or customers, to put
back into mix
Conversations online: Searches for
customers remarks and event ReTweets
or comments can all help steer online
discussions our way.
… Anything else, in your own words?
1. Our company is..?
2. Customers say...
3. Products... so..
4. What about...?
#SF15..?

12. Conversations already taking place…
Not all content needs branding.
Engage endorsers… uniquely
Read your customers and their interests
Content
Summing up
Summary
Impressions
Talking points
Actions and
Further Inputs
Feedback and thoughts

13. Thanks and share! Feedback!
To be continued ...
HUBERT@HUBERTGREALISH.COM
Strategy & Communications, GWORKS Consulting.